Pharrell Williams Unveils Billionaire Boys Club’s Wynwood Flagship

Fans of the upscale streetwear company Billionaire Boys Club (BBC)/ICECREAM are in for a treat with its newest 5,000-square-foot location designed by Snarkitecture in Miami's Wynwood. Pharrell Williams and NIGO founded the retail company, which has been shaping societal conventions since 2003 with its cutting-edge collaborations and statement artwork with a sporty flair.

Williams has a long history of influencing Miami culture through several hotel-related projects, most notably The Goodtime Hotel, which he co-founded with Groot Hospitality chief David Grutman. His most recent BBC location in Wynwood is sure to bring about a fresh surge of success for the retail industry.

According to Williams, “I’m very grateful that we have the opportunity to bring our flagship store to Miami. It’s going to be a place where people can come in to get inspired by the mix of fashion, culture, art, and design. I can’t wait for everyone to see what we’ve created here, it’s really special.”

By designing the store as an art gallery in an effort to inspire new forms of customer connection, the founders have produced an immersive brand experience that has transformed the D2C paradigm, the brand's other U.S. flagship located in New York.

While the inside design was imagined through the eyes of an artist and will display regional and international works, the exterior walls of the store will act as a blank canvas for specific art installations by affiliated artists.

With its brick-and-mortar facility situated in a neighborhood infused with the same street spirit the company is established upon, BBC ICECREAM intends to tap into the creative energy of the locals.

The store, which is both modern and earthy, serves as an appropriate backdrop for enduring brands like Bee Line, Human Made, Adidas, MEDICOM, and more, as well as for special collaborative products from designers like Bunny Shapiro and CDG Play, selected by Sarah Andelman.

According to Alexandre, the overall goal of BBC ICECREAM is to act as a platform for creatives, which is what Pharrell and NIGO kept in mind while they created the brand and incorporated its numerous cultural facets.