Parisian Icons Take Over Wall Street, The Hottest Fall Fragrances, and More

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Welcome to Launch Digest, where we bring you the latest and greatest product launches to hit the market across the DTC universe. 

I was lucky enough to find myself at David Mallett Salon’s new Wall Street location this week, treating my hair to a little end-of-summer reset. The French hair guru’s signature reparative Tokio Treatment was divine, leaving my sun-damaged hair smooth and frizz-free. And the salon’s unique location inside the WSA building’s Water Lounge was equally impressive: I truly felt like I was inside the warm cocoon of a spa, not the former HQ of an insurance giant. Called New York’s “first It building” by the New York Times, WSA has been transformed from an empty office building into a bona fide hotspot, housing everything from the Water Lounge’s luxurious suite of celeb-favored salons and aestheticians to Emily Ratajkowski’s Met Gala afterparties and GQ award ceremonies. 

As I took the ferry back to Brooklyn (protecting my new blow out with my new favorite silk scarf, of course), I thought about the recent trend of brands taking over corporate spaces. With corporate tenants downsizing or moving out of their in person offices altogether, developers are increasingly courting non-traditional clients. French department store Printemps made their buzzy US launch earlier this year in the landmark One Wall Street building, an Art Deco icon that formerly housed the Bank of New York headquarters. The spaces are jaw-dropping, highlighting original mosaics and murals from the 1930s. These historical details create an immersive, one-of-a-kind experience that makes shopping feel like a theatrical event. And the relationship seems to be advantageous for both parties – the building’s new French tenants seem far more successful at generating attention for the building than developers’ previous attempts to fill the space with condos. Even the coffee shop where I stopped in for a latte after my appointment at David Mallett was housed in a former bank.

With more companies embracing hybrid work schedules and letting their expensive leases lapse, I’d expect more brands to follow in Mallett and Printemps’ footsteps, converting expansive corporate locations into singular luxury experiences. What other hidden gems will end up tucked away along these converted corporate corridors?

And now, onto this week’s most exciting product launches: