The internet is buzzing with amusing videos of Millennials’ dumbfounded reactions to the pricey dish sets and crystalware they are inheriting from Boomer parents. The generation seems genuinely perplexed about what to do with these once-coveted items, which seem out of step with their current aesthetics. Tell that to Baccarat, the famous French crystal maison that evolved beyond its classic faceted Harcourt style stemware to modern, sleek styles. In addition, the glass-centric company founded in its namesake village in 1764 has expanded to a lifestyle brand to include hotels, its popular fragrance Baccarat Rouge 540 (produced by Maison Francis Kurkdjian and modern offerings in wax, porcelain, leather, and wood which has opened up their brand to a new demographic of collectors, who one day may be passing on their wares to Gen Alpha.
To expand its reach of these comprehensive offerings to younger demographics, Baccarat is expanding its retail footprint in New York City with a new store in the Meatpacking District after being a Madison Avenue staple for 60 years. Located at 33 9th Avenue, the new location joins the store’s 53rd Street boutique, within the crystal-centric Baccarat Hotel New York, and a shop-in-shop at Bloomingdale’s 59th Street store.
Moving south represents a strategic move, symbolizing its brand evolution—from the stuffy crystal your parents and grandparents had to today’s sleek contemporary designs—into the neighborhood known for its creative energy and burgeoning luxury scene, while respecting its French artisanal artistry. The store’s interior, designed by Paris-based studio Moinard-Bétaille, will immerse guests in the brand’s historic manufacture, aka its factory, celebrating the ‘contrast between earth’s most powerful materials and the brilliance of crystal.’
Like a good neighbor, the brand will be the lead sponsor of the trendy shopping and entertainment district’s annual “Lights on the Cobbles” holiday display, which will illuminate the neighborhood with a festive seasonal vibe. Featured in the light display will be an 84-light Zénith Chandelier at the corner of 9th Avenue and 14th Street, the heart and focal point of the area.
The store will also feature some exclusive items such as the new Polygon Pegasus Horse Sculpture – a geometric ode to the Year of the Horse (2026) by Hiroshi Fujiwara. The recently unveiled Baccarat x Usher Harmonie tumbler is available at the new U.S.-based boutique. A bold reinterpretation of a classic, this limited-edition Harmonie tumbler was designed by the musical artist and released in an exclusive run of only 500 pieces. The boutique will also feature the U.S.’s first Zénith Printemps Bleu 24L chandelier, launched in collaboration with Chinese designer Steve Leung.
In addition to the new downtown flagship, the French luxury brand also has 200 points of distribution in the U.S., including seven brand-owned boutiques (Meatpacking flagship, 53rd Street Boutique at Baccarat Hotel New York, Miami Design District, Houston River Oaks District, The Forum Shops in Las Vegas, Palm Desert, and South Coast Plaza in Orange County, CA.