It’s an exciting time for fans of the luxury streetwear brand Billionaire Boys Club (BBC)/ICECREAM as it fills a 5,000-square-foot space by Snarkitecture in Miami’s arts and culture hub. Founded by Pharrell Williams and NIGO, the retail brand has been known for its cutting-edge collabs and statement graphics with a sporty flair, influencing cultural norms since 2003.

Williams is no stranger to shaping Miami culture through various hospitality endeavors, most famously The Goodtime Hotel and Swan, in partnership with Groot Hospitality commander David Grutman. His latest BBC ICECREAM venture in Wynwood is bound to usher in a new wave of prominence in the retail sector.

“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,” Williams said in a press release. “I can’t wait for everyone to see what we’ve created here, it’s really special.”

What the founders have created is an immersive brand experience that has redefined the D2C model, through the design of the space as an art gallery in an effort to drive new methods of engagement among its customers. This is the brand's second U.S. flagship, the other being in New York.

BBC ICECREAM hopes to draw from the community’s creative energy with its brick-and-mortar location centered in a neighborhood fueled by the same street spirit the brand is founded upon.

“We’ll be hyper-focused on creating a creative hub by curating events and gatherings that uplift the community as well as identifying philanthropic opportunities,” said Director of Brand Marketing & PR Hillary Alexandre.

The exterior walls of the store will serve as a blank canvas for special art installations by partnered artists, while the interior design was conceptualized through an artist’s lens and will display local and global works.

Victor Lee and Clarisse Empaynado of Snarkitecture visualized an open-concept layout reminiscent of South Florida’s natural elements, using environmentally-friendly materials inspired by the Everglades National Park. A soft blue and green color palette sets the tone for the space, which is grounded by a central sculpture by Snarkitecture co-founder Daniel Arsham, and the addition of two large windows welcomes abundant light.

Both futuristic and earthy, the store functions as a fitting backdrop for mainstay brands such as Bee Line, Human Made, adidas, MEDICOM and more, along with exclusive collaborative products from the likes of Bunny Shapiro and CDG Play, curated by Sarah Andelman.

The BBC brand’s unique value proposition is informed by the following motto: “Wealth is of the heart and mind, not the pocket.”

As a whole, BBC ICECREAM intends to serve as an output for creatives, Alexandre said, which is what guided Pharrell and NIGO as they built the brand and weaved in its many cultural elements.

“BBC ICECREAM is the brainchild of Pharrell and NIGO’s passion for creative and cultural experiences that has, in a sense, become the foundation to the current creative endeavors,” Alexandre said.

The store is located at 2545 NW 3rd Ave.