Big Chefs Are Opening Restaurants in This Very Unexpected Place

When I was in college, my favorite shop was Urban Outfitters, but over the past couple of years, I feel like I have outgrown the store and can’t remember the last time I walked into one. However, if my local Urban Outfitters had a hot new restaurant from a big-name chef, like Michael Symon, I might be more inclined to venture inside. Yesterday Eater reported that Symon and acclaimed chef Marc Vetri are following in the footsteps of Top Chef season-two winner Ilan Hall by opening restaurants inside Urban Outfitters’ stores. The chef partnerships are a part of Urban’s new lifestyle concept that hopes to give shoppers a memorable experience rather than just a new pair of shoes.

“By offering services like hair salons, bike repair shops, and restaurants,” the article explains, “the stores are a one-stop shop, giving customers an experience they can't purchase with a click of their mouse.” Urban’s first “experience retail space” opened in L.A. in 2008 with Umami Burger inside. The success of both the restaurant and store has Urban hoping to re-create the concept across the nation. Hall’s restaurant, The Gorbals (picture above), opened in spring of 2014 at Urban Outfitters in Brooklyn, and Vetri’s pizza parlor will open in an Austin Urban soon. If all goes well, more Urban Outfitters lifestyle centers could be coming to your neck of the woods in the near future. 

Online, Urban Outfitters sells some pretty cool furniture; check out this gold arrow side table I'm in love with. 

Would you go to a restaurant inside of Urban Outfitters?