Victoria’s Secret tests a blueprint for the future of Pink with a cozy, glossy new store

The closest thing to the idealized mall you recall either from personal memory or from cultural lore exists on a block in the Soho neighborhood of New York City, New York Magazine aptly dubbed “Tween Row.” On a recent spring afternoon, tween girls outfitted in cable knit cardigans, pink camis, hoodies, and lowrise jeans, chatted with each other (or their willing parents) as they popped into favorite shops: Brandy Melville, Edikted, Princess Polly. As of May 14, Tween Row will get a new tenant jockeying for their attention: Victoria’s Secret’s Pink. The store, the first designed by creative ...