The exterior of the new Meatpacking Baccarat store. Photo by Peter Murdock courtesy of Baccarat.

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.