This article was originally published on Oct. 20, 2017.
In September, URBN announced it will open Terrain Gardens, a wedding and event space, on the property formerly occupied by Waterloo Gardens in Devon. This week, URBN offered a glimpse into what it will offer when it opens the doors to the rustic chic concept next September.
The sprawling Devon Yard complex will comprise several of URBN’s most popular brands, including a large Anthropologie & Co., complete with a BHLDN boutique, Terrain Garden Café, Amis Trattoria and, of course, Terrain Gardens. Terrain Gardens will have a similar style to the café, which chief development officer David Ziel characterizes as a “downplayed, amazing aesthetic.”
The goal with the new concept is to create a larger version of the Terrain Garden Café, but instead of a focus on daily dining and home décor, it will focus on events. In many respects, the vibe will mimic that of its sister property, Terrain at Styers, in Glen Mills, and will be replete with natural elements. “It’s about the feel, the boutique nature of it,” Ziel said earlier this week. Terrain Gardens will also be a bit roomier, accommodating up to 150 guests. Terrain at Styers can accommodate 110 guests.
Terrain Gardens will feature both indoor and outdoor spaces. Brides will enter the Ceremony Garden through a trellised courtyard and be met with a customizable arch, where flowers can be draped. Elsewhere outside is the Garden Porch, ideal for cocktail hour. The indoor space will feature exposed beams and skylights, a bar, integrated speaker system and access to the bridal suite, where brides can get ready ahead of the ceremony. It’s “every Anthro girl’s dream suite,” says Brianna D’Amico Alcorn, the senior sales and marketing manager for Terrain Hospitality.
For some brides, Devon Yard will be a one-stop-shop for their big day. URBN has anticipated that some of their clients will fully embrace the offerings by not only hosting their wedding at Terrain Gardens, but by shopping for her gown and her bridesmaids’ dresses at its bridal shop, BHLDN. There, brides can find everything from ultra-modern bridal jumpsuits to bohemian gowns to sleek, elegant dresses. The shop also offers a range of special occasion dresses, bridal party dresses, lingerie, shoes and accessories.
More than shopping and hosting, URBN has anticipated that couples will want to host their myriad pre- and post-wedding events, like engagement parties, bridal showers, rehearsal dinners and send-off brunches at Devon Yard. Amis Trattoria will serve as a space for many of those events. Though there is no on-site suite for grooms, they, along with their groomsmen, can spend time at Amis Trattoria ahead of the ceremony, should they wish.
Beyond those offerings, there will be full service options for weddings, including floral arrangements. Cuisine will be done by in-house staff, headed by James Beard Award-winner Jeff Michaud, who focuses on seasonal cuisine with locally sourced ingredients. Michaud, who spent about three years in Italy, brings the flavors of Rome and beyond to the restaurant.
Ziel and the rest of the team, including Alcorn and Brittany Connor, the PR Manager for URBN Food & Beverage, have spent years honing the vision and concept. Ziel first began making plans for the space five years ago and began his space scouting in Devon nine years ago. Next year, it will come to fruition, entirely new and yet familiar.
To view photos from the Oct. 18 Terrain Gardens at Devon Yard preview event, click here.