To celebrate its massive new 28,000-square-foot flagship in the heart of Times Square, Expressthrew a big bash by opening its doors to press and select Express NEXT loyalty customers to shop the store at a discount, win prizes, and get treated to a private performance by Robin Thicke. Partygoers were awarded with mobile-based “scratch and win” sweepstakes in which everyone won prizes from Express gift cards and merchandise to gifts from Wine Awesomeness, Uber, Night Hotel, and Pippin. The new store is located in the landmark I. Miller building, known for its marble-framed façade and statues of silver screen sirens like Marilyn Miller and Mary Pickford. The store boasts interactive iPads, mobile points of sale, and on-site charging stations to enhance the shopping experience. Outside of the store, where a 9,000-square-foot state of the art LED billboard of the brand is displayed, Times Square gawkers lined up to catch a glimpse of Thicke as he performed. But thanks to plenty of security detail…the lines between attendees and gawkers were, well, not blurred.