Barberino’s Opens at Rockefeller Center
Barberino’s – Italy’s leading luxury men’s grooming brand, continued its international expansion with the opening of its store at Rockefeller Center, one of the world’s most iconic destinations. This is Barberino’s second U.S. location.
Blending Italian heritage with modern innovation, Barberino’s operates 16 barbershops throughout Italy in cities including Milan, Turin, and Rome. Its products are distributed through Italy’s most prestigious perfumery chains, reflecting a brand philosophy deeply rooted in quality, design, and emotional connection.
Now located at 30 Rockefeller Plaza, the 645-square-foot boutique opened its doors on December 1st, marking another milestone in Barberino’s U.S. growth and reinforcing its mission to redefine the art of modern Italian grooming.
Barberino’s offers something truly unique in New York’s grooming landscape: a refined Italian barbershop experience rooted in tradition and elevated by modern luxury. Founded in Milan, the brand was born from a simple idea—to bring back the timeless ritual of grooming by blending classic Italian barbering with contemporary design and hospitality. Barberino’s also honors founder Michele Callegari’s great-grandfather, Giovanni Callegari, who emigrated from Italy to Boston in 1910 and became affectionately known as “Barberino” within the Italian American community—a legacy that continues to inspire the brand’s name and philosophy.
“Barberino’s will bring a first-of-its-kind premium grooming experience to Rockefeller Center. In a world that is increasingly digital, automated, and anonymous, neighborhood stores with a human-centered focus are more necessary than ever—as spaces that foster real relationships, authentic encounters, and a sense of belonging. We are proud to bring this vision to life in such an iconic location,” said Michele Callegari, co-founder and CEO of Barberino’s.
Adorned in the brand’s signature green palette, the new barbershop will feature two barber chairs and offer tailored services including haircuts, shaves, beard trims, facials, scalp treatments, and hot towel rituals. These treatments form the beating heart of the Barberino’s experience, where wellness takes center stage through rituals, products, and gestures that emphasize the importance of self-care, combining the tools of today with the authenticity of the past.
The store will also feature Barberino’s complete line of in-house haircare, shaving, and skincare products, alongside a curated selection of luxury brand collaborations with a dedicated focus on niche fragrances.
“Barberino’s decision to establish a presence at Rockefeller Center underscores the continued demand for high-quality, heritage-driven brands on campus,” added EB Kelly, Senior Managing Director, Tishman Speyer and Head of Rockefeller Center. “Their arrival strengthens the Center’s diverse retail mix and supports our vision of Rockefeller Center as a destination where tradition and innovation meet.”
The Rockefeller Center opening follows Barberino’s recent announcement of a $1.2 million capital increase to accelerate its U.S. expansion, including new flagships, a dedicated e-commerce platform, and wholesale partnerships designed to strengthen the brand’s presence across the American market.
“Opening at Rockefeller Center—a place that symbolizes heritage and innovation—perfectly reflects our vision,” added Callegari. “We believe in crafting spaces that celebrate craftsmanship, beauty, and community. This store is a tribute to all three.”
Visit Barberino’s Rockefeller Center at 30 Rockefeller Plaza, or barberinosworld.us
