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BOSTON-The city's newest Filene's Basement opened in a 38,000-sf building at Boylston and Newbury streets in the Back Bay today in a high-tech unveiling that was a departure from its no-frills flagship store in Downtown Crossing.

The Burlington-based chain's location along trendy Newbury Street is on par with the upscale, high-rent district with video screen wall displays, doormen, dark wood crown molding, wainscoting, and an upgraded selection of high-end merchandise to draw customer's to the retailer's second Boston location. Vintage photos of the store's landmark location, which opened in 1908, covered the walls but gone are the automatic markdowns, hand-lettered signs and discount bins that were a staple of the Downtown Crossing location.

The store is the 28th location for Retail Ventures, the Columbus, OH group that owns the bargain basement outlet. The store's parent firm, Filene's, was sold last year to the May Co. and will become Macy's. Vornado Realty Trust, which owns Filene's Downtown Crossing building, also home to Filene's Basement, plans to renovate the building.