New Era has penned another chapter in its brand story with the opening of a North American flagship in New York City. The store is set to open on April 27 and will fuse elements of digital innovation with the brand’s classic heritage.
From the moment visitors first step foot in the new brick-and-mortar location, they are taken on a retail journey, met with a 17x20 foot digital screen displaying New Era’s freshest releases, commercials and campaigns. Specific store elements also nod to the brand’s roots, like a large-scale map of Buffalo, New York. A standout feature includes the space’s floor-to-ceiling cap display, which boasts up to 50 different hat styles, complete with wooden hat forms from New Era’s original factories. Another element shoppers are encouraged to engage with is the store’s silhouette education wall, a learning experience walking visitors down memory lane through the lens of New Era’s past celebrated styles.
While in-line apparel and headwear, along with international exclusive drops, take up most of the flagship’s inventory, the latest licensed team drops from the MLB, NFL, NBA and more will be displayed along the store’s perimeters. And if you’re looking for something just a bit more personalized, “The Garage,” also known as New Era’s customization station, allows you to opt for patches or pins to make your hat feel a bit more bespoke.
New Era’s flagship store will be located at 300 Lafayette Street, and you can stop by next week, starting April 27.
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