In pictures: The best store experiences in New York City

On

Trainer and activewear brand On has created an immersive, tech-driven global flagship in New York.

The store, located in NoHo, is centred around a ‘magic wall’ spanning almost the entire height and width of the space.

On one side, customers can analyse their running style. Hidden gait-cycle analysis technology studies shoppers’ strides to match them with the best shoes for them, while an in-built foot scanner can measure their perfect size to an accuracy of within 1.25mm.

The other side wall allows customers to explore the entire range of On footwear, with a new pair brought to the front of the store upon checkout.

Customers living in the city can also schedule virtual appointments for shoes to be delivered to their home to try on between two and four hours.

On co-founder David Allemann said: “10 years ago, we set out to revolutionise the running experience. Today we’ve reinvented the retail experience.

“With design and technology at the forefront, On NYC will empower shoppers to engage with our products in an entirely new way. This year, more than ever, people have found solace and joy in running.

“That’s why, in many ways, there has never been a better time for us to open our first global flagship store in a city that we’re confident will remain the shopping capital of the world.”

Harry Potter Store

A three-storey Harry Potter-themed store opened in New York in June 2021.

The store features the largest collection of Harry Potter and Fantastic Beasts merchandise in the world, as well as a number of unique immersive experiences for customers and fans to enjoy.

There are 15 themed areas in the store, including a Honeydukes sweet shop, a wand shop and a Butterbeer bar.

Interactive experiences such as a London phonebox photo opportunity and virtual-reality multiplayer games, in which fans can ride a broom or cast spells, are also available.

The store is also home to the US’s first House of MinaLima – a designated shop-in-shop selling prints by the graphic design duo Miraphora Mina and Eduardo Lima, who worked on the Harry Potter movies.

Sarah Roots, Warner Bros Worldwide executive vice-president for tours and retail, said: “The level of artistic detail and quality of the design inspired by the movies means Harry Potter New York will bring a completely new shopping experience to the city.

“With over 1,000 Wizarding World props on display, including some authentic items featured in the movies, the incredible theming along with experiences such as photo opportunities and the fantastic range of products means there will be something special for every fan.”

Lego

Known for its wacky stores worldwide, Lego offers a fun world for tourists and customers to explore at its New York store.

The two-storey shop, located on the famous Fifth Avenue, pays homage to its city, featuring a taxi you can sit in, a giant Empire State Building and One World Trade Center skyscraper, and the lights and billboards of Broadway and Times Square, as well as Lego Marvel Super Heroes Thor, Spiderman, Iron Man, Hulk and Captain America and the Ghostbusters Firehouse and crew.

Shoppers can take part in the Brick Lab bookable build-and-play experience, explore the Tree of Discovery or create their own Lego mini-me at the personalisation station.

The toy company spent two years creating the retail concept to include both physical and digital elements, with a similar concept set to be rolled out to 100 stores worldwide this year.

Lego chief commercial officer Colette Burke said: “For a number of years, we’ve seen the trend towards people visiting stores for high-quality, entertaining brand experiences. Over the past year, our fans have missed personal and tactile interactions with the brand and we can’t wait to welcome them back.

“While our existing store format has been very successful, we are evolving it to strengthen brand love and create memorable experiences people will talk about long after they leave.

“We want people to walk into our stores and feel immersed in a world of Lego bricks. We’ve designed the spaces to fire up creativity and imagination and encourage hands-on play.

“Our talented designers have developed entirely new experiences that blend the very best of ground-breaking customisation, technology and physical play, allowing visitors to interact with the brand in exciting new ways.”

Timothy Oulton

Furniture and interiors brand Timothy Oulton’s new flagship store is located in a historic listed building in New York’s Flatiron District.

The luxury retailer’s ‘gallery’ showcases its original and distinctive furniture, lighting and accessories, alongside other handcrafted creations including a spaceship. The life-size replica of the Apollo capsule features velvet seating where customers can sip a glass of champagne.

Other quirky features include a model New York subway, whirring along overhead tracks in the store’s basement level, and an Art Deco moonstone bar.

Customers wishing to redesign their homes can also make use of Timothy Oulton’s 3D room-planning service.

Founder and chief creative officer Tim Oulton said he chose the New York location as it is “the greatest city in the world”.

He added: “We’ve always aspired to be in the world’s best cities and, after opening our London flagship in Bluebird, I set my sights on a storied location in New York, and it’s great to finally be here with our full collection.”

Tiffany Next Door

While Tiffany’s is already a New York staple, its original store has been temporarily replaced by Tiffany Next Door. 

While the iconic jewellery brand is revamping its flagship, the space next door has been turned into a Tiffany-blue wonderland.

The store includes installations such as a Tiffany Blue Empire State Building, which stands at 42.5ft tall and took more than 1,500 hours to construct, located in the central atrium of the building.

Each floor of the store is dedicated to a different range, with famous collections and high jewellery on the ground floor, men’s on the second, love and engagement on the third, and homewares and accessories on the top floor.

The store also has private selling rooms and a VIP lounge for loyal customers.

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