New York City is a global hub for exciting new ideas. When it comes to how people shop, the city’s stores like to keep things interesting. From Fifth Avenue flagship stores to bohemian downtown boutiques, the display windows feature a spirit of ingenuity as much as they show off what’s for sale. New brands are expanding the very definition of a “store,” creating innovative experiences that are setting the bar for the future of retail. Here are the five New York City concept stores currently leading the pack.
The Apartment by the Line
Some brands talk about a lifestyle. At The Apartment by The Line, the fashion, beauty, and home goods brand invites shoppers to walk directly into their chic world. The carefully-curated Soho apartment where every item is up for sale puts their collection of products in context, offering shoppers a fully immersive experience. And it doesn’t stop there. Booking an appointment opens up a suite of personalized services, including expert assistance with personal style, gift-giving, and interior decorating.
American Two Shot
Started by two childhood friends from Miami, American Two Shot’s approach to fashion retail is a true merger of business and pleasure. Many shoppers visit the store for its frequently-rotating curation of emerging independent designers. They stick around (and return again and again) for the in-store coffee shop as well as frequent special events. The brand opens up in-store concerts, readings, and late-night events to all of its supporters, blurring the line between customers and friends and creating a sense of community.
A self-described “21st-century cabinet of curiosities,” this hybrid gallery and shop is an experimental home for great design. Each collection of objects featured is curated by a guest collaborator from the worlds of art and design, resulting in a mix of vintage and rare items, new products, and limited edition creations that reflect the curator’s unique point of view. Like a museum or art exhibition, this approach connects the objects for sale with a single story. The result leaves one eager for the next.
“Totokaelo” is roughly Latin for “the sky’s the limit.” The Seattle brand’s five-story, skylight-topped new home in New York City does its name plenty of justice. The 8,400 square foot space was once the home studio of the sculptor who created the famous Charging Bull on Wall Street. Today Totokaelo uses the space to showcase high-end designer items that would be more accessible after a lucky day on the stock market. Each section of the store is styled like a room in an apartment, making it easy to dream about living the Totokaelo lifestyle.
Opening Ceremony is the seasoned veteran of New York City concept stores, but it remains as relevant as ever. The brand’s flagship location in Soho has been at the forefront of what’s cool for over a decade, featuring up-and-coming and established designers from around the globe in addition to its house label and prolific collaborations. Today the original location is a four-story retail bazaar, including a kid’s section, a bookstore, multiple floors of womenswear, and even a separate menswear location next door.