Household’s top picks from New York’s latest retail openings.
While our Directors were in New York for the Transform Awards North America they made sure to explore the length of Manhattan, investigating the best brand experiences the city has to offer. Here are Creative Director Siu-Lan Choi’s top picks of what’s new and exciting in the Big Apple.
THE DREAMERY & CASPER
196 Mercer St, New York, NY 10012, USA
The Dreamery by Casper started as a temporary experience, but the sleep destination has been so popular that it is now a permanent home for the brand. Of course, we were curious about how sleepy guests get awoken at the end of their sojourn, and learned that while the pods’ lights will brighten at the end of a 45 minute slot for a natural wakeup, staff will rustle curtains, shake mattresses, or whisper in an ear to awaken the heaviest sleepers. Casper also offers various sleep related product extensions, from collabs with Headspace to ‘yummy gummy’ vitamins for restful sleep.
GOOGLE HARDWARE STORE
131 Greene St, New York, NY 10012, USA
Despite a couple of technical difficulties, the pop up is a great example of a cohesive concept execution. The hardware store theme carries consistently throughout, with everything from tone of voice to the fixturing creating an immersive space for product discovery. Fun interactive moments abound. Guests can borrow any Google device to test out in store; take away ‘How To’ cards with life advice in the style of step-by-step DIY instructions; or give the command ‘hello google, it’s snack time’ for a kitchen drawer to pop open with sweets inside. Google has managed to weave humour and tech together in a format that is playfully human.
RESTORATION HARDWARE
9 9th Ave, New York, NY 10014, USA
Hospitality meets retail at the new RH flagship. So much so that passers-by often don’t realise the ‘gallery’ is actually a store. The space is set up like a hotel, with a grand entrance, monogram on the floor, concierge desk and the full drama of the central atrium. It truly feels like a place where you could come to spend time: sit in the lobby and relax; meet a client at the rooftop restaurant; or simply browse while waiting for a friend. And all the furniture and accessories are for sale. If you’re having a coffee in the restaurant and feel inspired to buy the table, just ask a server to help and you’ve ordered and paid before your drink gets cold.
GENTLE MONSTER
70 Wooster St, New York, NY 10012, USA
Gentle Monster is a Household favourite, so when the brand moved to a larger location in New York, it went straight on our must visit list. The space is, as expected, a hybrid of gallery and retail, with theatre so prominent that you almost forget to look at the product. The fixturing is just as interesting as the art itself, so definitely an equal distraction for our design team! While the London store feels more exploratory, Gentle Monster New York felt prepped for photo opportunities, with an Instagram-ready backdrop at every turn.
GUCCI WOOSTER
63 Wooster St, New York, NY 10012, USA
The new store in an old pencil factory has given Gucci a refresh that feels up-to-date yet completely on brand. There are real bang-for-your-buck moments, such as the beautiful hand-painted floors which took a team of Italian artists three weeks to complete on their hands and knees, and the luxurious fitting rooms – each one unique and worthy of a VIP sign on the door. An explosion of pattern, colour and rich textures, the store has plenty to offer including an arts cinema screen and product displayed on bell-hop inspired fixtures paying homage to Guccio Gucci’s time at the Savoy.
EVERLANE
28 Prince St, New York, NY 10012, USA
And finally Everlane. It doesn’t qualify as new retail, the store having been open a year now, but the simple and well executed space is definitely worth a mention. What sets Everlane apart is the high quality new materials and ethical standpoint. The brand finds the delicate balance between conveying a clear message throughout the space and not being too in your face about it. And it helps that the product is really lovely too.
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