Flagship concept stores can create that special augmented-reality retail experience, and that is exactly what CONVERSE is aiming for with the opening this Friday of it’s first specialty retail store in Soho. Having just opened a similarly-purposed temple of CONVERSE on Newbury Street in Boston, CONVERSE is now targeting the retail cherry that is Lower Manhattan, hoping to absorb some recession-proofing coolness. But not to be overly critical of the concept, the execution is pretty well though out, in part thanks to architect Jennifer Turner, who has done buildouts for Kate Spade, and whose furniture is featured in MoMA.
Among the architectural design symbols Turner used is tiling to evoke New York’s subways, and reclaimed bleachers, to evoke the basketball heritage of the city. A number of exclusive apparel products are available at the store (more Retail 101), along with the “largest offering of CONVERSE footwear in the world.” One highlight is the enormous American flag, created from 648 pairs of red, white and blue Chuck Taylor All Stars. And finally, no Nike-owned company’s flagship store would be complete without a full shoe customization studio on the premises, so visitors will be able to customize shoes, t-shirts and bags with over 200 design options, assisted by “Design Maestros” on-site. If you’re into Converse, or into retail design, check out the images after the jump, and check out the store on Friday, November 26th.
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