• Retail Dive

22 experiential stores NYC has to offer

Whether you're in town for pleasure or business, make time to peek inside these concept and flagship stores.

Whether you're in Manhattan for pleasure or business, there are dozens of experiential stores to check out. Some double as community hangouts, some serve as learning experiences and some are just for the fun of it.

Here are 22 to hit up next time you're in the Big Apple.


Address: 565 5th Ave.

The sportswear retailer's fifth avenue location has everything from a juice press to a set of bleachers for customers to watch games on, and also includes a print shop where guests can customize clothing. A miniature track is set up on one floor, where customers can take a run or get their stride analyzed, and another floor includes a turf field with soccer balls, kettle bells and other workout equipment.


Address: 68 Prince St.

"It's a great spot to understand more about the construction and wool fabric used in the brand's top-selling footwear," Katie Smith, retail analysis and insights director at Edited, told Retail Dive in an email. "As the brand is direct-to-consumer, this is often the first time a consumer interacts with the product. Though the store's small size and large crowd can feel overwhelming, the selection of free colored laces at the storefront means everyone leaves feeling bonded with the brand."

Amazon Books

Address: 7 W 34th St.

As one of Amazon's 15 physical bookstore locations, the store offers well-lit shelves of physical books as well as demos of devices such as Echos, the Fire TV, e-readers and tech-enhanced toys. A look inside gives shoppers an idea of how Amazon views physical retail and its connection to its online marketplace.

American Girl

Address: 75 Rockefeller Plaza

The 40,000 square-foot flagship, unveiled in November 2017, features interactive experiences like party options in the café, a content hub showing the company's videos and a Girl-and-Doll Salon, where girls can book appointments with their dolls for hairstyling, ear piercing and manicures. It also features a design studio, where customers can customize their dolls and outfits, and select girl-sized products for themselves.


Address: 151 W 34th St., Herald Square

This high-tech, high-touch showroom, which just announced a partnership with Macy's, is located inside Macy's Herald Square and is focused on emphasizing the brands it curates. The shop-in-shop concept is designed to fit in nearly any retail store and it employs highly trained store associates that know brands as well as the manufacturers, allowing them to engage with customers at a higher level.


Address: 627 Broadway

Casper's small location on Broadway — despite also offering blankets, sheets and pillows — functions more as a showroom space for the company's mattresses, which are set up in small tree house-like setups throughout the store. Customers are encouraged to lie down on the beds, close the curtains that substitute for doors in these small spaces and even take a nap to help them better feel out the product.


Address: 560 Broadway

The shoe spot has a customization lab on the bottom floor, where customers can select different fabrics, laces and designs to tailor shoes to their own preferences, as well as a spacious main floor, with shoes grouped together by collection. It's "old old school," Manolo Almagro, managing partner at Q Division, told Retail Dive in an interview. "People can tell you the history of each shoe."


Address: 640 5th Ave.

Opened in December 2017, the new appliance flagship demo store is a clear example of a brand engaging with its customers in an educational and experiential way. Shoppers can test out the Dyson supersonic hairdryer, the company's foray into the beauty space; and the Dyson V8 vacuum, among other high-tech products.</