Crate & Barrel (Chicago) has unveiled a flagship store in New York’s Flatiron district featuring what the retailer describes as its first-ever immersive design store. The 23,000-square-foot, two-level space allows customers to shop the brand’s whole-home design surrounded by personalized experiences.
The circa-1868 building housing the store was renovated by Crate & Barrel’s in-house architecture and design team with the goal of preserving much of the rich history. Once home to a large department store, the building was known as New York’s Palace of Trade. The overall design of the store includes an original volcanic ash tile wall that pays homage to the energy and dynamics of the city’s present and future.
“This historic building embodies Crate & Barrel, blending classic and timeless design with a modern vision for a true flagship experience that feels right at home in the heart of New York City,” says Sebastian Brauer, SVP of Product Design, Visual. “We preserved the original neoclassical columns, brought in natural light with a modern staircase and a custom tile wall, and included special shopping features like our most expansive whiteware wall, a curated botanical shop with a layer of local artisan goods, a designated Crate & Kids shop and two state of the art design areas to help customers select product to fit their homes.”
A centerpiece within the store is its Design Desk, which offers free design and trade services, including walls of swatches, hardware, fixtures, and wood samples. The desk spans two floors and will be staffed by up to 30 NYC-based designers.
The store will also feature the brand’s first-ever immersive virtual store, an interactive environment that’s a replica of the flagship store, allowing customers to experience and envision more than 450 products digitally.
CEO Janet Hayes says the flagship represents the future of the brand. “It embodies our commitment to inspiring and supporting customers at every step of their home-shopping journey,” she says.
The Flatiron store at 881 Broadway opens to the public on Nov. 16.