Intuit TurboTax Opens NY Flagship

Intuit Inc. (New York) has opened its first-ever Intuit TurboTax store, in New York City’s SoHo. That flagship location is designed to provide harried filers “with much-needed time back and peace of mind,” the company said in a news release.

The space, at 463 Broadway, was designed by Gensler, Fast Company reported in its story on the space.

“We are fundamentally redefining what it means to get taxes done by delivering a first-of-its-kind seamless integration of our digital and physical experience,” said Mark Notarainni, EVP and General Manager of Intuit’s Consumer Group, Intuit. “This isn’t just another tax store; it is the physical manifestation of our AI+HI [Artificial Intelligence + Human Intelligence] strategy, a modern space where our AI and local human expertise converge to provide trusted, personalized guidance. We are providing the antidote to tax-related stress and anxiety to give filers year-round control, complete confidence and better financial outcomes.”

The store is designed to create a fluid flow, allowing customers to start their taxes in one place and finish them in another, the release notes, offering a seamless “digital handoff” that ensures their advisors can pick up exactly where the customer left off, whether the filer is physically present or tracking progress in real-time via the app.

In addition to sofas and communal tables, serving as centerpiece of the space is a 30-foot digital screen embedded in a slatted oak wall that curves at one end. That screen displays animations and interactive touchpoints that highlight the value of expert guidance and help filers understand their financial options with clarity, the company said.

In addition to the flagship, Intuit said up to 200 stores will open in advance of the tax deadline this year in these metropolitan areas and others:

• New York: Beyond the SoHo flagship, locations are planned for Harlem, Williamsburg, and Garden City neighborhoods.
• Southern California: Culver City, Pasadena and Costa Mesa.
• Chicago: Locations in Fulton and Armitage neighborhoods.
• Dallas: Locations in Belt Line and Park Lane neighborhoods.
• Phoenix and Scottsdale, Ariz.

Intuit is not the only major services company to recently integrate retail concepts into a physical space. Earlier this month, VMSD New York Editor Eric Feigenbaum reported on