Herschel Supply opened its first retail store in the U.S. at 138 Fifth Avenue in New York City.

Co-Founders Jamie and Lyndon Cormack collaborated with its design team to create an immersive customer experience, including a LED screen highlighting the campaign imagery and a mix of old and new appointments paying homage to the Flatiron district where the store resides.

The company brand dedicated an area of the store for its rotating Artist in Residence program, featuring a large-scale gallery wall and lounge space for artists to expand their installations. Above the main floor, designed with a windowed wall looking down into the store, is a 1,200-square-foot space for community events.

“Opening a store in New York City has been a goal of ours since we launched the brand. There’s no city in the world that celebrates people on the move like New York, from local commuters to travelers across the globe,” said Cormack

“We’re thrilled to invite our community into the world of Herschel,” added Niko George, director, Global Retail. “Our goal for Flatiron, and for all Herschel stores, is to serve as more than just a backdrop for product. They will be true interactive spaces that will come to life through panels, events, and giving back to the community.”

Photo courtesy Herschel Supply