New Era, the official cap of the MLB, NFL and NBA, opened the doors to its permanent retail space – The New Era D-Lab – inside of Staples Center.
At the 3,160-square-foot, custom-designed store fans are able to shop the latest in New Era headwear collections including exclusive designs, event-specific product, player/artist collaborations, local LA teams and product from New Era’s international stores as well as sneaker hook-ups, accessories and 5th & Ocean apparel.
“AEG was the perfect partner to work with on this project. Our brands span the worlds of sport, entertainment and music, and that’s reflected not only in the products people will see at The New Era D-Lab, but also in the look and feel of the space,” said Josh Feine, VP sports marketing & corporate sponsorships, New Era. “We’re bringing in exclusive product collections on a regular basis and giving visitors the opportunity to create custom pieces using their favorite logos across New Era’s vast portfolio with our New Era by You program.”
Enhancing the customer experience is the New Era by You customization area. Customers can design their own New Era cap by choosing from the hundreds of team logos, colors and fabrics in the brand’s portfolio. This single-level store also features unique elements to New Era including:
- The Blocking Machine: Used to stretch a cap to fit a person’s head more comfortably, to reshape a cap to its original form and to clean a cap.
- The Heat Seal Machine: Used to adhere a patch to the side of a cap. New Era has designed a collection of special patches for The New Era D-Lab and will continue to release new patches for special events, sporting achievements, etc.
In addition to the retail experience, The New Era D-Lab will host private tastemaker, celebrity and athlete endorsement events throughout the year. Athletes will also be able to use the VIP area to work with a New Era designer on special collaborations.
The New Era D-Lab is part of a multi-year agreement, brokered by AEG Global Partnerships in 2016, which named New Era as a Founding Partner and the exclusive headwear supplier of L.A. LIVE, the LA Kings, Microsoft Theater and The Novo by Microsoft. The store is located in the front of Staples Center on the corner of Chick Hearn Court and Figueroa, looking onto Microsoft Square.
Renderings of the New Era D-Lab can be found here.
Photo courtesy New Era