district: SoHo
131 Greene St, New York, NY 10012
In a nutshell
Showcase, training and resource for the Shopify store tech and highlighted sellers.
In their words
"A space for local entrepreneur communities come to connect, learn and grow"
Visit Field notes
A two floor showcase on the northern end of Soho. The ground floor is a showcase (either individual pop-ups or residencies and cafe, while the downstairs is a photo studio and training resource.
Initially this store appeared to be a marketing 'pop-up' (ironically it is in the same building as Google used for its own 'world of Google' devices, services and merchandise store), however over the years it has settled into a learning and training space (basement) along with a rotating series of brand activations and collaborations on the ground floor. This is a great example of how a digital, non-physical brand can showcase its work and connect with existing and prospective B2B and B2C consumers.
Other Reading
A list of upcoming and recent events in the Shopify store: https://ny.shopify.com/#events
Hypebeast's review of the concept when it opened (2021) - https://hypebeast.com/2021/8/shopify-coworking-event-space-new-york-small-business
LAST VISITED
Added
2022
COMPARE WITH
New brand showcase store featuring an exhibition space, cafe and learning area for this heritage-meets-technology photography and imaging brand.
Brand-defining chic showroom that makes the car a star, alongside a basement presentation area, a Korean restaurant and rooftop library.
A dedicated womenswear store in a walnut and pink corner plot, extending 'Kith village' (Lafayette, Bleecker, now Broadway), and adding flower shop and cafe.
Third NYC opening of the food group, with a landmark building comprising restaurants, marketplace, cafe, local delivery and private dining.
Similar shops
Old-Skool pro-tech emporium. Deep stock, deep knowledge, old-school service (knowledgable, grumpy, helpful if you're quick!), with multichannel prowess.
Their third "Forward Store" concept that blends experience, craft, co-creation and sustainability - "repair, remake, resell, and recycle" - in a boutique flagship with quirky design and interaction.
Upscale doll store for specialty dolls, with hair salon, cafe and events. A cross between a pet store and a lego store, but for dolls. Owned by Matel. Dolls are highly characterised, with their own bl...
This store encapsulates the vision to be the future of the pet industry - services, expertise, learning and health. A real destination.
A permanent pop-up of food pop-ups. Brands get a 'residency' in the store to be promoted, get metrics and traction. It's a curated, discovery store.
A lab/clinic/party setting in which you blend your own lipstick shades, lip balm etc. Appointments range from an hour (for one person) to all-day events for larger groups.
