district: Nolita
205 Mulberry Street, New York, NY 10012

In a nutshell

A simple, minimal and purposely rough-finished space created with architect Paul Van Der Grient of WXY Studio. Environmental (kept materials, eco electricity) that play to the brand's core values of fair wages, innovative materials etc. Worth comparing with APL.

In their words

“SUSTAINABILITY IS AN EMPTY WORD. WE CHOOSE REALITY.” “The chosen location on Mulberry street has a similar feeling to the Parisian neighborhoods that we call home. In this shop, we will go beyond retail to launch projects we believe in and help people connect with cool and meaningful initiatives,” says François Morillion, co-founder of VEJA. “SUSTAINABILITY IS AN EMPTY WORD. WE CHOOSE REALITY.”

Visit Field notes

Brand flagship for the European eco-focused sneaker brand. Sand-toned, light-flooded space to see the full range. Interesting to compare with APL since that too has a very minimal and "sneakers in the Arizona desert" vibe of bright lights, sand/marble floor and walls and a lot of space. The vibe at Veja is more around the provenance of the shoes and their environmental aspects (rather than tech or sport). This is a lovely space for the brand values to shine and to see an extended range (rather than a few piece or colabs in brand-supporting stores). Veja shoes use fair trade and organic raw materials and so cost c30% more in terms of materials than other sneakers. The brand does not focus on advertising or using brand ambassadors, influencers or the like. They note that 70% of the retail cost of branded sneakers is due to advertising and branding and so they eschew this spend to focus on the product and word of mouth from their passionate customers. Although the stores are starting to selling returned and restocked shoes, they don't yet have full integration with the online sales or returns from other channel partners.

Other Reading

About Veja's sustainable approach to sneakers - https://project.veja-store.com/en

Veja's store page: https://www.veja-store.com/en_uk/shop-view-newyork

About their no-advertising approach: https://project.veja-store.com/en/single/ads

LAST VISITED

12/11/2024

Added

2022

Gallery

COMPARE WITH

IMG_2531
Google's brand/experience offering that makes the Apple Store seem staid and 'last year'.
IMG_6428
Casually expensive clothing, with a cool-girl vibe (American Womenswear Designer of the Year 2022, the brand has a direct confidence that is mirrored in the robust, stark yet luxurious flagship store.
jindal-1101331
New format flagship for this high-end outdoor tech brand, comprising full range, generous space, cafe, repair, recycling and resale in a two-floor Broadway base.
nD_5yOMasQ8mBU8ar54f0I0c3t74DIeAPo-oaR7TRdA
British architect Sophie Hick's minimalist take on Alaia's move from wholesale to D2C.

Similar shops

h71U-6HqRNPIFHFJF84fWV20s3DWL1kf-04CbcFri-o
Showcase, training and resource for the Shopify store tech and highlighted sellers.
JACQUEMUS BOUTIQUE NEW YORK V2
A warm glowing Federal-style corner plot that oozes Provencal light onto a prestigious corner plot. A minimal home-meets-museum for this stripped back spectacle in French stone and light.
IMG_2301
A celebration of the brand's range along with a focus on customisation in a generous and flexible premium space. The store reflects the importance of D2C, speaking to fans, outdoorsfolk and gifters.
_25g_PUmgZ2BQsm0MmImY17hLpJRKI1gWzkgBr_aQN0
Vibrant exemplar of a flagship store
241114_Rapha_NY_Clubhouse-022_f1
A 'clubhouse' store for the high-end cycling brand, offering a full range of cycling products alongside a cafe and an active cycling club.
7VXPl-wAP6tdMd4xc0L5eSfpD2jMnmIk3ABEubkkHWE
Luxury second-hand goods (clothing, jewellery, objets, curated and displayed in an aspirational townhouse venue.
Review Your Cart
0
Add Coupon Code
Subtotal