Just in time for Thanksgiving, Crate & Barrel has unveiled what it calls “the brand’s first-ever immersive design store” featuring exclusive merchandise, in-store Kids boutique and virtual store at 881 Broadway (formerly ABC Carpet & Home) in New York City’s Flatiron District. The home goods giant had announced plans to relocate from 611 Broadway in Soho earlier this year.
Entering, customers can shop the brand’s classic whole home design surrounded by personalized experiences and a selection of artisanal home goods exclusive to this location.
The 23,000 square-foot, two-level store was renovated by Crate & Barrel’s in-house architecture and design team with the goal to preserve much of the rich history of the circa-1868 building. Once home to the Arnold Constable Dry Goods Store, the building was known as New York’s Palace of Trade. The overall design of the store includes an original volcanic ash tile wall.
“This historic building embodies Crate & Barrel, blending classic and timeless design with a modern vision for a true flagship experience that feels right at home in the heart of New York City,” said Sebastian Brauer, Crate & Barrel senior vice president of product design, visual. “We preserved the original neoclassical columns, brought in natural light with a modern staircase and a custom tile wall, and included special shopping features like our most expansive whiteware wall, a curated botanical shop with a layer of local artisan goods, a designated Crate & Kids shop and two state-of-the-art design areas to help customers select product to fit their homes.”
This store location features bestselling items across every home category in addition to artisan products inspired by the city’s creative community like Smithey Cookware, Jono Pandolfi dinnerware and Apotheke. An extensive botanical shop and assortment of dried botanicals can be styled on site by an expert.
The two-level Design Desk at Crate & Barrel Flatiron offers free design and trade services that reach beyond the store walls, with up to 30 New York City-based designers and more than 50 feet of tangible design inspiration featuring more walls of swatches, hardware, fixtures and wood samples than any other location.
Crate & Barrel’s growing Crate & Kids brand has an in-store boutique at the new Flatiron flagship, with highly-specialized kid and baby products curated for city parents’ needs, including toys, gear and wall decor only found at this location. In addition, the company will launch its first-ever immersive virtual store inviting visualization and access to customers globally. The interactive environment is a replica of the flagship store, allowing customers to experience and envision more than 450 products digitally.
For CEO Janet Hayes, this store represents the future of the brand.
“This flagship store embodies our commitment to inspiring and supporting customers at every step of their home shopping journey,” she said. “As we continue to invest in our customer experience, we know the ability to experience our brand and services is essential to creating a home with purpose.”
To kick off this historic opening, Crate & Barrel will be hosting the Flatiron Food & Design Festival onsite beginning November 18 through December 19. Special events will include meeting design and food partners like Athena Calderone and Molly Baz. Customers are invited to join design discussion panels, food demos, in-person monogramming and more.
