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  • Warren Shoulberg

Urban Outfitters goes big in the big city

New York – Urban Outfitters opened its largest store ever in Midtown Manhattan across the street from Macy’s Herald Square, and it is practically a living textbook on how to merchandise to Millennials.

The three-story, 57,000-square-foot unit sports the store’s usual mix of fashion and home products, but does so on a grand scale and with a visual story that is equal parts grunge, de-constructivism, retro and, for lack of a better term, metro.

The store also includes a coffee bar, a hair salon, an eyeglass shop and dedicated areas for shoes, vinyl records and health and beauty.

Home accessories are scattered around the store, as is the Urban Outfitters MO, but most of the soft home products are shown together on the second floor. There, shoppers will find an assortment of top-of-the-bed coverings, sheets and bed accessories, shower curtains and bath items, rugs and assorted accents.

Hard home is represented with barware, accent furniture including poufs, a few kitchen gadgets and decorative accessories that don’t necessarily fit into any recognized categories.

All are displayed on unconventional fixturing that is often constructed of unfinished wood, macramé and other materials that have a raw design esthetic.

Apparel makes up the bulk of the selling space with a heavy emphasis on jeans. An unusual element of the store is a custom Converse sneaker printer that allows customers to create their own designs. One wonders if the same technology could be used in the home department for products like pillowcases and other accessories.

What makes the space even more extraordinary is that in its past life it was a Conway discount store. The contrast couldn’t be any more startling.

Urban Outfitters New YorkThe soft home area is anchored by a single display bed, with an exited assortment of components on nearby shelves and tables.

Urban Outfitters New YorkA hanging display of printed duvet covers from India.

Urban Outfitters New YorkThe tabletop assortment is tailored for apartment living - and people who may only use the kitchen for breakfast.

 

 

 

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