Our latest round-up of some of the most notable new openings in New York in recent months is all about flagships.

From Gymshark finally landing in the Big Apple to Nespresso’s and North Face’s largest flagships to date, it’s clear that big brands recognise the continued significance of big spaces – not just as places to transact, but places to shout about their brand on one of the world’s biggest stages.

MOMA Market pop-up

The Museum of Modern Art (MOMA) store in SoHo already had something of a makeover earlier this year, but this faux food pop-up concept is a really bold new step.

The products themselves are all food-themed and include everything from Jellycats to fake food resembling concepts from the great Gohar World.

It’s really beautifully done and makes a space that’s tailor-made for design enthusiasts even better.

Image credit – Jack Stratten/Insider Trends

Nespresso Boutique, Flatiron

This is Nespresso’s largest boutique in the world – and also its boldest.

Much is familiar, from coffee tasting stations and personalisation areas to classic pod recycling.

But what really stands out is the basement. This genuinely cosy lounge includes DIY coffee stations, encouraging customers to sit and relax. This turns what can feel like a formal environment into a very informal one – a genuinely social space.

Also in the basement is a hidden speakeasy open from 5pm every day – a lovely addition to elevate the concept.

Gymshark

The long-awaited Gymshark flagship has finally opened in New York.

Located on Bond Street in the former Showfields location, much of what’s here will be familiar to UK audiences.

Mannequins are all based on real Gymshark athletes. The merchandising is slick with lots of nods to gym equipment and tropes.

On the upper floors, 1-2-1 shopping is just launching as well as an exclusive events space. This space, which extends out on to a rooftop area will really elevate the concept.

The store doesn’t feel as big a statement as the original London flagship, but it is perhaps indicative of a brand that’s starting to mature.

Image credit – Jack Stratten/Insider Trends

Wine Enthusiast

Wine Enthusiast is a very successful magazine for wine lovers – and it has decided to open its first retail store.

It sells everything a wine fan needs other than the wine itself – so think glassware, coolers and more.

The store is powered by Leap, a growing pop-up provider that leases space, manages staff and payments, taking online brands offline with relative ease.

Leap itself is a fascinating business that is gaining momentum because of its turnkey offer – removing much of the risk and work associated with taking the leap offline.

Image credit – Jack Stratten/Insider Trends

The North Face

The North Face has opened its biggest, glitziest flagship to date with a 21,000 square foot space on Fifth Avenue.

Featuring a huge, wraparound LED screen, the store is a vast mix of technology and storytelling, and the feel is distinctly premium.

The look and feel, coupled with the location, suggests that this is a brand recognising that it’s no longer just an outdoor wear brand but a premium, perhaps even luxury retailer.