Dec 22, 2020
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Concepts chooses New York for latest store opening

Dec 22, 2020

Multibrand luxury streetwear and sneaker retailer Concepts has opened its fifth location in New York’s Union Square neighborhood, at 99 University Place.

Sneakers in Concepts' new store in University Place - Photo: Concepts

Measuring 2,500 square feet, the new Concepts store brings together a selection of sneakers, streetwear and skate products in a space designed in partnership with global creative agency Sid Lee.
The location features dedicated brand areas, a separate skate room, and a central pavilion that will be used to spotlight Concepts’ private label apparel collections, new releases and collaborations.

Accessible from both the location’s entrance on University Place and from 12th Street, the central pavilion seeks to create a focal point and produce an element of discovery in the store experience. This is further complemented by the store’s open layout, which, according to the retailer, “invites consumers on a journey of storytelling through product discovery.”
“We needed a new location in New York City to support our growth and future plans,” explained Concepts founder and CEO Tarek Hassan in a release. “We’ve always loved the energy around the Union Square neighborhood – it reminds us a lot of our first Harvard Square location, so when 99 University Place became available, it felt like home for Concepts.
Founded in Cambridge, Massachusetts in 1996, Concepts has since expanded its presence to Shanghai, Dubai and, most recently, Boston, where the retailer opened a store in October of this year.

At its New York location, the company intends to host events and activations, leveraging the larger store footprint and its social and digital channels to engage the local community.
“Concepts started as a brick and mortar only retailer,” added Hassan. “We are committed to the experience and storytelling that can happen through the shopping experience, and we’re always looking for ways to improve those experiential moments for our consumers.”
The opening weekend of Concepts’ New York location will include launches from brands including Nike, Ambush, Stussy, Jordan, and Yeezy. Other activations will include activities spotlighting exclusive items by All My Hats Are Dead and in-store nail customization by Chrmd by Sarah.

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