Strategies From Our Favorite Flagship Stores That Every Retailer Can Borrow

Adidas Flagship 5th Ave (August 2025) uses localization to show this retail space is rooted in the community rather than just another global chain

What are Flagship Stores?

Flagship stores are a space for brands to fully express themselves in a physical space. These locations are typically larger, multi-level spaces in prime real estate areas, designed to immerse customers in the brand’s story through architecture, design, and experience.

In the U.S., most flagship stores can be found in New York, Los Angeles, and Chicago with New York City standing out as the most prestigious. Manhattan, in particular, is home to expansive, multi-level flagships that serve as both shopping destinations and cultural landmarks.

While luxury retailers have long embraced the flagship model, mass-market brands began investing in these spaces in the 1990s, starting with Portland’s original Niketown. Since then, the concept has expanded across categories proving that flagships aren’t just for high fashion, but for any brand looking to make a bold statement and connect deeply with its customers.

Today, flagship stores can be found across nearly every industry. Sportswear leaders like Nike showcase tech and personalization in their House of Innovation; outdoor brands like Arc’teryx use their Broadway flagship to combine retail with community spaces; and even pet retailers like Petco are reinventing themselves with immersive flagship experiences. The takeaway? Any brand, in any sector, can use a flagship to create deeper connections with customers.

Petco Flagship Union Square (August 2025) creates an experience unlike any other Petco through custom installations.

Why are Outdoor & Performance Brands leaning into Flagship Stores?

Outdoor & Performance brands are increasingly opening flagship stores as a way to showcase not just their products, but their values and lifestyle. In a competitive market where innovation and trust are key, these expansive spaces allow outdoor retailers to highlight sustainability initiatives, create community hubs, and immerse customers in experiences that go far beyond shopping.

Flagship Stores Serve as a Testing Ground

Flagship stores are ideal testing grounds for new ideas because of their high traffic and visibility. These spaces give brands the opportunity to gather feedback, refine offerings, and showcase innovation in real time. With more room to experiment, flagships often trial everything from product launches to new layouts and services. Outdoor & Performance brands, in particular, have used them to pilot rental programs, gear repair centers, and community events that can later be scaled to smaller stores.

Arcteryx Broadway Flagship (August 2025) is their biggest store with two-levels, 14,164-square-foot location. Includes biophilic elements, a frame cafe, and an expansive basement level of the ReBIRD Service Centre, gear with outstanding customer service.

Flagship Stores Create Memorable Impressions That Last

Flagship stores are designed to be unforgettable. From architectural statements to immersive interiors, these spaces go beyond standard retail to create experiences that stick with visitors long after they leave. These experiences not only leave customers with a strong impression of the brand but also turn the visit into a story they’ll want to share with friends, leading to more lasting brand equity built through memorable experiences.

Flagship Stores Show Commitment to Customers and Brand Experience

Opening a flagship store is a bold statement: it shows that a brand is willing to invest heavily in its customers’ experience. These spaces are built to demonstrate what brands stand for in terms of values, culture, and long-term vision. Outdoor & Performance brands often weave sustainability and community into their flagship concepts to demonstrate they are dedicated to the cause to build trust and loyalty that extends far beyond a single purchase.

UGG Flagship 5th Ave (August 2025) uses storytelling elements to deepen their connection with their customers.

Flagship Stores Spotlight the Latest Tech and Innovation

Flagship stores are the perfect stage for rolling out new products and showcasing the latest technology in action. In the outdoor and performance industry, this often means interactive footwear walls with gait analysis, AR or VR experiences that simulate trail conditions, or connected fitting rooms that recommend layering systems. These stores can also introduce services like gear rental apps, digital repair booking, or sustainability-focused innovations such as material trackers and recycling kiosks. By turning technology into a hands-on experience, flagship stores give customers a chance to test, learn, and engage with new products in a way that goes far beyond traditional retail.

Key Strategies from Our Favorite NYC Flagship Stores (Outdoor, Performance, and Beyond)

Petco Flagship Union Square (August 2025) uses a local dog park map to connect with pet parents.

Puma Flagship 5th Ave (August 2025) has a custom map of Manhattan reinforcing a sense of place.

Localization & Community

Flagship spaces are embedding themselves into the cultural and physical fabric of their neighborhoods. Local touchpoints, murals, workshops, and even coffee hubs transform stores into gathering places that are rooted in place rather than floating in anonymity.

Arcteryx Flagship Soho (August 2025) includes a coffee shop inviting users to linger.

Wilson Flagship SOHO (August 2025) has a space for the community to play basketball.

Natural Elements and Biophila

Wood, greenery, and organic materials soften the retail environment and bring an outdoor connection inside. Biophilic elements reinforce sustainability values and make urban spaces feel more grounded.

Allbirds Flagship Soho (August 2025) uses natural elements and materials to reinforce their sustainability values.

Pilgrim Surf Brooklyn (August 2025) connects with outdoor enthusiasts through natural elements.

Digital & Immersive Displays

Large-scale screens, motion-driven content, and flexible digital walls allow for dynamic storytelling, create a sense of theater, and keep the flagship experience feeling alive and ever-changing.

Arcteryx Soho (August 2025) uses a large digital wall to create a sense of theater.

Puma Flagship 5th Ave (August 2025) uses digital displays for dynamic storytelling.

Elevated Product Storytelling

Inside flagship stores, exhibits are created around products. From being displayed on feature walls to custom fabrication, the product becomes the hero of the space, curated and celebrated rather than simply stocked.

HOKA Flagship Midtown (August 2025) highlights products through elevated custom displays.

Nike Flagship House of Innovation (August 2025) has a custom footwear wall that celebrates each product.

Repair & Customization Areas

Flagship design is moving beyond selling into supporting the full product lifecycle. Repair services, personalization counters, and customization stations invite visitors to deepen their relationship with the brand through ownership and care.

Puma Flagship 5th Ave (August 2025) lets customers customize their newly purchased items.

Rebird Flagship Soho (August 2025) has a repair center to support brand loyalty, ownership, and care.

Generosity of Space

Premium design is often communicated through what’s not filled. Open circulation, lounge seating, and oversized fitting rooms create a sense of generosity, signaling confidence while making customers feel welcome and comfortable.

Wilson Flagship (August 2025) gives each racket enough room to shine.

Nike Flagship House of Innovation (August 2025) uses innovative displays with generous room to move through the space.

Creative Merchandising & Shop-in-Shops

Temporary activations and modular shop-in-shops keep the flagship fresh and flexible. These curated environments act as storytelling zones, highlighting partnerships and product launches while breaking up the floor plan with variety.

Nike Flagship House of Innovation (August 2025) includes a shop within their shop to create a curated environment.

UGG Flagship 5th Ave (August 2025) uses custom displays to highlight signature product launches.

Final Thoughts on Strategies From Our Favorite Flagship Stores That Every Retailer Can Borrow

Flagship stores may sit at the top of the retail pyramid, but the strategies that make them successful aren’t limited to big budgets or multi-level spaces. Whether it’s localized design details, immersive experiences, or tech-driven touchpoints, these concepts can be scaled down and adapted for retailers of any size to elevate your retail environment, strengthen brand loyalty, and create a shopping experience that truly stands out.

Now that you understand the strategies of our favorite NYC flagship stores, it’s time to integrate these practices into your retail space. With over 15 years of architecture, in-house brand, and design agency experience for influential brands including HOKA, Arc’teryx, Nike, Adidas, and Garmin, Feels on Brand is the go-to retail experience design studio for creating unforgettable retail spaces. Together, we'll help navigate designing and implementing your next retail brand experience.

Learn more about how our team will bring your vision to life through our key services and how to get started reserving your project timeline on our planning page.