New York City Aeropostale on Friday opened the doors to its largest store to date: a two-level, 19,000-sq.-ft. global flagship in the heart of New York City’s Times Square. The store is intended to raise the teen retailer’s profile and serve as a platform for its international expansion. By the end of this year, it expects to have 50 stores in Canada and 10 in Dubai.
“This is the perfect platform for our international growth and we look forward to introducing and sharing our brand with the millions of visitors and New Yorkers who pass through this great city each year,” said Tom Johnson, co-chief executive of Aeropostale, New York City, which operates 903 namesake stores in 49 states and Puerto Rico, 54 Aeropostale stores in Canada and 43 P.S. from Aeropostale kids stores in 13 states.
The exterior of the store features a 120-ft-long, custom three-panel LED billboard that weaves in and out of the building. The sign will showcase Aeropostale seasonal campaign images, promotional messaging and exclusive video content. In a second floor “viewing room,” shoppers can dance with virtual Aeropostale models and then watch as their images are displayed some 20 minutes later on the billboard outside.
The store design celebrates the New York City locale, with such accents as a Brooklyn Bridge-etched mirror; a fiberglass lion statue similar to the ones outside the New York Public Library, and subway tile and subway style mosaics. The gift cards are branded with Times Square symbols.
The Big Apple theme is also reflected in the merchandise. About 15% to 20% of the selection is limited edition, exclusive to the store.
In keeping with its surroundings neighborhood, the new Aeropostale will keep late hours. An area on the first floor near the front door will be separated from the rest of the store and remain open two hours after closing time.
Aeropostale is located in a building that formerly housed Bank of America and MTV Studios space. The new store was designed by Gha design studios, Montreal. Structure Tone served as contractor.