Eric Emanuel New York Flagship

The athletic apparel industry is experiencing sustained growth, fueled by a cultural shift toward wellness, the rise of athleisure, and sports’ expanding influence on mainstream fashion. In response, sports brands are shifting distribution directly to consumers, refreshing their product marketing strategies, and elevating their physical stores. Fashion designer Eric Emanuel sought to reimagine his New York flagship as a contemporary retail destination that goes beyond his weekly online drops, celebrating basketball culture while attracting a broader, experience-driven audience.

Gensler collaborated with the client, artists, and fabricators to elevate the interiors, drawing on Eric Emanuel’s deep ties to basketball culture and streetwear through experiential design. An oversized basketball installation suspended in the front window creates a striking brand moment that draws passersby into the store. On the ground floor, the momentum builds through athletic-inspired art and sculptural merchandise displays. The second-floor lounge exudes comfort with a maximalist floor-to-ceiling rug display that invites visitors to linger.

The experiential design elements in Eric Emanuel’s refreshed flagship strengthen the brand’s identity while bringing enjoyment back to in-person shopping experiences. Exclusive New York merchandise and a captivating design that bridges athletics, fashion, and art position the flagship as a unique retail destination that reflects Eric Emanuel’s universe. Rooted in SoHo’s streetwear legacy, the bold design honors the neighborhood’s cultural heritage and the tradition it continues to carry forward.