New Era Carnaby Street Flagship – London

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Addicted To Retail (ATR) presents: New Era Carnaby Street Flagship in London.

New Era announces the opening of its highly anticipated new London flagship store in London’s prominent fashion destination, Carnaby Street, this autumn. Putting prime focus on offering consumers a premium and exciting retail experience, the new and progressive retail concept mirrors New Era’s individuality, sporting heritage and credentials as a leading streetwear giant.

New Era is an international lifestyle brand with an authentic sports heritage that dates back over 90 years. Best known for being the official on-field cap for Major League Baseball, New Era is the brand of choice not only for its headwear collection, but also for its accessories and apparel lines for men, women and youth.

The new London flagship space features premium store fixtures that align to the brands design principles. Materials and colourways compliment New Era’s strong sportswear identity. A material palette of sleek and industrial dark grey metal and concrete effect brings a premium feel that perfectly frames the product. Light wood fixtures are reminiscent of the sports halls and baseball stadium bleachers, complementing the vibrant colour palette of the product.

Bringing New Era’s rich sport heritage to life, the store will celebrate key moments in London’s sporting calendar with engaging product displays and exclusive product drops for fans. The store will feature two visual showcase spaces heroing seasonal stories, offering consumers deeper education about the brand’s most anticipated product offerings.

As the Carnaby Street flagship opens, both campaign and product focus on the NFL’s International Series of matches which will be played in October and November at Wembley and on October 24 ‘NFL on Regent Street’ takes place turning central London into a massive NFL fan festival.

Inspired by the intersection of sport, design, and culture, the new retail space will echo New Era’s forward thinking approach to self-expression and sport design, with a customisation area. Consumers will be given the opportunity to personalise their purchases, by having their initials or a personal message applied to their caps. Alternatively, consumers can design their own one-of-a-kind caps with the New Era By You service, which allows them to choose from a range of fits and colour options to create a truly unique design and be delivered to their door at a later date. Alongside a designated showcase has been created, which will feature ‘customised’ collaborations with New Era’s flagbearers from sport, music and fashion.

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