Case Study: Eric Emanuel creates an immersive New York flagship experience with Gensler

Eric Emanuel reimagines a 2,000-square-foot SoHo flagship with Gensler

Gensler partnered with fashion designer Eric Emanuel to reimagine his New York flagship store. The challenge was to elevate the retail experience beyond online sales, creating a contemporary destination that celebrates basketball culture and attracts an experience-driven audience within the growing athletic apparel market.

The solution designed by Gensler involved creating an immersive, experiential retail environment. Key features included a suspended basketball sculpture, athletic-inspired art, and sculptural displays. This approach strengthened the brand's identity and brought enjoyment back to in-person shopping, positioning the flagship as a unique retail destination that honors SoHo's cultural heritage.

Eric Emanuel