A Pre-NRF Retail Walkabout in NYC: What Great Retail Looks Like in 2026
Four stops, four distinct brands—and a clear reminder that physical retail is still a power channel
Before NRF officially kicked off, the best way to reset the conversation about “the future of retail” was simple: leave the conference halls and go straight to the source.
Day 1 was spent out on the streets of New York, visiting best-in-class physical retail—from global icons to newer category leaders. The tour included:
Nespresso
Gymshark
Crocs
Marine Layer
Different formats, different business models, different customers… and yet a common truth showed up at every stop.
The pattern was clear: winning stores create connection, deliver memorable moments, and strengthen the full brand ecosystem.
In other words: physical retail still works—when it’s worth visiting.
The Real Takeaway: Stores Win When They’re Built for People
The best stores aren’t just “places to buy.” They’re spaces that create:
A reason to stay longer
A reason to come back
A feeling customers associate with the brand
A shared experience that can’t be replicated online
This walkabout was a great reminder that the strongest retail today is intentionally designed around experience, community, and customer flow—not just product density.
Stop 1: Nespresso’s Soho Flagship — Sensory, Social, and Built for Every Type of Shopper
The new Nespresso flagship in Soho is the kind of store that makes you want to explore—even if you already know the product.
It’s beautiful, but it’s also functional. The experience supports both new and loyal customers, with a thoughtful balance between browsing and quick purchase moments.
Standout elements included:
A bold entrance moment with strong brand presence
Scent stations to sample and explore different coffees
Digital visuals that make the product feel alive and elevated
A downstairs space that feels social and inviting
A fast option for regulars: RFID payment for quick shopping
And then there’s the space that opens up a whole different world of possibilities: a coffee speakeasy that feels perfect for intimate brand events, gatherings, or curated community programming.
Stop 2: Gymshark’s Flagship — The Future of Fitness Retail is Physical
Gymshark’s new store reinforces something we’re seeing more and more clearly:
Brands with strong digital roots aren’t “testing” stores anymore. They’re investing in them.
Everything inside Gymshark felt deliberate and well executed:
Displays repurposed from weight training equipment
A store directory made out of literal weights
A bold interior identity, including signature green design choices
And one of the most memorable details: 3D scans of both celebrity athletes and local customers turned into mannequins
That last point matters. It doesn’t just look cool—it makes the store feel connected to real people. It signals “you belong here.”
The staff experience reinforced the same message: helpful, energized, and clearly aligned with the customer base walking through the door.
A Quick Break: Fanelli Café
No retail walkabout is complete without a pause to reset.
Lunch at Soho stalwart Fanelli Café was a perfect break—good food, good conversation, and the kind of offline connection that makes these tours as valuable as the stores themselves.
Stop 3: Marine Layer’s Patch Bar — Retail Meets Hospitality
The day ended at Marine Layer’s pop-up speakeasy, the Patch Bar.
And here’s the truth:
You’re rarely going to lose when you put a bar in a store.
But what made this work wasn’t the novelty. It was the fact that the full experience came together:
The product assortment
The layout
The service and staff energy
The overall vibe
It created the type of environment customers want to spend time in—exactly the kind of retail space that drives return visits and word-of-mouth.
The Bigger Lesson: Physical Retail Isn’t Competing With Online — It Completes It
This walkabout made something very clear:
The store is no longer just “distribution.” It’s a strategic layer in the brand ecosystem.
It’s where identity becomes real.
It’s where loyalty gets built.
It’s where discovery becomes emotional.
The best brands aren’t trying to replace digital growth—they’re using physical spaces to strengthen it.
And going into NRF week, that was exactly the right mindset to start with: reality over rhetoric, and experience over assumptions.