In the most upscale shopping district of Manhattan, Nokia opened its second retail store in the U.S. after Chicago (and 5th in the world) on September 9, 2006. Click here for more photos. The store is sandwiched between luxury retailers in a compact, 1,800 square foot, three-level building at 5 East 57th Street.
With neighbors like Bulgari, Burberry, Louis Vuitton, Prada, and Tiffany, the flagship store appears to be less about actual retailing and more about exposure. The translucent walls change colors, approximately 60 different hues throughout the day. Nokia has created an interactive, multimedia environment. Phones are for sale in the store from $99 to $150,000. The Vertu brand boutique is on the 3rd floor, with cell phones with laser etched keys, sapphire crystal screens, and ostrich leather cases. Here’s a link to their original press release, with details about the store. The environment is low-key with no pressure – the sales staff does not work on commission…
If the rest of the colors are like the pink I think I would be sick by the end of the work day.
It is rather intense – it’s better to visit than live there 🙂
Brian
It looks like an intense shopping experience. It’s nice that there’s not pressure, tho.
Bizarre, decadent.
Business is very competitive. People expect a lot – there are malls now with swimming beaches, rides etc. These flagship stores uptown along 5th Avenue and in SOHO have got to deliver without necessarily making a profit. There was a time when you could barely look at a magazine or newpaper in NYC without buying. Now you can spend all day in a Barnes and Noble bookstore and treat it like a library.