Crocs Icon Store, New York

Crocs has opened a new concept flagship in SoHo, New York, designed by UK-based studio Briggs Hillier.

The Crocs Icon Store stretches from Broadway to Mercer Street, connecting two distinct entrances across a 60-metre interior.

The Broadway entrance opens into a launch area displaying the latest releases and New York exclusives, set on illuminated podiums before a digital screen.

Beyond this, a served area introduces a more curated approach, combining staff interaction, flexible storyteller displays, and soft seating.

The main section of the store is devoted to the brand’s Classic Clog wall, arranged in a colour gradient that celebrates Crocs’ visual identity and the customisation culture at the heart of the brand.

The central Jibbitz Bar—two oval counters topped with hundreds of charms—offers a hands-on space for personalisation, from everyday icons to limited-edition, gold-plated, and diamond-set designs.

Next to the Jibbitz Bar, the Bodega, developed by Crocs Marketing and The Gathery, presents a curated edit of collectible and rare charms in a neighbourhood-style market format, bringing a local and playful energy to the experience. Opposite, a large selfie mirror adds a social and shareable dimension to the space.

The journey continues through a Family Licensed zone, where modular fixtures and suspended graphics support storytelling around collaborations, and into the Kids’ area, designed with low-level displays, egg-shaped seating, and hands-on personalisation stations.

Near the checkout, an Accessories zone showcases smaller items and SoHo exclusives, alongside a recycling chute for worn pairs.

Past the tills, the tone shifts into Crocs EXP, a premium environment that introduces the brand’s design-led, limited-run collections.

With reclaimed parquet floors, stainless-steel furniture, and its own Mercer Street entrance, this quieter, gallery-like space reflects a new layer of brand ambition.

The SoHo store shows how Crocs is expanding its retail language beyond function and comfort toward a more expressive, community-driven experience.

The mix of personalisation, local culture, strong visual merchandising, and a dedicated premium zone brings the brand to life in a more dimensional and engaging way.