Nordstrom Flagship, NYC

Seattle based department store Nordstrom has opened its first ever flagship store for women and children in NY, with an innovative focus on food and hospitality built into every floor.

This huge investment is a bold move at a time when other department stores are struggling and retrenching, but with its agile approach to retail, Nordstrom has managed to attract an audience ten years younger than its counterparts.

It took Nordstrom a decade to find the perfect site and the new 320,000ft² store can be found in the heart of Manhattan, just south of Columbus Circle.

At the centre of the ground floor, visitors find a large exhibition space, which is a gallery that hosts new brand displays, pop-ups and concepts every six weeks.

True to their heritage, there is a huge focus on footwear. The store stocks 100,000 pairs of shoes which are displayed across three floors, selling brands ranging from Vans to Valentino. There is also studio where customers can personalise almost anything that they buy in store.

Behind the undulating glass storefront, the whitewashed interior is flooded with natural light, high ceilings and long sight-lines which creates a pure backdrop to their extensive fashion offer, and in addition to well-known labels they have introduced Space – an in-store concept shop curating emerging designers.

Nordstrom understands that the role of the department store is changing. They’re places to discover, to be inspired, to see, touch and try on product and they’re also a place to access expertise.

The New York store also includes Nordstom’s largest beauty department, with 8,000ft² of traditional counter experiences and leaning on services to drive footfall, they have dedicated a further 6,000ft² to the Beauty Haven which offers 110 different beauty services.

With a strong focus on hospitality, the seven-storey store features seven eateries and bars – with customers able to order hand have food and drink delivered to them anywhere in the store. There’s also plenty of relaxed seating, which is strategically placed around the store and the store even features a sophisticated air filtration system which makes whiling away hours in the store an enjoyable experience.

With over half of their visitors starting their journey online, the store was designed with the modern customer in mind, and by building the store from the ground up Nordstrom was able to incorporate technology and connectivity into the store to create a seamless transition between the physical and digital. With 30% of Nordstrom’s sales being made online, the store features a number of service stations for online pick-ups in addition to their 24/7 pick-up and delivery service. By offering same day delivery options, on-site alterations and ‘express service’ where customers can order something online, try it on in-store and either keep or return it with single click, they are meeting the needs of New York customers, where convenience is everything.

Nordstrom is built on a human connection and in-store service levels are high. The store is well staffed, and sales associates are friendly and knowledgeable without being overbearing and with this NY flagship, Nordstrom demonstrates that the idea of an aspirational physical department store still plays a vital role in retail.