Underground overhaul

With a location in the Union Square subway station – and more due to open –  The New Stand stands out as a clean, minimalist place not only to buy items of convenience such as a protein bar or a green juice, but also a place to discover new niche products such as a collapsible bicycle helmet or a travel-size beauty item from StowAway.

‘The experience you have is going to be a more modern one,’ Andrew Deitchman, CEO of The New Stand, tells LS:N Global. ‘The assortment of products is more thoughtful, which allows for great moments of discovery in the same way that media typically has been a place to discover new things.’

In this comparison, Deitchman emphasises The New Stand’s positioning not merely as a store, but also as a media platform, with its own app and a daily digest of curated news stories and other content that can be read even when there is no wifi signal. Those who sign up for the app become part of a free members’ club and can receive daily discounts on different items, many of which are subsidised by brand partnerships.

In totality, the app, the product range and the design aesthetic – sleek with marble and white modular shelving – create an unexpected underground retail experience.