New York – Continuing its success as a key mediator in the streetwear scene, Hypebeast has embarked on its biggest venture yet: opening a new headquarters with public-facing elements. The destination, in New York’s Chinatown, will house a flagship HBX store and a company-run Hypebeans coffee shop. With the aim of creating a sense of community, the seven-storey bricks-and-mortar HQ will also feature event and office spaces.
While other direct-to-consumer (DTC) brands have made similar moves into the physical trading space in recent years, this destination reflects the growing trend of digital-first brands cementing their status beyond social media outlets. ‘Evolving with the dynamic perspective of HBX, the two-storey space is meant to be fluid and ever-changing,’ says the brand in a press release. ‘On the ground floor, the space can seamlessly transform from a neighbourhood courtyard into an event space, an exhibition or a pop-up.’
In this way, the HQ tunes in to the tenets of Hyperphysical Stores, where bricks-and-mortar spaces are evolving to be more engaging, sensorial and memorable.
Digital-first businesses should experiment with physical destinations, initially partnering with hospitality venues or large retailers to test community-centric concepts