Hip teen retailer Aeropostale opened their new flagship location on Friday in the space formerly occupied by MTV's studios in Times Square, New York City (SW corner of 44th and 7th, if you're searching for it ... ).
Much ooohing and ahhhing has been the general reaction in the blogosphere, but I have to report that I wasn't as impressed with the design as I thought I might be. Don't get me wrong - it's a lovely store with a few of unique twists. However, what most impressed me on my visit, and what will ensure the success of the location long after the balcony 'dance floor' is forgotten as a passing whim, is the quality of the product design and merchandising.
Aero has been known as the place where tweens and teens go for inexpensive and casual 'fast fashion' - t-shirts, denim, hoodies ... you get the picture. This store doesn't disappoint. Loads of all of the above are stacked high. In addition, Aero has created a line of product specific to the Times Square location, which I'm certain will make it a destination shop for every teenage girl visiting NYC from Ohio, Tennessee and Colorado. Parents beware, this store will become a must stop on your itinerary.
On the exterior, the large digital sign that covers the entire frontage on 7th Avenue is constantly in motion, with what appeared to be good content - engaging, lots of motion to attract the eye. The twist is that customers dancing in the upstairs "Balcony" dance floor can be seen on the giant screen dancing with Aero models. A pretty cool idea, for certain, and with interactivity being the current buzzword in the DS business, this sign delivers an interactive experience on a grand scale.
Note "The Balcony" on the right - you can see a couple of teens looking down on Times Square through the window.
