Detroit-based watch and accessories brand Shinola has opened its second NYC location, in Brooklyn’s Manhattan-adjacent DUMBO neighborhood. The brand already has a flagship store in Manhattan’s Tribeca.
The new shop, located at 49 Water Street, debuted last week in the Empire Store waterfront shopping complex—an iconic set of spaces currently being restored by Midtown Equities.
Inside the new Brooklyn Shinola store
The 2,651-square-foot store was designed in collaboration with New York–based design studio Gachot Studios. It offers Shinola’s full breadth of products—watches, leather goods, journal books, clothes, etc.— along with its customizable watch bar, the Willard Program. The space also houses the fifth outpost for Smile To Go, a popular NYC eatery.
A display in the new Brooklyn Shinola store
The DUMBO shop marks Shinola’s 18th store nationwide. While so many other brands are rolling back their retail footprint, the Detroit brand is expanding at a rapid clip—not a bad thing in the least as long as it’s able to maintain its niche appeal in the process. The company plans to open shops in Troy, Mich., NYC’s SoHo, Denver, and Dallas this spring.
To celebrate the grand opening of the Brooklyn flagship, the brand released a limited-edition Jackie Robinson watch and hosted a block party April 15 that was DJed by The Roots’ Questlove, among others.
Top photo: Street view of the new Shinola store in Brooklyn. All photos courtesy of Shinola.
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