Levi’s, CoverGirl Experiment With New Store Concepts in Times Square

New York’s Times Square might be one of the most recognizable shopping intersections on the planet. So it’s little wonder why retailers often use the iconic locale to debut their latest shopping innovations.

“Times Square is a testbed globally for new products and new technologies and experiences,” said Jedd Nero, an executive managing director at the New York City office of brokerage firm Avison Young, where he leads the retail real estate division. “It is one of the few retail markets that consistently maintains a draw of visitors and always will.”

Those visitors are often treated to the new and different.

As an example, CoverGirl, a national makeup line familiar to pharmacy shelves, has dived into retail real estate with its first global store at 30 Times Square . A defining feature of the 10,000-square location is its embrace of augmented reality, a technology that mixes computer-generated images with what people experience in the real world. Across two floors of immersive space that bring to mind a backstage Broadway show or a movie set, visitors can play with makeup styles digitally through the use of the technology.


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NYC Office Lease Consultants