The document provides details of a store tour conducted in New York City. It describes the itinerary which included visiting various retail stores in the Meatpacking District, Chelsea Market, SoHo and other neighborhoods. Specific stores mentioned include the Apple Store, All Saints, Warby Parker, Makerbot, Rebecca Minkoff, Bonobos and Birchbox. For each store, the document provides the address, a brief overview and highlights of the store design, merchandise and shopping experience. The tour was intended to showcase different innovative retail concepts in NYC.

1. Store tour NYC Benelux 2015
“5-in-5 in action”
141218 – Jerry.Stam@nl.ibm.com
1

2. © 2015 IBM Corporation2
Link: https://www.youtube.com/watch?v=yKNSOwLcrkE

3. 3
Tour timing
Step Timing Action Comment
1 10:30 – 11:00 Penn Station to Meatpacking district E downtown
2 11:00 – 12:30 Discover Chelsea Markets & Lunch
3 12:30 – 13:30 Meatpacking stores
4 13:30 – 14:00 Meatpacking to SoHo L 6 downtown
5 14:00 – 15:30 SoHo stores
6 15:30 – 16:00 SoHo to Doubletree E uptown
7 16:00 End of tour

4. 4
Locations visited - Overview
Step Name Address
1 Doubletree 569 Lexington Ave, New York, NY 10022
2 MTA Subway MTA Subway - Lexington Ave/53rd St (E train)
3 MTA Subway 14th Street & 8th Avenue (A/C/E/L Trains)
4 Chelsea Market 10th Avenue / 75 9th Avenue
5 Apple Store 401 W 14th Street
6 All Saints 415 W 13th Street
7 Warby Parker 819 Washington Street
8 MTA Subway 14th Street & 8th Avenue (A/C/E/L Trains)
9 MTA Subway Bleecker St (6) - NoHo
10 Makerbot 298 Mulberry Street
11 Rebecca Minkoff 96 Greene St
12 Bonobos Guideshop 152 Spring Street
13 Birchbox 433 West Broadway
14 MTA Subway Houston St (1)
15 MTA Subway 34th St/Penn Station (1/2/3)
16 Doubletree 569 Lexington Ave, New York, NY 10022

5. 5
Step 1: Doubletree to Meatpacking district

6. 6
Meatpacking: Chelsea Market
Chelsea Market is a food hall, shopping mall, office building and television production facility located in
the Chelsea neighborhood of the borough of Manhattan, in New York City.
Built in the former National Biscuit Company factory complex where the Oreo cookie was invented and
produced, the complex fills an entire city block bounded by Ninth and Tenth Avenues and 15th and
16th Streets, with a connecting bridge over Tenth Avenue to the adjacent 85 Tenth Avenue building,
which was also part of the Nabisco complex but is now separately owned.
Retail facilities were introduced into the building by connecting the original back lots of individual
buildings to a central, ground-level concourse with entries at 9th and 10th Avenues (completed in April
1997). Anchor stores include the Chelsea Market Baskets, Manhattan Fruit Exchange, BuonItalia,
Anthropologie, and the Buddakan restaurant. There is also the Fat Witch Bakery, Amy's Bread, Ruth's
Bakery, Chelsea Wine Vault, Eleni's Bakery, The Lobster Place, Dickson's Farmstand, The Green
Table, Chelsea Thai and Friedman's Lunch, as well as a variety of smaller stores selling cheese,
artisanal salt and olive oil, chocolate and flowers.

7. 7
Step 2: Where to Eat Lunch in Chelsea Market
Consider this your one-stop guide to eating well in the market. We have quick links to our favorite
bites below, or you can see them all in the slideshow.
Crepes at Bar Suzette
Sandwiches and Bread at Amy's Bread
DIY Italian at Buon Italia
Meaty Sandwiches at Dickson's Farmstand Meats
Grilled Cheese at Lucy's Whey
Smoothies and Salads at One Lucky Duck
Sandwiches at Bowery Kitchen Supplies
Noodles and Curry at Chelsea Thai
Sandwiches and Salads at Ronnybrook Dairy
Lobster Rolls and Fresh Seafood at The Lobster Place
Meat Pies at Tuck Shop
Casual Sit-Down at Friedman's Lunch
Nicer Sit-Down at The Green Table
Pasta at Giovanni Rana Pastificio & Cucina
Fruit and Veggies at Manhattan Fruit Exchange
Looking for dessert to finish off your lunch? Head right this way.
http://newyork.seriouseats.com/2013/03/where-to-eat-lunch-chelsea-market.html

8. 8
Recommended lunch walk: Visit the High Line in Winter
The High Line is an elevated freight rail line
transformed into a free, public park on
Manhattan’s West Side. It runs from
Gansevoort Street in the Meatpacking District
to West 34th Street, between 10th and 12th
Avenues.
In keeping with the vision of Piet Oudolf, the
renowned Dutch landscape designer, the High
Line’s plants are left in their natural state in the
winter, rather than trimmed back as the cold
weather arrives. That means in the winter, you
will find a strikingly different landscape on the
High Line, one filled with wild grasses, seed
heads, and variation in texture and color that
you won’t find during the warmer months of the
year. Check out our November bloom list and
learn about other seasonal favorites like
Blonde Ambition mosquito grass, American
holly, and Viking black chokeberry.
The High Line is open daily.

9. 9
Meatpacking: Apple Store
It may not be the biggest Chicago's Michigan Ave still beats it by a few square feet—but the first three-story Apple
Store has a lot going on that others do not:
‒ Apple's first three-story glass staircase
‒ 46-foot Genius Bar capable of serving 100 tech-support seekers per hour with 12 stations.
It isn't the longest GB in the world though; somewhere there's a 50 footer.
‒ Pro Labs: Free multi-session classes in Logic, Final Cut and Aperture.
Six students sign up for 2hrs, once a week for four weeks. The classes are intense and totally free
Other facts:
‒ It won't be open 24 hours like the Fifth Avenue store, but it will be open til midnight.
‒ A total of 175 employees will work the store, mostly veterans from other NYC stores.
‒ This store will have an entire floor dedicated to service, that's 50% more total space for tech support and
education than any other Apple Store.
http://gizmodo.com/330828/14th-st-nyc-apple-store-is-2nd-
biggest-in-us-first-to-offer-free-pro-classes

10. 10
SoHo: All Saints
The 7,000-square-foot AllSaints Meatpacking pop-up quickly turned into the British label's
second full-time New York store. Located in an old art gallery, the massive, loft-like space
takes on the brand's signature vintage, industrial aesthetic, with 277 antique sewing machines
lining the window-paneled garage doors (which are left open in nice weather) and a huge
Indian cashmere loom in the center of that room that separates the men’s and women's
extensive collections, which include everything from graphic t-shirts to extravagant ruffled silk
gowns.
Wrinkled leather jackets, sequined dresses, and asymmetrical knits hang off vintage sack
barrows, while men's and women's shoes (there’s an array of lace-up army boots) and funky
jewelry are displayed on old-fashioned work benches and looms. In case they don't have a
particular size (or item), ten iPads with the AllSaints app allow shoppers to find what they need
and order it without leaving the store.
http://nymag.com/listings/stores/allsaints-
spitalfields/

11. 11
SoHo: Warby Parker
Hipster-eyewear purveyor Warby Parker has launched its second NYC store at 819 Washington
Street, right below the Highline. Basically, our stride is getting bouncier by the minute. As former home
to the company's holiday pop-up shop, we have an inkling that they've had their eyes set on this
covetable space for quite some time. In any case, the cellar-like setting with massive 'tasting' tables is
sure to get visitors quite tipsy on spectacles. For that, Warby Parker deserves a huge congratulations.
The company has seen a lot of growth since its inception in 2010. Launched on Penn University's
campus as part of the Wharton Business School's Venture Initiation Program, it only took three years
for the brand to go from collegiate start-up to NYC pop-up to global phenomenon. And while their
genius amenity of being able to try on the goods from home is certainly tempting, getting the better
judgement of eye-care professionals might be the wiser of the two options. Regardless, who can resist
a top-shelf specs sampling with such luxe surroundings?
http://www.refinery29.com/2013/07/50
563/warby-parker-new-nyc-store

12. 12
Step 3: Meatpacking District
B. Chelsea Market 10th Avenue / 75 9th Avenue
A block long and wide, this market is situated within the stripped-down
brick National Biscuit Company's (Nabisco) building. With more than
35 places to nibble from wine and cheese to crepes and cakes .. and
of course meats, and shop top designer sample sales. Test out who
the real Iron Chef is by dining in Morimoto (Masaharu Morimoto) and
Del Posto (Mario Batali) just across the street from each other on 10th
Avenue.
C. Apple Store 401 W 14th Street
This is Apple's 3rd NY store, 2nd largest in the US and 1st with three-
levels. The entry boasts a 3-story glass circular staircase that gets
you to their products and services: a 46-foot Genius Bar, areas for
workshops and personal training, and Pro Labs where you can
receive free, in-depth training on Apple's industry-leading pro
applications.
D. All Saints 415 W 13th Street
Located in an old art gallery, the massive, loft-like space takes on the
brand's signature vintage, industrial aesthetic, with 277 antique
sewing machines lining the window paneled garage doors
E. Warby Parker 819 Washington Street
The new shop has all the hallmarks of the brand's Soho outpost:
space-opening mirrors, library-style shelving that reaches to the
ceiling, books to drive home the literary angle, and center tables to
hoard contenting frames.

13. 13
Step 4: Meatpacking to SoHo

14. 14
SoHo: Makerbot
MakerBot, the unofficial leader of the hobbyist 3-D printing movement, is putting the finishing touches on a consumer
store located in the posh Manhattan neighborhood of NoHo.
Sure, the rare 3-D printer can be found in the corners of business service centers across the United States. But
MakerBot claims their location at 298 Mulberry Street is the first one in the country dedicated to selling 3-D printers,
supplies for the machines, and bespoke objects printed on-location.
"This is the first retail 3-D printing store" in the United States, said spokesperson Jenny Lawton from inside the shop.
"We haven't combed the world over, but we're pretty sure it's the first ... of its kind."
MakerBot curates the selection, and that seems to be their business case: Draw people in, show them the possibilities,
and convince them to fork over $2,199 for their very own machine.
MakerBot released its first 3-D printer in 2009, quickly claiming 16 percent of the nascent market for industrial and
hobbyist 3-D printers. "The purpose of this is to demonstrate how a 3-D printer works," Lawton said. "People [can]
come in and experience how a 3-D printer works -- see it, feel it, hear it -- as well as walk out with something that it's
made."
http://www.popsci.com/diy/article/2012-09/first-3-d-printing-store-opens-world-domination

15. 15
SoHo: Rebecca Minkoff
You can already get a glimpse of what's to come in concepts like the recently opened Rebecca Minkoff stores in New
York's SoHo and San Francisco's Fillmore Street. Fueled by eBay technology, the stores aim to "blend the best of e-
commerce with bricks and mortar", as Minkoff told "shopping and style intelligence site" Racked. Minkoff's brother and
CEO Uri said in the same post that this is breakthrough because there have been "no real advances in retail since the
Apple Stores." (Oh really? How about Burberry Regent St, or Hointer?) But salesmanship aside, there are indeed some
cool (and useful) things about these stores.
Step inside and you encounter a giant high definition mirrored touchscreen, where shoppers can browse looks, select
styles to be whisked to a change room, and even order a complimentary beverage.
Once in the dressing rooms, RFID (Radio Frequency Identification) tagged merchandise activates the mirror and tells
you what other sizes and colors are available in store. If the dress you chose doesn't fit, no problem. Tap the screen
and summon another. Once you're happy, another tap of the mirror/screen switches the lighting, so you can see what
you look like in different conditions, for example a "Hudson River Sunset" (if you're in the NY store).
Load the Rebecca Minkoff app on your smartphone, and you can maintain a record of what you've tried on and check
out right from the change room on PayPal. In exchange, Minkoff gets the prized data that physical stores don't normally
provide.
http://www.huffingtonpost.com/jon-bird/the-
coming-retail-singula_b_6261280.html

16. 16
SoHo: Bonobos Guideshop
Folks who walk into a Bonobos Guideshop can't help but notice one thing: There's hardly any
merchandise. That's on purpose. Bonobos, (say "bu-NO-bos") Guideshops are men's clothing stores
that basically don't sell anything. Customers can try stuff on for size, put outfits together and get
advice from salespeople. But if they like it, they've got to order it on the Bonobos website.
This small store is a big deal. If other stores catch on — and it may be more of a question of when
than if — this could ultimately change the business model for the nation's 895,800 retail
establishments.
Just as media giants are being forced to adapt to a virtual world and re-create themselves, the nation's
retailers — whose sales are expected to top $3.1 trillion this year, according to the National Retail
Federation — may sooner than later have to take a page out of the same playbook. All of this plays
into the shopping and spending habits of the nation's tens of millions of Millennials — a key target of
many retailers.
But isn't the point of shopping to walk out of the store with a big bag of fashionable bounty? Not so,
says founder Andy Dunn. "We think service is more important than instant gratification," he says.
"What's the benefit of walking out of the store with a bag of two shirts and some pants if it'll be on your
desk the next day?"
http://www.usatoday.com/story/money/business/
2013/03/12/savvy-small-business-bonobos-
pants/1916885/

17. 17
SoHo: Birchbox
Call it beauty by subscription. For the monthly fee of $10 for women and $20 for men, Birchbox is offering its customers
a curated package of personalized beauty and grooming products by home delivery.
While there are other beauty box companies, Birchbox's samples and business savvy are set apart by the enterprise's
similarities to its namesake—birch trees, said the company's co-founder Katia Beauchamp.
Nearly four years since the company launched online, the beauty subscription e-commerce pioneer has gathered over
800,000 subscribers worldwide, spread throughout Europe and the U.S.
"We are a digital company first and foremost and work well as a customer acquisition tool," said Beauchamp. "Birchbox
wants to continue to grow our footprint with new consumers who feel under-served...to make their retail experience
more
Beauchamp added that before Birchbox, customer trials were limited, and occurred mostly as gifts with purchases. This
was a loyalty tool with no proven method of return on investment by beauty brands, she said, and the method wasn't
very successful in building a client base.
"The beauty industry's traditional and new brands will have to converge consumer's expectations," she said.
"Consumers want their offline experience to be fun like a hobby but have online expectations about efficiencies and
affordable pricing."
http://www.cnbc.com/id/102183746#.

18. 18
Step 4: SoHo
B. Makerbot 298 Mulberry Street
Just on the other side of E. Houston. See how 3D printing is done and
what kind of unique gifts are available. Classes are offered if you want to
learn how the machines work and how to use them.
C. Rebecca Minkoff 96 Greene St
This is the second hi tech store that Rebecca Minkoff has opened.
Receive a text message when your fitting room is ready, use the touch
screen mirror to select other colors and sizes. RFID is used extensively
to track and locate merchandise.
E. Bonobos Guideshop 152 Spring Street
Taking the online to brick and mortar - with no inventory! Bonobos is
using this guideshop as a place for you to try on any of their styles, find
the right fit, decide the color or pattern from the samples on the floor, and
have the sales assistant place your order on their website! Your
selection will be sent anywhere or to the store for pickup, leaving you
bag free for more SoHo adventure.
F. Birchbox 433 West Broadway
Birchbox is a beauty sample subscription service. It is like your monthly
subscription to Cosmo or Allure only it's a box full of beauty samples.
These samples range from cosmetics, to nail polish to bath and body.
Optional:
Design Within Reach – Specialty - 110 Greene Street

19. 19
Step 5: From SoHo to Doubletree 1/2

20. 20
Step 5: From SoHo to Doubletree 2/2
2

21. 21
Jerry.Stam@nl.ibm.com
nl.linkedin.com/in/jerrystam/
www.ibm.com/industries/nl/nl/retail/
+31 - 651285639
Thank You