Meta will open its first flagship store in New York City. Vornado Realty Trust on Wednesday announced retail store Meta Lab will occupy the five-story townhouse at 697 Fifth Avenue, next to the St. Regis Hotel. Last November, the company opened a pop-up shop at the building, which was painted bright blue and offered Meta’s AI glasses and virtual-reality headsets to test. With existing office space at The Farley Building, Meta’s 10-year agreement with Vornado adds to its NYC footprint.
Meta Labs is an experiential retail concept that reimagines shopping as a “celebration of community, culture, and creative self-expression.” At the Midtown flagship, visitors will be able to try the brand’s cutting-edge AI glasses and virtual reality headsets while learning how the technologies work and fit into everyday life.
Each location is shaped by its surrounding neighborhood and co-created with local artists and communities, featuring unique creative themes that foster a welcoming, authentic space, according to a press release.
Meta hosted a pop-up at 697 Fifth Avenue last November, previewing the flagship’s blue exterior and interior design. The space featured a skate-inspired aesthetic, including black-and-white Bill Eppridge photography, custom cases, overboxes, and lens cloths that pay tribute to skate culture, according to Time Out.
“As evidenced by Meta Lab’s immediate and tremendous success during its introductory pop up at this location, Fifth Avenue remains one of the most attractive retail corridors in the world for today’s most innovative and iconic brands,” Glen Weiss, executive vice president and co-head of real estate at Vornado, said.
“We are thrilled to further extend our long-standing relationship with Meta and applaud their permanent entry into New York City’s retail landscape,” he added.
Meta’s new flagship reflects the company’s expanding presence in NYC. In 2020, the tech giant leased 730,000 square feet in Vornado’s Farley Building, serving as its NYC headquarters and a hub for technology and engineering teams.
“We’re proud to make a long-term commitment to Fifth Avenue, the heart of U.S. retail. Our people-first approach to experiential retail is rooted in culture, creativity, and self-expression, and it’s driving meaningful sales and awareness of our products,” Matt Jacobson, vice president and creative director for wearables at Meta, said.
“Placing our flagship store alongside the brands that help define culture will distinguish Meta Lab from traditional consumer electronics retail. There’s no better home than NYC to innovate on retail, and we’ll continue to celebrate the community while making our products easy to see, try, and understand,” he added.
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