Located in the heart of New York City at 138 Fifth Avenue, where the iconic Flatiron Building splits Broadway and 5th Avenue, the 2,500-square-foot store is positioned prominently at one of the brand’s favorite intersections in the world, where locals and travelers unite. 

Since launch in 2009, Herschel has solidified itself as a leader in the bag category. He has continued to build upon its success through one-of-a-kind collaborations, category expansions, and unique storytelling. Its latest opening is a testament to the brand momentum and marks the beginning of its ambitious retail expansion through 2023.

Co-Founders Jamie and Lyndon Cormack collaborated with their in-house design team and lead designer Rye Johnson to create an immersive customer experience that mirrors the distinctive energy of New York City. Upon entrance, customers will be greeted by a large LED screen highlighting the latest campaign imagery, with the store’s vibrant-colored walls in full view. 

A clear juxtaposition of mixed materials, old and new, is seen in design details, including reclaimed oak tables, glass-blown Bocci lights, vintage furniture, and a tile-wrapped cash desk and dressing rooms.

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