BEATS BY DRE | FLAGSHIP STORE
WELL ON THE WAY TO BRAND SUPREMACY IN THE HEADPHONE LANDSCAPE, BEATS BY DRE ENDEAVORED TO ESTABLISH A TANGIBLE RETAIL AND EVENT PRESENCE IN NEW YORK’S SOHO NEIGHBORHOOD. ORIGINALLY ENVISIONED AS A POP-UP OPERATION, 67 GREENE STREET REIGNED AS THE BRAND’S FLAGSHIP LOCATION UNTIL ITS EVENTUAL ACQUISITION. THE CLASSIC CAST IRON BUILDING BECAME THE LOCUS FOR BRAND PROGRAMMING–ENCOMPASSING RETAIL, MUSEUM DISPLAY, LOUNGES AND PERFORMANCE SPACE. TOWERING RETAIL DISPLAYS, EMBEDDED FIBER-OPTIC AND AN ACOUSTIC TEST CHAMBER AIMED TO EXPLODE THE CHARACTER AND COMPONENTS OF THE PRODUCT INTO AN IMMERSIVE ENVIRONMENT.
