BRIGGS HILLIER Hinckley

ABOUT

Location: 543 Broadway, New York, US
Launch: July 2025
Project Scope: Discovery, Strategy, Concept Creation

In the heart of SoHo, Crocs has launched its first-ever Icon concept store – a bold new retail experience designed by Briggs Hillier. Stretching from Broadway to Mercer Street, the space reimagines Crocs retail: immersive, expressive, and commercially focused.

Briggs Hillier was tasked with creating a store that reflects the vibrancy of SoHo while showcasing the full breadth of the Crocs brand. Designed for high footfall and diverse audiences, it blends self-serve functionality with a new, more curated service model – including spaces for exclusive drops and personalisation.

The design strategy focused on purposeful flow and layered experiences, balancing creativity with operational efficiency. Broadway and Mercer entrances offer contrasting journeys, guiding visitors through served footwear, the core Crocs' range, Jibbitz personalisation, and Family Licensed zones.

The journey culminates in the Crocs EXP zone – the only place in the world to buy the exclusive EXP range – accessed via a quieter Mercer Street entrance.

Following a successful soft launch, the store is already drawing strong engagement and will serve as a blueprint for future city-based locations.

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