Eric Emanuel is making moves in his native New York, taking over the since-vacated BAPE store in the city’s trendy Soho neighborhood with his own basketball-themed concept shop. Simultaneously, Emanuel is announcing a series of partnerships that include adidas Basketball and The Fashion Scholarship Fund (FSF) to further expand his brand’s purview.

For his first-ever retail space, Emanuel brought on board some peers and local companies to create a truly immersive interior. New York Sunshine, for instance, created a custom basketball hoop structure that graces the store’s front and series of retro lockers installed near the entrance, while various family-owned imprints created exclusive Eric Emanuel home goods. These include hand-woven rugs from Noreen Seabrook, leather goods from Park Avenue Trimming and candles from Joya, all offered alongside Emanuel’s signature loungewear and collaborative adidas sneakers. In a (hopefully) post-pandemic future, the store will host installations and musical performances.

Meanwhile, Emanuel’s long-term partnership with adidas Basketball is only the latest in the latter’s high-profile partnerships. Similarly, the creative’s work with FSF will begin in summer 2021, wherein Emanuel will launch a limited-edition capsule hand-in-hand with some students participating in FSF, with profits utilized to ensure future scholarships for young talents.

Emanuel’s new store is open as of April 16, with a limited selection of adidas items and apparel already available in-store.

More new shopping destinations keep cropping up throughout New York, like Birkenstock’s new Brooklyn flagship.

Eric Emanuel Concept Shop
91 Greene St
New York, NY 10012

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