Schimenti Construction partnered with New Era to deliver the brand’s first standalone flagship store in SoHo, New York. Located at the corner of Houston and Lafayette Streets, the 5,500 SF space transforms an existing storefront into a destination that celebrates New Era’s connection to sports, fashion, and culture.

The project included a full interior fit-out featuring new mechanical, electrical, plumbing, and HVAC systems, along with all-new finishes and custom-built merchandising fixtures throughout the store. A large digital display anchors the entry experience, while custom product displays, feature walls, and branded environments showcase New Era’s licensed collections, collaborations, and exclusive products. One of the store’s signature features is “The Garage,” a dedicated customization space where customers can personalize headwear and apparel with patches, pins, and other custom elements.

Many of the store’s architectural and merchandising features were custom-designed, engineered, and fabricated specifically for the project. Specialty materials sourced from Europe, including concrete panels manufactured in Germany and France, were incorporated throughout the space alongside overhead mobile fixture systems and custom display elements. The team also redesigned and constructed a steel back-of-house storage platform to support the operational needs of the flagship.

Located within SoHo’s Landmarks Preservation District, the project required extensive permitting and agency coordination before construction could begin. Throughout the build, Schimenti worked closely with New Era, consultants, and trade partners through weekly site walks and coordination meetings to refine details and maintain progress. The result is a flagship store that combines brand heritage, product customization, and immersive retail experiences in the heart of SoHo.