Sneaker company Ground Up launches immersive retail experience at its new New York City HQ

Sneaker company, Ground Up, showcased its new Experience Room in its NYC headquarters during the FFANY Week event this month.

This, according to a press release, is part of its vision to “create a one of a kind engaging space where guests can step into the world of their favourite characters; creating personal connections with fandoms they love”.

"Showcasing our innovative products through the eyes of our fans sets us apart from our competitors. We enable our partners to understand the emotions that drive our consumers when they encounter our products in retail stores," says Jack Gindi, Ground Up International's CEO.

"We are focusing on increasing our in-store activations across our partner base, elevating and bringing these installations to life with our retail partners.” 

The Experience Room features floor to ceiling installations from brands and characters like Hello Kitty, Disney, Marvel, Barbie, and Sonic. The aim here to evoke a sense of nostalgia, inviting guests to relive childhood memories and create new ones. 

Within the Experience Room, a black and gold vault stages character mementos, including Cinderella's Slipper, Sonic’s rings, and Spider-Man's mask.

Guests can also test their luck with the Bear Claw, a custom claw machine offering a chance to win a limited edition Ground Up red or black bear.

Sweeten' Up, meanwhile, is a custom candy store.

And on the way out, visitors can stop by the UP-Zone, offering the opportunity to take a piece of the Experience Room home with them, through exclusive Ground Up merchandise from branded water bottles, t-shirts, sneakers, tote bags, and hats.