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In a collaboration effort with the NHL, Fanatics, and Lids, TPG created an innovative retail experience that exceeds the expectations of hockey fans everywhere.

Location New York, NY
Size 11,300 SF
Year 2021

TPG Architecture partnered with the National Hockey League on two exciting projects at One Manhattan West: their corporate office and the flagship store. Located nearby Madison Square Garden, the NHL Shop serves as a pilgrimage site for hockey fans to come represent, support, and connect with their teams. The multi-sensory and immersive shopping experience is unparalleled and will leave guests transfixed by the spirit of the NHL.

Drawing inspiration from the NHL brand, logo, and the core values of the game of hockey, the team created a cutting-edge store design that echoes throughout its two levels. The sleek and modern backdrop allows for a greater emphasis on the individual team colors and products on display. The cap wall is a key merchandising moment, and showcases all 32 team logos against a barn wood wall. This material choice is a meaningful nod to the origin of the sport when it first was played in field houses in Canada and New England. The feature staircase consists of rubber treads with witty, quintessential hockey jargon inscribed between steps. As fans head up, they’ll find replica retro jerseys of the original NHL teams within glass cases, seemingly frozen in ice.

The flagship offers several specialty moments for guests to enjoy. At the base of the stair is an augmented-reality photo booth where fans can take photos alongside their favorite players or mascots. There is a one-of-a-kind Makers’ Lab for merchandise personalization featuring high-tech equipment to get the customizations just right. Notably, the store features an installation of artifacts and memorabilia curated by the Hockey Hall of Fame in Toronto, Canada. Also on display are custom goalie masks created by the art form’s most notable names including David Arrigo and David Gunnarsson. Additionally, the team incorporated a large jumbotron on the second floor with an area for a broadcast studio. Here, player interviews can take place while overlooking the plaza and seasonal ice rink.

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