Vibram opens flagship US store
Italian sole specialist Vibram will open its first US retail location on 14 April in Boston. The grand opening and ceremonial ribbon cutting will begin at noon and the store will remain open until 2pm.
“For the first time we will provide our customers with a hands-on brand experience that educates them on the world of Vibram, our partners and our products,” said Tony Post, president and CEO of Vibram, USA.
The flagship location will feature ‘experience zones’ throughout the floor allowing visitors to wear test FiveFingers on inlaid marbles, woodchips, grass, stones and a bumpy yellow safety strip used in the subway. The store will also display an interactive timeline area summarising the company’s history in sole design. Throughout the space it will showcase partners’ products on a themed, rotating basis. The store will offer select models of Vibram FiveFingers as well as a few models only sold in Europe.
“We consider this more of a brand interaction than a store,” said Mr Post. “We want visitors to experience Vibram in an unconventional way. Every office employee will have the opportunity to work in this space in order to collect valuable feedback from our consumers on a daily basis.”
