CB2 NYC Opens Today

Look out West Elm and Room and Board. Crate and Barrel’s younger sibling CB2 opens today in Soho at 10am. PSFK got a sneak preview last night and we brought back a few photos. We predict this block of Broadway is going to see a dramatic increase in traffic with the addition of CB2 and Muji soon to open in two weeks.

CB2 is describes as Modern furnishings for apartment, loft, home. Before NYC there only existed two stores in Chicago or ordering by catalog. CB2 aims to provide Smart designs, clever materials. neat stuff, and cool colors. There’s bound to be comparisons drawn to Pottery Barn/West Elm relationship.

The exterior of the shop remains simple with only a small sign over the door. once inside, it’s a few steps up to the sales floor. The space overall is low-key. Ceiling heights have been brought down and there’s lots of small niches along the perimeter walls where accessories are merchandised. The space is wrapped in a neutral color palette providing a clean backdrop for the merchandise. We’re not sure if the store meets any certification for being green, but we did take not of the extensive use of bamboo flooring, simple fixturing that didn’t use any laminate, and lots of energy efficient metal halide lighting. Graphic communication in the space is kept to a minimum. There are no category signs showing where living room furniture is versus dining rooms for instance. Item level signs are simple black and white cards in acrylic stands.

Most impactful (and Crate and Barrel’s strength) is the visual merchandising. The store is dense with things to buy. It carries a deeper range of accessories than West Elm. It’s all presented really well and naturally encourages browsing the shop.

CB2 has a two week jump on it’s new neighbor Muji. It’s be facinating to watch what transpires between the two stores and which will be able to grab sales from the other.