The home goods retailer's NYC flagship store aims to function as an experiential destination for visitors, letting them shop while enjoying stylish dining, browsing art exhibits, consulting in-house designers and more

From the looks of its new Manhattan flagship, high-end home retailer RH, formerly Restoration Hardware, is doubling down on luxury. The store, located in New York’s Meatpacking district, features amenities such as a glass elevator, marble statues, a café and a rooftop restaurant.

The company has made a point of calling the new store a “Gallery,” and aims to give consumers reasons to come visit their space beyond shopping. RH CEO Gary Friedman explains the aim behind the space: “We believe RH Hospitality is now a proven scalable business, and we plan to increase the number of new Galleries with integrated restaurants, wine vaults and barista bars going forward.”

As nearly all consumer goods become available online, some companies are downsizing their brick-and-mortar footprint to save cost. Others are taking RH’s approach, investing in making their stores into destinations where shoppers can spend the entire day and enabling immersive experiences that digital interfaces cannot.

Restoration Hardware

From the looks of its new Manhattan flagship, high-end home retailer RH, formerly Restoration Hardware, is doubling down on luxury. The store, located in New York’s Meatpacking district, features amenities such as a glass elevator, marble statues, a café and a rooftop restaurant.

The company has made a point of calling the new store a “Gallery,” and aims to give consumers reasons to come visit their space beyond shopping. RH CEO Gary Friedman explains the aim behind the space: “We believe RH Hospitality is now a proven scalable business, and we plan to increase the number of new Galleries with integrated restaurants, wine vaults and barista bars going forward.”