Allbirds
A mural in Allbirds' new store in New York City.
The Silicon Valley-based startup is opening a concept store in the city's Soho neighborhood. The store will be a place to buy and test the company's signature shoes, which it has called "the world's most comfortable."
There will be ample seating room in the new store to try on shoes, and a human-size hamster wheel will even let customers test how they feel under pressure, according to a press release announcing the opening.
The 1,450-square-foot store will sell an exclusive color of the brand's Wool Runner shoe that's "inspired by the skyline of everyone's favorite sleepless city." The shoe is a midnight blue color called Starry Night.
Allbirds will also be selling shoe laces inspired by the colors of the NYC subway.
The company recently closed a $17.5 million round of venture funding led by investment firm Tiger Global. Allbirds said it would primarily use the money for building new stores like this one, creating new materials for shoes, and taking the company global. The sneakers caught on as the shoe du jour in Silicon Valley in 2016, and fans have praised their comfort and accessible price.
See below for more pictures of the new store, which is scheduled to open on September 14 at 68 Prince Street in New York City.