An Unexpected Twist on Tech and Retail In New York's Meatpacking District

Courtesy of REIGN
Courtesy of REIGN
Photo of Jill Di Donato
Fashion Editor20 October 2017

Technology isn’t completely killing the brick and mortar shopping experience. In fact, a new Samsung initiative with the newly launched menswear boutique, REIGN in New York’s Meatpacking District is proving quite the opposite.

Courtesy of REIGN

Today, October 19, marks the launch of REIGN, a new menswear boutique in the New York’s ultra-hip, high fashion Meatpacking neighborhood. The store is amplified with a Samsung integrated shopping system that allows shoppers to view exclusively developed content only available from inside the shop via the custom app.

Courtesy of REIGN

Additionally, and here’s where this concept store distinguishes itself, once you download the REIGN app, you can connect with a personal stylist who will meet with you in the store to help you hack the look and own your gentleman or rogue style. Appointment based shopping offers a luxury retail experience, but at REIGN, the vibe is low-key. Of course, the in-store technology is uber-sleek, with Samsung electronics enhancing your shopping experience.

In an era where people associate tech and fashion with virtual reality features to try on garments, or wearable tech, the Samsung x REIGN partnership is an interesting avenue to explore the intersection of fashion and technology.

Courtesy of REIGN

Select brands available at REIGN include A.P.C., Balmain, Hender Scheme, IRO, Junn.J, Mykita x Masion Margiela, Our Legacy, Public School, R13, Rick Owens, Stone Island Shadow Project, Suicoke, SUPER by RETROSUPERFUTURE, Alexander Wang, Tim Coppens, and Undercover. Most items have set release dates, which will be revealed to shoppers via the app’s notifications or the store’s email newsletter.

Wondering when you want to splurge on a new product drop? There’s an app for that.


807 Washington Street, New York, NY 10014

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