Situated in the heart of Midtown Manhattan, the MLB flagship is a state-of-the-art retail destination spanning two floors and more than 10,000 square feet. The store is the first flagship for Major League Baseball in the United States. To engage fans and tourists, the design team conceptualized a unique New York City-focused retail experience. Fans will find New York-exclusive memorabilia, the most extensive in-store assortment of MLB products available, representing all 30 MLB clubs, along with a jersey and sock customization bar that circulates through the two floors via a dynamic two-story moving carousel.

Through a collaborative workshop with key stakeholders, CRTKL worked side by side with the MLB team and the store operator, Legends, to gain insight into the MLB business, brand, customer, and strategy. Key aspects were explored throughout the process, including benchmarks of best-in-class CX and design, plans for the next generation of MLB fan experiences, customer snapshots for a flagship visit, high-level outlines of key touchpoints, and potential experiences. The design process included heavy partnership coordination between MLB, Legends, TOPPS, and New Era and collaboration with digital partners, including TAD (Digital Content/AV Design) and Dillonworks.

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