‘RC Capsule’ Creates Real-World Retail Test Lab in Historic Rockefeller Center

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Rockefeller Center has launched a new retail initiative, RC Capsule, bringing together retail, real estate and technology in a program that offers independent brands the ability to test brick-and-mortar concepts with pop-up spaces.

The initiative allows brands to lease turnkey, pre-wired spaces for six-month terms and to work with Rockefeller Center on creating unique retail experiences. The program’s goal is to offer the flexibility to experiment with retail concepts while minimizing the risks associated with traditional long-term leases. The spaces are simple, clean and Art Deco in style, a reference to the center’s history and architectural design, and can be customized to meet the needs of each brand. Fashion and lifestyle brands Steven Alan and JILL LINDSEY have signed as the first new tenants of RC Capsule, with JILL LINDSEY opening Nov. 16 and Steven Alan opening Nov. 20.

“Rockefeller Center is among the most coveted addresses in the world, and our dynamic mix of restaurants, fashion and lifestyle stores provides New Yorkers the best retail experience in Manhattan,” said EB Kelly, the Tishman Speyer Managing Director overseeing Rockefeller Center in a statement. “RC Capsule only extends that further — creating a new, digitally-driven shopping platform that brings our favorite innovative new concepts to life for our tenants and New Yorkers alike.”

Tishman Speyer developed RC Capsule to keep changing by bringing carefully curated merchandise from the highest-quality online and boutique retailers to Rockefeller Center.




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