Paper Planes, the apparel and lifestyle brand founded by Shawn “Jay-Z” Carter and owned by Roc Nation, has opened its first permanent brick-and-mortar store, on Lafayette Street in Soho. The overall store design and visual aesthetic revolves around the theme of “travel in all its forms and iterations.”
The store acts as a community gathering point that offers shoppers exclusive pre-launch access to forthcoming collections. For example, the Paper Planes holiday 2023 collection will be available at the store one month before it officially goes live.
Paper Planes also will use the store as the official destination for certain collections. The brand will sell new iterations of its Fine Artist Collaboration series only in the store, and shoppers also will be able to get their hands on recording artist collaborations and NFL x Paper Planes merchandise.
To drive ongoing store traffic and shopper engagement, Paper Planes will have a robust calendar of events, music release celebrations and other programming.
