The infamous cycle culture brand Chrome, expanded its borders recently, opening a new flagship store in NYC. The new store, located at 238 Mulberry Street in the SoHo neighborhood, officially opened its doors less than a week ago. The Chrome store in San Francisco, CA has been thriving for some time now. Since there is such a rich messenger bike culture on the east coast, as well, the New York City store seemed like a logical move. The brand’s popularity was pretty evident at the pre-grand-opening press soiree, which was full to capacity, spilling out into Mullberry Street.
The space is oozing with character, including the installation of in-house sewing and an industrial ceiling conveyor belt, which was operating throughout the duration of the evening. Attendees enjoyed an open bar and food provided by The Meatball Shop. Music was provided John Cardiel . On display in the shop, were original photographs by David “Shadi” Perez that were sold at silent auction throughout the evening.
The event was a success. There is definitely a good vibe in the new shop. New York City cyclists are certainly glad that Chrome was able to spread its wings and open the NYC location. For more details, be sure to drop by the Chrome website. For more looks of the new NYC store, check out the photo gallery below:
Photography: Jacob Breinholt