Out & About: A visit to The Armoury NYC
In the same way that our online personas are rarely identical to the way we live “IRL”, I have found that stores usually offer very different experiences between their online presence and physical locations. On the one hand, there are great stores that have existed for decades and are just now beginning to realize the power of e-commerce. On the other, you have stores that dominate the internet but have a physical presence that doesn’t do the product justice. There are many degrees of this, but one thing is consistent: a store may have a great web presence or a great physical presence, but it is very rare to have both.
The Armoury seems to be the exception to this rule, as their new store in New York is a flawless extension of the brand’s powerful presence abroad and online.