The Vibrams are coming! The Vibrams are coming! To Boston, that is. This Saturday, April 14, Vibram is cutting the ribbon on its first retail store located in the United States. This store is the third exclusive store to be opened by Vibram (the other two are located in Italy and Spain). It will be dedicated to the Vibram FiveFingers, with a major focus on promoting “brand awareness.”
Of course, in true Vibram style, this will not just be any ordinary store. The President and CEO of Vibram USA, Tony Post, notes, “With this store we can provide our customers with a face-to-face brand experience for the first time, educating them about the world of Vibram, our partners and our products.” He adds that, “We consider this more of a destination than a store.”
The store includes “experience zones”, in which areas of the floor will be covered in different materials such as inlaid marbles, wood chips, and grass, so that customers can try out their FiveFingers on different surfaces. It will also have a space dedicated to educating the customers about the 70-year-long history of the company using an interactive timeline. Sounds pretty awesome, right? Just to sweeten the deal a bit more, the store will also offer a few Vibram FiveFingers models only sold in Europe (!!!), in addition to those available in the US, and there will be free espresso!
The store opening, which coincides with the Boston Marathon this weekend, will take place at noon on Saturday, April 14, and is located at 292 Newbury Street, Boston, MA. It will be open to the public from 12-2 PM opening day and from 11 am – 6 pm on Sunday, April 15 and Monday, April 16. While there, visitors can enter drawings to win FiveFingers shoes, t-shirts, or a Vibram sports disc. Additionally, the first 100 visitors will receive gift bags.