Burlington, Vermont— Burton brings the soul of snowboarding to the heart of the city with the opening of its first standalone retail store in Manhattan. Located in SoHo at the corner of Spring and Mercer Streets, the 4,600 square foot space will showcase the full breadth of products from Burton’s family of brands, including Burton Snowboards, R.E.D., ANON Optics, Gravis and Analog as well as Mark XIII and the new Burton Life apparel line.

“We’re excited to expand our presence in New York, which is an important market for us as well as a hub for fashion, shopping, design and music, says Burton’s President, Laurent Potdevin. “While we continue our commitment to the specialty dealers in the New York area that carry the Burton line, we see the new store as a great opportunity to build awareness of the Burton brand and share the lifestyle of our sport with new audiences.

Even though it’s surrounded by skyscrapers, Burton’s New York store is the next best thing to being on the mountain. Designed by New York-based architects D. Berke and Partners, the store resembles a modern lodge with high ceilings and expansive windows along two sides. Glass vaults display gear and memorabilia from Burton Team riders, as well as from celebrities and musicians that snowboard. A cutting-edge “cold room allows shoppers to check out how the gear holds up against real winter conditions. The store also features advanced projection technology with snowboarding action and lifestyle videos and one-of-a-kind snowboarding-inspired animation. Visitors can sit and enjoy the action in a “hang area in front of the screen.

Burton Snowboards was born in Vermont, and its SoHo store stays true to that heritage. The floors of the store are real Vermont slate. The store’s window displays and interior vaults are designed by Vermont artist Scott Lenhart, who has contributed to many Burton board graphics. And the projection technology was created by Vermont company Stark Mountain.

The New York City store is Burton’s fourth flagship retail store — the company also has stores in Burlington, Vermont and Innsbruck, Austria, as well as a Gravis store in Tokyo.