Grand Opening, Burton SoHo

In conjunction with the World Tour stop in NYC, Burton Snowboards hosted a VIP party for the Grand Opening of their newest flagship store in SoHo, Thursday, October sixth. On hand, was Mr. Jake Burton as well as pro riders Shaun White, Trevor Andrew, JP Solberg, Hanna Teter, and Mads Jonsson.

Paparazzi were everywhere as members of the Burton team signed autographs for hundreds of stoked kids. A quick look inside and you can see the store offers everything from boards to Burton’s new “Life street wear line. The crowds and my personal favorite was the cold room. The cold room is there for you to test your outerwear in a realistic, arctic environment—it’s reminiscent of a meat locker stocked with blocks of ice and topped off with a decorative deer head mounted on the wall.

Later that night Burton kicked off the World Tour party at the Avalon—formerly one of NY’s most notorious clubs, the Limelight. Converted from a church in the late 1960’s this place is impressive to say the least. After stuffing down a few slices of pizza we arrived at the party. The place was packed with screaming fans and VIP’s, beautiful babies walked the run way dawning some of Burton’s latest in outwear and soft goods as “snow fell from above—it definitely was a killer party.

Next time you’re in New York, be sure to check out Burton’s new digs on the corner of Spring and Mercer in SoHo.

Burton SoHo
106 Spring St
New York, NY 10012 View Map
(212) 966-8068
Cross Street: Mercer Street