Crocs has unveiled a new store concept that features immersive storytelling and its largest personalization experience to date. Located in Manhattan’s SoHo neighborhood, the 4,000-sq.-ft. outpost spans an entire city block. It offers the complete core Crocs shoe line and accessories such as bags, backpacks and keychains, along with a dedicated assortment of elevated Crocs EXP products. Shoppers can personalize their purchases with Crocs’ signature Jibbitz charms (including New York City-exclusive ones), which are featured at two customization counters. The charms can also be purchased at a New York City-styled “bodega” that spotlights higher-end items. The comfort footwear brand also plans to host special events at the store. “Our store in SoHo will be the first of our new tier of Icon stores that we’ll be opening in key cities around the world,” the company stated. “The store is designed to be a destination that merges community connection, creativity and commerce within an immersive environment that feels distinctly New York and uniquely Crocs.” Crocs brand president Anne Mehlman described the SoHo store as a “test-and-learn” door, with the learnings used to guide future Icon locations, and also how to how best to use the format to create experiential moments with customers. The new concept allows consumers to “physically touch and feel the product, and then have the experience of coming in the store and picking out the Jibbitz [charms] that are unique to them and putting them on their shoes.”