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Urban Outfitters’ Mysterious New ‘Lifestyle Center’ Concept: Bowling Alley or Unicorn Research Lab?

Urban Outfitters

Retro Urban Outfitters (2004) / Image: Getty

Clothing retailer Urban Outfitters (actual tagline: "Always open, always awesome.") has just signed a 15-year lease on an enormous new location in Herald Square. Rent on the three-floor, 56,730-square-foot space is reportedly set at a cool $6.5 million a year, about 224,137 times the cost of a pair of Cosmic Unicorn Leggings. Early reports of the deal emerged in February, but it has only now officially been finalized. 

Urban Outfitters' new Herald Square mega-compound is more than double the size of the retailer's largest locations worldwide (which are normally in the 25,000-square-foot range) and there are big, mysterious plans for the space, which will reportedly function as an "innovative new lifestyle center concept with features never before seen from the brand." 

From WWD:

"Officials at Urban Outfitters could not be reached for comment Tuesday on the new concept or its name. 'It’s to be determined. There are a lot of moving parts,' said a real estate source." 

Nothing piques our interest more than the phrase, "innovative new lifestyle center concept," which promises fun and fulfilling times ahead. But since Urban Outfitters is playing the specific details close to the vest, for now we can only imagine what the revolutionary new retail experience could be. 

Some possibilities:

  • Bowling alley
  • Dine-in movie theater
  • Ice skating rink
  • Music venue
  • Salt-water pool
  • Metal shop
  • Frozen yogurt supplier
  • Hair salon
  • Organic vegetable stand
  • Airport
  • Wine bar
  • Dry cleaners
  • Recycling plant
  • Sushi restaurant
  • Office share
  • Skateboard park
  • Tweet up center
  • Cat adoption facility
  • Photo developer
  • Microbrewery
  • Knitting school
  • YouTube screening theater
  • School bus
  • Cycling gym 
  • Day camp
  • Unicorn research lab
  • Seinfeld nostalgia center
  • Pastry cooking lessons

Could really be anything.