The revamped Brooklyn flagship store of renowned retailer Kith NYC is set to open Tuesday, with an addition unique to the fashion industry: a cereal bar.
The 150-sq.-ft. cereal bar — named Kith Treats — will be featured in the 3,000-sq.-ft. storefront at 233 Flatbush Ave. The bar will feature 23 types of cereals, five specialty milk options and 25 topping choices. As many as three servings of cereal can be ordered at a time, with orders of two or more coming in collectible mini shoeboxes, which will change when the retailer collaborates with a brand. The first box is a collaboration with Nike, with creative direction coming from tennis great Andre Agassi and inspired by the upcoming U.S. Open. The boxes will feature Nike-and-KITH-designed, co-branded white tennis balls housed in plexi-cases.
All cereal boxes will feature a proof-of-purchase ticket. When customers collect four, they can redeem a prize from the retailer, with the prizes changing as the boxes change. The milk will come in Kith-branded glass bottles, and the cereal will come with Kith-branded spoon-straws.
“Cereal has always been an obsession of mine. Growing up, my parents wouldn’t let me eat sugar cereals, so I used to have to eat my friends’ cereal when I would visit their house after school,” said Ronnie Fieg, owner of Kith NYC. “When I was inside the Brooklyn space, thinking of how we were going to rebuild it, I felt like a light bulb went off. It made sense to have the two side by side to me. The creativity behind Kith Treats [the cereal bar] is using the same creative juices I’ve used on the footwear end and what I’ve done with Kith as a retail store.”
Kith Treats will also offer drinks, including coffee from La Colombe, hot chocolate, water and tea.
The imaginative architecture firm Snarkitecture has redesigned the Brooklyn location, originally opened on Sept. 20, 2011. The redo features the Kith Archive display, boasting previous footwear collaborations in backlit glass shelves, 750 cast-Air Jordan II sneakers suspended from the ceiling, freestanding stainless-steel fixtures that create a visually endless corridor of footwear, luxe custom Carrera white herringbone marble floors and infinity mirrors behind the cash wrap.
The store will also have a hidden VIP Room, reserved for people important to Kith’s business, who will be provided with a key card to access the space. The store will continue to sell sneakers and other products from top brands, including Nike, Adidas, Birkenstock, Buscemi, Timberland and more.
Kith Treats is open from 7 a.m. to 11 a.m.; the store’s hours are from 11 a.m. to 9 p.m.