Venue Preview by Jennifer Ortega, Red Carpet Report Reporter follow Jen on Twitter @JenniferEOrtega
I recently attended the store opening for The New Era D-Lab, located inside the Staples Center in Los Angeles. New Era makes official caps for the MLB, NFL and NBA and is a sports and lifestyle brand that originated in 1920. New Era has partnered with AEG in creating and opening this permanent retail space. For those who don’t know, AEG is one of the world’s largest owners of sports teams and sporting events, as well as one of the largest presenters of live entertainment events. These two companies seem like perfect partners to open a truly unique sports store experience.
Visually, the store is beautiful and modern. Along with official team apparel the store also offers exclusively designed headwear and clothing including design collaborations with players and artists and of course, anything you ever wanted for local Los Angeles teams.
But the real draw of this store and what makes it truly unique is the hat customization they offer. Located in the store are “New Era By You” stations. At the stations, I was able to take part in creating my own custom hat. The customer basically gets to fully modify their baseball hat from the color of each panel to the stitching to the official team logos. It was a fun experience. Instead grabbing your basic Lakers or Yankees hat, D-Lab gives you to chance to really make the cap your own and a true one-of-a-kind piece.
D-Lab also includes unique machines located within the store. They have a blocking machine that reshapes and cleans caps. There is also a heat seal machine used to professionally adhere patches to the side of a cap.
The store is a great inclusion to the Staples Center and every sports fan should definitely check it out!
ABOUT NEW ERA
The New Era D-Lab is part of a multi-year agreement, brokered by AEG Global Partnerships in 2016, which named New Era as a Founding Partner and the exclusive headwear supplier of L.A. LIVE, the LA Kings, Microsoft Theater and The Novo by Microsoft. The store is located in the front of STAPLES Center on the corner of Chick Hearn Court and Figueroa, looking onto Microsoft Square.
Since 1920, New Era has been hand-crafting the finest headwear in the world. Today, with apparel and accessories lines, the brand is a market leader rooted in sports and an influencer of street and lifestyle culture around the globe. With over 500 licenses in its portfolio, New Era is the brand of choice in the worlds of sport, fashion, music and entertainment. The Company is headquartered in Buffalo, N.Y., and its products are sold in more than 80 countries. For more information on New Era’s global offices and partnerships, visit www.neweracap.com and social channels @neweracap.
Headquartered in Los Angeles, California, AEG is the world’s leading sports and live entertainment company. AEG Real Estate, develops world-class venues, as well as major sports and entertainment districts like STAPLES Center and L.A. LIVE; AEG Sports, which is the world’s largest operator of sports franchises and high-profile sporting events; and AEG Global Partnerships, which oversees worldwide sales and servicing of sponsorships including naming rights, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands, AXS.com ticketing platform, AXS cable television channel and its integrated entertainment districts, AEG entertains more than 100 million guests annually. More information about AEG can be found at www.aegworldwide.com.