Welcome to the Forever 21 mothership

Um, wow. Where to begin?

• This is more than a flagship; it's a full-on 'department store' that houses all 10+ of their brands across 4 stories. Reminds me a bit of Top Shop (in London).
  
• The store is broken up into brand- or style-specific boutiques - mens, kids, Heritage, latest trends, denim, etc. Each has its own look and feel that clearly delineates one from the next.
  
• Kudos to the visual merchandisers/interiors team. Every dept has a standout element - e.g., the kids shop has a treehouse, fire trucks, and adorable glass jars filled with crayons.
  
• The interactive billboard is not particularly 'exciting' but it's massive and draws a huge crowd of pointing tourists as its dead center in the middle of Times Square. It's actually part of the building, so I imagine they'll continue to use this real estate in innovative ways.
  
• For a Forever 21 - particularly one in Times Square - it's surprisingly calm, tidy and well-organized. I even bought something for the first time! You could truly spend hours in there.