Yoga-inspired apparel company Lululemon has opened its newest and largest flagship store in NYC's Flatiron District, unveiling a whole new retail experience in the process.

The 11.5k SF store is capitalizing on its location in an area filled with popular boutique fitness studios like Flywheel Sports, Exhale, SLT, Pure Barre, and SoulCycle, with new features like The Concierge and Hub 17.

Hub 17 is a 5k SF space above the store's retail floor that will take Lululemon's in-store yoga and fitness classes and events to the next level, with monthly dinners, concerts, art shows, and more.

The Concierge is all about helping shoppers beyond the sales floor. It will be a hangout spot with recommendations for classes, running spots, and places to eat, where customers can flaunt their new digs, Business Insider reports.

The new store will also have a coat check, water, a coffee bar, snacks, and a phone-charging station. And customers can have their purchases delivered to their home, offices, or hotels, so no more lugging purchases around the city.

Lululemon is using this flagship store as a testing ground, which means if it goes well, expect more of the same in the future. [BI]