Meta recently shared the news that another of its pop-up stores, this time in New York City — more specifically, Manhattan — is becoming a permanent fixture of the retail landscape.

Meta has signed a decade-long lease with Vornado Realty Trust to make its 697 Fifth Avenue location a mainstay of the local shopping scene in Manhattan.

“We’re proud to make a long-term commitment to Fifth Avenue, the heart of U.S. retail,” said Matt Jacobson, VP and creative director of Wearables for Meta.

“Our people-first approach to experiential retail is rooted in culture, creativity, and self-expression — and it’s driving meaningful sales and awareness of our AI wearables. Placing our flagship store alongside the brands that help define culture, will distinguish Meta Lab from traditional consumer electronics retail. There’s no better home than NYC to innovate, and we’ll continue to celebrate the community while making our products easy to see, try, and understand.”

The store focuses on an experiential theme, with a lineup of new Meta wearables — including the Ray-Ban and Oakley glasses, as well as its Meta Quest VR set — and local fixtures being present.

In remarks made at the most recent Shoptalk event, Meta’s Head of Global Business Group, Nicola Mendelsohn, spoke to the centrality of research in the company’s expanding retail presence.

“The New York store celebrates skating culture, and LA’s store is a love letter to low-riders, and the stores feature run clubs, launch parties and cultural events from music, fashion, sports and creators,” Mendelsohn said, as Retail Touchpoints reported.

“We want to bring people together not just to browse but to participate,” she added, noting that the five Lab stores work as “Retail R&D for our discovery economy. We can see what’s drawing people in, and if the layout is confusing, we’ll fix it. It can be a store that ‘learns,’ because we iterate quickly to make those changes. Our ultimate goal is to bring our learnings to more retailers, so they can offer better discovery, more confident buyers and more measurable conversion, both online and in-store.”