Filled with appealing displays, Hudson & Broad looks like somewhere you might enjoy browsing—and it is, as long as you know going in that what’s being sold are the displays themselves. A couple of weeks ago, co-founder Tom Conley showed me around the space, which was pretty raw at that point. What’s more, it’s huge: 10,000 square feet at ground level and 10,000 more in the basement (where, when Cadence bike store was there, was also home to locker rooms and even a pool for triathalon training).

Hudson & Broad was founded in June and had been temporarily on the fifth floor of the same building; a previous incarnation of the company, called Look, had actually been based in Tribeca 12 years ago but then moved to the Starrett-Lehigh Building in West Chelsea. (“Everyone hated it,” said Conley, pictured above.) The company doesn’t need 20,000 square feet just for a showroom and offices for 20 people; Hudson & Broad is partnering with Tribeca caterer Olivier Cheng—a commercial kitchen is being installed downstairs—to host events two events per month. The first major one is likely to be the Council of Fashion Designers of America‘s Fashion Week kick-off party on Febraury 10, followed soon after by at least one runway show.

This week, I returned to get another look and the space had been transformed with walls of fur and grass, shelving units with LED panels illuminating chic black-and-white photography, mammoth stacks of baskets, and much more. The staff had rushed late into the previous night to get ready in time to host an open house for the NADI Retail Design Collective’s annual trade show, where visual merchandizers from huge retailers such as Macy’s, Nordstrom, and the like come to check out the latest ways to show off their goods. Everything looked perfect—which was entirely the point.

Hudson & Broad is at 174 Hudson (at Vestry), and civilians are welcome to pop in and take a look; 646-613-6900, hudsonandbroad.com.

Top two photographs by Asha Agnish.