by Christopher Blomquist
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Kith NYC’s Brooklyn location has a fresh new look.

Unveiled last night at a private party and open to the public today, the completely redesigned store at 233 Flatbush Ave has taken over the entire 3,000 sq. ft. that it formerly shared with Atrium and includes a 150-sq.ft. Cereal Bar called Kith Treats.

The all-white space was envisioned and built in collaboration with the art and architecture studio Snarkitecture and includes 750 cast Air Jordan II sneaker sculptures suspended from the ceiling, freestanding stainless steel fixtures and Carrera marble floors. There is also a Kith Archive of store owner Ronnie Fieg’s previous footwear collaborations displayed in backlit glass cases.

The streetwear mecca’s stock includes the in-house label and apparel by Pierre Balmain, John Elliott + Co, Yeezy Season 1 by adidas, Off-White c/o Virgil Abloh, Fear of God, Just Don, Norse Projects, Y-3 and Stampd, among others. The extensive footwear offering encompasses 40 different brands from around the world such as Nike, Adidas, Asics, Birkenstock and Timberland.

“Back in 2011, we chose the Brooklyn location because we felt like the neighborhood needed it. We also knew that area in Brooklyn was going to prosper once the Barclays Center was built, which is why we opened a year prior,” said Fieg in a statement. “It’s close to the city, so the proximity is really cool in regards to our office in SoHo. Brooklyn is coming up, and literally every day there are more and more people moving there. So I see an opportunity to educate the Brooklyn consumer with great product, and have that same consumer experience an elevated boutique retail store in a way that Brooklyn residents have never before.”

The onsite cereal bar offers 24 different cereal flavors from Apple Jacks to Lucky Charms, five different milk options and 25 toppings to choose from such as shredded coconut, mini marshmallows and white chocolate chips. Customers who order two or more serving of cereal will receive their food in a custom, collectible mini shoebox that is the result of a brand collaboration. The first in the series is with Nike and was creative directed by tennis star Andre Agassi in anticipation for the U.S. Open. Each series will be available for six weeks only.

Fieg says he was inspired to open the Kith Treats cereal bar because his parents wouldn’t allow him to eat sugary cereals growing up. “The creativity behind Kith Treats is using the same creative juices I’ve used on the footwear-end and what I’ve done with Kith as a retail store,” he added.

Kith, together with Atrium, opened in Brooklyn in September 2011. It is the brand’s second store in New York. The other is next door to the original Atrium in NoHo in Manhattan.