The New Stand—it’s not your average c-store

A new day, every day. That’s what an unusual new retail concept in Manhattan promises shoppers.

It’s called The New Stand, and it’s located underground in the Union Square subway station, near the entrance to the L train. A second location is set to open, this one above ground, at Brookfield Place, a shopping center in lower Manhattan.

With its white modular fixtures and displays, the sleek, hip-looking shop presents a dramatic contrast to its grimy surroundings. The merchandis mix is eclectic and ranges from the conventional—juices, snacks, newspapers and magazines—to such unexpected items as Google Cardboard viewers and a collapsible bike helmet.

The New Stand offers discounts and special deals to shoppers who sign up for its membership program, which they can join by downloading a free app that is available on iTunes and Google Play. The app also offers provides a varied menu of content, including news and music playlists, in two installments daily.

An ecommerce function will be added to the app in the coming months and shoppers will be able to reserve and purchase goods online before picking them up in store. Also in the works: promotions with brand partners.

The New Stand was founded by four young entrepreneurs, who plan to expand their retail concept across New York City, reported Women’s Wear Daily.

“The idea is to get people into our ecosystem every day and make The New Stand a part of their journey. We want to be a utility and service to the commuter,” co-founder Lex Kendall said in the report.