Who says retail is dead? If the new DJI Fifth Avenue is any indication, it’s alive. And, it’s breathing fresh life to the idea of what a retail store should look like.

DJI on March 4, 2024 opened a new concept store on New York City’s famous Fifth Avenue. This marks the first such concept store in the United States from DJI, which has opened other similar stores in Asia and the United Kingdom. I even visited DJI’s store in Hong Kong back in 2018, which was a similar concept. That specific Hong Kong store actually closed in 2021, though reopened in 2023.

The New York Store, like all the other DJI stores in the world, provide a unique way to put your hands on actual DJI products, while getting 1:1 attention from DJI employees. No waiting on hold necessary. For DJI devotees, they’re a destination. And for people new to drones, the stores offer up a space to learn about the technology.

Here’s everything you need to know about the new DJI Fifth Avenue concept store:

What to expect from the DJI Fifth Avenue concept store

Unsurprisingly, the store sells almost the entire lineup of DJI’s camera drones, handheld imaging devices, action cameras and related accessories that are still in production. For example, shoppers who walk in today should expect to see the latest Mavic, Air, Mini, Avata, Inspire, and FVP (First Person View) drone series  as well as the professional and consumer handheld products, including Ronin, Osmo Pocket, Osmo Action, and Mic series.

It’s a place to get your hands on the newest DJI tech, which these days is the Ronin 4D-8K, Osmo Pocket 3 and DJI Mini 4 Pro.

Beyond buying stuff, it’s also a place to get after-sales support from an in-person DJI employee. That’s a model that largely mirrors other electronics manufacturers such as Apple. Apple is famous for the ‘Genius Bar’ found in its stores. It’s also a key move for DJI, which has long been criticized for its customer service (or lack thereof). By almost any metric, the ability to get in-person support should solve that problem — as long as you’re lucky enough to be physically present in New York yourself to actually get that support.

There’s even a drop-off and pick-up service for hardware repairs, upon which DJI touts a 48-hour turnaround time. For all purchases made in-store, you’re entitled to a 60-day, no-questions-asked return policy.

The design of DJI’s Fifth Avenue concept store

As DJI has done with the aesthetic of its products (I’m looking at you, sleek, white, curved DJI Phantom drone), the design of the new DJI New York store largely mirrors the Apple aesthetic.

Across both the storefront and interior, it’s a futuristic design that embraces the ultramodern, minimalist aesthetic. White oak finishes frame aluminum composite materials.

How to visit the DJI NYC store

The DJI NYC store is located at 685 Fifth Avenue. That’s sandwiched between E 54th Street and E 53rd Street. It sits adjacent to other big names in retail including Coach, Stuart Weitzman and Tag Heuer. It’s also right next to the Microsoft Store, giving tech nerds a compelling block to shop. The current New York DJI store hours (though they could change) are:

• Tuesday through Sunday: 10 a.m. to 8 p.m.
• Monday: 11 a.m. to 7 p.m. 

For even more store photos (and for updates about the store), check out the official DJI New York City Store Instagram account.

Where can I find other DJI stores around the world — and where will DJI launch more?

While this is the first DJI store in the United States, it’s not the first in the world.

Over in the United Kingdom, you’ll find one in Birmingham, called the DJI | Hasselblad Flagship Store by DJI Retail UK. Opened in 2023, the store is located in the city center next to the Bullring shopping center.

Its presence is more robust in Asia. That includes the company’s store in Beijing. Located in Beijing’s central business district, DJI’s Beijing Flagship Store spans two-stories. Surrounded by glass, it features that familiar industrial design with wooden counters.

Also in China, DJI runs a DJI Flagship Store in Hangzhou. Again, Hasselblad stands at the front and center, with a Hasselblad Interactive Zone, plus areas for flight tests and workshops.

And don’t overlook DJI’s fantastically designed store in Shenzhen, not far from the lavish DJI headquarters building, which opened in 2022.

The list goes on.

And if you think you’ve seen a DJI store in the U.S., you’re not entirely wrong, but you’re not entirely right either. Authorized DJI dealers can run their own brick-and-mortar stores. At one point, you could shop at a DJI Authorized Retail Store in San Francisco’s Jackson Square. And not far from the official DJI store on Fifth Avenue, you’ll find an authorized DJI retail store in Garden State Plaza in Paramus, New Jersey.

Now that NYC has an official DJI store, will we see more stores around the U.S.? DJI hasn’t explicitly said yes, but Christina Zhang, Senior Director of Corporate Strategy at DJI, has suggested that the company is still trying to grow its consumer division — which may very well imply more retail stores.

“We continue to see growing consumer demand throughout North America as we expand our consumer product portfolio,” Zhang said. “With the opening of our Fifth Avenue concept store, we’re creating a space for our customers to learn, discover and shop.”

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