China-based camera brand Insta360 has opened its first flagship retail store outside of Asia in New York City.

The location also marks the brand’s first brick-and-mortar store in the US after 10 years of operations in the market. The company previously sold through e-commerce and retail partners (including Apple Store, Best Buy, and B&H).

Located at 1515 Broadway in Times Square, the flagship store comes as Insta360 surpasses 10 million cameras shipped worldwide. The launch is also part of a broader physical retail strategy that includes a flagship store opened in Tokyo in August, dozens of authorized stores across Asia, and planned European expansion into cities such as Munich. 

“Reaching 10 million cameras shipped worldwide is a milestone we owe to our community, but opening in Times Square is about building lasting roots,” said Max Richter, co-founder and VP of marketing at Insta360. 

“This store opening is about more than just selling into the US; it reflects our long-term commitment to the American creator ecosystem.”

The Times Square flagship serves as an experience center, offering hands-on product trials, in-person education, technical support, and community space. The store offers and allows customers to test the brand’s signature products, such as the 360, action, gimbal, and wearable cameras.

The grand opening on Saturday featured the participation of renowned filmmaker Casey Neistat and YouTubers Jesse Wellens and Jeana Smith, as well as a cycling event that sent 100 riders across New York to capture the city’s landmarks using Insta360 hardware.