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TurboTax has a new flagshipits first foray into physical retailin SoHo. The warm, welcoming Japandi-styled space on the corner of Broadway and Grand is adorned with plants, plush sofas, and a 30-foot-long screen on a curved slatted oak wall that displays color fields. Up front, theres a sensory dome with chromatherapy-inspired lights and a soothing soundscape piped into the area and in the back theres a coffee bar. It reads more like the lobby of a wellness hotel than a tax store. The entire space, designed by Gensler, is meant to be an antidote to the negative sentiments associated with doing your taxesthe cocktail of fear, uncertainty, and doubt millions of Americans experience when April 15th rolls around. We created a space of agency and calm, says Greg Gallimore, the principal who led the project. [Photo: Ryan Gobuty/courtesy Gensler] Intuit, the software company behind TurboTax, wants its customers to feel better about filing their income taxes and is betting that in-person experiences will accomplish that. Paradoxically, TurboTax is opening a space to solve a problem it has had a significant hand in creating. Tax stress is good for tax software April 15 is months away, but no matter how far on the horizon the annual tax deadline looms dreadfully large. All the receipts, invoices, and records to compile, all the spreadsheets to organize, all the deductions to (hopefully) maximize. And thats before going through all the forms and instruction booklets. The more frustrating it is to file taxes, the better it is for the tax software business. Its a uniquely American situation. The average person in the U.S. spends $270 and 13 hours to file their taxes. In comparison, countries like Japan, New Zealand, and the Netherlands pre-fill forms or simply send a bill so returns take mere minutes for each person. [Photo: Ryan Gobuty/courtesy Gensler] Filing taxes could be fast and free, but for-profit tax prep companies have successfully lobbied against reform, arguing that it would be too expensive of a project for the government to take on. In 2002, a coalition of those companies inked a deal with the IRS to develop free e-file services in exchange for the government agreeing not to develop its own. In the years that followed, Intuit hid its free file pages from search engines and tricked some customers eligible for filing for free into paying for services they didnt need. The FTC eventually sued Intuit for misleading advertising. Meanwhile, Intuit collected millions in tax creditsa sum higher than some estimates of the cost for the government to develop its own free e-file service. In 2021, Intuit left the free file program altogether. In 2024, as part of the Inflation Reduction Act, the IRS and Department of Treasury launched Direct File, a free service. After that, TurboTax lost one million customers. Late last year, the Trump administration ended the program. To make TurboTax more user-friendly, Intuit has invested in live chats with accountants and AI tools (it just inked a $100 million deal with OpenAI) to improve its online experiences. But it turns out there really isnt a replacement for in-person helpor what Intuit calls human intelligence in its AI+HI strategyin some cases. So nervous customers, or the tech-averse set, will be able to come in for expert assistance with their online returns, to hire someone to file their taxes for them, or to attend workshops to improve their financial wellness. (And exhausted SoHo shoppers now have another place to rest for a few minutes.) Intuit plans to open 20 more full-service stores across the country as well as 600 expert-office locations. [Photo: Ryan Gobuty/courtesy Gensler] We are fundamentally redefining what it means to get taxes done by delivering a first-of-its-kind, seamless integration of our digital and physical experience,” said Mark Notarainni, executive vice president and general manager, Consumer Group, Intuit, in a statement. This isnt just another tax store; it is the physical manifestation of our AI+HI strategy, a modern space where our AI and local human expertise converge to provide trusted, personalized guidace. Scaling TurboTaxs first store design Like all flagships, TurboTaxs SoHo storefront is a brand statement, but the space is also designed to be functional. Customers can bring in their laptops and work on their returns from the sofas or communal tables in the public spaces, or meet with experts in private offices. While each person will be different, theres a baseline assumption that most people will have some anxiety. Because of this, Gensler took integrated research-backed design elements that help put people at ease: furniture with gently curved silhouettes, tactile surfaces, a mixture of protected and open seating, pleasing light, biophilic elements like natural materials and greenery, and high ceilings. We created a gradient of experiences throughout the space, says Gallimore, who often designs for autistic and neurodiverse users. There are sensory cues that allow the space to be really comfortable for individuals. [Photo: Ryan Gobuty/courtesy Gensler] The elements Gensler designed for the SoHo flagship are part of broader design guidelines that will be rolled out to other locations, although they will each be tailored to local context. The retail spaces will be open year-round, unlike most tax prep outposts, which are seasonal.Tax preparation in the U.S. is a $14 billion industry and companies are competing for more. With a 60% market share, TurboTax dominates the landscape. Will feel-good flagships help them attract more dollars? Until broader policy change happens, were stuck with a broken system and the coping mechanisms from companies who are invested in keeping it that wayattractive, pacifying retail spaces included.
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E-Commerce
Every day, New Yorkers receive a staggering 2.3 million packages at their doorstop. Nearly 90 percent of those goods snake through the city on trucks that cause traffic congestion and pollute the air on their way. To address the problem, global architecture firm KPF is asking an ambitious question: “What if New York was designed for the perfect delivery?” [Photo: KPF] The answer, which is outlined in the firm’s latest book, Connective Urbanism New York, features towering distribution hubs, drones, and a hyper-connected logistics network that encompasses the city’s rails and waterways. KPF presents its solution as a provocative speculation designed to start a dialogue about the city’s delivery problem, but it is more grounded in reality than it seems. “We didn’t want to have speculations that were just dreams,” says Bruce Fisher, head of KPF Urban, and a co-author of the book. In a place as dense as New York Cityboth in terms of population and building stockgood logistics are everything. As Fisher writes in the book: “A citys economic potential is tied to its logistic efficiency.” An aerial view of the lower Manhattan waterfront, ca. 1932. [Photo: NY Daily News Archive/Getty Images] Highways centralized transport. Can it be diversified? There once was a time when most goods arrived in New York City via train and freight ships. Before the Holland Tunnel opened in 1927, nearly all domestic freight destined for New York terminated in New Jersey, then crossed the river on cargo ferries or “carfloats” outfitted with rail tracks. A train barge staging area in Red Hook, Brooklyn. Ca. 1920. [Photo: Brooklyn Public Library, Center for Brooklyn History] By the 1950s, propelled by the Interstate Highway System, trains gave way to trucks on improved roads, while freight shifted to shipping containers that required larger open spaces in New Jersey. The city shifted to trucks too, and its distribution infrastructure changed with it. Now, KPF wants to diversify the way goods move throughout the city, beyond trucking. The architects envision a distribution network system that utilizes New Yorks existing freight rail lines, its extensive coastline, and its abundant navigable waterways. [Image: KPF] Goods would first arrive in the city by a combination of trains and ships sailing into regional ports like Red Hook, in Brooklyn, or Elizabeth, in New Jersey. [Image: KPF] Then, they would make their way into strategically located distribution hubs, from where automated cranes and robots would collect the cargo and distribute it to logistic centers scattered around the city. From there, goods would be delivered using a variety of micromobility options like electric bikes, un-manned aerial vehicles (UAVs), or drones. A train barge, ca. 2016. [Photo: Matt Clare/Flickr] Some freight deliveries arealready being re-routed to waterways If the architects’ proposal evokes a scene out of a sci-fi movie, that’s because it requires the kind of infrastructure that we can seemingly only imagine from the future. But for Fisher, every idea related in the book is based on real-life examples. For decades, the New York Department of Sanitation has used the city’s waterways to transport trash and recycling from six strategically located facilities to landfills outside the city. Most recently, in December 2025, the New York Department of Transportation (NYC DOT) launched its Blue Highways program, which aims to remove a significant portion of freight deliveries off crowded streets and onto the citys 520 miles of navigable waterways. A DutchX cargo bike loads onto a ferry, ca. 2023. [Photo: DutchX] Essentially, it redesigns the city’s package distribution system. Through the program, which is now in a pilot phase, the city will transport 300 to 400 small household parcels per day from a ferry onto five electric pedal-assist cargo bikes, which will complete the final delivery phase. It’s currently being tested within a designated delivery area within Manhattan. If the pilot is successful, the city plans to expand the program. “Waterways are the new highways in New York City,” said NYC DOT Commissioner Ydanis Rodriguez in a press release at the time. “New Yorks waterways built this citynow theyre helping us create a cleaner, safer, and smarter way to deliver the goods New Yorkers rely on.” In its efforts to reduce truck traffic and curb congestion, NYC DOT has also launched a pilot ‘Microhubs’ program with dedicated spaces for truck operators to transfer deliveries onto more sustainable modes of transportation, like e-cargo bikes, handcarts, and electric sprinter vans, for last mile deliveries. Old distribution hubs may provide new ideas for the present For now, these pilots are small in scale and scope, and none of them extend past the boundaries of Manhattan. In order to scale the operations into the outer boroughs, the city would likely need to build distribution hubs and logistic centers like the ones in KPF’s proposal. In its speculation, KPF proposes a cylindrical building akin to the Marina City towers in Chicago. The building, which would be ideally located near a port or a train station, features a continuous ramp for EVs and delivery robots, docking stations for UAVs, and a rooftop launchpad for large cargo drones. The Starrett-Lehigh Building. ca. 1932. [Photo: Irving Underhill/Library of Congress/Corbis/VCG/Getty Images] The idea for such integrated buildings isn’t all that new. In the 1930s, New York City’s StarrettLehigh Building once served as a “drive-in building”: railcars came directly into the ground floor, their freight was transferred to trucks, which were then lifted in special elevators onto designated floors with loading bays. This allowed goods to be loaded, stored, repackaged, and redistributed without using curbside space. Today, the Starrett-Lehigh building has been transformed into a modern office building. But new buildings are emerging to help cities improve freight logistics. In April 2025, a multi-story industrial development opened in Long Island City, Queens. Spanning 1 million square feet across six stories, Borden Industrial sports concrete ramps that trucks can use to load and unload on upper levels. The building appears focused on truck logistics, but as Fisher points out, it’s also located near active rail yards, and it borders Newtown Creek, a major industrial waterway for barges and freight. One could imagine that, if enough buildings like Borden Industrial opened in strategic locations across New York City, KPF’s vision would quickly enter the realm of reality. And as cities around the world rush to meet their zero-emission goals, many are already experimenting with alternative delivery solutions. For a decade now, France’s larger supermarket chain, Franprix, has transported goods by barge to its 300 Parisian stores by barge. And this year, new electric cargo barges, stocked with e-cargo bikes, are set to deliver regular mail to Paris suburbs. Meanwhile, Peachtree Corners, a small city northeast of Atlanta, Georgia, has become a testbed for a curious experiment in the shape of one-mile underground tube network that delivers sandwiches and small packages between suburban microhubs. Drone deliveries are also growing increasingly popular, with companies like Amazon and Walmart leading the charge in the U.S. These experiments show that the pieces are already in place in many cities around the world, and New York wouldn’t be pioneering something radicalit would be joining a growing movement. But in the end, it will all come down to political will and private investment. “Someone has to be the real defender of [these models], pushing them forward,” says Fisher. “Until there’s a overall regulatory system that allows for it, it can’t really happen.”
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E-Commerce
Chipotle is going for gold again with the return of its gold-foil burritos for the 2026 Winter Olympics. Starting January 15, Chipotle will offer a few Olympian-inspired menu items on the Chipotle app and online. Then in February, Chipotle will wrap every burrito in gold. For Chipotle, the Olympics are an opportunity to shake off a slump. Chipotle shares plummeted 19% in October 2025, and its operating margin was down 1% in Q3. The company hasnt announced its full 2025 financial results yet, but sales are expected to decline (a reversal from February 2025 projections). Key segments of the companys customer baseyounger people and low- to middle-income householdsare dining out less often. The gilded Olympics campaign creates a moment to associate Chipotle burritos with the two big trends in food: less processing and more (and more and more) protein. While the path to greatness is different for each of these star athletes, Chipotle is consistently part of their training regimen, providing easy access to real ingredients and high protein options, said Stephanie Perdue, Chipotle interim chief marketing officer, in a press release. We are honoring Team Chipotle by bringing back gold foil and extending this moment of celebration to fans across the U.S. A history of Chipotles Olympic gold (foils) This isnt the first time Chipotle has debuted gilded burrito wrappers. The gold foil made its debut for the companys 18th anniversary in 2011, then released nationwide in 2021 for the Tokyo Olympics. Then the gold foil returned for Paris 2024, along with the first iteration of Olympians’ signature meals as limited menu items. Fans can once again eat like Olympians this year. The go-to orders of Team USA hockey players Matthew Tkachuk, Brady Tkachuk, Hilary Knight, Taylor Heise, and snowboard Red Gerard will all be available as digital menu items. But whats different this year is a sign of the times: It appears that this is the first year that Chipotle is advertising the grams of protein on each menu item. For Milano Cortina 2026, all 4,000 Chipotle locations in the U.S. will carry the gold foil wrappers while supplies last. Here are the go-to orders of Team Chipotle: The Matthew Tkachuk Bowl Burrito bowl with double chicken, light brown rice, light tomatillo-red chili salsa, light sour cream and lettuce (67 grams of protein) The Brady Tkachuk Bowl Burrito bowl with half chicken, half steak, white rice and roasted chili-corn salsa (60 grams of protein) The Hilary Knight Burrito Burrito with white rice, pinto beans, fresh tomato salsa, cheese and guac (28 grams of protein) The Taylor Heise Tacos An order of three tacos with soft flour tortillas, chicken, fresh tomato salsa, roasted chili-corn salsa, sour cream, cheese and lettuce (50 grams of protein) The Red Gerard Bowl Burrito bowl with chicken, extra white rice, tomatillo-red chili salsa, cheese, sour cream and lettuce (48 grams of protein) The race to own the Olympics Chipotle certainly isnt the only brand trying to ride the Olympics wave. In October, the International Olympic Committee (IOC) announced a limited-edition custom pasta shaped like the five Olympic rings. Although the pasta was not available for sale, there are plenty of other partnerships for those looking to get a taste of the Olympics. Bloom Nutrition has partnered with three-time U.S. national champion figure skater Amber Glenn. Kodiak is fueling U.S. Ski and Snowboard with its high-protein, whole-grain products ahead of the Olympic and Paralympic Games. For Chipotle, the gold foil campaign is a way to invite customers to be a part of the Olympic moment, and associate the beleaguered burrito company with new energy. Our gold foil is a simple and joyful way of honoring American athletes and rallying fans to root them on this winter, Perdue said.
Category:
E-Commerce
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