When its doors opened in December 2006, the HBO Shop in New York set out to deliver a retail space like no other, while staying true to the promise of the famous slogan that “It’s Not TV. It’s HBO.” For the past 10 years, the HBO Shop has been an exciting extension of the HBO brand, offering products from a line-up of award-winning HBO programming.

Conveniently located at the base of the HBO building at the busy intersection of Forty-second Street and Sixth Avenue, the HBO Shop attracts general foot traffic and HBO fans alike with its creative and ever-changing window displays. Whether featuring original costumes from Game of Thrones and Boardwalk Empire—or the fabulous rhinestone-encrusted white coat donned by Michael Douglas in Behind the Candelabra—the window not only highlights new product launches and fan-favorite products but is also used as a tool for tune-in messaging.

Once inside, shoppers are immersed in show-themed environments, from multimedia experiences incorporating the wide range of content HBO offers, to show-specific products and more. For the past decade, the Shop has given consumers an opportunity to take a piece of HBO home with them.

Fan Favorites

The Shop has also hosted many notable events, like a Sopranos book signing, The Wire cast events, and a product launch featuring Deborah Lipmann’s line of Girls nail polish. In addition, the independently run Sex And The City tour drops off their guests at the HBO Shop so they can take home their favorite SATC swag.

With each passing year, the Shop continues to grow in sales and popularity and has become one of the top tourist retail destinations in New York City for U.S. and international HBO fans.

Check out photos of past displays and events below, and visit the HBO Shop online, or in New York City at 1100 Avenue of the Americas at Forty-second Street.