The Vitamin Shoppe has opened a new Innovation Store on the Upper East Side of New York City, featuring an AI-powered interactive discovery tool designed to enhance education, engagement, and personalization.

The Shoppe Advisor tool features a digital touchscreen, providing instant access to detailed product information and wellness content, including articles and videos searchable by health goals, trends, and brands.

The tool also enables real-time inventory checks in stores and online.

“We are thrilled to open this new Innovation store with Shoppe Advisor elevating the customer journey,” said Jim Abbatemarco, executive vice president and chief retail officer. “We are located on one of New York City’s busiest shopping streets, surrounded by top gyms, activewear, and beauty brands, med spas, and smoothie shops, and The Vitamin Shoppe perfectly complements this thriving wellness hub. With our expansive assortment and the personalized support of our expert health enthusiast associates, The Vitamin Shoppe is making it easier and more engaging for New Yorkers to shop all their favorite health and wellness essentials.”

The store will host a grand opening event tonight at 157 E 86th Street, open to the public, featuring a brand takeover with RAW Nutrition. The event will include a personal appearance by RAW Nutrition Athlete and fitness creator Sara Saffari, mini consultations with registered dietitian nutritionist Vanesa Rissetto, a wellness wheel with healthy prizes, complimentary Juice Press smoothies, and gift bags for the first 100 guests.

The event’s collaborators worked together on an exclusive smoothie available exclusively at Juice Press’ Upper East Side location (1474 3rd Ave.). “Berry Strong by Sara Saffari” features a post-workout recipe containing strawberries, blueberries, bananas, almond milk, granola, and maple syrup, enhanced with RAW Nutrition’s CBUM Series Itholate Protein in Strawberry Bumcake flavor and BodyTech Elite German Creatine.

“This is honestly how I fuel up after a workout: nothing too complicated, just my favorite ingredients that taste great and also support my health and fitness goals,” said Saffari. “Partnering with The Vitamin Shoppe, RAW Nutrition, and Juice Press to bring my signature smoothie to retail is genuinely exciting. I love that I can share my everyday smoothie with my friends and fans in New York City.”