Shoe start-up Allbirds launched its first brick and mortar location in New York City Thursday. The concept store in Soho features new colors of the popular shoe, inspired by the city's subway lines. Joey Zwillinger, Co-founder and Co-CEO of the company, says the goal of the space is to show brand personality in a more meaningful way. Last week, Allbirds announced it closed a $17.5 million Series B funding round.