This Friday, Urban Outfitters is opening its first outpost in Williamsburg, Brooklyn. Setting up in an area that also includes a Brooklyn IndustriesAmerican Apparel, Gant Rugger, and a Sandro shop, the new location is called Space Ninety 8, and occupies a four-story converted warehouse building at 98 N. 6 Street.

When shoppers first enter the massive store, they'll be on a level called the Market Space, which will highlight the goods of 40 local independent designers. The second and third floors will feature men's and women's clothing, as well as electronics and home goods. Also on the third floor is The Gorbals restaurant and bar, and there will be a rooftop space for eating and drinking. On the lower level of the building is Gallery 98, a space that will host rotating pop-up shops, the first being with adidas Originals Blue.

So what can Urban Outfitters' new venture bring to Williamsburg? It is, after all, a neighborhood that has always had a complicated relationship with change (that is, ever since Gen X-ers and millienials planted a flag in this New World in the late '90s and aughts, only with less smallpox this time). Space Ninety 8 promises to be "a place to connect, discover and celebrate those that inspire with a constantly evolving platform for art, music, food and designers." But that's pretty much what the chalkboard outside the Red Mango on Bedford Ave says, too.