Action camera brand Insta360 opens first U.S. store

Insta360 has made its U.S. flagship store debut in New York City's Times Square.

The opening marks the popular, China-based action camera brand's first physical location outside of Asia. It comes as Insta360, whose cameras allow users to record 360-degree movements by video, said it has surpassed 10 million cameras shipped worldwide. 

The Times Square outpost is designed as an experience center, offering hands-on product testing, in-person education, technical support and a community space. By letting visitors test 360 action cameras, gimbals (a device that holds a camera or smartphone in place) and wearable cameras in person, the store bridges the gap between online visibility and real-world understanding — helping consumers move from recognizing viral videos to learning how the technology works and capturing their own everyday moments, according to the company.

"Reaching 10 million cameras shipped worldwide is a milestone we owe to our community, but opening in Times Square is about building lasting roots," said Max Richter, co-founder and VP of marketing at Insta360. "This store opening is about more than just selling into the U.S.; it reflects our long-term commitment to the American creator ecosystem. We look forward to continuing our support for local creators, connecting directly with everyday users, and making innovative imaging tech approachable for anyone with a story to tell."

The Times Square outpost flagship is part of Insta360’s broader global retail strategy, which includes a Tokyo location opened last month, dozens of authorized stores across Asia, and future European expansion.

Insta 360’s lineup includes 360 cameras in the X Series, thumb-sized GO Series for everyday capture, as well as an extensive range of action cameras, gimbals, webcams and professional photography solutions.