Humberto Leon and Carol Lim, the owners of the designer store Opening Ceremony (so named after their love of the events), are attempting this weekend to set a record that a Speedo LZR swimsuit couldn't break. They plan to keep their store, on Howard Street in SoHo, open for a 72-hour Olympics shopping marathon.
"From the very beginning, one of the things we've talked about was that we would love a store that was open at one or two in the morning," Mr. Leon said. "Sometimes you feel like going out, but you don't want to go to a bar."
Going to a store that specializes in pricey, directional clothes might not be the wisest alternative, particularly if one is coming from a bar at 4 a.m. But Opening Ceremony is planning to entice night owls with taco and ice cream giveaways and a roster of events that include a 6 a.m. Scrabble match on Saturday and a 1 a.m. table tennis tournament, hosted by the jewelry designer Philip Crangi, on Sunday.
Mr. Leon is also planning to broadcast the actual Games in the store.