Amid the ashes of department store closures across the country, a new kind of multi-story, multipurpose retailer has emerged: Showfields, the self-described “most interesting store in the world.” While it may look like a classic NYC department store from outside, this 4-story, 14,000 square-foot shopping playground is turning retail on its head.
Showfields founder Tal Zvi Nathanel grew from a tradition of brick-and-mortar retail. The son of a window-dresser, Nathanel spent the beginning of his career working in event planning, transitioning to online retail and ultimately landing at e-commerce glasses giant Warby Parker when he realized that there was a gap in the market for a space that bring small-scale e-commerce retailers to a bigger brick-and-mortar stage. Thus Showfields, an experiential-heavy showroom for products traditionally sold only online, was born.

The brick-and-mortar retail stronghold takes up nearly an entire city block in NoHo, one of NYC’s chicer shopping areas. Showfields boasts two floors of retail offerings, divided into company-specific pop-up pods that feature unique, product-specific ambiances and displays. A natural skincare brand hangs flower garlands from their ceiling, while next door lies a modern toilette where shoppers can test e-commerce toothbrush seller Quip’s products. A living room with $375 weighted blankets, a vintage seller with displays featuring Louis Vouitton bags tangled up in shopping carts, and an earring boutique offering on-site piercings are all part of the shopping wonderland made possible by a low-cost, short-term space rental policy for brands that otherwise couldn’t afford a brick-and-mortar outpost.

Meanwhile, entertainment abounds. In July, Showfields opened their latest project: House of Showfields. As described on their website, House of Showfields is an “immersive theater experience that bridges art and retail” through ambient space, actor-based storytelling, and product engagement. That is to say, when you enter the second floor of Showfields, you enter into a retail dreamscape where actors (not salespeople) guide you to try out electronics, taste treats, smell perfumes--all while moving through a curated, amusement park-style retail floor. Upon finishing the “show,” shoppers are deposited in “the Lab” where they can purchase the products they tested throughout the experience.

Showfields presents a unique fusion of entertainment and shopping. Their multi-floor style allows for a give-and-take when it comes to straightforward browsing versus an immersive retail theater. And with such an innovative approach, it’s no wonder that Showfields is taking off--two new stores are set for development. We’re excited to see what this means for the future of department store-style retail.

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