Showfields, a fresh retail experience bringing digitally native brands to life with customized flagship spaces, creating a destination for consumers to engage with their favorite brands. Showfields opened in a historic 1913 building on the corner of Bond and Lafayette Street in NoHo.
Showfields provides a genre-defying experience that combines retail, art exhibitions and community, featuring an array of direct-to-consumer brands from the wellness, home and fashion spaces alongside dedicated food, drink and event programming.
Showfields features numerous branded micro “showrooms” featuring digitally native direct-to-consumer brands showing in brick-and-mortar for the first time. Knowledgeable salespeople guide consumers through the brand and product, and each space offers clever experiential and Instagrammable moments. Each showroom is also equipped with a kiosk where consumers can then jump online and order the product.
The first floor of Showfields features an influencer activation space that will rotate and undergo a complete redesign on a monthly basis. The second floor has home brands, design on the third floor, and The Loft a community centered co-working and programming space to be located on the fourth floor.
“Every time you come into the space, the art is always changing, the brands are always changing,” says Hunt. “We want this to feel like discovery every time, the same way you go through your Instagram feed. You’re seeing new things every day.”
Nathanel and Zwickel created SHOWFIELDS to bring back the spirit of curiosity to the brick-and-mortar store experience.
“SHOWFIELDS is designed to bridge the gap between discovery and physical experience, representing a new model and the future of brick-and-mortar retail,” says Zwickel. “We want to create the most interesting store in the world,” adds Nathanel. “A space filled with wonder that connects a curious and creative community to the brands and experiences reshaping our world.”
Take a look inside the most interesting store in the world.
