Is Showfields the most interesting store in the world?

Updated : Jan 10, 2020 in Articles

Is Showfields the most interesting store in the world?


– You’re listening to, “Where We Buy.” – We’re also going to be
recording a video at Showfields. – What do they call themselves,
“The Most Interesting Store in the World”? – Yep, “The Most Interesting
Store in the World”. – So, we actually had to
make reservations for this, The House of Showfields, which is a special, ticketed– now it’s free, but you do have to get a ticket in advance–and
it’s a retail experience. I think what that means
is there are people there, you’re in a store but there’s
people playing characters and, maybe you’re involved
in some kind of narrative. – Yeah, and I think that they
showcase a lot of brands. The only thing that I am certain
of is that when we enter, we will be going down a slide. – Oh, nice! – “Today you’re visiting
The House of Showfields, located at the intersection
of art and retail”. – Ooh!
– Sounds right up our alley! – “The House” is an
interactive experience within Showfields, “The Most Interesting Store in the World.”
(Taylor yells) (James yells) – Somebody who hasn’t heard of Showfields, what’s like the one sentence used to help to describe it? – It’s, “What if you made shopping fun?” – “What if you made shopping fun.” – That’s kind of what we do
– That’s easy! here at Showfields, yeah. A lot of the coolest brands are online, why don’t you bring ’em
to a physical space, why don’t you make that physical space a place where you might
want to actually hang out, where you want to take pictures, where you want to talk to people,
where there might be a live music performance going on. And that’s the whole mindset behind Showfields. Any multi-floor building, and you’re having trouble with, you know, floor to floor conversion, making people go past one,
they might just want to check out the first
floors and not head up, tell people there’s a slide, slide into a theatrical experience. It gets them up there and they get the feel of the brand. – I would never go and
put some lotion on my hand at a department store. – 100% true.
– But if the mad scientist tells me to do it, and I’m there doin’ it, right! – Exactly! Exactly! – (Cephas) It makes you want to discover. Like that’s kind of our other thing is, we’re all about discovery. – Is this the only Showfields location? – For right now. We’re already looking for two and three. We’re liking the response that we got from the community, and
we’re liking the response that we got off the online community from the brands that we’ve had in here, so we definitely are looking to, you know, expand. People that live in the surrounding Noho, Soho area, they know
that Showfieldss is here, they know that the brands
we have on showcase here rotate every four to six months, so there’s always something
different going on: there’s always a different activation, there’s always a different sale, so people actually come back. Which is a big part of
what we wanted to do because, a lot of times, the first time you hear of a brand you might not purchase it. – And brands, they each
pay you to be here? Is that how it works? – So, yeah. Basically, brands pay to be here because they want to try out
being in a physical space ’cause it’s really hard to get into. And then we do everything else. We give you staffing, so
you don’t have to worry about that. You know, you have to…hiring people and paying people is hard. We give you that. If you don’t have the design vision, we help you develop the
space with our in-house team, we give you data analytics, we
give you qualitative feedback and that’s it. You pay to be here, and
then everything else comes with it.

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