the future of retail already exists in New York

Connected store at the forefront of innovation, House of Showfields presents brands and DNVB in a unique and colorful space, in the heart of Brooklyn.

Surreal decor and delirious volumes, House of Showfields settled down in the streets of Williamsburg in November 2022. This district of Brooklyn, in the New York suburbs, populated by thrift stores and concept stores state-of-the-art, welcomes the store already present in New York, Miami and Los Angeles, but also in Washington DC since December 2022.

In Williamsburg, the space is built as a journey of discovery through the rooms of a house with impressive volumes and shapes. The customer circulates from the garden, to the living room, passing through the dining room. Launched in 2019, Showfields is a retailer specializing in the discovery and promotion of lifestyle brands, whether they are already recognized, new or DNVB, with a rotating curation of products, brands and pieces of art. The space also hosts events such as pilates and yoga classes, podcast recordings or wellness workshops.

At House of Showfields, the customer journey is polished. From the entrance, a panel equipped with a QR code encourages visitors to download the application MagicWand which will mark out the customer’s journey throughout their visit. No checkouts or shelves, House of Showfields abandons the codes of the traditional store to give pride of place to the experience. The products are arranged between the different universes in colorful and original spaces. Next to each product is a QR code to flash. It indicates information on the product concerned, its description and allows it to be added to the basket directly.

In each of the six rooms of House of Showfields, a person is dedicated to accompanying visitors in discovering the space and the products. It also guides them in the use of the application and the operation of the store. Behind a pastel counter, one of them lets you taste different glittery juices and energy drinks.

To the right of the living room, the main room of House of Showfields, the ethical cosmetics brand Lush has installed a sensory room. With its purple neon lights, the relaxing area, from which a heady smell emanates, highlights the brand’s lavender products.

When leaving House of Showfields, no checkout is set up. All the customer has to do is go to their application, click on their basket and then on checkout to pay for the products they want to take home. Only a small part of the visible references is sold directly on site, the rest is purchased online. One of the sellers then approaches to accompany the customer in the payment of his purchases. Aesthetics, making room for branded experiences, House of Showfields gives a certain idea of ​​the store of the future.