SHOWFIELDS will open a second experiential retail shop in Miami in May as the company seeks to replicate the success of its original New York City location. The new store will take what the retailer has learned from its first year in New York with a fresh selection of brands and featured installations designed by local artists.
“When reflecting on the past year at SHOWFIELDS’ New York location, we identified the importance of offering more to the local community than simply being a destination for shopping and discovery, which is why we’ve put added emphasis on finding ways to become a home for the local community of entrepreneurs and artists through things like art installations, panels and activations,” said Amir Zwickel, Chief Real Estate Officer and Co-Founder of SHOWFIELDS in an interview with Retail TouchPoints.
The retail side will be represented by a collection of 40 to 50 brands, including Swedish watchmaker Daniel Wellington and natural beauty provider Each & Every. Each company will have its own brand and activation space, ranging in size from 60 to 400 square feet and arranged in a layout designed to enhance exploration and discovery.
“Unlike the traditional department store layout, which is always a very open layout of floorplan, we intentionally create partitions with the intent of making consumers ‘get lost’ in the space,” said Zwickel. “We want the store’s guests to experience serendipity once they discover the brands that are part of the space.”
This strategy has already paid off for SHOWFIELDS in its New York store, where the average dwell time is 33 minutes. Shoppers can check out an ever-changing selection of art and content in the “Show” half of the location, in addition to browsing more than 100 brands in the “Fields” half. The Show areas inspire shoppers with their art, putting their minds in what Zwickel called “Discovery Mode,” while the Fields deliver immersive experiences built around each brand.
The Show in the two-floor, 14,300-square-foot Miami space will emphasize its experiential nature with an indoor/outdoor food and beverage concept and speakeasy bar, a theater for live performances, piercing stations and tattoo parlors. The store will be located in a restored historic building with a glass stairwell, glass skylight and a storefront designed to attract shoppers.
“Miami will be our first foray into blending retail with a speakeasy bar and a performance venue, so we’re very excited to explore how we can continue to connect the brands featured in the space with unique SHOWFIELDS experiences,” said Zwickel.
SHOWFIELDS Miami is slated to open in May.