SHOWFIELDS, the lifestyle retailer known for its experiential approach, has introduced a new retail concept in Brooklyn’s Williamsburg neighborhood that illustrates the company’s interpretation of the idea of home. Design concepts for the six-room space were inspired by the local neighborhood, even down to the outside structure: the store is set in a brownstone that features a deconstructed façade.
Guests first enter an area known as The Stoop that features goods from pet care brands including Whistle and The Wildest as well as organic plant fertilizer company Flourish. Visitors will then enter The Foyer, which features an immersive art installation titled Dream by Ksenia Salion.
Large-scale pop-up and experiential activations can be found in a white box space named the Guest House. The Living Room, the house’s main space, has been designed as an artistically driven area intended for entertaining. Checkered floors and banquettes create a feeling of excitement, while surrealist sculptures hang from the ceiling and a grand player piano sets the mood for guests.
Showfields plans to host events in The Living Room beginning with the location’s grand opening weekend. Through Nov. 13, Showfields will host an Apartment Therapy and Pinterest collaboration that features a holiday dining table with 10 favorite designers.
On Nov. 12 and 13, the retailer will host Refresh & Release with Liquid I.V. and S3 YOGA, for a yoga flow suitable for yogis of all levels.
The Dining Room features table settings by Casafina and Oishii Omakase Berries, in addition to non-alcoholic beverages from Surely and Goldies.
The store’s Courtyard area features more than a dozen wellness and self-care brands such as Flamingo, WTHN and Blueshift Nutrition, while the Style Zone displays apparel, shoes and accessories from Never Fully Dressed, Sheertex, Greats and Simihaze Beauty.
A sensorial room, created in partnership with Lush Cosmetics, allows visitors to disconnect from the outside world and relax within the space. The experience — Lush’s first North American retail collaboration — showcases the beauty brand’s products while also incorporating light, sound and scent.