- Robyn Turk
Showfields is leaning on digital innovations to offer its customers
its signature, unique retail experience in the age of social
distancing. The retailer, which calls itself “the most interesting
store in the world,” has reopened the doors to its New York location
as the city’s restrictions begin to lift.
Offering an immersive shopping experience, Showfields hosts a
rotating selection of pop-ups from digital-first brands and
interactive art exhibits to help bring brick-and-mortar retail into
the digital age. After being closed for 4 months, the retailer has
re-opened with new e-commerce and technology offerings to match its
mission with the new health and safety concerns of our time.
The retailer has developed an app called The Magic Wand, bringing
together its physical store with mobile shopping. Store visitors can
use the app to engage with brands, and customers anywhere can use the
app to take an interactive tour of the Showfields location and
purchase products online.
Showfields is also hosting weekly shoppable livestreams, as well as
weekly digital roundtables to connect brands with experts to provide
There are more than 20 new brands artfully displayed in the
Showfields space for an interactive shopping experience with
contactless retail. Showfields is working to keep customers and staff
safe with the use of sanitizing stations on every floor, limited
capacity, social distancing markers and the option for curbside