Showfields, which dubs itself “The Most Interesting Store in the World,” has opened its previously announced new lifestyle concept House of Showfields at 187 Kent Ave. in Williamsburg, Brooklyn.
The store design was inspired by the architecture of the surrounding neighborhood. A deconstructed brownstone facade welcomes guests upon entering the building. This area, The Stoop, is curated with pet-centric brands such as Whistle and The Wildest. Female-founded, organic plant fertilizer company Flourish is also on display.
The customer journey continues room by room beginning in The Foyer which features an immersive art installation from Ksenia Salion. The Dining Room includes table settings from Casafina and Omakase Berries from Oishii. Also highlighted are non-alcoholic beverages from Surely and Goldies.
Over a dozen wellness and self-care brands are highlighted in The Courtyard including Flamingo, WTHN and Blueshift Nutrition. Shoppers can find apparel from Never Fully Dressed, tights from Sheertex, shoes from Greats and influencer-owned Simihaze Beauty in the Style Zone.
The main hub of the house is The Living Room, where checkered floors and banquettes are accented by surrealist sculptures hanging from the ceiling and a self-playing piano/ Showfield plans to host programming and events in the space beginning Grand Opening weekend.
Shoppers will also be enveloped in a sensorial room presented by Lush Cosmetics, the brand’s first-ever North American retail collaboration.
House of Showfields also holds a white box space called the Guest House, meant to house large-scale pop ups and experiential activations. The first of these is Dine by Design, a collaborative production by Apartment Therapy and Pinterest which will be open to guests November 2-13.
