House of Showfields Opens New Concept Space in Brooklyn

The Living Room at House of Showfields features custom banquettes, suspended sculptures and an entrance to the Lush space.

Showfields, the company that takes online-only brands offline and puts them into brick-and-mortar retail spaces, has announced the opening of its newest concept, House of Showfields, located in the Williamsburg neighborhood of Brooklyn, New York.

The store design, notes Showfields, was inspired by the architecture of the surrounding neighborhood:

  • A deconstructed brownstone facade welcomes guests as they enter 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 Foyer features an immersive art installation from Ksenia Salion.
  • The Dining Room includes table settings from Casafina and Omakase Berries from Oishii, as well as non-alcoholic beverages from Surely and Goldies.
  • More thana dozen wellness and self care brands are highlighted in The Courtyard, including Flamingo, WTHN and Blueshift Nutrition.
  • In The Style Zone, shoppers can find apparel from Never Fully Dressed, tights from Sheertex and shoes from Greats and Simihaze Beauty.
  • The Living Room is the main hub of the house – its checkered floors and banquettes are accented by surrealist sculptures hanging from the ceiling and a self-playing piano; Showfields has plans to host programming and events in the space during its Grand Opening weekend.
  • The Sensorial Room, presented by Lush Cosmetics, is an experiential space allowing those who enter to explore Lush’s Sleepy range of products. Incorporating light, sound and scent, this room represents Lush’s first-ever North American retail collaboration.
The Style Zone highlights a wide range of brands in the apparel, accessory and beauty categories.

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; it’s is open to guests November 2-13.