PSFK gets the inside scoop on House of Showfields, an interactive, half-hour show that introduces shoppers to new brands and products guided by a cast of actors.

SHOWFIELDS is a department store like no other, bringing together some of the most exciting DTC brands under one roof. But the store's latest idea, a live theater experience called House of SHOWFIELDS, treats the business of retail in an entirely new and interactive way.

The first-of-its-kind guided retail experience is intended to give visitors an unparalleled chance to interact with products and brands. A cast of actors guides the 30-minute show, which engages all five senses. Yes, participants will eat, sniff and touch their way through the three floors of SHOWFIELDS—quite the departure from a normal retail experience.

Eitan Gamlieli/SHOWFIELDS

Each activation is unique, but all are intended to spark a moment of curiosity or fun. And with brand partners like Boodles Gin and Book of the Month, the possibilities are offbeat and never boring, just like the store they call home.

“We started with the content, which are the amazing brands we have, then the experience which comes to life through the design, the buildout, the theatre, and the narrative,” says Tal Nathanel, CEO and founder of SHOWFIELDS, in an email to PSFK. “Combining those factors, we’re giving the customer a very strong multi-sensory experience.”

Following the lead of destinations like Escape the Room and Haunted Basement, House of SHOWFIELDS is the latest in the trend of splashy retail experiences. Through September 3, customers can book free tickets online in advance, but performances are selling out quickly.

“Through this shoppable immersive experience, we’re creating an entirely new way for consumers to discover, interact and shop from brands,” Nathanel says. “House of SHOWFIELDS continues to build on our core value of discovery and serves as the next step in our mission to upend retail as we know it.”

Eitan Gamlieli/SHOWFIELDS

House of SHOWFIELDS


Lead image: Eitan Gamlieli/SHOWFIELDS

SHOWFIELDS is a department store like no other, bringing together some of the most exciting DTC brands under one roof. But the store's latest idea, a live theater experience called House of SHOWFIELDS, treats the business of retail in an entirely new and interactive way.

The first-of-its-kind guided retail experience is intended to give visitors an unparalleled chance to interact with products and brands. A cast of actors guides the 30-minute show, which engages all five senses. Yes, participants will eat, sniff and touch their way through the three floors of SHOWFIELDS—quite the departure from a normal retail experience.