From the safety of their phone, shoppers are invited to explore a Bond Street department store's experiential offerings

Accelerated by the times, Manhattan-based retail store SHOWFIELDS was quick to launch an in-store mobile shopper journey that combined IRL discovery with the convenience and contactless nature of ecommerce. Called the Magic Wand app, the experience invites store customers to explore with phone in hand, allowing them to scan tags to learn from scores of brands and artists, access narrated audio tours, purchase products and artwork, and much more.

“The Magic Wand app experience that we launched is an interactive audio tour of our store, SHOWFIELDS Co-Founder & CRO Katie Hunt tells PSFK in an interview. “We have always intended to have this as part of the SHOWFIELDS experience, where storytelling is so important. Since we reopened our doors at 11 Bond Street in New York City, this became a tool for helping customers to feel more comfortable. We added into it the ability to check out and shop without having to necessarily interact with anybody in the store and the ability to have your purchases waiting for you as you find your way out of the building.”

In addition to the mobile experience, the retailer holds shoppable weekly livestreams, where artists and influencers host art curations, as well as digital roundtables, which connect brands with expert advisors. PSFK highlighted SHOWFIELDS in recent research about the new role of the brick-and-mortar store—check out details about accessing the full paper here.