The House of SHOWFIELDS Merges Art, Retail and Theater
Laura McQuarrie — August 12, 2019 — Art & Design
References: showfields & fastcompany
House of SHOWFIELDS is being introduced as "the future of retail," offering a unique way for consumers to interact with products as never before. Over the last few years, Millennial-targeted entertainment has become more and more interactive, as evidenced by popular experiences like New York City's Sleep No More and Secret Cinema's live events that immerse guests in their favorite films. Now, House of SHOWFIELDS is applying a unique mix of art and immersive theater to retail, exploring an entirely new way for goods to be sold.
As part of the experience, guests can expect to find themselves in fantastical settings like forests and will interact with actors in these scenes, who theatrically provide an introduction to products like hand creams. At the House of SHOWFIELDS, storytelling is taken to the next level.
As part of the experience, guests can expect to find themselves in fantastical settings like forests and will interact with actors in these scenes, who theatrically provide an introduction to products like hand creams. At the House of SHOWFIELDS, storytelling is taken to the next level.
Trend Themes
1. Theatrical Retail Experiences - The trend of immersive and theatrical retail experiences that take storytelling to the next level.
2. Art-infused Retail - The trend of incorporating art into retail experiences, creating unique and memorable environments for consumers.
3. Interactive Retail - The trend of incorporating interactive elements into retail experiences, allowing consumers to engage with products in new and exciting ways.
Industry Implications
1. Retail Industry - There is an opportunity for retailers to disrupt the industry by incorporating immersive and interactive elements into their physical spaces, creating unique brand experiences.
2. Art Industry - There is an opportunity for the art industry to expand its reach by partnering with retailers to create art-infused retail experiences that blur the line between art and commerce.
3. Entertainment Industry - There is an opportunity for the entertainment industry to diversify its offerings by incorporating retail experiences that blend art, theater, and storytelling into their portfolio of immersive experiences.
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