On this episode of Retail Refined with host Melissa Gonzalez, Showfields CEO Tal Nathanel outlined how “the most interesting store in the world” is attempting to revolutionize retail.

Showfields’ mission is to “create a better way for customers to discover, engage and show emerging brands and artists of tomorrow.” In practice, that means offering a reimagined customer experience driven by the brand’s commitment to curation, content, commerce, convenience and connection.

In addition to two storefronts, showfields.com offers that same eclectic, experiential experience to customers, which could prove more relevant than ever in the wake of an eCommerce boom brought on by the COVID-19 pandemic.

As Nathanel tells it, “Showfield came to life with the mission of spreading magic to as many people as possible.”

“We define magic as a feeling. It’s a feeling that you get,” he said. “It’s a feeling that you get when you experience or discover something for the first time. All at once, you’re surprised, you’re inspired, and you’re engaged.”

Nathanel said that, while that “magic” is a critical element of delivering a show-stopping retail experience, it’s useless if consumers feel like they don’t belong. That kind of dissonance can ruin even the most technologically advanced and incredible installations and experiences.

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