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This Department Store Takes Everything About Pop-Ups and Turns It Into Retail

Showfields, which rents space to brands, has opened two more floors in its flagship New York location

showfields-opens-content-2019 — The store's three floors are now open for business. Showfields

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Dubbing itself “the most interesting store in the world,” Showfields, a new take on an old retail model by basically renting space to specific brands, today opened up three more floors in its flagship New York store.

Located in the city’s NoHo neighborhood, Showfields first opened up its doors in December, debuting only the first floor. Now, with the rest of the space opening up, only time will tell if consumers come flocking to a store filled with digitally native brands.

“Brands tend to think that retail is only this type of marketing play,” said Tal Zvi Nathanel, CEO and co-founder of Showfields.