If an immersive art gallery had a baby with a hip department store, it would be House of Showfields.

Widespread closures have roiled the retail industry during the last decade, as brick and mortar stores try to keep up with ever-changing consumer habits. After my visits to the Rosé Wine Mansion and the Winky Lux Experience Store, brands are now turning into creating a memorable in-store experience that taps into a target audience’s interests as means of encouraging sales in a genuine and organic way.

If there’s anything I learned from my background experience in Content Marketing, it’s that stories are how customers remember information. In this current retail environment, brands and businesses can no longer be just another faceless entity. Through storytelling, businesses are able to connect with their audiences and engage with them on a much deeper level. 

Last summer, I had the chance to stop by House of Showfields in SoHo and was amazed with how they delivered the storytelling experience. The four-story store not only blends the world of retail with technology and art but infuses the beauty of theater as well. From artfully arranged merchandise (you’re gonna need to tumble down the slide to get to the next floor!) to staffing actors, instead of salespeople, who are dressed up to represent and tell the story of the brands featured, Showfields is taking that innovative step towards experiential retail. 

Have a virtual tour of ‘The Most Interesting Store in the World’ below: