In a nutshell
A candidate for 'department store of the future'. Blends pop-up brand emporium with theatrical experience and art in a ticketed venue of conscious "retail theatre".
The store closed in 2023 and as of November 2025 is the site of the new Gymshark flagship.
In their words
"SHOWFIELDS is a revolutionary retail concept built to engage and inspire your sense of discovery through revolving experiences with the brands and communities shaping our future. We partner with brands to create a stage for immersive storytelling and unlock new offline channels for growth."
Visit Field notes
The House of Showfield experience is unique - a theatrical, immersive, experience, multi-brand playground.
There is a clever property development play within the overall business mix.
The brands and retailers are seen as 'members' and promotional events and long-term support are part of the package.
Other Reading
Business Insider: https://www.businessinsider.com/house-of-showfields-theater-experience-2019-8?r=US&IR=T
FastCompany: https://www.fastcompany.com/90384244/slides-actors-and-surveillance-cameras-my-day-at-the-department-store-of-the-future
RetailCraft podcast - interview with co-founder: https://podcasts.apple.com/us/podcast/retailcraft-15-awesome-ordinary-people-tula-skincare/id1418542382?i=1000460154198
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