Rather than dedicate the fourth floor to more retail space, Showfields designed it to be a coworking space.
The crossover between retail and coworking spaces is novel, but not unprecedented.
In the last year, WeWork notably began an ongoing partnership with Rent the Runway to bring the fashion company’s drop-off points into its working spaces.
Smaller retailers like Take Care have added their own working spaces, and retailers like Lululemon have “Community spaces” where events and classes are held.
Brands are increasingly taking to this concept, since it presents them with a captive audience and a space to indulge in all the experiential, Instagrammable moments that have become de rigueur for retailers today.
“New York coworking spaces are a competitive market. People yearn to be in places like WeWork and The Wing because of their design, atmosphere and large network,” said Avery Fagan, a retail analyst at Edited.
“A place like Showfields that offers a coworking space adds a different experiential element to the retail model. With the initial attraction of the free workspace commodity, Showfields entices people to also explore and shop in their retail store because of convenience.”