Simon Unveils Micro Retail Concept
Simon is introducing a concept that brings together both established and emerging brands to pilot new products in an interactive and experiential retail space that blurs the lines of physical space. The launch of The [email protected] Field in November at Roosevelt Field on Long Island is envisioned as a first of its kind, scalable, turnkey retail platform.
The areas offer brands the opportunity to showcase a strategic and curated product selection in 20-to 200-square-foot spaces that encourage consumers to discover new products in a high-touch, low-barrier environment that is expected to elevate the experience of interactive shopping. It will be the first foray into a brick and mortar space for some of the participating brands that operated only online previously.
The [email protected] Field will feature a rotating selection of diverse new brands. The initial collection includes Raden Smart Luggage, millennial-focused Skinnydip London, menswear brand Vitaly, athletic apparel favorite Rhone, beauty brand Winky Lux, Beltology, dessert darling JARS by Dani, and contemporary art gallery Uprise Art.
Raden Smart Luggage’s Josh Udashkin explains why the retail brand is joining the mix. “Raden strongly believes in the power of the mall. There is a lot of foot traffic in malls, with different customers to reach. We are a brand that wants to reach new customers where they are already predisposed to shopping. Simon has malls with lots of traffic. We believe the mall is an under-penetrated market for new brands that should be taken advantage of,” he said.
The [email protected] Field platform provides all the retailing essentials, from custom-designed modular fixturing systems, digital media walls, to staffing solutions. Simon believes this ‘turnkey’ micro retail model is what young brands are looking for. All a brand needs to go ‘live’ is product and a desire to tap into a new live customer base.
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