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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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Inside The Story

Connect With Simon’s The [email protected] FieldConnect With Raden Smart Luggage’s Udashkin

About Dennis Kaiser

Dennis Kaiser is Vice President of Content and Public Relations for Connect Commercial Real Estate. Dennis is a communications leader with more than 30 years of experience including as a journalist and in corporate and agency marketing communications roles. He is responsible for Connect’s client content operations and is involved in a range of initiatives ranging from content strategy, message development, copywriting, media relations, social media and content marketing services. In his most recent corporate communications roles, he led a regional public relations effort across Southern California for CBRE, played a key marketing role on JLL’s national retail team, and was responsible for directing the global public relations effort at ValleyCrest, the nation’s largest commercial landscape services company. In addition to his vast commercial real estate experience, Dennis has worked on communications and launch strategies for a number of residential projects such as Disney’s Celebration in Florida, Ritter Ranch in Palmdale California (7,200 homes, 22,000 acres), WaterColor in Florida and PremierGarage in Phoenix. Dennis’s agency background included firms such as Idea Hall and Macy + Associates. He has earned an outstanding reputation with organization leaders as a trusted advisor, strategic program implementer, consensus builder and exceptional collaborator. Dennis has developed and managed national communications programs for Fortune 500 companies to start-ups, both public and private. He’s successfully worked with journalists across the globe representing clients involved in major-breaking news stories, product launches, media tours, and company news announcements. Dennis has been involved in a host of charitable and community organizations including the American Cancer Society, Easter Seals, BoyScouts, Chrysalis Foundation, Freedom For Life, HOLA, L.A.’s BEST, Reach Out and Read, Super Bowl Host Committee, and Thunderbirds Charities.