New short-format video series celebrates visual merchandising and the
creation of great retail experiences
Door, Inc., the leading provider of cloud-based visual merchandising
software, today launched “Off the Shelf,” a new video and content series
showcasing retailers who are re-writing the rules of merchandising.
Season one features one of the industry’s most disruptive retailers –
SHOWFIELDS, “the most interesting store in the world” – and is hosted by
retail veteran Andrew Smith.
SHOWFIELDS, which opened in New York City in December 2018, is a
four-story retail store featuring dozens of brands. With their focus on
curation, they give digitally native brands not just the space to
showcase their products, but the visual merchandising guidance to create
unique, immersive experiences that bring their brands to life. Smith,
formerly the Head of Retail Operations for Telstra, works with the
world’s leading retailers to reimagine and reframe their thinking on
A one-of-a-kind new content series, “Off the Shelf” features interviews
with the creative minds behind SHOWFIELDS, including co-founders Tal Zvi
Nathanel and Katie Hunt. In each episode, Smith and his guests walk the
floors of SHOWFIELDS to explore industry trends and share how brands are
thinking about merchandising and space planning in the new retail
“Retail is in flux and brands are scrambling to figure out what their
customer wants most,” Smith said. “SHOWFIELDS is a prime example of a
thriving retailer that brings experience, brand and product together in
one space. With a focus on the art of visual merchandising and the power
it has over a store, they are the perfect retailer to showcase on the
first episodes of ‘Off the Shelf.’ We believe that by hearing from the
leading thinkers and doers in innovative retail, that this series will
provide visual merchandisers with the tools they need to reimagine the
retail store of the future.”
The videos explore at how three up-and-coming brands are exploring brick
and mortar through the retailer’s unique store model. The brands include
CITYROW, which provides at-home rowing machines and workouts through a
mobile app; The Farmer’s Dog, making homemade, fresh dog food and
treats; and Mother Dirt, skincare products made with live bacteria. Each
brand worked with the SHOWFIELDS team to create unique flagship spaces
for their merchandise.
“Retailers need to think beyond ‘experiential’ and must curate spaces
for brands to truly thrive in modern retail. We’re proud that One Door
and Andrew Smith chose us to help educate retailers, while giving them a
fresh outlook on what’s possible,” said Katie Hunt, co-founder and CRO
at SHOWFIELDS. “This series does a fantastic job of identifying the
issues that visual merchandisers face and gives them the insights they
need to move their ideas forward.”
Smith also shares his point of view on the current retail landscape and
how the unsung heroes – visual merchandisers and space planners – fit
into the puzzle of modern retail with informative written content for
the “Off the Shelf” blog.
“There are retailers and brands differentiating themselves by creating
amazing experiences that take advantage of the immersive nature of
physical retail,” said Tom Erskine, CMO and SVP of Product at One Door.
“’Off the Shelf’ is all about celebrating those experiences and learning
from those in our industry with a passion to re-write the rules of
“Off the Shelf” is now streaming at onedoor.com/offtheshelf.
About One Door, Inc.
One Door, Inc. is the leading provider
of cloud-based visual merchandising software. With One Door’s
Merchandising Cloud, merchandising teams communicate, execute and
confirm store merchandising plans in a unified, cloud-based application.
Merchandising Cloud lets retailers quickly create and deliver localized
and impactful experiences for customers. Learn more at onedoor.com.
SHOWFIELDS is a pioneer of next-generation
brick-and-mortar retail that offers up-and-coming brands the opportunity
to connect with consumers in a completely customized pop-up space within
SHOWFIELDS’ permanent location. Now open at 11 Bond Street in NYC with
additional locations planned for the future, SHOWFIELDS is disrupting
the retail industry by making it possible for digital-first brands to
interact with and sell to customers without the risks that come with
opening a dedicated store. The four-story flagship location features an
array of curated brands from the wellness, home and design spaces
alongside dedicated food, drink and event programming. Learn more at www.showfields.com.
About Andrew Smith
Andrew Smith is a passionate retailer
with a focus on the future of retail and how to introduce innovation
strategies. He fell in love with the retail industry from the moment he
started selling phones on the shop floor for Australia’s largest
telecom, ultimately becoming the Head of Retail Operations for Telstra
in Australia in 2014.
In 2017, he took on a transformation role to create Telstra’s
international Customer Experience strategy. After a successful year in
that role, he decided he wanted to be a force for good in the retail
industry and now works with retailers all over the world researching
best innovation practices and strategy to create a platform for retail
innovation as a capability through his consulting company ThinkUncommon.
Media Contact | One Door
Media Contact | SHOWFIELDS