In a time when retailers are really being forced to think outside the box in order to keep consumers interested and willing to shop, Intermix is getting creative and opening its first-ever concept shop in New York City's Meatpacking District.
The 1,190 square foot "creative lab," as it's been named by Intermix president Jyothi Rao, is located right next to the multi-brand retailer's Meatpacking District boutique.
The concept shop features a slew of international emerging designers dubbed "The Next Big Things," including Beaufille, Gavlan, Alix of Bohemia and Alabama Muse, and many of the products are exclusive to Intermix and available only in-store, Fashionista reported.
"We've made this expansion portion of it feel quite intimate. We are going to be communicating more about each of the designers, their inspirations and their stories because most people who will be shopping in that neighborhood may never have heard of them yet," Rao told Fashionista.
In addition to the relatively unknown brands, Intermix's new boutique will also feature some more familiar labels like Jonathan Simkhai and Self-Portrait.
"The concept of it is so much part and parcel of our DNA at Intermix. We have always taken pride in seeking out some of the most exciting design talent. It's effectively going to be a curation of this incredible roster of emerging [designers] who we believe will be the ones to watch going forward," Rao said.
"Without a doubt, the [retail] environment has been challenging, but I would say that product ultimately wins ... I think what we do exceptionally well is have a very strong edit to our product. We don't carry full collections from any of the designers we buy, so everything is very much hand-selected. We don't try to be everything to everyone," Rao continued.
Be sure to check out Intermix's new space, located at 810 Washington St., and let us know what you think of it in the comment section below.