Retail as a service is a huge idea these days, and there are a few leading players. One of them, which has been called the most interesting store in the world, is Showfields. It’s a retail concept that invites you to discover and engage with the online-only brands  of tomorrow in wellness, home, & design. Katie Hunt (Co-founder  and CRO of Showfields) and Andrew Smith (Co-founder of Think Uncommon), offer an inside look at what’s working  — and what’s not — in this concept; what brands can do to make the most of an opportunity like this; what Showfields has in mind to take the idea to the next level; and whether this experience really is “everything”. Plus, what Hootie and the Blowfish have to do with a play for “cool”.