In the latest example of e-commerce companies going brick-and-mortar, home startup Snowe has opened its first-ever retail storefront as a pop-up for the holiday season. On Lafayette Street in New York’s SoHo neighborhood, the brand has outfitted a modestly sized space with vignettes showcasing Snowe’s offerings for bed, bath, dining room, and bar. They’re referring to the shop as The Blankspace, a riff on their immersive showroom The Whitespace.
“The Blankspace allows the visitors to experience Snowe in a branded context that ‘sketches’ out the home while emphasizing the imagination,” Cohen explains of the store, which will be open through the end of the year with a possibility to extend to 2018. “The space represents the blank canvas, the foundation that Snowe wants to be for its customers, allowing them to paint and fill in their own aesthetic and showcase the versatility of Snowe’s product.”
Since founding their company in 2015 as an easy resource offering basic dinnerware, bedding, and bath towels, Rachel Cohen and Andres Modak have expanded the brand to beach towels, barware, and additional table linens, all while maintaining a streamlined look and a laser focus on user experience and product quality (guests to The Blankspace opening can attest to the durability of Snowe’s wineglasses—several were incredulously rapping them on the bar to test their strength).
Though visitors to the ground-level store can certainly shop, the founders, like many digital-first entrepreneurs, see their presence in SoHo as much as a brand-awareness play than as a strategy to push inventory. “We always intended to create a cutting-edge physical experience for our customers, but have been testing and iterating to stay ahead of the curve and do something really special and innovative,” explains Cohen. “We’ve seen a tremendous response from customers in person at The Whitespace from shopping to events and activations. Being a digitally native brand, we’re focusing on how our physical presence can augment our online offering both as a marketing channel as well as another potential step in the customer journey.”
Visit The Blankspace at 252 Lafayette Street, New York.