Simon Sets Holiday Market Experience at Roosevelt Field Mall
Simon Property Group considers its Holiday Market by Urbanspace a pilot program.
|By David Moin on November 22, 2016
Urbanspace, which creates markets in New York such as the Holiday Shops at Bryant Park, is stretching to Long Island where it is establishing The Holiday Market by Urbanspace inside the Roosevelt Field Shopping Center.The Holiday Market by Urbanspace will showcase handmade gifts from local artisans and “complement the broad offering available at Long Island’s largest mall,” according to Simon Property Group, owner of the Roosevelt Field shopping center located in Garden City, N.Y.
Working with Urbanspace is an example of how mall operators need to create different experiences and offer new products on their properties to generate greater traffic and points of distinction.
“We are always looking for these unique experiences to complement our retail lineup,” Zach Beloff, Simon’s director of business development and leasing, told WWD. “This is a great way to bring local craftmakers into the shopping center.”
The Holiday Market by Urbanspace will house 12 independent merchants, including Ambica New York, a boutique for handmade jewelry; the New York Puzzle Co., which sells puzzles depicting vintage images from magazines, children’s books and posters; The Lodge, a men’s accessory boutique selling wallets, dopp kits and crafts; All Across Africa, which sells woven baskets and other home goods made by craftswomen in Rwanda; Lovepop, a Boston-based startup that makes intricate and cheeky 3-D cards, among other shops.
“The agility that Urbanspace provides with its market concept means that we can bring retailers into Roosevelt Field where they immediately benefit from the high volume of customers who routinely shop there,” Beloff said. “Likewise, our shoppers get to see and experience unexpected brands that they might otherwise never come in contact with, so everyone benefits.”
The Holiday Market by Urbanspace at Roosevelt Field will be open from Nov. 25 through Dec. 24. It will occupy about 2,000 square feet in the North Court section of the mall, right by the Santa set. Each merchant in the market will have about 60 square feet of space.
Beloff characterized the market as “a pilot….Who knows where we will be this next year? But I can imagine us doing this for other major holidays, Easter for example, or something we could do permanently in the right shopping center. We are always open to new and bigger ideas.
“I don’t see this competing at all with our permanent tenants,” Beloff said. “This is compliment to them.”
While space is tight in Roosevelt Field, Beloff said it’s possible some space could be available for the market brands, such as with a cart in a common area.
Urbanspace is the tenant in the mall, with Simon Property Group collaborating with Urbanspace to determine which brands to include in the market.
Urbanspace curates and manages markets in London and New York, including Mad. Sq. Eats, Broadway Bites, the Union Square Holiday Market, Columbus Circle Holiday Market, the Holiday Shops at Bryant Park, and Urbanspace Vanderbilt food hall in the Helmsley Building at 230 Park Avenue. The Urbanspace Vanderbilt food hall is permanent. In London, Urbanspace has the Camden Lock Market and Spitalfields, which are also both permanent markets.