Neighborhood Goods is predominately working with direct-to-consumer, digitally native brands that don’t have brick-and-mortar shops. Examples include the affordable contact lens provider Hubble, Serena Williams’ clothing brand, Reese Witherspoon’s Draper James, and home furnishings company The Inside, all of which will host what are called “activations” at the store.
“It’s sort of a more cohesive, modern version of a pop-up,” Alexander says. “Each activation features technology and an extremely elevated architectural design. There’s going to be something happening just about every day that gives shoppers a reason to come back and discover something new and different.”