Field Office is a furniture showroom located in Cape Town, South Africa. The retail space combines a furniture showroom, a coffee shop, and annual auction house into one location.

Through cross-programming or overlaying a number of different activities/events into one location, it draws a larger audience or pool of potential customers. The activities give a reason for people to come back to the store and develop a relationship with their brand.

New thinking in retail in not just adding more technology, looking at new materials, or efficiently arranging marketing or SKUs. Field Office is an example how a richer, more social environment can be a more effective retail venue in the long term.