Opening a retail store is a daunting task; leases, buildouts, staffing, the requirements to open the doors are endless and costly. Add into the mix the current retail environment, and many are second guessing branded brick-and-mortar retail launches.

Simon , a global leader in premier shopping, dining, and entertainment destinations, just made having a branded retail footprint a whole lot easier with the launch of The Edit@Roosevelt Field. The first location will open just in time for the holiday season, opening this November at Roosevelt Field® on Long Island.

Designed by O’Neil Langan Architects, the Edit@Roosevelt Field is a new-format retail platform that is turnkey and scalable, bringing together both established and emerging brands to pilot new products in an interactive and experiential retail space that blurs the lines of physical space.

Brands will be displayed in micro retail units ranging from 20 to 200 square feet. The Edit@Roosevelt Field platform provides all the retailing essentials, from custom-designed modular fixturing systems, digital media walls, to staffing solutions fueled by AllWork, and Appear Here will streamline the onboarding.

All brands need in order to “open,” is product. Shoppers will be able to interact with brand ambassadors who will be on hand to provide product information and brand storytelling, and convert sales.

Indie beauty brand Winky Lux will join Beltology, dessert darling JARS by Dani, and contemporary art gallery Uprise Art, Raden Smart Luggage, millennial-focused Skinnydip London, menswear brand Vitaly, and athletic apparel favorite Rhone.

This is the type of innovation that can breathe life into malls by removing the barriers for pureplay online brands or emerging retailers to test the waters. Simon gets to test new potential tenants and add exciting new brands to existing mall visitors and the new brands get physical retail exposure with a low investment and risk in major malls. This concept is a win-win.

Read the full press release.