E-Commerce Brand Jet Teams With Domino Magazine On Digital/Physical ‘Experience’

The Walmart-owned Jet and the home decor media company Domino have created a pop-up shop in Brooklyn with the connecting 'showrooming' for online and offline shopping with a summer theme.

Domino Media Group, the content and commerce company focused on home décor, joined with Walmart’s e-commerce brand Jet to celebrate summer by opening a 1,500 square foot popup store in Brooklyn that aside from the season, also showcases the connection between online and offline consumer experiences.

For the next three weekends, the popup at City Point, 1.8 million-square-foot residential, retail and office development that opened earlier this year, is hosting the popup, which includes other sponsors such as Illy coffee and the Pratt & Lambert paint stores.

The products are curated by Domino editors and are being featured in the magazine and its website, as well as on

“We saw great synergies in terms of what Domino does and who are customers are, as well as how we view curation of products,” said Jason Topel, senior director of Marketing at “Domino has a very style-driven approach and that naturally fits with our brand. We became aware of what they were doing with this space at City Point to celebrate summer and thought it would be great to be part of it.”

Inside the Domino pop-up shop in Brooklyn’s City Point.

A Continuing Story For Jet

This is the first pop-up that Jet has participated in. In May, the Hoboken, NJ-based startup, which was acquired by Walmart for $3.3 billion last August, worked with concept store STORY on a six-week installation in Manhattan featuring a wide assortment from Jet’s fresh grocery.

That project, dubbed Fresh STORY, was also intended to highlight the connection between online and offline.

“What’s interesting about e-commerce is that it’s no longer just about shopping online,” said Musab Balbale, VP/GM of health, personal care, beauty at Walmart’s e-commerce channel and Jet. “Customers come to our site to learn more about products, to see what’s right for them. And we might be the right place for them to purchase something since we can ship it within two days for free. Or they may want to find that product in a local store to satisfy that sense of immediacy.

“Inasmuch as online is showrooming for brick-and-mortar purchase, e-commerce can provide a showroom for a physical shop as well,” Balbale added.

For Domino, the popup shops and alliances its created also serves to highlight the brand’s new life.  First launched as a magazine in 2005 under publisher Condé Nast, it was closed four years later. Then, in 2013, the popularity of the brand still potent among design enthusiasts, it was relaunched in 2013 as a quarterly magazine along with e-commerce website.

Products include local Brooklyn crafts as well as features from sponsors like Illy Caffe and Pratt & Lambert.

Hybrid Culture

As Michael Ciancio, ‎executive creative director at Domino Media Group, explained, hybridization between digital and physical is what the brand ultimately stands for.

“It’s all about connecting digital and physical,”Ciancio said. “That’s how our content and the products we feature exist. Jet reflects that idea as well. We were introduced to Jet by one of our sales reps and we’ve struck an alignment. They have an incredible product selection and we’ve worked with them to curate items from the magazine, in the store and online.”

In addition to its sponsors’ wares, the Domino Summer Shop will feature work and products from up-and-coming Brooklyn companies such as Dusen Dusen, Bushwick Kitchen, Recreation Center, Found My Animal, and Fredericks and Mae.

The store itself is meant to embody a Millennial’s “ideal Brooklyn Summer” – “sizzling rooftop parties in Bushwick, graphic picnics in Prospect Park and backyard movie nights in Williamsburg.” Merchandise tags will detail the “story behind the products,” including provenance and how Domino editors suggest using the items, lending a new twist to combining commerce and content.

The store will open on June 1st with a charity event benefiting Prospect Park Alliance, the non-profit organization that cares for the Park, which is celebrating its 150th Anniversary. Thereafter, the popup will be open three consecutive weekends. A portion of proceeds from all sales generated through the popup in June will be donated to Prospect Park Alliance.

“Brooklyn is such an important design community,” said Nathan Coyle, CEO of Domino. “City Point has created a spectacular marketplace anchored in a locale that’s a shopping destination for many Domino devotees. We love inventive ways to connect with our fans and City Point offered the perfect environment for that. Expect more exciting in-real-life experiences from Domino in the future.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.