Retail-tainment

A Digital Revolution

Our shopping and entertainment lifestyles are becoming fully digitized. Experiential, digital technologies are fused into a designers creative vocabulary, shaping new hybrid environments, bringing lightning speed content, meaning and fun to the new generation of public spaces. Mall owners are increasingly embedding technology in whatever way possible to improve the customer experience.

Keeping customer experiences as their top priority, retailers are increasing investment in customer engagement. Mall owners are expanding their public space to accommodate changing events, pop up retailing and extensive digital expression. Digital media has become one of the most powerful tools to enhance customer engagement and keep pace with trends and continuous market changes. Digital investment in ‘experiential spaces’ provides customers with unique in-store moments and more personalised shopping experiences. It is a way to activate “influencer marketing” where malls collaborate with social media influencers to capture up to the minute consumer interest.

Entertainment now targets a much wider diversity of people and age groups. Creating memorable experiences is the key. Designers are now crafting new customer journeys with a carefully choreographed repertoire of food, fun, discovery and fun, all enhanced with digital technology. This new world of re-imagined entertainment can be expected to grow exponentially as we step out of the pandemic into the new normal.

 

COUNTRY	–
PROJECT TYPE	Retail
COMPLETION DATE	2021
PROJECT AREA-
AWARDS
CATEGORY	Concept Design / Retail