Michael Maginnis
Co-Founder & CEO
The Rise of Experiential Retail: A New Era of Shopping
Experiential retail is more than a buzzword—it’s a movement transforming physical stores into immersive, story-driven destinations. No longer limited to transactions, retail spaces are becoming cultural playgrounds where people connect, discover, and play.
Today’s consumers expect more. A 2025 global retail study revealed that 59% of shoppers want enhanced in-store experiences, and 81% are willing to pay more for stores that offer creative engagement, from gamified shopping to multisensory environments. The message is clear: brands that deliver experiences will win loyalty, spend, and advocacy.
Spotlight Examples: When Creative Technology Meets Retail
1. Amazon Alexa+ in Best Buy: Interactive Demos That Deliver the Magic
Amazon’s latest innovation, Alexa+, is rolling out across select Best Buy stores in the U.S. But this isn’t just a shelf display — it’s an experience.
Shoppers encounter interactive demos that are:
Simple: Clear, approachable interfaces show how each device works on its own.
Engaging: Hands-on displays let customers explore real-world scenarios.
Connected: The demos illustrate how the entire Alexa-enabled family of devices seamlessly work together.
Instead of overwhelming customers with specs, these displays make the technology feel magical, intuitive, and human. By turning the in-store journey into an interactive learning moment, Amazon and Best Buy bring the promise of the smart home to life in a way that’s memorable and approachable.
2. Netflix House: Entertainment as Retail (opening soon!)
Launching in 2025, Netflix House brings the streaming giant’s worlds to life through retail, dining, and immersive entertainment. Visitors can:
- Step inside a Bridgerton ballroom or a Squid Game arena.
- Dine in themed restaurants inspired by hit shows.
- Explore retail spaces filled with exclusive merchandise tied to Netflix IP.
It’s more than merch — it’s storytelling extended into real life. Netflix House shows how entertainment brands can expand beyond the screen, creating physical experiences that deepen emotional connection with fans.
3. Future Stores: A Living Billboard on Oxford Street
On London’s Oxford Street, Future Stores has redefined what a flagship can be. The 435m² space, wrapped in 400m² of LED walls, isn’t a permanent store but a platform for brand takeovers.
Recent activations include:
- Tesla Model Y launch, featuring the Cybertruck and Tesla’s humanoid robot, Optimus.
- Intel’s AI Experience, spotlighting how AI PCs transform work and play.
- Don Papa Rum’s “Sugarlandia”, a Filipino-inspired tasting and immersive art installation.
- LØCI by Snap, where AR try-ons let customers design sustainable sneakers in real time.
With Oxford Street’s foot traffic, Future Stores operates as a living billboard — fusing storytelling, spectacle, and digital interactivity into campaigns that can’t be ignored.
4. tm:rw (See You Tomorrow): Prototyping the Future of Retail
tm:rw treats retail like a design laboratory, experimenting with concepts that anticipate what shopping might look like tomorrow. Their initiatives include:
- Connected: Data-driven personalization woven into the in-store journey.
- Sustainable: Materials and builds designed with circularity and low impact.
- Immersive: Hybrid spaces that feel closer to art galleries than stores.
By giving brands a place to test and play, tm:rw challenges the conventions of retail while offering customers experiences that feel fresh, experimental, and future-forward.
More Captivating Cases We Love from 2025
Beyond these, the movement is gaining traction globally:
- Oakley (Denver): A flagship with customization labs, digital walls, and even a rooftop lounge.
- Superdrug (London): Beauty playgrounds with try-me tables and social-ready photo zones.
- Telfar (NYC): A hybrid of retail and media hub with interactive “Bag Bars” and LED walls.
- Canada Goose & Coach: Lounges, cocktail bars, and crafted experiences designed to extend dwell time..
Why Experiential Retail Works
- Engagement: Experiences turn casual visits into memorable journeys.
- “Phygital” Integration: AI and AR merge digital with physical.
- Personalization: Tailored recommendations make customers feel seen
- Community: Spaces invite gathering, play, and social sharing.
- Increased Dwell Time: The longer people stay, the more they buy.
- Storytelling: Spaces become narratives customers can step into.
Experiential retail is becoming the gold standard, blending creativity, technology, and storytelling to transform stores into destinations. Here’s what we see for the future:
- AI-Driven Personalization: Assistants like Alexa+ will become standard.
- Digital Twins & AR Try-Ons: Let shoppers preview, test, and customize before buying.
- Immersive Entertainment Expansion: Expect more “Netflix House”-style hybrids.
- Sustainability & Ethics: Experiences that align with consumer values will dominate.
From Amazon’s Alexa+ to Netflix House, Future Stores, and tm:rw’s retail laboratories, brands are proving that commerce is no longer just about transactions, it’s about culture.
In this new era, the most successful retailers won’t just sell products. They’ll create worlds worth stepping into. Gigantic Playground helps brands get there faster—designing experiences that customers don’t just shop, they remember. Curious what that could look like for your brand? Let’s start the conversation.