Retailtainment Hits a High Note

To promote their new collaborative ‘Symfonisk’ speakers, IKEA and Sonos created an immersive theatre experience in the heart of London. Called ‘The sound effect’, visitors will be able to feel the emotionally transformative effect of sound and light, activating all five senses as they go along. 

From Boots’ concept-store for the Instagram age to The North Face, using AR and digital elements in their new London flagship store, retail brands are increasingly tapping into a digital ‘experience economy’, transforming stores into captivating and interactive spaces.

To stand out of this experiential norm, new and different approaches are needed. Detaching it from the store, IKEA and Sonos are offering more than quick shopping fun, but rather an immersive, lasting experience that goes beyond the product. Brands looking to stand out through experience should ask themselves: ‘Would I want to visit my store on a Friday night out?’

Contributed By: Marta Formenton, Integer London

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