New Wave Retail Theatre

At the hands of one experimental company, retail is taking an even more immersive turn.

Turning shopping into an immersive, multisensory experience has been much vaunted as a way in which bricks-and-mortar stores can compete in an increasingly online retail landscape. And to truly stand out, one company is taking the retail theater concept to new heights, blurring the boundaries between art, commerce, and experience.

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