The majority of Americans don’t live within driving distance of a Disney theme park, but they do live within driving distance of a mall. That’s why Disney is experimenting with a new store concept in six of its 340 mall stores. A central feature of these stores is a large video screen where aspiring Mouseketeers can watch a live feed of the daily parade down Disneyland’s Main Street. [More]
experiential retail
American Girl Will Move And Experiment With Its Store In NYC, ‘Evolve As A Total Brand’
By 5.12.16
Visiting an American Girl Doll store is an amazing bit of “experiential retail,” which is a thing that people actually say. The stores offer a historical fiction and a highly customizable world designed around school-age girls. The company’s flagship store in Manhattan is at the end of its lease, and is moving to a space in Rockefeller Center that will be even more easily found by tourists. It will include a “media studio,” massive party rooms, and other features for an immersive brand-centric experience. [More]
