Category
Lifestyle
Caffeine Remix
4.8
Trend score
What's Happening
What is the Theatrical Retail trend?
Theatrical Retail: As the need for up-leveled in-store experiences continues to rise, retailers are looking outside their typical industries for inspiration. More specifically, retailers are looking to the immersive theatre space to inspire their brick-and-mortar strategies.
Insight
The consumer insight behind the Theatrical Retail trend
Consumers today, particularly Millennial and Gen Z demographics, are increasingly investing in experiences over products and look for more when it comes to their purchases journey. Altering the path to purchase can leave a lasting impression while allowing the consumer to be part of the offerings before even purchasing them.
Evidence
Examples of the Theatrical Retail trend
CategoryArt & Design
Theatrical Retail Experiences
The House of SHOWFIELDS Merges Art, Retail and Theater
There is an opportunity for retailers to disrupt the industry by incorporating immersive and interactive elements into their physical spaces, creating unique brand experiences.
CategoryMarketing
Theatrical Fashion Unveilings
H&M SS19 is Launching with a Three-Day Theatrical Desert Experience
The fashion industry is embracing immersive, theatrical experiences as a way of showcasing new collections.
CategoryArt & Design
Rejuvenated Exhibition Spaces
The 'London Olympia' Space Will Boast Multiple Entertainment Venues
Architectural firms can explore the design and redevelopment of exhibition spaces to create multi-functional entertainment destinations.
CategoryBusiness
Wizardly Toy Store Activations
The Harry Potter at Hemleys Experience Celebrates Famous Characters
Collaborative retail ventures like Warner Bros.
Workshop question
How can you create a more theatrical purchasing experience for your consumers?
Trend themes
Themes within the Theatrical Retail trend
Three behaviours holding the trend together01
Immersive Theatrical Experiences
Retailers are looking to the immersive theatre space to inspire their brick-and-mortar strategies, catering to experience-driven Millennial and Gen Z consumers.
02
Interactive Toy Store Activations
Retail stores are collaborating with entertainment companies to provide interactive toy store activations that help immerse children into a fictional and fantastical story, creating a new dimension of customer engagement.
03
Future of Retail
Retail startups like House of SHOWFIELDS are introducing unique combinations of art and immersive theatre to retail, exploring entirely new ways for goods to be sold and building closer connections with consumers.
Industry implications
What the Theatrical Retail trend means for industry
Where the trend changes the playbookFor
Retail Industry
Retailers are adopting immersive theatrical experiences, interactive toy store activations, and other disruptive innovations to create stronger connections with their customers and differentiate themselves in a crowded market.
For
Entertainment Industry
Collaborations with retailers for interactive toy store activations and immersive theatrical retail experiences are a new way for entertainment companies to leverage familiar franchises and expand fan engagement.
For
Technology Industry
The application of technology, like augmented reality (AR) and virtual reality (VR), is becoming more common in retail and entertainment, which will lead to even more possibilities for immersive experiences in the future.
Trend signals
Trend signals for Theatrical Retail
Trend score 4.8 out of 10, from popularity 69%, activity 65%, freshness 8%.
Popularity69%
Activity65%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
