# Theatrical Retail Retailers take cues from the entertainment space. By [Ady Floyd](https://www.trendhunter.com/AdyFloyd), Futurist, VP Innovation Strategy | Published Aug 13, 2019 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/theatrical-retail ## Key Figures - Trend score: 4.8/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 5 to Aug 12, 2019 - Published: Aug 13, 2019 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Examples of the Theatrical Retail trend 4 featured examples from Feb 5 to Aug 12, 2019. - [Theatrical Retail Experiences](https://www.trendhunter.com/trends/house-of-showfields): The House of SHOWFIELDS Merges Art, Retail and Theater (Category: Art & Design) Implication: There is an opportunity for retailers to disrupt the industry by incorporating immersive and interactive elements into their physical spaces, creating unique brand experiences. - [Theatrical Fashion Unveilings](https://www.trendhunter.com/trends/hm-ss19): H&M SS19 is Launching with a Three-Day Theatrical Desert Experience (Category: Marketing) Implication: The fashion industry is embracing immersive, theatrical experiences as a way of showcasing new collections. - [Rejuvenated Exhibition Spaces](https://www.trendhunter.com/trends/exhibition-spaces): The 'London Olympia' Space Will Boast Multiple Entertainment Venues (Category: Art & Design) Implication: Architectural firms can explore the design and redevelopment of exhibition spaces to create multi-functional entertainment destinations. - [Wizardly Toy Store Activations](https://www.trendhunter.com/trends/harry-potter-at-hemleys): The Harry Potter at Hemleys Experience Celebrates Famous Characters (Category: Business) Implication: Collaborative retail ventures like Warner Bros. **Workshop question:** How can you create a more theatrical purchasing experience for your consumers? ## Themes within the Theatrical Retail trend ### 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. ### 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. ### 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. ## What the Theatrical Retail trend means for industry ### For 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 for Theatrical Retail Trend score 4.8 out of 10, from popularity 69%, activity 65%, freshness 8%. - Popularity: 69% - Activity: 65% - Freshness: 8% ## Recent trend clusters - [Caffeine Remix](https://www.trendhunter.com/protrends/portable-caffeine-formats) (Lifestyle) - [Climate Buffer](https://www.trendhunter.com/protrends/range-extended-suv) (Autos) - [Purpose Tuning](https://www.trendhunter.com/protrends/electric-suv-variants) (Autos) - [Driver Display](https://www.trendhunter.com/protrends/driver-display) (Autos) ## Trending in Business - [Integrated Cash Back Savings](https://www.trendhunter.com/trends/integrated-cash-back-savings) - [Fragrant Body Care Ranges](https://www.trendhunter.com/trends/summer-fridays-body-collection1) - [Fashionable Frozen Yogurts](https://www.trendhunter.com/trends/aritzias-aok-caf) - [Spice Discovery Calendars](https://www.trendhunter.com/trends/flavor-countdown-calendars) All articles: [Business](https://www.trendhunter.com/business)