# Next-Gen Virtual Merch Stores The Benfica Immersive Store Assists Customers with an AI Concierge By Laura McQuarrie | Published 2025-06-11 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/benfica-immersive-store References: [globenewswire](https://www.globenewswire.com/news-release/2025/06/11/3097602/0/en/SL-Benfica-Launches-First-Ever-Immersive-Store-with-AI-Concierge-Powered-by-Infinite-Reality.html) & [slbenfica.pt](https://www.slbenfica.pt/)  Ahead of the FIFA Club World Cup, Benfica launched the Benfica Immersive Store, complete with a [virtual locker room](https://www.trendhunter.com/trends/soccerthemed-fan-experiences), a 3D merch store, and a [multilingual AI concierge](https://www.trendhunter.com/trends/AI-retail-concierge-systems) powered by [Infinite Reality](https://www.trendhunter.com/trends/laura-mercier-app-for-apple-vision-pro). “Sports fans today crave deeper connections with their favorite clubs beyond traditional media,” said Sam Huber, CEO of MENA and Global President of Enterprise at Infinite Reality. This interactive, gamified experience takes fandom beyond the field and marks the first time a professional football club has leveraged a virtual experience to power its official merch store. This next-gen experience can be accessed on Benfica's current website without additional downloads or a special headset, and it offers a new way to engage with the club, behind-the-scenes content and pick up the latest merchandise in a lifelike setting. ## Trend Insights (Trend Hunter) - Score: 7.8/10 - Popularity: 94% | Activity: 96% | Freshness: 43% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [AI](https://www.trendhunter.com/ai) ## Key Themes ### Why This Trend Is Growing - **AI-powered Concierges:** The integration of AI-powered concierges like those in the Benfica Immersive Store provides personalized and real-time assistance to enhance customer service across various digital platforms. - **Virtual Merchandising Environments:** Virtual environments for merchandising, exemplified by the 3D merch store, provide fans with an immersive shopping experience that transforms traditional e-commerce retailing. - **Multilingual Interactive Experiences:** Offering multilingual support in virtual experiences allows brands to increase accessibility, catering to a diverse global audience eager for seamless interactions. ### Industries Being Reshaped - **Sports Entertainment:** The fusion of interactive technology with sports entertainment redefines fan engagement, creating new touchpoints for audience interaction and revenue generation. - **E-commerce:** Incorporating lifelike, immersive elements into e-commerce platforms fosters a unique shopping experience that blurs the lines between physical and digital retail. - **Artificial Intelligence:** AI innovations, such as the AI concierge, enhance user experience by delivering personalized assistance, setting a new standard for customer interaction in digital environments. ## Related on Trend Hunter - [Immersive Soccer Fan Platforms](https://www.trendhunter.com/trends/virtual-platform.md) - [Immersive Hockey Merchandise Retailers](https://www.trendhunter.com/trends/the-blues-experiential-reality.md) - [Immersive Virtual Pop-Ups](https://www.trendhunter.com/trends/benemart-concept.md) - [Virtual Poolside Shops](https://www.trendhunter.com/trends/lacoste-virtual-shop.md) - [Immersive Soccer Player Experiences](https://www.trendhunter.com/trends/the-messi-experience.md) - [Interactive Virtual Denim Stores](https://www.trendhunter.com/trends/lee-jeans.md) - [Spatial AI Shopping Technologies](https://www.trendhunter.com/trends/vusiongroup-edgesense-ai.md) - [Augmented Reality Stores](https://www.trendhunter.com/trends/ar-store.md) - [Immersive Sports Fan Platforms](https://www.trendhunter.com/trends/sports-fan-communities.md)