Retail Has Struggled but Is Using Experiential to Keep Consumers Invested

Through activations and pop-ups, brands are hoping to garner interest

a large blue building that says Area15
Area15 will be a hub in Las Vegas that will test various experiential marketing activations. Laurent Velazquez

The most anticipated attraction opening in Las Vegas this year isn’t a resort or nightclub—it’s a shopping complex.

This story first appeared in the Feb. 10, 2020, issue of Adweek magazine. Click here to subscribe. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.