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@adweek.com 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.