Retail Has Struggled but Is Using Experiential to Keep Consumers Invested

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

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

Area15 is an upcoming retail and live entertainment venue anchored by interactive art and technology experiences. The 200,000-square-foot site, which opens in April, is a joint venture from real estate development firm Fisher Brothers and creative agency Beneville Studios.

Despite retail industry struggles, brands are still investing in nontraditional brick-and-mortar formats. According to a 2019 survey by Kearney, 81% of Gen Zers prefer to shop in stores and 73% like to discover new products in stores.

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This story first appeared in the Feb. 10, 2020, issue of Adweek magazine. Click here to subscribe.