Page 34 - #203 November 2025

LEISURE INSIGHT

An Appetite for Escapism

In a world of digital distractions, the appetite for escapism - through immersive, surprising
and shareable experiences, has never been stronger. This is the view point of James
Dwyer, Owner and Creative Director of Lumsden and in this month’s Leisure Insight he
discusses the topic in greater detail.

For visitor destinations, understanding audience motivations is Louis Vuitton’s dramatic “cruise liner” in Shanghai, appearing as if
crucial. From branded environments and themed attractions to muse- it had docked overnight, turned architecture into theatre and retail
ums and cultural landmarks, success lies in connecting people with their into spectacle. Every element, from the striking exterior to the curated
passions. Increasingly, these experiences also act as tools of placemaking interiors, immersed visitors in the brand’s world, evoking the spirit
- anchoring developments, boosting dwell time and adding value to retail of travel and adventure through the brand’s heritage and creativity,
districts and leisure hubs. Yet destinations now compete for visitors’ most proving how physical storytelling can command global attention.
precious commodity: time. To win it, they must spark emotion, build con- Contrast that with a growing shift from store to venue. Apple’s Town
nection and feel worth stepping away from the everyday. Square concept deliberately drops the word “store” to signal a move
Intellectual property is a powerful draw, sparking curiosity and driving from shopping to gathering, hosting workshops, talks and perfor-
footfall. When handled well, it amplifies excitement and engagement, but mances that build community around the brand. Hospitality takes
it can’t carry an experience alone. Long-term success depends on deliver- the same path: Eataly and Time Out Market blend food, culture and
ing something authentic, high quality and memorable that lives up to the theatre to create destinations as much about connection as consump-
promise and inspires return visits. tion. Together, they show how retail and dining are becoming cultural
IPs attracts fans first: devoted audiences who arrive with deep affection platforms, earning loyalty through belonging rather than transaction.
for the worlds and stories they already love. That loyalty is a gift, but also Innovation is redefining what visitors expect from retail, hospitality
a risk. Expectations are high and if the experience feels generic or unin- and culture. The most effective destinations merge story, technology
spired, disappointment spreads fast. Sometimes a single weak thread - a and design to create experiences that feel compelling, purposeful and
jarring detail or a moment that doesn’t quite land - can undermine the memorable.
whole concept. The Sphere in Las Vegas captures this balance. Opening with U2’s
Since 2011, Lumsden has partnered with Warner Bros. to create the viral performances and Darren Aronofsky’s Postcard from Earth, it
retail and hospitality experiences for the global Making of Harry Potter proved how technology can create awe and global buzz, but its real
Studio Tours and flagships, widely recognised as some of the most success- strength lies in reinvention. Its recent AI-enhanced production of The
ful and immersive IP-based destinations in the world. From the outset, Wizard of Oz expanded the film’s world with immersive visuals and
our focus has been on extending the story beyond the attraction itself, multi-sensory effects that deepen audience connection.
through rich storytelling, meticulous detail and complete cohesion, so At the other end of the spectrum, the brilliance of technology often lies
that shopping and dining feel like a natural continuation of the journey. in its invisible, seamless integration - creating moments of pure magic.
This philosophy applies across sectors - entertainment, cultural, or TeamLab’s En Tea House in Tokyo shows that innovation can also be
commercial - from the richly cinematic world of Harry Potter to the Por- quiet and contemplative: digital art, light and ritual dissolve into atmos-
tico Shop at The National Gallery, inspired by masterpieces such as Van phere, where technology heightens connection rather than overwhelm-
Gogh’s Sunflowers and Monet’s Water Lilies. The most effective envi- ing it. Here, visitors are invited to enjoy a cup of tea from which flowers
ronments draw on the same foundations: a deep understanding of what bloom infinitely and beautifully within the teacup - a fleeting moment
captures imagination, stirs emotion and encourages genuine engagement of wonder that blurs the line between nature, art and technology.
and reason to return. Together, these examples show what audiences now crave: expe-
“Wow” moments capture attention, but in retail and hospitality, depth riences that move them, whether through spectacle or stillness.
is what keeps people coming back. The most successful destinations pair Ultimately, the most powerful destinations don’t just impress, they
spectacle with substance, designing experiences that evolve, adapt and connect. They leave space for emotion, discovery and change. And
stay relevant long after opening day. that’s where good design lives.

Warner Bros. Studio Tour, Tokyo, Japan

34 Retail & Leisure International November 2025