Step Inside the Store of Tomorrow
Immersive in-store retail transforms a traditional shopping experience into an engaging, multi-sensory and technologically advanced destination that captures a customer’s attention and fosters a deep connection with a brand. In this feature, RLI will take a look at the increased importance of designing and implementing stores that stand out from the crowd, engage the senses and capture the attention of today’s audience.
Immersive in-store retail is transforming the way brands connect with customers, blending physical spaces with digital innovation to create experiences that go far beyond traditional shopping. Rather than simply displaying products, immersive retail environments aim to engage multiple senses, tell stories and foster deeper emotional connections between shoppers and brands.
At its core, immersive retail leverages technologies such as augmented reality (AR), virtual reality (VR), interactive displays and spatial audio to turn stores into destinations. For example, fashion retailers use AR mirrors to let customers “try on” clothes virtually, while homeware brands offer VR headsets that place shoppers inside a digitally rendered living space. These experiences not only simplify decision-making but also add an element of play, encouraging customers to spend more time in-store.
But technology is only part of the equation. Immersive retail also involves creating atmospheres and narratives that resonate with consumers. Flagship stores are increasingly being designed as branded “worlds” where architecture, lighting, sound and even scent contribute to a curated environment. Pop-up experiences and concept stores push this further by offering limited-time, interactive events that feel more like cultural exhibitions than shopping trips.
The appeal of immersive retail lies in its ability to differentiate physical spaces from e-commerce. While online shopping prioritises speed and convenience, immersive in-store retail offers discovery, entertainment and community. By turning shopping into an experience, retailers can build loyalty, drive word-of-mouth marketing and justify premium price points.
As consumer expectations evolve, immersive retail represents the new frontier of bricks-and-mortar. It is not about replacing digital commerce but complementing it, giving customers a reason to step into the store, stay longer and leave with both a purchase and a memory.
Examples of Immersive In-Store Experiences Around the World
Back in August, one of Oakley’s newest retail locations made its debut in Denver’s River North Arts District, where it promised a “first-of-its-kind” experience. The sports brand is leaning into “cutting-edge technology” that, unlike in any other store, allows visitors to “fully immerse themselves into the Oakley universe”. The high-tech, bunker-style space boasts one of the largest selections of Oakley apparel and accessories in the country, as well as exclusive, limited-edition drops. It also doubles as a brand museum, showcasing 50 years of product innovation and athlete partnerships. Highlights include a Customisation Zone for building your own shades, a Prizm Wall to demo lens technology, a Museum Wall of retro gear, a Catalyst Wall with new drops, plus a rooftop lounge and a digital Smart Shopper tool. “It’s about moving beyond product to create meaningful experiences that leave our visitors feeling inspired, connected and part of something bigger,” Luigi Ocone, Oakley’s Senior Vice President and General Manager, said in a statement.
August also saw the rolling launch of the second phase of AREA15, a significant 20-acre expansion of the Las Vegas immersive entertainment district, now known as Zone 2. This expansion includes the anchor tenant Universal Horror Unleashed, alongside new food vendors, retail like a Dollskill flagship and a parking garage. It is part of a larger, over 35-acre Vegas Immersive District project that incorporates hotels, office spaces and housing. When fully complete, the expansion is expected to feature over 450,000sq ft of attractions, curated retail, unique entertainment and food and beverage destinations.
Streaming giant Netflix has set opening dates for its new Netflix House immersive entertainment venues in Dallas, Texas and Philadelphia, Pennsylvania. The first Netflix House is opening in Philadelphia at the King of Prussia mall on 12 November, which will be followed by the launch of the second Netflix House at the Galleria Dallas mall on 11 December. Spanning more than 100,000sq ft, Netflix House is a unique and permanent attraction for fans of Netflix shows like Wednesday, Squid Game, One Piece, Stranger Things, KPop Demon Hunters, Love Is Blind and the A Knives Out Mystery franchise. Netflix House is free to enter and explore, offering a mix of complimentary and paid activities and experiences, which will be refreshed regularly. Both locations will provide Netflix Bites restaurants, serving food and craft cocktails based on popular Netflix stories and characters, as well as a store selling exclusive merchandise.
On 21 March this year, Spanish fast fashion giant Zara opened a flagship store in the Xinjiekou area in Nanjing, Jiangsu, in East China. The 2,500sq m store marks the shift of Zara’s offline strategy and offers several ‘firsts’ in the space. Combining an innovative urban space with the historical capital Nanjing, the location is Zara taking another step towards a premium positioning. Spread across two storeys, the exterior of the Nanjing flagship is covered with a uniform grey cement-like material, while the inside is also an industrial masonry coupled with a dark wood texture. The location includes Zara’s first auto-conveyor system in Asia, as well as the first Zara Salon in the world, providing personalised styling services by appointment for the full luxury experience. The shop also includes the first “selfie pod” photo booth and apparel vending machine. The Asian flagship is also home to the first-ever Zacaffè in Asia. Bricks used in the exterior were salvaged from older buildings nearby to evoke a familiar sense of the neighbourhood. The modernist design is complemented by the heartfelt homage paid to the historical city, including two coffees inspired by Nanjing.
Diptyque Paris has expanded its Hong Kong footprint by unveiling their first-ever street-level concept store in the heart of Central. The opening presents its recently launched Summer Fruit Garden collection, inviting customers to celebrate summer through an “immersive multi-sensory experience”. The two-storey journey offers a selection of products within the seasonal range, including limited-edition fragrances, bath and body care, scented candles and home decor items. Inspired by “the charm of an abundant orchard, the space carries the sparkling energy of summer via a plethora of fruit decorations and strokes of herb illustrations, bringing the summertime spirit of Diptyque’s limited-edition collection to life,” the company said. Awaiting customers on the upper level will be an artisan craft space, offering Diptyque experiences that blend art and nature. The site is scheduled to run until early this month so visitors must be quick to immerse themselves in this unique store.
Galeries Lafayette is developing a new flagship store in Mumbai, located in historic heritage buildings in the Fort precinct and designed by Virgile and Partners. This project aims to blend luxury retail with cultural heritage and an avant-garde shopping experience, incorporating architectural and localised design to create an immersive and experiential environment that may include curated events and a focus on design-driven initiatives.
The unique brand Gentle Monster creates immersive store environments by transforming their retail spaces into elaborate, multi-sensory art installations that blend art, technology and storytelling, drawing visitors in with kinetic sculptures, surreal displays, unique fragrances and distinct soundtracks. Each store is a constantly refreshed, unique experience that prioritises spectacle and exploration over traditional retail, with themes like futuristic narratives or fictional universes to showcase their eyewear in an experiential, art-gallery-like setting. Recent openings include the new HAUS NOWHERE Tokyo flagship in August 2025, new pop-up stores worldwide for the Pocket Collection launched in May 2025 and a presence at events like the opening of a Singapore store in August 2025.
The Australian beauty brand Mecca has unveiled its new flagship on Bourke Street in central Melbourne, establishing it as one of the world’s largest standalone beauty stores. Spanning three storeys and 4,000sq m, the space by Sydney-based Studio McQualter seamlessly blends heritage restoration with contemporary retail design. Housed in the 1930s art deco EW Cole building, originally designed by architect Harry Norris and once home to the legendary Coles Book Arcade, this new flagship also marks a homecoming of sorts. A multi-level, immersive environment, Mecca’s founder Jo Horgan describes the store as her ‘love letter to Melbourne’. It features dedicated zones for makeup, skincare, hair salons, a nail bar, café and a suite of therapy and treatment rooms. There’s even an auditorium to host Mecca’s educational programmes. At the heart of it all sits the Beauty Carousel – a sculptural, circular anchor on the ground floor. “It’s a visual cue for discovery and play,” explains Horgan, “where customers gather, try new products, learn techniques and connect with our team. With space for up to 12 guests, it is a communal space inspired by the joy of makeup, the fun of colour and the feeling of being part of something vibrant.”
The Charlotte Tilbury flagship store in Covent Garden, London, opened on 9 January 2025 and is the brand’s largest global retail space and includes its first-ever Skin Spa and Pillow Talk Bar, offering immersive beauty experiences and educational spaces as well as the brand’s full range of makeup, skincare and fragrances. The new location is triple the size of the original flagship on James Street and marks a significant expansion for the brand.
Earlier this year The North Face unveiled a completely reimagined flagship store on London’s Regent Street, using cutting-edge technology and innovative design to create an experiential retail environment. In collaboration with Mood Media, the outdoor retailer has transformed its 10,000sq ft space into a destination for engagement and exploration. The centrepiece of the flagship store is a 360-degree projection dome, offering an immersive “basecamp” experience designed to connect shoppers with nature. The installation features five synchronised Optoma projectors powered by Vioso projection technology, delivering a seamless 30-minute visual journey. Accompanied by nature-inspired soundscapes and a custom-developed “White Pepperwood” fragrance, the dome provides visitors with a multi-sensory experience, aiming to transport them from the streets of London to remote wilderness locations. In addition to the projection dome, the store features a 12.75sq m LED wall with a 2.5-pixel pitch display. The wall delivers dynamic brand content, enhanced by a Q-SYS audio and control system that integrates seamlessly with the store’s overarching narrative-driven design. The result is a space that promotes The North Face’s ethos of adventure and exploration while providing a unique and engaging environment for visitors.
Nike has opened a temporary, three-floor retail experience at Oxford Circus, London, during its flagship NikeTown London’s multi-year renovation, which is set to last until 2027. The Oxford Circus store features interactive football boot testing, England national team collections and curated assortments of running, football and sportswear products, along with personalised customisation services. This temporary store is part of Nike’s larger strategy to reimagine its London retail presence, which also includes refurbishing its Kings Road location into a women-focused store. The upper floors offer a selection of products across running, football, training, sportswear and Jordan footwear for men, women and kids, whilst the overall store experience is designed to complement and enhance Nike’s digital strategy, providing services that cannot be replicated online. In addition, the brand currently has three Nike House of Innovation stores, which are located in New York City, Shanghai and Paris. These flagship stores are designed to offer an immersive, digitally-powered shopping experience with features like interactive stations, customisation options, and seamless checkout processes.
PUMA will launch its first European flagship store in London’s West End in autumn 2025, a 24,000sq ft immersive space that blends sports performance, technology and streetwear into an interactive experience. Located on Oxford Street, this new flagship is part of a global strategy to elevate the PUMA brand and provide customers with a unique blend of innovation, performance and street culture. The move comes as part of PUMA’s “brand elevation strategy” which is aimed at strengthening its presence globally, “delivering a shopping experience that reflects the brand’s innovation, sports performance and deep connection to global street culture”.
Lush has launched a new concept store in Dubai Hills Mall, offering an elevated and immersive retail experience that’s as innovative as the brand itself. Opened in April 2025, the 138sq m store invites visitors to explore Lush’s ethical, handmade cosmetics through a host of interactive, sensory-rich touchpoints. From the moment customers walk in, the store is designed to surprise and delight. Customers can take part in a range of activities including personalised skincare consultations in a dedicated private room, live product-making demonstrations through Lush’s “Compounders on Tour” weekends and even host a party with hands-on creation of face masks, bath bombs or bubble bars. The store also features a Perfume Library, where guests can embark on a guided journey through Lush’s unique fine fragrances – each scent inspired by emotion, memory and storytelling.
Launched to the public back in August was Dreame Technology’s second flagship store at Mall of the Emirates in Dubai, UAE. This launch represents more than just retail expansion; it is a strategic customer experience initiative that demonstrates how technology companies are redefining their relationship with luxury consumers. The new flagship store transforms traditional retail into an immersive customer journey. Located on the first floor of the mall, the space offers consumers hands-on experiences with Dreame’s latest innovations. Moreover, the store design prioritises tactile engagement, allowing customers to test products before purchase.
