‘Shoppertainment’: How department stores are becoming ‘theatres of dreams’

As high street stores struggle, retailers are turning up the theatrics to tempt customers away from their digital devices

“We are the controllers of the funfair, of the rabbit hole … of the dreams,” cries an eccentrically costumed showman as a three-dimensional kaleidoscope whirls into life.

The ride is one of the Alice’s Adventures in Wonderland-themed theatrical “experiences” designed to inject some pizzazz into the opening of Westgate Oxford, the £440m shopping centre that has replaced the city’s rundown 1970s scheme.

Continue reading…      

Posted in Uncategorized.