From interactive kiosks to virtual arcades, retail design is creating themed, extra-sensory experiences for people of all ages. Savvy retailers are realizing how shoppers are drawn out of their homes when they have an exciting place in which to shop.

Retail design -- as well as shopping center owners attempting to find the next-biggest anchor tenant -- has responded to that need by injecting theming and interactivity into their retail environments. "It's the next big wave," they comment since they know this strategy succeeds in attracting consumers and keeping them entertained so that they will spend more on food and drink, activities and products.

One company sweeping the country is GameWorks. It is a high-energy arcade, which typically attracts visitors in the 18-to-35-age range, as well as families with children. GameWorks sets its simulator games, coffee bar, Internet lounge and retail store in a unique, warehouse-like design, which stimulates interaction.

Today’s cutting-edge retail developers have found that theming can generate excitement, create a sense of place, and increase traffic, visitation time, frequency and gross revenues, resulting in higher occupancy and higher return to the landlord. Theming and interactivity have definitely helped bring people back into shopping centers -- over and over again.

Store planners are giving serious consideration to the architecture of the spaces they create. They view architecture as the manipulation of space to promote an emotional experience for the viewer. Interactivity is about getting people to respond. Whether it's the pleasant attitude of the salesperson or background music or terrific props, the end result is the same: The visitor is engaged in an emotionally reactive experience, and that involvement encourages their spending.

Transforming tomorrow

New words and unusual abbreviations are appearing in email. This new form of language is designed to be quick and simple. It represents an inside culture in our society.

• Kewl - cool
• Jc - just curious
• Bmf - biting my fingernails
• Brb - be right back
• Bbl - be back later
• Btw - by the way
• Imho - in my humble opinion
• Lol - laughing out loud

Published: August 20, 2001

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