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A little bit ABOUT ME

MEET THE REAL DUSTIN FUHS

Hi and welcome to The Immersive Lab! I have the best job in the world, visiting as many gift shops as possible and sharing what I find.

Bio

Dustin Fuhs is the Creative Director of The Immersive Lab and the Publisher and Editor-in-Chief of 6ix Retail. He is the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication. He has over 20 years of experience in the retail, marketing, entertainment and hospitality industries, including with The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.

About us

The Immersive Lab is the definitive source for retail intelligence in entertainment, hospitality, and cultural destinations. We go inside the world's most innovative stores—from theme park gift shops to airport retailers, museum stores to sports venues—analyzing what drives success and what doesn't. Our signature "Inside the Store" walkthroughs, trend analysis, and expert interviews help retail professionals understand how immersive experiences transform ordinary shopping into revenue-driving destinations. Read by industry leaders at Disney, Universal, major airports, museums, and retail chains worldwide.

Latest Articles

Inside the Store: The Paris Catacombs Gift Shop Gets Exit Retail Right

Inside the Store 0
Arteum's retail operation proves that strategic pricing, creative partnerships, and professional management can turn a secondary Paris attraction into a merchandising powerhouse that holds its own against the city's icons

Behind the Book: How Retail Rewired Challenges Everything We Know About Modern Retail

Industry Voices 0
How a learning disability, 25 years of retail transformation, and one bus ride conversation led to the industry's most provocative challenge to "loyalty" programs and legacy thinking

Dr. Nicole Stewart on VR Psychology: How Digital Embodiment Changes Shopping Behavior

The Immersive Lab 0
The professor who pioneered VR education shares insights on platform shifts, AI influencers, and why your virtual shopping experience might be failing

Most Popular

Inside The Store: The MLB New York City Flagship

Inside the Store 0
The grand slam of unique merchandise, interactive experiences, and a comprehensive celebration of the sport.

2025’s Experience Revolution: Entertainment Transforms The Retail Landscape

Trends & Analysis 0
Discover how entertainment venues are revolutionizing consumer experiences in 2025. From smart stadiums to immersive retail spaces, see how technology is reshaping physical venues.

Trend Alert: How Consumer Behaviour is Driving Immersive Retail Experiences

Trends & Analysis 0
Discover how tech-savvy consumers are driving trends that blend cutting-edge technology, personalization, and interactive experiences.

Weekly Retail Intelligence

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