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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.

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Coca-Cola Didn’t Build a Store at Disney Springs. They Built an Attraction

Entertainment Retail 0
A look at how Coca-Cola built a brand flagship that earns at every floor — and what other brands should be copying.

Inside the Store: Twinings 216 Strand in London, UK

Inside the Store 0
Twinings has occupied 216 Strand since 1706. Inside London's tea flagship where three centuries at one address became the foundation of destination merchandising.

Immersive Experiences 2025: The Year in Review

Trends & Analysis 0
Epic Universe, Netflix House, BatBox, Fanatics London, Universal Horror Unleashed—and what 38,520 IAAPA attendees know about 2026

Airport Retail Operations: The Case for 24/7 Service Models

Trends & Analysis 0
Comprehensive analysis of extended-hours airport retail operations, proven technology solutions, and strategic implementation frameworks

Inside the Store: The Paris Catacombs Gift Shop in Paris, France

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

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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.

Understanding the Museum Gift Shop

Museums & Heritage 0
The discussion delves into how museum shops create immersive experiences through thoughtful product curation, innovative merchandising, and cutting-edge technology.

Maximizing Potential: How NFL Stadiums Can Enhance Year-Round Utilization

Entertainment Retail 0
NFL stadiums are architectural marvels that dominate city skylines and hold a special place in the hearts of fans. However, these behemoths often sit idle for most of the year, typically hosting only 8-10 home games annually. This limited use raises important questions about their potential and impact on local communities.

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.

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