Why experiential retail has never been more important

Picture the scene: A 400m maze with 8ft high walls and a tree-house retreat as its centrepiece, with yoga sessions held on its roof; immersive, interactive light shows that enchant young and old alike; exclusive events with global online influencers and 90s boyband popstars. These types of experiences are a far cry from the traditional image of a retail destination, yet they’ve all taken place at a Hammerson venue over the past few months.