Hate getting dragged round the shops? You need ‘retail-tainment’, the latest concept for malls and shopping centres.
Take for example Dubai’s Meraas City Walk. Created by Canadian interactive tech studio Float4, the mall features projections and over 100 million pixels of multimedia content shown across 30 exhibition areas – the Gateway, the Showstreet and the Place des Lumières.
As the boundaries of physical and digital spaces blur, brands and media companies are coming together to create high-spec multimedia experiences – so even if you can’t stand shopping, the window-shopping’s pretty amazing.