1) Outdoor apparel and gear retailer The North Face has a flagship store in London designed to function like a real base camp. For the hub of the store, North Face has recreated a campfire setting with base camp duffel bag seating as a community area, under an immersive 3D experience tent where projections of mountain summits change between night and day featuring different weather conditions, as life is outdoors. To help consumer navigation, North Face has split the consumer journey, zoning areas with wide lightboxes from its athletes’ expeditions and featuring active 3D-printed mannequins which are 100% recycled and recyclable, created to inspire adventure. The space is highly phygital with wide screens at the entrance for brand and product storytelling to help customers understand product benefits and compare products. All details connect with mountains and outdoors, mimicked in the footwear wall and the welcoming wall built with aluminum grid and rocks. A space is also dedicated to sustainability, offering a range of services to extend the life of products from customization, to repair, to returns. 2) Korean fashion retailer Matin Kim has installed highly realistic virtual reality hologram technology at five of its Matin Kim and Hago Haus stores. The hologram models from Los Angeles-based Proto Hologram can move and turn 360 degrees to show outfits to shoppers and have built-in cameras, microphones, speakers and touchscreens, as well as AI capabilities. The hologram avatars can also be activated to answer questions for shoppers about products, in any language, using Proto AI tools. In the future, Matin Kim intends to be able to beam hologram versions of live special guests into its stores with the ability to see, hear and interact with shoppers in real time. 3) Employee-owned sporting goods retailer Scheels has created immersive in-store digital environments with LED display walls. Known for its mega-sized stores filled with all sorts of fun attractions, Scheels has completed an $11 million digital signage initiative with experiential media company Mood Media. The digital signage project involved the installation of approximately 460 LED screens throughout five strategic zones in each store, including men’s and women’s shoe sections, store corners, structural columns and above the grand staircases. Scheels can synchronize the display network for store-wide takeover campaigns by brand partners such as Nike, Adidas and Lego; or segment promotional content for localized zone delivery. The initiative consolidates 32 individual store systems into a single unified application through Mood Media’s Harmony platform, which provides centralized management of audio and visual experiences.