Abstract
This paper is an analysis of the store Tarina Tarantino through an exploration of different perspectives of play. It is based on Yelp reviews where customers disclose a very positive emotional reaction toward the store. The paper proposes some general principles for designing immersive stores based on “possible world” theory. I disclose that an essential condition for customer engagement is an overall cohesiveness in all elements in a store. The most significant contribution in this paper is that products become props for role-playing in a store, hence making them central for maintaining that role outside of the store.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Architectonic, Spatial, and Environmental Design
KEYWORDS
Retail Design
Digital Media
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