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How Covid is changing the game for experiential retail

The storefront of a Nike store in China, featuring a giant image of a basketballer.
The new Nike Rise store in Guangzhou offers customers a personalised experience. Image: Nike
Remember pop-up stores? Customers lined up around the block to cram into your crafted space. They put their grubby mitts all over your interactive touchscreens. They tried on as many pieces of clothing as they could. They drank your bubbly. You may have even done group yoga with them. Gross. Still, we’ve seen some significant investments in flagship stores recently. Nike opened its Live store in Guangzhou; Ikea launched its Home of Tomorrow in Poland; and in Australia, T2 created its first

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