Could fun be the foundation for resilient retail?

More than a form of entertainment, play is emerging as a transformative strategy in retail, reshaping customer experiences in powerful ways

In the evolving landscape of retail, the transactional focus of yesteryears is giving way to a more experiential, emotionally engaging approach. Today’s customers are not merely seeking products; they’re searching for connection, joy and meaningful experiences. Enter playfulness: a concept once confined to children’s toys and games that’s now influencing retail spaces across sectors.

Retailers are recognizing that play is more than a form of entertainment. It’s a way to foster emotional connections, encourage creativity and build community. Beyond its commercial benefits, play also supports wellbeing. Psychologists argue that embracing joy and fun can reduce stress and increase mindfulness, making it a powerful tool for brands aiming to stay relevant in an uncertain, fast-changing world. Organizational psychologist and behavioural scientist Mike Rucker, for example, emphasizes how joy can enhance mindfulness and agency, turning retail into more than a transactional space; it becomes a platform for fulfilment and creativity.

The rise of the Kidult consumer

Retail spaces are becoming sanctuaries for exploration, connection and creativity. The rise of the ‘Kidult’ phenomenon – the idea that adults engage in and embrace activities, hobbies or behaviours typically associated with children or teenagers – reflects a growing desire for nostalgia and stress relief among adult consumers, making them gravitate towards playful experiences and products that evoke childhood memories. Collaborations such as Lego’s partnerships with lifestyle brands or Miffy-inspired designs show how nostalgia can serve as a bridge between generations. By blurring age lines and embracing whimsy, brands tap into emotional resonance and offer consumers a sense of comfort and familiarity.

Consider Lego’s Find Your Inner Piece pop-up, developed in collaboration with media partner It’s Nice That. This serene installation in London invited visitors to build a communal landscape garden while exploring Lego’s Adults Welcome range. By combining mindfulness with creative collaboration, Lego positioned itself as a brand that supports personal wellbeing and community engagement. Visitors didn’t just interact with products; they became co-creators in a shared experience, making the brand’s values tangible.

Random Studio’s Let’s Pollinate installation used digital technology to encourage spontaneous interactions in physical spaces, creating a sense of discovery and connection. Participants engaged with an interactive digital 'garden,' collectively pollinating it. While not strictly a retail project, its principles are highly applicable to retail design, transforming stores into dynamic, interactive hubs where customers engage with the space and each other in unexpected ways. (Photo: Jonatan Modin)

Another example is Random Studio’s Let’s Pollinate installation. While not a retail project per se, its principles are highly transferable to retail design. The installation used digital technology to encourage spontaneous encounters in physical spaces, creating a sense of discovery and connection. For retailers, this approach can transform stores into vibrant, interactive hubs where customers engage with both the space and each other in unexpected ways.

Even luxury brands are embracing playfulness through nostalgia and whimsy. The release of Louis Vuitton’s re-edition collaboration with Takashi Murakami showcases the enduring appeal of playful design in luxury retail. The accompanying pop-up store, appearing in seven cities globally, features vibrant displays that evoke childhood memories while reimagining iconic pieces for a new generation. This approach not only attracts younger audiences but also revived interest in pre-loved and vintage items from the original collaboration that debuted for SS03. Vogue reported: ‘When it was announced that Louis Vuitton was releasing a re-edition collection, which nods to those beloved designs, there was a significant spike in searches across resale sites as fashion fiends hunted down originals.’

Participation instead of consumption

Retailers at the forefront of the playfulness trend know they need to offer more than superficial gimmicks. At the Selfridges Corner Shop, an ON Running pop-up reimagines play as a form of self-expression and movement. Featuring screens displaying singer and On brand ambassador FKA Twigs’ The Body Is Art, Part II campaign, the space hosts activities like fitness classes, life-drawing sessions and panel discussions on creative expression. The integration of gamified elements and running zones invites customers to test products in fun, active ways. By focusing on participation rather than passive consumption, ON Running and Selfridges deliver a joyful, empowering experience.

Meanwhile, Snap Inc.’s Creator Studio in London leverages augmented reality to make play both digital and physical. Designed in collaboration with YourStudio, the space features interactive displays and sculptural installations that celebrate Snap’s AR technology. The vibrant yellow interiors and modular design create an inviting environment for experimentation, offering creators and partners a playful journey of discovery. By merging technology with tactile engagement, Snap reinforces its brand’s innovative and accessible ethos.

Multi-sensory engagement

Looking ahead, the role of play in retail is apt to expand, driven by technological advancements and shifting consumer expectations. The Future 100, a report by VML Intelligence, introduces the idea of ‘Awesperiential Retail’, where stores are ‘morphing into purveyors of awe’. The authors found that that ‘consumers continue to prioritize experience: 74% say stores should offer more than products and strive to entertain and engage shoppers, and 79% agree shopping should be a multisensory experience’. This means that ‘retailers that emphasize cultural engagement alongside retail are outperforming the market’ and ‘showing resilience’.

In line with this, it’s likely that augmented reality, gamification and interactive installations will play a more prominent role in retail, as brands experiment with engaging customers in dynamic, multisensory ways. Flexible designs can offer retailers a tool to better adapt to changing consumer preferences and the growing interest in customizable experiences. Modular spaces, such as Snap’s Creator Studio, illustrate how this approach could evolve.

WORDS Robert Thiemann

This article is originally available at www.frameweb.com