Redefining Retail: How Experience-Led Destinations Are Changing the Way We Shop
At this year’s MAPIC, the panel session Evolving Shopping Centres into Experience-Led Destinations hosted by TEA, explored how entertainment and retail are converging to create the next generation of consumer spaces. Featuring insights from Philip O’Ferrall, CEO of Outernet London, alongside Steve Trowbridge and Christine Wacker of Farbound, the discussion highlighted a shared belief: the future of retail lies in transforming spaces into experiences that inspire, engage, and drive real commercial outcomes.
The Shift from Shopping to Storytelling
Consumers no longer visit retail destinations simply to buy; they come to connect with brands, culture, and community. Drawing inspiration from the worlds of cruise ships and theme parks, the panel explored how entertainment, learning, and culture can be seamlessly integrated into retail environments to create something far more compelling than a traditional shopping trip.
Philip O’Ferrall described how Outernet London has pioneered this model:
“Our vision was to create entertainment districts in the heart of major cities, powered by culture, data, and technology,” he said. “We treat our programming like a TV channel: dynamic, audience-led, and constantly refreshed.”
The Outernet Model: Culture Meets Commerce
Located at the centre of London’s retail capital, Outernet has quickly become the UK’s No.1 cultural attraction. A free, immersive hub that blends retail, entertainment, and media in one dynamic ecosystem. Its 16K, 360-degree screens showcase everything from global brand activations to live music and cultural moments, all designed to prime audiences for engagement before they even step into surrounding shops and restaurants.
O’Ferrall explained:
“We’re a gateway to the retail environment. Our data innovation and audience insights mean we can supercharge commercial opportunities connecting footfall, dwell time, and brand engagement directly to measurable results.”
Experience That Drives Results
This blend of storytelling and data has delivered tangible impact for global brands. From Samsung’s record-breaking retail pop-up campaign shifting consumer preference from iPhone to Galaxy, to L’Oréal’s 60,000 product samples distributed in just three days, to UNIQLO’s activation that sold out local stock and inspired a new store opening near the district, the results speak for themselves.
Christine Wacker noted:
“When advertising becomes an experience, it drives both emotional value and profit. It’s about serving the customer and the bottom line.”
Beyond the Moment: Building Long-Term Engagement
Both Wacker and O’Ferrall emphasised the importance of creating experiences that last longer than a single ticketed attraction. “We’re looking for ongoing engagement,” said Wacker:
“Themed entertainment has often been short-lived. But by embedding these experiences in everyday retail environments, we create repeat visits and deeper relationships.”
Outernet’s PIAMS measurement system provides real-time insights into who visits, when, and how long they stay, enabling brands to retarget audiences and build ongoing journeys from physical experience to digital engagement.
A Blueprint for the Future
As cities and shopping destinations look to reinvent themselves, Outernet offers a scalable, future-ready model that merges the physical and digital worlds. With ready-to-go spaces and cutting-edge infrastructure, Outernet is positioned to enable brands a powerful way to transform footfall into customers.
O’Ferrall summed the session up as follows:
“There are incredible venues around the world, but the future belongs to those who evolve. Outernet is where retail, culture, and innovation collide to create something audiences keep coming back for.”