LOS ANGELES — Brick-and-mortar spaces aren’t the only areas where consumers exist nowadays. There’s the omnichannel approach that includes online shopping, yes, but today’s forward-thinking landlords and tenants know that the digital sphere is the next great conquest. This was one of the primary arguments made at InterFace Conference Group’s Entertainment Evolution Experience (EEE), which was held at the J.W. Marriott at L.A. Live in downtown Los Angeles this week. “Consumers are back and looking for experiences, but it really has to mean something to leave the sofa and comfort of Netflix and go into a shopping center,” said Benjamin Calleja, founder and chief experience officer for Livit Design, as well as the conference keynote speaker. “Digital is blurring the lines between the physical and virtual worlds, creating more ways to transform spaces.” One only needs to look as far as the latest entertainment concepts to see how digital assets are playing an integral role in today’s shopping centers. Concepts like Dreamflyer, a virtual reality (VR) flight simulator, and the immersive Elvis Evolution that includes a “concert” from the late Elvis Presley illustrate how digital displays can merge with sensory experiences to create a new entertainment opportunity. Travis Cloyd, CEO …
