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DSW debuts Las Vegas concept store

August 8, 2018

Retailers are filling their stores with entertainment, personal care services and interactive displays to sell their wares, and DSW’s new concept has all three.

The experience begins at the entrance. A ‘video tunnel’ passageway creates a sensory experience that gives customers the sense that they’re flying over a city, swimming under water or walking through a desert, according to DSW Chief Executive Officer Roger Rawlins. “In reality, they’re [traveling] down an escalator into the new DSW sales floor, where more unique experiences await,” he said in a statement. Customers can also win a pair of “special kicks” by playing the store’s Heat Vault Keymaster machine, an arcade-like game that challenges players to retrieve sneaker swag in two moves.

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