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.