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Khaleej Times

Immersive, experiential: Luxury brands are offering cool new ways to shop

Retail can be therapeutic, but shoppers are craving more. And so curators of luxury brands are going the extra mile to offer immersive shopping experiences to their target market. Experiential retail not only engages the consumer but also creates nostalgia and sensory experiences one cannot possibly escape. To captivate the audience and connect with them on an emotional level, brands are making the stores unique, dynamic, meaningful, and most importantly, Instagrammable! 'We're living in an incredibly fascinating time where boundaries between the physical and digital are blurring, and immersive experiences have become a natural part of our everyday lives. What once felt like a game (remember the Pokémon Go craze?) has now evolved into a whole new way of interacting with the world around us,' says Dubai-based Marina Fedorova, artist and creative mind behind Cosmodreams. When it comes to luxury shopping, as consumers we like to physically go to the store and get a sense of what we are splurging on. The sensory experience is what matters. Details matter. Lighting, ambience, music, hospitality, product display — everything matters. Experiential retail should tell a story, a sweet narrative that hooks the customer as soon as they step into the store. Today, there's 3D mapping turning a dinner at a restaurant into a theatrical performance. We can try on jewellery or clothes virtually before making a purchase — or shop for digital outfits to dress our avatars in the metaverse. It's become the new normal to visit virtual exhibitions, walk through digital museums, and experience the story behind a painting through augmented reality. 'We're no longer just shopping or visiting a gallery — we're stepping into carefully curated worlds. What was once the realm of science fiction is now becoming our daily reality, and I find it absolutely thrilling. The future is here, and it's immersive, interactive, and beautifully designed,' says Marina. Her artworks have been presented at major exhibitions including Art Dubai, Dubai Design Week and Ethereal Echoes with Yousef Akbar. That's the thing. People crave stimulation. Especially in the addictive digital world, physically oriented sensory experiences are need of the hour. Today, everything is expected to be immersive, interactive, and entertaining. A traditional exhibition with just paintings on the walls might no longer be enough to draw a crowd. Whether it's a gallery, a café, or a luxury boutique, audiences are seeking experiences. 'Luxury is no longer just about exclusivity, it's about experience. Sensory engagement plays a crucial role in elevating brand perception, making every interaction feel bespoke and personal. From the scent of a boutique to the textures of a product display, the soundscapes in a salon or the curated lighting in a high-end retail space, each element is designed to evoke emotion. This level of immersion enhances the shopping experience by making it more intimate and memorable. When customers feel emotionally connected, they don't just buy a product, they buy into a lifestyle,' says Sakshi Nath, co-founder of Trèsind and the founder of Queens Beauty Lounge. Experiential shopping is the new luxury and it has become an essential part of how brands connect with their customers, especially in the luxury world. While food and retail is a potential market, art is coming up in a big way. For one thing, there has been a rise in the number of collaborations between luxury brands and contemporary artists. This crossover can be exciting and mutually beneficial: it introduces art to a wider audience, and gives artists new platforms to express themselves. Newer techniques like augmented reality and virtual reality aren't just tech gimmicks — they're evolving forms of art. And yes, they're absolutely reshaping the shopping experience, particularly for those who are curious and open to experimentation. While international brands like LVMH and Dior are already nailing it when it comes to experiential shopping — there's a line-up of UAE-based brands curating some fabulous experiences. Take, for example, jewellery and piercing brand Kismet by Milka. 'We focus on offering unique, personalised experiences that go beyond just purchasing jewellery. Our stores have dedicated piercing corners with professional piercers who consider ear anatomy when selecting the perfect piercing, guiding clients through the entire process, including aftercare. It's all about providing a complete, thoughtful journey. 'Additionally, we offer infinity bracelets where clients collaborate with our team to design a bracelet together. This bespoke approach makes the experience feel like stepping into a mini design house, where every detail is curated. Then, we also complement the space with carefully selected art pieces that align with our store's interior, creating a harmonious and immersive atmosphere,' says Milka Karaagacli Ince, the founder of Kismet by Milka. Brand immersion makes people more likely to engage and connect, and in turn, buy. There are stores that look like art museums and there are stores with live streaming where people can see the creativity and craftsmanship in real-time. It allows people to feel part of the storytelling. How does that impact the buying power of the consumer? 'As an artist, it's difficult for me to judge this purely from a commercial perspective. But I would like to believe that yes, in some way, it does. Even if someone can't afford to buy a Dior handbag, they might still visit a Dior exhibition in Tokyo, Paris, or New York and step into the brand's universe. That emotional connection — that sense of being part of a story — is incredibly powerful. Brand immersion invites people not just to consume, but to dream. It builds a relationship that goes beyond the product. When a brand creates a world you can touch, see, and feel — whether through scent, sound, architecture, or digital design — it becomes more than just an object of desire. It becomes an experience,' believes Marina Fedorova. It's a fact that Dubai is a gigantic market and it is experiencing a revolution in the retail sector. Experiential luxury is a global trend and now it's seeping into the UAE market. It's not just the product alone. It's more that the client wants. So how experimental will the concept stores get to tempt the shopper and influence them to buy will be an interesting trend to watch. So next time, when you walk into that favourite luxury store of yours, don't be surprised if you experience a well curated line-up of fashion, art, food, interiors — all in one — exclusive and limited edition, only for you.