Nordicum - Real Estate Annual Finland 2019 - Page 30

for interactive brand experiences. Others may be “inventory-light” retail environ- ments for showrooming brands, products, and services that support and complement, rather than compete with digital businesses. Pop-ups will offer CES operators an easy way to change their vendor population, pro- viding consumers with unexpected “treas- ure hunting” experiences. A.T. Kearney also finds that new con- sumers have an expressed preference for “doing” over “owning.” As a result, the con- sultancy anticipates the emergence of rich experience hubs: physical spaces inside CESs that use immersive technologies such 30 Nordicum