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
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