InfoComm 2019: Retailtainment is the New Reality for Malls. What Does This Mean for AV?

Daniel Litwin
Jun 17, 2019
Learn more
Daniel Litwin Podcast infocomm Jackie Wolford podcast Louis Alfieri podcast retail retailtainment shopping mall

 

Like many industries, retail is facing the full effect of the experience economy. Couple this with the standardized convenience of e-commerce, and it becomes clear the future of brick and mortar stores is at a critical point. Nowhere is this need for an experience beyond the product in retail more evident than at our malls.

In this InfoComm 2019 episode of the Pro AV Podcast, host Daniel Litwin discussed this new blend of retail and entertainment and how it’s affecting the Pro AV industry with Jackie Wolford, director of Design Studio for AOA and Louis Alfieri, principal and chief creative officer for Raven Sun Creative.

Litwin met up with Wolford and Alfieri after their seminar at InfoComm: “Retailtainment: Attractions are Bringing Customers to the Mall.” The two thought leaders discussed how interactivity, personalization, and entertainment are key trends in retail, and all are being facilitated by the latest Pro AV technologies.

These sophisticated new experiences are creating a new kind of mall as the lines between retail and entertainment blur to create the unique out-of-home experience that is retailtainment. For example, content creators like Wolford are layering projection mapping with live entertainment.

“You can take the story and create moments that the guest can connect to,” said Wolford, who has created experiences with well-known brands such as Disney, Universal, Caribbean Cruise Lines, SeaWorld, Sands, and Virgin. “Tech is a great tool for doing that and creating that connection with your guests.”

Alfieri is seeing the manifestation of retail stores, such as Nike, use content and storytelling to create truly unique experiences that make customers feel part of an experience.

“Retailers are creating a neighborhood feel for consumers,” he said.

Listen to Wolford and Alfieri recap their educational session at InfoComm, why storytelling is driving the best retail content, how retailtainment is putting more of a creative emphasis on AV professionals.

For the latest news, videos, and podcasts in the Pro AV Industry, be sure to subscribe to our industry publication. A new episode of the Pro AV Show drops every Thursday.

Follow us on social media for the latest updates in B2B!

Twitter – @ProAVMKSL
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

skilled trades mentorship
Why Leadership Without Humanity Is Failing Today’s Workplace
March 24, 2026

As the world faces historic labor shortages, an increase in burnout, and record-high turnover, organizations are confronting a leadership reckoning. In May 2024, Gallup found that more than 50 percent of U.S. employees were actively searching for new jobs or watching for openings. Taken together, these trends signal a clear and growing breakdown in…

Read More
Joint Commission 360
Understanding Joint Commission 360 Standards: What They Mean for SPD Teams (Part 2)
March 23, 2026

Healthcare teams today are feeling the pressure to move beyond last-minute compliance and instead build processes that work consistently every day. That shift is especially clear in sterile processing departments (SPDs), where the Joint Commission 360 model is redefining what “survey readiness” really means. With patient safety directly tied to instrument quality—and studies consistently…

Read More
teacher
Building the Next Generation of Educators Through Apprenticeship Pathways and Workforce-Aligned Training
March 23, 2026

Teacher shortages aren’t exactly a new headline—but lately, they’ve started to feel a lot more urgent. In some places, schools have gone years without enough fully trained teachers in the classroom, exposing real flaws in how we prepare and retain educators. Add in the rising cost of becoming a teacher and training models that haven’t…

Read More
Joint Commission 360
Understanding Joint Commission 360 Standards: What They Mean for SPD Teams (Part 1)
March 17, 2026

For a long time, compliance in healthcare was tied to the survey cycle. Now, that model is shifting. With the introduction of Joint Commission 360, organizations are being asked to demonstrate continuous performance—not just preparedness. As patient safety comes under increasing scrutiny, The Joint Commission is moving toward an approach built on real-time data, traceability,…

Read More
Related
Jabra
Software & Technology
ISE 2026: Jabra Unveils Scalable Room Solutions for the Hybrid Workplace
March 5, 2026
IC-SAT100
Healthcare
Meet IC-SAT100, a Satellite PTT Radio Built for the World’s Most Demanding Environments
February 5, 2026

Let’s have a look at Icom’s IC-SAT100, a satellite Push-To-Talk radio designed for moments when ordinary communication just isn’t an option. Powered by the Iridium satellite network, this rugged handheld delivers instant one-to-many communication at the push of a button—no cell towers or ground infrastructure required. Built to thrive in harsh environments, it’s waterproof,…

Read More
IP110H
Healthcare
From Hospitals to Warehouses, the IP110H Keeps Your Team in Sync
February 5, 2026

Icom’s IP110H is a compact, license-free WLAN radio built to keep teams talking—clearly and instantly—over an existing wireless network. Designed for environments like hospitals, hotels, warehouses, and tunnels, it delivers real-time, full-duplex voice using Icom’s advanced IP radio system. From Bluetooth capability to USB-C charging and a sleek, pocket-friendly design, the IP110H feels modern,…

Read More