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

Christie Linebarger
Christie Linebarger’s Journey to Leadership: Grit, Growth & Leading with Heart
November 19, 2025

Leadership conversations are shifting as companies navigate rapid change, tighter labor markets, and evolving employee expectations. Teams want leaders who show up with humility, clarity, and a genuine investment in people—traits that can’t be faked and can’t be automated. And with studies consistently linking team engagement to the quality of direct leadership, understanding how effective…

Read More
Detroit's workforce
Powering Up Detroit’s Workforce: How Per Scholas Is Connecting Local Talent to Tech and Energy Careers
November 18, 2025

Detroit is undergoing a once-in-a-generation transformation—one driven by innovation, community leadership, and an urgent demand for a new kind of workforce. As energy and tech sectors accelerate, organizations and employers are racing to prepare Detroit’s workforce for jobs that didn’t exist a decade ago. Workforce researchers note that tech-enabled roles across industries are growing…

Read More
robot
Robots, Revenue, and the Race for the Future: Intelligent Automation Is Powering the Next Wave of Growth
November 18, 2025

It’s hard to ignore just how quickly the world around us is changing. Packages arrive faster than ever, store shelves restock almost instantly, and behind the scenes, businesses are racing to keep up with expectations that seem to climb by the day. But as the workforce shrinks and pressure rises—including a projected shortage of…

Read More
healer
The Herban Alchemist’s Guide to Purpose, Energy, and Modern Leadership: How a Multi-Disciplinary Healer Helps High Achievers Rebuild Their Energy and Direction
November 18, 2025

As conversations about leadership and well-being continue to evolve, many high-achievers are confronting a familiar tension: they’re excelling publicly while quietly running on empty. Energy is both one of the most valuable—and most depleted—resources for many balancing ambition, impact, and personal purpose. At the same time, interest in holistic and integrative healing is surging, with…

Read More
Related
Safer Cities: How Milestone and Axis are Shaping Urban Safety
Software & Technology
Safer Cities: How Milestone and Axis are Shaping Urban Safety
November 10, 2025
radio expedition
Healthcare
Into the Icy Unknown: Ironman Triathlete Dennis Ward Leads a Bold Radio Expedition to One of Earth’s Most Isolated Places
October 30, 2025

Few places on Earth are as remote—or as thrilling—as Bouvet Island. Located deep in the South Atlantic Ocean and often battered by fierce winds and icy seas, it’s one of the most isolated spots on the planet. Reaching it requires months of planning, physical endurance, and a daring spirit. For amateur radio operators, however, Bouvet…

Read More
Bouvet Island
Healthcare
To the Edge of the World: The 3Y0K Bouvet Island DXpedition and Its Youngest Explorer
October 23, 2025

In February 2026, an international team of 24 amateur radio operators will embark on a bold mission to one of the most remote and inhospitable places on Earth—Bouvet Island. Among the world’s most isolated islands, Bouvet offers no harbor, no shelter, and no easy way in. Yet from this icy outpost in the South…

Read More