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From Area 51 to Showfields

The term “retailtainment” was coined by George Ritzer as far back as 1989, and “retail theatre” by Joseph Pine II and James H Gilmore in their seminal The Experience Economy, published in 1999. In the past decade, progressive malls the world over have sprouted things for customers to do besides simply shopping – water parks, ski slopes, aquariums and the like – but it’s only recently that retailers have latched onto things to see as an experience. A couple of weeks ago it was annou