An increasing number of Canadian businesses are capitalizing on experiential retail to attract consumers whose spending habits are being shaped by social media
In early July, Rik Ocvirk was practising office chair wrangling on the second floor of a Victorian industrial building in Toronto ’s Distillery District. As the director of experiences and events for the district, he was perfecting
“City folk don’t get to sit on a tractor often. So if I can get a couple of tractors and put them out there and people can just sit on a real live tractor and take a picture, it would be funny,” he said. “People recognize that the experiences of the offline world are also amplified and shared in the digital world. So people who are creating these spaces are purposefully thinking: ‘How do we create an Instagram-able, shareable moment?’ ” Prof. Jacobsen said.
“When rooms were developed for the space, it was really important that there were those Instagrammable, picturesque moments that people are going to want to share,” Mr.
“It’s not just about the food any more. It has to be about the full experience of the ambience and the feeling you get from being in the restaurant, and that has to be visually compelling enough for diners then to share it,” Mr. Davis said.
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