18 Hubs, Havas Media, and USC’s Annenberg Innovation Lab are collaborating on the Engaging Cities project to look at the unique characteristics of physical city spaces, and the ways that banks, automobile dealerships, hotels, theaters, and retailers can leverage their real estate to offer new consumer experiences. The research draws on innovations in service design to rethink and rebuild the presence of brands in public spaces.
We live in an increasingly digital world, where communication, information, and products are available at the click of a button. With so much content available on demand, however, there is less of an incentive to participate with brands in physical retail environments. The Engaging Cities project, is especially designed to engineer innovative strategies that best leverage the use of physical real estate to create new experiences that cannot be reproduced online. Here are the key trends that redefine the work of brands at the intersection of physical and digital initiatives.
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