CAMP in NYC is blurring the lines between retail and experience. An immersive shop for families, the 10,000-square-foot space sells toys and offers workshops, interactive areas, and more including a ‘Date Night’ child care event which is free for members.
“CAMP is a Family Experience Store – inside CAMP are rotating themed experiences. Every surface is a seamless blend of play and product,” the website reads.
CAMP is set up like an old-fashioned shop, selling gifts, toys, and clothing. However, visitors are invited to walk through a secret door and follow a magical path to the CAMP experience space.
The area, called Base Camp, will have a new theme that rotates every eight to twelve weeks. The current theme is Cooking Camp – an immersive retail experience that explores the evolution of food.
CAMP also runs activities daily, including arts and crafts workshops. There’s also a Campitheater, which holds regular events, and a Milk Bar, which serves a special CAMP-themed s’mores sundae.
Members get a free ‘Date Night’
Parents who are members (at $50 per month) are able to leave their children at CAMP for free for a few supervised hours in the evening, once a month. The ‘Date Night’ events cost $60 for non-members.
CAMP is located in the Flatiron District at 110 5th Avenue, New York. The company will open three more shops by the end of 2019, in Brooklyn, Dallas and South Norwalk, Connecticut.
Retailtainment trends around the world
With the shape of retail changing, malls are competing with online shopping and a myriad of leisure activities, increasingly looking to attractions to enhance the retail experience.
As the trend for retailtainment grows, Zoolung Zoolung, a mini zoo, has opened at a shopping mall in Shanghai Pudong New Area.
Elsewhere, Al-Futtaim Malls has announced the launch of a new expansion to Cairo Festival City Mall, while Westfield has unveiled a new vision for the future of Garden State Plaza in New Jersey.