Retail stores once existed strictly as a place to buy things. Now technology has changed that and we can buy anything, anywhere at any time with the click of a button. Before people would come to the store and experience the products and brand for the first time in person. Now when a consumer walks into a store they have already done their research and brick and mortar is just one aspect of the overall purchase experience. So modern retail needs to engage and stimulate all five senses. when it comes to experiential retail you need to defy convention and embrace the unconventional as you will need to surprise and delight all the potential customers for your brand. Create a brand focused experience from the moment the customer enters the physical space and transport them on a journey that will last way beyond a purchase. User generated content is the goal as well as the conversions of people to lifelong brand advocates.