JERDE at the 2018 EEE Conference

Feb 21, 2018

Earlier this month JERDE participated in the 4th annual Entertainment Experience Evolution conference in Santa Monica, CA. This think-tank conference brought together over 500 designers, developers, and operators from across the industry to discuss the exciting intersection of entertainment and retail. JERDE SVP/Sr. Design Principal Tammy McKerrow spoke at the conference, as part of an impressive panel on Creating the Perfect Recipe for the New Entertainment District. Among other topics, Tammy covered several of JERDE’s recent projects, including Pacific City in Huntington Beach, the redesign of the Howard Hughes Center in Los Angeles, Overlake Plaza in Redmond, Washington, and The Triangle in Tijuana, Mexico.

The conference also brought to light many of the key issues and proposed solutions regarding the future of the industry. Millennials remain the most sough-after demographic, with generational research revealing some encouraging trends. Despite their proclivity for technology and social media, today’s youth – including millennials and the age group immediately following them, Generation Z –  seek out unique real-life experiences on which to spend their entertainment dollars. This and other factors have driven the industry to focus on more entertainment and experiential-anchored shopping centers.

These anchors can take the form of anything from deluxe movie theaters to 10,000-seat concert venues, with everything in between, including: rock climbing walls and other physical outdoor simulators; large-scale, interactive public art displays; and “eatertainment” centers like Punchbowl Social, which houses a sophisticated food hall in addition to entertainment options like bowling, ping-pong, and karaoke, all under one roof. Additional emphasis is being placed on creating welcoming physical environments, with special focus on the spaces in between stores and restaurants.

Technology is also playing a vital role in the future of retail, through various forms of virtual and augmented reality. THE VOID is a whole-body, fully-immersive virtual-reality experience that places consumers within the worlds of their favorite entertainment, like Star Wars and Ghostbusters. Advances in augmented reality have made possible such technology as the mirrors created by Memomi Labs, which allow shoppers to see 360° views of themselves as they try on clothes, in addition to alternate colors and styles.

Though just what the future of retail will hold remains unclear, what is certain is that the industry will continue to evolve rapidly over the next five to ten years. We here at JERDE are excited about what lies ahead and the innovative places and experiences we will continue to create.

Howard Hughes LA - Los Angeles, CA
Overlake Plaza - Redmond, WA