Earlier this year, Chanel released Coco Chanel Game Center, a travelling beauty pop-up that mimics the look of an arcade hall. The station names were inspired by Chanel products and turned browsing a store for products into an interactive and fun set of activities. Games were strategically created to provide consumers with the opportunity to become familiar with new products in an exciting way.

Such installations come after a Nielsen research study demonstrated that although online shopping is continually increasing in popularity, customers often prefer to look at and test a product in person before committing to a purchase.

The idea of gaming in the retail industry offers a competitive edge to in-store experiences. YSL Beauty Hotel also made an appearance in a beauty arcade of its own in Hong Kong, making visitors play games to win rewards that could be collected and used to purchase makeup items and limited-edition products. The idea of innovative ways to interact with a brand cements a brand’s image in the mind of the consumer and generates increased interest it, offering it a point of difference against the rest.