Sara Parrish, Imagination: ‘If the 20th-century department store was a cathedral of consumption, the 21st-century store is moving in a cultural arts direction’

Sara Parrish, Strategy Director at Imagination, shares how theatre, art and live entertainment are reimagining the shopping experience. Step into a luxury store today and you’ll sense how much has changed over the years. Gone are the densely packed displays of merchandise that once dominated shop floors. Instead, we’re seeing more curated spaces where luxury products take a back seat to experience.