Why retailers are turning shop fronts into high-impact outdoor ads

Despite digital now dominating retail sales, brands are creating real consumer engagement by treating windows and shop fronts across their store portfolio as innovative outdoor ads. The magnitude of some of these executions creates genuine retail theatre that gets people talking and exploring the brand in new ways, which is only emphasised when integrated into a wider out-of-home (OOH) campaign.
In April, high street giant Topshop capitalised on the commanding position of its Oxford Street stor