In this excerpt from PSFK's 2019 New York Retail Innovation Guide, learn how retailers from Casper to Starbucks are using physical space to create a narrative around their brand, further engaging and entertaining their consumers

In the age of ecommerce, the role of the physical store is changing. Retailers in New York are creating inspirational environments to build shopper confidence and create an emotional connection, with the experience they offer being as important as the good they sell. By injecting theater, storytelling and uniqueness into the physical footprints, the store is positioned as a marketing channel as much as a place to buy.

Retailers are creating inspirational environments to build shopper confidence and create an emotional connection, with the experience they offer being as important as the goods they sell. As detailed in PSFK's recently launched 2019 New York Retail Innovation Guide, here's how five trending retailers are enabling dynamic and memorable retail experiences:

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