Inside the Design Studio Reinventing Experiential Retail

Arik Lubkin, Chief Design Officer and Head of Creative at CAMP, opens the magic door on experiential retail. Having led design at the Museum of Ice Cream and served as design lead for Meow Wolf's Omega Mart, he now redefines the toy store, where a not-so-secret door reveals a 5,000-square-foot immersive wonderland. He shares CAMP's collaborations with Disney, Universal, and the BBC, guided by an ethos that play comes first and dessert should always come before dinner.