Intel announced a collaboration with AREA15. To thrive in the digital age, traditional retailers and malls face a reinvent-or-die reality. AREA15 is tackling this issue by offering live events, immersive experiences and activations, and monumental art installations, employing ground-breaking technology and much more for the retail environment. Intel’s Role: The alliance will initially focus on immersive experiential retail design with the launch of the Intel© Experience Incubation Hub, a multiuse venue for innovation and collaboration. It will allow retail ecosystem partners — from creatives to technologists — to test new design concepts and technologies. Opening in April, the AREA15 property in Las Vegas aims to be the gravitational center for the new experience economy, building a flexible platform where Intel innovation will play an integral role. AREA15’s technical and physical infrastructure will be modular, allowing for innovations coming out of the Experience Incubation Hub to be easily tested for proof of concept and scalability — within AREA15 and beyond — in a variety of forms, from pop-ups to short-term engagements to more permanent installations. Early collaborators and experiences featured in the Experience Incubation Hub include Artist TRAV, Papinee, Pressure Point Creative, ThenWhat Inc. and Variant.