IRL matters: despite the pandemic’s lingering impact on footfall, physical brand spaces’ productivity is rising, as is their halo effect on e-commerce sales (see Key Stats). From accessible refuges and self-improvement at retail therapy salons to Big Box, Big Energy suburbia, stan stores, XR flagships and AI-assisted atmospherics, we unpack nine directions for 2024/25 to boost fans’ imaginations, sense of belonging and spending.