For immediate release: One-day event set to transform retail with the Experience Economy

February 1st, 2020

Ambitious Experience Industry Challenge 2020 event sets out to accelerate the retail evolution with the involvement of international Experience Economy experts Joe Pine and Albert Boswijk

In central Copenhagen, Denmark on April 24, a group of 40 people with expertise in retail will join forces in a one-day collaboration with a clearly defined vision and mission: Rethinking the retail experience can revitalise the physical store. Now is the time to go from thought to action and make things happen on an unprecedented scale of reinvention. The goal is not just to push the evolution to the point of the Retail 3.0 experience, but even further forward: Retail 3.0+, which is reflected in the title of the event.

Not another conference

“Experience Industry Challenge 2020: Retail 3.0+ (EIC2020: Retail) is not a conference. It is a one-day mission designed for retail experts to involve them in a collaboration to define and develop what retail can deliver being an active part of the new Experience Economy” says Klaus Sommer Paulsen, CEO & Founder of AdventureLAB. It is the team behind EIC2020, a studio specialised in strategic experience design and integrated storytelling services and training. AdventureLAB has worked with retail brands in Europe and North America, supported by a global network of experienced industry experts. They represent disciplines that nowadays are not only applied for attractions and leisure but are used by many organisations from other industries to position themselves in the 21st-century Experience Economy.

“As an important part of the way we are working, we design custom teams consisting of experts from all around the world, which is very much how our industry of experiences operates,” Klaus Sommer Paulsen continues. “With the angle of EIC2020: Retail being retail converging with the Experience Economy to move forward, it was natural that we asked the best of the best to join us. Luckily, we have a longstanding relationship with Joe Pine and Albert Boswijk, who have agreed to share their knowledge and wisdom and participate actively in EIC2020: Retail. With that level of expertise involved, the role of AdventureLAB is to provide the framework for what we believe will be a ground-breaking event for the future direction of retail experiences.”

Joined by the leading Experience Economy experts

Joe Pine is the world-renowned co-author of “The Experience Economy”, the book that introduced multiple industries to the Experience Economy concept, a term which he and co-author James H. Gilmore coined in a Harvard Business Review article preceding the book. As relevant and influential as ever, it was recently released in a new edition, “The Experience Economy: Competing for Customer Time, Attention, and Money”.

In some ways, Albert Boswijk is Joe Pine’s European counterpart, however, with his unique perspective, splendidly complementary to the of Joe Pine. As the author of the book “Economy of Experiences” and founder of the European Centre for Experience and Transformation Economy, Boswijk is widely considered the leading expert on Experience Economy in Europe.

Both Pine and Boswijk are experienced and respected speakers, strategists and workshop facilitators. EIC2020: Retail is a rare opportunity to not only have them both presenting but actively involved in the collaborative session, which will make up most of the day in Copenhagen.

EIC2020: Retail sign-up now open for a limited number of participants

The collaborative group will be made up of individuals with an expertise in retail, who will join the exclusive event as paying attendees to learn, share and collaborate on a higher level. Some of the solutions and guidelines that the group comes up with are intended to be shared with other retail experience professionals in the form of the EIC2020: Retail report, which will be made available online, with every participant listed as contributors. The report, albeit valuable to the retail experience industry afterwards, will only be able to collect part of what will transpire throughout the day.

The participants, with their firsthand experience and interactive involvement in the EIC2020: Retail session, will obviously have more valuable insight and action items that they can apply to their strategy, tactics and operations immediately after returning home from Copenhagen.

EIC2020 is open for participants to sign up on the official website now. The number of participants is limited.

Event details:
Date: Friday, April 24, 2020
Location: Central Copenhagen, Denmark, venue TBC
Price: €1350 excl. VAT where applicable

For further information, please contact:
Klaus Sommer Paulsen

For general event information, please contact: