Camp’s immersive store experiences get a boost
A family-friendly, experiential retailer’s newest partnership promises to take its signature immersive experiences to a new level.
Camp is joining forces with RWS Global, a provider of customized experiences across theatrical productions, events and multimedia, to bolster its immersive experiences. RWS will manage and enhance all existing interactive installations as they are introduced at different Camp locations. These will include BBC’s Bluey x CAMP, Disney’s Encanto x CAMP, and Universal’s Trolls x CAMP. The firm is also responsible for sourcing merchandise associated with the experiences.
RWS already elevated the retailer’s “Bluey x Camp” program which just launched in Camp’s Chicago location. The same experience is slated to launch next month in Camp’s Boston store.
Additionally, Camp will leverage RWS’ assets to develop new shows and customized installations that will be developed in concert with entertainment partners including Disney, BBC and Universal, among others.
“We're unlocking the potential for exponential growth by leveraging RWS Global’s production services. The collaboration empowers us to amplify our focus on delivering what defines Camp’s brand magic.” said Jenica Myszkowski, Camp’s CEO. “We are thrilled to partner with RWS Global to truly transform the theatrical side of our business and prepare to scale Camp.”
Camp’s experience upgrades will also be featured in its two newest stores opening in December and next year, respectively. In June, Camp announced that it will leverage its partnership with Simon Property Group to open its eighth location in the high-performing King of Prussia shopping center in Pennsylvania’s northern Philadelphia suburbs. The store is slated to open in December, just in time for the holiday shopping season.
Camp’s ninth location, opening in early 2025, will be in The Galleria in Houston — one of Simon’s premiere properties and Texas’ largest shopping center. (Camp’s Houston opening will benefit from the property’s current remodeling project.)
The new stores will exceed 10,000 sq. ft., and feature the quintessential Camp experience highlights, including retail space called “The Canteen,” which will be filled with toys, clothing and accessories. Both stores will also offer a slime creation station, a “Splatter Room” for painting, a “CAMPitheater” performance space for live events, and a party room.
They will also feature Camp’s signature “Magic Door” passage that transports shoppers into a vast room used for ticketed immersive experiences. The retailer did not reveal the theme of its King of Prussia store’s first experience.
“These two partnerships — RWS Global and Simon Property Group — are transformational for CAMP as the company plans to significantly expand its store base across the country in the next few years,” said David Abrams, managing partner of Velocity Capital Management, the retailer’s investor group. “I am thrilled that RWS Global will be part of the CAMP family and will become an invaluable partner undoubtedly enabling Camp to continue innovating for its intellectual property partners and expand its leadership position in live experiential retail.”
Camp, which launched its first store in 2018, currently operates seven locations across Georgia, California, Connecticut, Massachusetts, New York, Texas and Chicago, as well as an e-commerce site.