“Applying Mixed Reality to Entertainment,” an article written by Christopher Stapleton, Charles Hughes, Michael Moshell, Paulius Micikevicius, and Marty Altman, discusses how the combination of virtual objects with reality will allow users to enjoy a “rich fantasy experience.”

The successful adoption of new technologies for entertainment applications depends on finding creative models that spark the imagination and generate demand. Developers must then apply these creative conventions to diverse business models, including theme parks, arcades, museums, and infotainment.

This quote illustrates Sohodojo’s idea of the “shopping experience,” in which shopping is not simply about acquiring goods, but is a greater experience in and of itself. In order for this to be successful, the shopping place must spark the imagination of the buyer, who will may want to go shopping for the fun of it. Though the authors of this article do not include shopping places with their list of business models that this form of entertainment can be applied to, I see not reason why shopping centers who not be as viable as any other business listed above.