How Gen Alpha and teens are reviving in-store shopping

Last month, Sol de Janeiro, the popular beauty brand known for its beachy scents, hosted a standalone pop-up shop in New York’s Meatpacking District. The 3,700-square-foot store offered immersive experiences such as a play table to test and smell products and a guided meditation. The 10-day shop overlapped with an annual mid-February break when New York students have no school—a coincidence that may have helped attract the shop’s 18,000 attendees, many of whom waited in line for upwards of three hours just to get inside the Manhattan shop.