It's an old idea that is finally catching the eyes of big name department stores (http://www.trendwatching.com/about/inmedia/articles/popup_retail/gift_retailing_in_the_21st_cen.html%5C%22). Small boutique's have had this on their side for a while now, creating interesting niche experiences for their customers. Even IKEA, gigantic as it may be, cuts itself down in size by featuring each product in a lifestyle setting (ie. Bedroom, kitchen, etc.).
Store's shouldn't sell products, they should sell lifestyles. It's no wonder people hang out at the apple store...

Department stores and big box retailers have been missing out on this for a while now, with few exceptions. No wonder people love IKEA and Apple. They don't sell products, they sell lifestyles. IKEA features products within lifestyle settings (ie. Bedrooms, kitchens, etc.). Apple holds workshops for aspiring creatives. It's about time that a big department store followed suit. But will they be able to outdo the efforts of boutique shops like Uniqlo?

Agreed that most department stores don't get it. They stuff every area with loads of merchandise which is very unappealing.