London – The music store evolves into cinema, as HMV collaborates with Curzon, an independent London cinema chain, to launch a screen within its Wimbledon branch.
Designed by Dalziel and Pow,] the three-screen cinema will allow HMV to enhance its cross-marketing when promoting new music and film releases.
‘By developing the new store, HMV can connect with customers through all mediums. They have moved from being a media owner to a media connector,’ David Wright, marketing director of Dalziel and Pow, told LS:N Global.
HMV is moving towards experiential retail by introducing cinema to its offering, as discussed in our Brandtocracies trend.