Traditional brick-and-mortar shopping offers customers more than an opportunity to purchase—it’s a chance to have a personal interaction with a brand. From the unique way a brand merchandises items down to the lighting and design, music and employees, a brick-and-mortar store experience is just that: an experience. As customers continue to move towards a digital landscape, brands are exploring new ways to break through the digital noise and offer customers tactile, sensory, and personalized experiences—effectively turning built environments into ad space. Similarly, commercial real estate developers, architects, and investors are exploring new ways to reinvigorate historic, underused, or shuttered spaces that once served traditional brick-and-mortar purposes but struggle to remain robust in a digital economy. Brands and real estate developers alike are turning to firms like Skylight, a placemaking and venue development firm that combines adaptive reuse, redevelopment, and forecasting to transform traditional and struggling commercial spaces into immersive brand experiences. Click to read more at www.forbes.com.