In-store theatre is a hugely effective way for retailers and brands to stop the shopper in their tracks.
Eye-catching, dramatic and disruptive, these displays are show-stoppers at their finest.
But how can brands and retailers keep their in-store theatre the right side of entertaining, without going into over-the-top territory?
For this report, we delved into the POPAI Awards archive to see who the main actors were, and what reviews they received from our judges.
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