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Is the Immersive Experience the Next Retail Trend?

Zeppelin Station brings Iceland to Denver with Made in a City concept


Armchair travelers, rejoice. Visiting your favorite cities around the globe has never been easier, because they're now coming to you.

Popular RiNo dining and retail destination, Zeppelin Station, has created a unique program they're calling Made in a City, where visitors are immersed in a complete experience that stimulates all the senses and virtually transports them to a city. Combining music, art, retail, dining and other experiences, the concept aims to bring the essence of a place to the Denver audience.

The cities, which have previously included Portland and Montreal, occupy the space for three months.

The current iteration of Made in a City is Reykjavic, Iceland, the "land of fire and ice."

Reykjavic's stint kicked off with live painting by artist Þorvaldur Jónsson, flash tattoos, a panel discussion with fashion designers EYGLO and Sushchenko; and a DJ spinning Icelandic music. Over the duration of the occupation, there will be three artists in residence, a comedy performance, a concert and a cocktail-making class.

"We wanted to give people a sensory experience, the opposite of buying something online," Justin Croft, Zeppelin Station's VP of development, says. "It not only offers a portal to a city, but its immersive nature builds community and culture."

Zeppelin Station's upstairs bar, Big Trouble, is featuring a selection of Iceland-inspired cocktail made with the spirit Brennivin, along with Icelandic beers. The pop-up dining space is being occupied by Michelin-awarded restaurant SKÁL!, whose home location is in Hlemmur Foodhall in Reyjavík. It's known for combining seasonal, high-quality food and drinks in a casual setting at fair price point. Menu items include Icelandic dishes like beef tartar, macadamias, watercress, beetroot glaze and fennel crackers and a fried cod sandwich with coleslaw, remoulade, pickled celery and dill. From April 16 to 21, another restaurant concept, Systir, will occupy the space, and DILL will offer two seated, ticketed dinners on April 20 and 21.

Icelandair is even rounding out the experience with an offer to win a flight to Reykjavik (plus a package of other perks) for entrants who follow Zeppelin Station on Instagram.

Where in the world will the globe-trotting Made in a City experience take us next? Stay tuned for an announcement in May, when Zeppelin Station will go south of the border.

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