The New Rules of Fandom Retail
Immersive pop-ups are changing how fans engage—with brands, stories, and each other. From D23 to Stranger Things experiences, retail is becoming a portal into playable worlds. Here's how the best do it—and why it works.
It used to be that fandom met retail at the checkout line. Now, it’s more likely to happen inside a full-scale Death Star corridor, or while sipping Butterbeer with a wand in your hand. Retail has become the set piece. And fans? They’ve become the protagonists.
From D23’s exclusive exhibits to the bustling floor of Star Wars Celebration, immersive pop-ups are changing how brands show up—and how fans show up for them.
The Rise of Experiential Retail
Big brands figured out what theme parks knew all along: people will stand in line for hours if they believe they’re entering another world. But something has shifted in the last five years. We’re not just attending events—we’re participating in stories.
You’ve probably seen it:
- A Stranger Things Upside Down portal at Target
- The full-scale Galactic Starcruiser terminal experience (RIP, Halcyon)
- The custom-built Dungeons & Dragons tavern that popped up in L.A., complete with in-world barkeeps and game tables
These aren’t just activations. They’re micro-worlds—custom-built, short-run experiences designed to deepen fandom and drive loyalty. And they're becoming the norm, not the novelty.
Why It Works: The Psychology of Play and Presence
At OGAN Labs, we keep coming back to one insight: play is powerful because it’s participatory. Themed retail pop-ups work because they collapse the wall between viewer and world.
Done right, they deliver:
- Emotional immersion (nostalgia, awe, belonging)
- Social proof (Instagrammable moments that carry fandom forward)
- Exploration and agency (choose-your-own-path layouts and collectibles)
This isn’t about merch—it’s about mission.
What D23, Star Wars Celebration, and Others Get Right
Let’s talk about scale and structure.
At D23, Disney creates spaces that let superfans engage with unreleased IP, meet creators, and feel like insiders. It's not just about shopping—it’s a curated pilgrimage.
Star Wars Celebration goes even further, mixing traditional vendor booths with interactive experiences like VR dogfights, model-building stations, and immersive dioramas. You’re not “attending.” You’re in it.
Other noteworthy examples:
- Comic-Con’s Adult Swim Carnival (interactive games, exclusive merch, weird brilliance)
- Netflix’s Stranger Things pop-ups (multi-room journeys with puzzles, props, and full merch integration)
- Harry Potter: The Exhibition (retail-driven but layered with touchpoints and house-themed challenges)
Each delivers more than product—they deliver a playable brand narrative.
What It Means for Smaller Brands
You don’t need a billion-dollar franchise to play this game.
At OGAN Labs, we work with creators who want to build from the ground up—IP that’s felt, not just sold. That might be:
- A mobile escape room for a card game release
- A pop-up dungeon inside a mall for your tabletop RPG launch
- A themed lounge with guided experiences and limited drops for your indie fandom
The point? Create a reason to enter the space beyond consumption. When the space is the story, merch becomes a memento—not a sales pitch.
Final Thought
Immersive pop-ups are the new frontier of fandom. They blur the line between experience and exchange, turning every booth into a stage and every visitor into a player.
Retail is no longer just where we buy things.
It’s where the story begins.
OGAN Labs: Building the future of fandom, one experience at a time.
Related Reading
If you enjoyed this article, you might also find these helpful:
Dan Olson
Dan Olson
Dan Olson