Why you should care about in-store creativity [VIDEO]

Bob Neville is global retail creative director and head of retail at New Balance. With some 20 years in the retail space under his belt, a large chunk of that spent in Hong Kong, Neville has been responsible for opening thousands of adidas stores and more recently New Balance’s "Past Present Future" retail concept stores in Shanghai, New York and Barcelona.

In this video he talks about the role of creativity in brick and mortar retail space and why he thinks the retail realm will see a merge of virtual and physical stores in five years fueled by technology.