Made by Gather’s Crux partnered with Grammy-nominated DJ and music producer Marshmello on a kitchenware line that launched exclusively at Best Buy in September.
Described as “inspirational destinations,” Best Buy’s immersive format includes dedicated demo areas, brand shops including for Lego and more space for Geek Squad services.
Similar in size and appearance to a modern AT&T store, the format offers what Best Buy calls a “digital-first shopping experience” to shoppers in North Carolina.