In other words, Amazon has — to its credit — reduced shopping to a science, but in doing so has also sapped it of its aesthetic, social, kinetic and human joy. And it's this one tiny yet glaring chink in Amazon's seemingly impenetrable suit of armour that may just offer their competitors an opportunity to inflict a small wound, or at least save themselves from outright annihilation. Using art to counter Amazon’s science, retailers may just stand a chance of surviving, if not thriving in their shadow. Using art to counter Amazon’s science, retailers may just stand a chance of surviving, if not thriving in their shadow. But it’s a strategy that demands that these same retailers finally come to grips with a longstanding and inconvenient truth. Most retail experiences aren’t fun, beautiful or joyful either. There’s a reason people aren’t going to the mall anymore. There’s a cause for all the store closures. So how does one engineer joy?
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