To kick this project off, we conducted an extensive fieldwork through behavioural monitoring of customers at different times of the week to fully understand customer behaviour before applying the new retail concept. We decided to bring back the WOW! (UAU.) effect to the Big Bang Mega store in Ljubljana that offered little excitement to its customers. The new strategy creates a store that lives up to its name – not just in size – and makes Big Bang Mega a desirable place to shop. Customers come here not because they need to, but because they want to experience, explore, and enjoy. We conceived a dynamic display concept wrapped around the experiential shop-in-shop islands that act as anchors, whereas the rest of the store remains flexible.