The humble food court, once the preserve of cheap chain shopping malls, is undergoing the ultimate shift. Hotbeds of experimentation, these new breeds not only revolutionise a city break, but day-to-day dining too. But what can restaurant brands learn from these buzzing gastronomical destinations?

Macy's new in-store virtual reality system lets customers design and walk through a 3D living room – and then buy the furniture. The company plans to roll-out the programme in 90 stores by early 2019 and is also launching an augmented reality app to allow customers to explore furniture at home.

As part of a partnership with Olympic Studios, Selfridges will be launching a three-screen, in-store cinema. It's an example of how brick-and-mortar retailers are looking to lure in consumers by enhancing the experience of shopping beyond browsing and transactions.

Alongside its BILLY bookcase, IKEA’s meatballs are an iconic part of the brand. Anyone who's ever been dragged around a superstore by a determined adult will tell you it was worth it if they got to eat the Scandinavian staple. Now, IKEA Food is one of the retailer's fastest-growing departments.