Shopping malls today are in crisis. Physical stores compete with the online world. Malls must become more attractive to continue to be a part of the leisure life of cities. WOW is an articulated project by External Reference, with a digital marketplace that complements the online shopping experience through interactive systems. It is a spectacular point of sale where each floor is unique and constantly changing, making WOW a theatre of retail, with an iridescent scenography. WOW, blends reality with fiction, the physical becomes digital, and shopping becomes an immersive experience.