Which Broadway show pioneered the first-ever 'immersive retail environment' where the merchandise store was designed as an extension of the theatrical set?

Theater merchandising has evolved dramatically in recent years, with performing arts venues adopting sophisticated retail strategies to enhance audience engagement and generate additional revenue streams. One particular Broadway innovation revolutionized how theaters approach the audience retail experience. Test your knowledge of this game-changing retail approach that has since been adopted by performing arts venues worldwide.

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Wicked (2003) - The 'Ozdust Boutique' featuring emerald-themed architecture and interactive elements from the Emerald City
The Lion King (1997) - The 'Pride Rock Market' with African-inspired merchandising displays and ambient savanna sounds
Hamilton (2015) - 'The Treasury' featuring colonial-era décor and document-styled packaging for all merchandise
Phantom of the Opera (1988) - 'The Opera House Emporium' with chandelier lighting and masked mannequins displaying merchandise