Which Broadway production company pioneered the 'immersive retail experience' concept by creating themed retail environments where audience members could physically interact with elements from the show before and after performances?

In the competitive landscape of performing arts, theaters and production companies are increasingly adopting innovative retail concepts and brand strategies to enhance audience experiences beyond the show itself. This trivia question explores a groundbreaking brand storytelling initiative that transformed the traditional theater merchandise model and created new revenue streams while deepening audience engagement with productions.

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Hamilton Uptown, with their historical document recreation studio where visitors craft their own 'signed' declarations
The Lion King's Pride Lands Marketplace, featuring artisans creating African-inspired crafts in real-time
Sleep No More (Punchdrunk), with their McKittrick Hotel gift shop designed as an extension of the show's narrative
Wicked's Emerald City Boutique, where customers receive personalized 'citizenships' to Oz with purchases