Which architectural firm pioneered the 'digital phygital' concept in 2018, creating retail spaces where physical structures respond to customer movement and preferences in real-time?

The intersection of architecture and retail has evolved dramatically in recent years, with innovative design concepts reshaping customer experiences. Major architectural firms are pioneering spaces that blend digital and physical realms, creating immersive brand environments. Test your knowledge about a groundbreaking architectural retail innovation that has transformed how consumers interact with products and spaces.

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Gensler with their 'Responsive Retail' framework for Nike's House of Innovation
Foster + Partners with Apple's 'Dynamic Store' concept
Zaha Hadid Architects with Adidas' 'Flux Space' technology
Bjarke Ingels Group (BIG) with IKEA's 'Adaptive Environment' system