As an official sales partner for Ray-Ban Meta glasses, Best Buy is rethinking what it means to deliver experiential retail in the age of AI.

This week on the Modern Retail Podcast, special projects editor Melissa Daniels sat down with Best Buy’s executive vice president and chief revenue officer, Patrick McGinnis, to go behind the scenes into the development of the new 30-by-30-foot Meta AI shop-in-shops rolling out in select stores.

It’s the latest example of how Best Buy is looking to position itself as a destination for cutting-edge technology — and it’s also a case study into how legacy retailers can rethink the store experience for new audiences. Best Buy plans to have 50 stores selling the new Ray-Ban Meta frames by the end of the year, with the hopes of increasing that to as many as 200 or more by the end of next year, McGinnis said.

The company knows there’s demand for people to check out the specs in person; its own survey data shows that more than 50% of Best Buy customers say they want to see the Meta glasses in person before making a purchase. And since the retailer first launched smaller displays in 100 stores last October, more than 175,000 customers have completed a demo in a Best Buy store.

But beyond creating a destination for people to try out cutting-edge tech in person, the shop-in-shop provided an opportunity for Best Buy to revamp its store layout, McGinnis said. It aims to have more flexible space for experiential retail, including for more AI-powered products, on the horizon.