Theory House Looks to Theme Parks to Design Lines for Lowe’s

Charlotte, NC-based retail branding agency Theory House has launched a QueueEXP service designed to educate and engage shoppers as they wait in line, something they’re likely to do more of due to new restrictions on store capacity put in place during the COVID-19 pandemic.

QueueEXP is a collaboration between Theory House and Mark Gildersleeve, a designer and creative director with more than 20 years of experience working for theme parks including Dollywood and SeaWorld Orlando.

“Queue lines at the best theme parks are as much a part of the experience as the attraction itself,” Gildersleeve said in a media release. “QueueEXP provides a fun and enjoyable queue line experience by cleverly immersing the customer in the store’s brands while preparing them for a more efficient shopping experience."

A conceptual design created for Lowe’s has shoppers wait in front of the store in a curving, modular shade structure that incorporates water misters, cooling fans and educational audio. The structure is decorated with displays depicting giant versions of tools and other products from brands including Sherwin-Williams’ Valspar and Stanley Black & Decker’s Stanley Fatmax.

“We see QueueEXP as an opportunity for retailers to differentiate in the marketplace and deliver a better guest experience that brings unique aspects of their brand to life for customers,” Theory House president Jim Cusson said in the release. “There is also an opportunity to transform the expense of managing this infrastructure into a revenue stream by offering sponsorship opportunities for brands to engage directly with guests as they wait in line.”