As an analogy, I visited a weird Ikea experiment like this in Toronto at a popup in an old retail store building. But half the store was some (not very fun) carnival games and some products on display. The products were available to purchase but the variety was (severely) limited and somehow felt like an afterthought. A portion of the retail center was a place to buy the food that is popular at the suburban retail outlets, but a little out-of-place in a downtown area with plenty of alternatives.
I feel like this was a failed approach to this idea.
That said, the try-before-you-buy combined for a primarily eCommerce company with a playground for kids approach makes a lot of sense to me. But I'm doubtful it transfers well to other submarkets. Unless they are living (but welcoming) examples of say a fashion lookbook or home furniture example displays by interior designers, similar to what Ikea has in half their maze-like suburban stores.