Shopping centers strike back:
Leisure at the heart of revenge

Long associated with simple shopping, shopping centers are transformed today into real places of life .

Faced with competition from e-commerce and the drop in traffic, they are adopting a bold but profitable strategy: banking on leisure to reinvent the customer experience.

source: https://loop5.de/wp-content/uploads/2023/02/230126_loop5_rendering_flying-loop25.jpg

A strategic metamorphosis

With closing brands and rising vacant surfaces, shopping centers can no longer be content to be consumer spaces. They must seduce otherwise by offering unique and immersive experiences.

The objective? Attract more visitors and extend the duration of visits .

Take Val d'Europe near Paris: its old Castorama has been transformed into a 13,400 m² leisure complex including karting , bowling , laser game , escape game, quiz room and karaoke .

This type of retraining attracts a varied audience, from families to groups of friends to companies looking for team building activities.

Inspiring examples

Boom Boom Villette in Paris offers a perfect mix between leisure and catering , creating a hybrid space where you can both have fun and eat well. Polygone Riviera in Cagnes-sur-Mer is betting on the adventure with an attraction area 10 meters high for children. Loop5 shopping in Germany caused a sensation with its giant slide and trail adventure in the heart of the center.

These examples show that entertainment and leisure have become growth engines for shopping centers.

More time spent on site = more spending in shops and restaurants.

source: https://fyooyzbm.filerobot.com/v7/protec/DATA_ART_11427886-VbCsEkEK.jpg

Why does this strategy work?

Perfect spaces for leisure:

Shopping centers have large areas, formerly occupied by large brands, which are ideal for creating immersive and modular leisure spaces.

Deculed attractiveness

Leisure even attracts those who do not like to do stores. While some visit the shops, others take advantage of the activities. No one gets bored, so nobody groans to come back!

More time = more expenses

Visitors spend more time on site, which means more consumption : shopping, meals, paid activities ... A happy child after a game of bowling alley? Probably a snack or a family dinner right after!

💡 Shopping centers can go even further by creating immersive thematic universes , with seasonal events and shows that transform each visit into memorable experience.

Towards a promising future

With the boom in leisure projects in shopping centers, some are wondering about the future of independent leisure parks.

It is true that shopping centers have major competitive advantages: central locations, easy access and a diversified offer that combines shopping, catering and entertainment.

However, traditional amusement parks can remain competitive by following a few key principles:

Anticipate market trends by integrating innovative and immersive experiences.
Propose a targeted and specialized offer in single-activity or strong themes, which can create a unique appeal.
Take care of the maintenance and quality of the facilities to provide an impeccable experience.
Adopt a top customer service, with a formed, welcoming and proactive team.

By remaining agile and creative, leisure parks can ride this new wave, create strategic partnerships and even coexist with shopping centers to offer additional experiences!