Shopping malls strike back:
Leisure at the heart of the revenge

Long associated with simple shopping, shopping centers are now transforming into true living spaces .

Faced with competition from e-commerce and declining foot traffic, they adopted a bold but profitable strategy: focusing on leisure to reinvent the customer experience.

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A strategic metamorphosis

With stores closing and vacant spaces on the rise, shopping centers can no longer simply be places for consumption. They must attract customers in a different way by offering unique and immersive experiences.

The goal? To attract more visitors and extend the duration of visits .

Let's take Val d'Europe near Paris: its former Castorama has been transformed into a 13,400 m² leisure complex including go-karting , bowling , laser tag , escape games, quiz rooms and karaoke .

This type of career change attracts a diverse 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 of leisure and dining , creating a hybrid space where you can both have fun and enjoy a good meal. Polygone Riviera in Cagnes-sur-Mer focuses on adventure with an attraction zone perched 10 meters high for children. Loop5 Shopping in Germany is making waves with its giant slide and adventure trail in the heart of the center.

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

More time spent there = more spending in shops and restaurants.

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Why does this strategy work?

Perfect spaces for leisure:

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

Tenfold increase in attractiveness

Leisure activities attract even those who don't like shopping. While some browse the boutiques, others enjoy the activities. No one gets bored, so no one complains about going home!

More time = more expenses

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

💡 Shopping centers can go even further by creating immersive themed worlds , with seasonal events and shows that transform every visit into a memorable experience.

Towards a promising future

With the rise of leisure projects in shopping centers, some are questioning the future of independent amusement parks.

It is true that shopping centers have major competitive advantages: central locations, easy access and a diverse offering that combines shopping, dining and entertainment.

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

Anticipate market trends by integrating innovative and immersive experiences.
Offering a targeted and specialized service in a single activity or strong theme can create a unique appeal.
Maintaining the upkeep and quality of the facilities ensures an impeccable experience.
Adopt a top-notch customer service, with a trained, welcoming and proactive team.

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