Shopping centres are increasingly turning to unconventional activities to draw in customers. Gone are the days of hasty queues at Primark; instead, developers are bringing sport and health-related pursuits like zip wires, football, rock climbing, and wild swimming into shopping malls.
The shift towards more experiential activities reflects a changing consumer landscape, with people craving interactive experiences over passive entertainment. According to Vivienne King, chair of the executive board at Revo, "there has been a clear shift in what people expect from destinations, focusing more now on experience than ever before." This is particularly true for Gen Z and millennials, who are increasingly focused on self-improvement and treating themselves.
Shopping centres with ample space are capitalising on this trend by introducing new activities like go-karting, mini-golf, darts, and even outdoor events arenas. Bluewater in Kent has transformed a former Debenhams site into an entertainment hub, featuring a go-karting track, mini-golf, and a climbing wall.
Sports operators are also expanding their offerings to shopping centres, with Go Ape considering moving beyond its traditional park locations. The company's marketing director, Jo O'Boyle, notes that it needs complementary activities like bike riding or forest walks to replicate the success of its parks.
Meanwhile, high-end fitness clubs like Third Space are offering a more boutique experience, featuring martial arts dojos, cycle and yoga studios, steam rooms, and saunas. Colin Waggett, CEO of Third Space, argues that these spaces offer an attractive alternative to traditional retail spaces.
As landlords adapt to declining footfall in shopping centres, they're increasingly turning to leisure operators for help. According to Bruce Findlay, managing director of retail at LandSec, "wellness is more and more to the fore." The company's Bluewater centre is set to become a hub for outdoor activities like padel courts and potentially even rollercoasters.
The shift towards experiential retail has significant implications for landlords and retailers. With many shopping centres struggling to fill former retail spaces, developers are turning to leisure operators as a solution. As one industry expert noted, "it's things you can't do online – it's social, outdoor play."
The shift towards more experiential activities reflects a changing consumer landscape, with people craving interactive experiences over passive entertainment. According to Vivienne King, chair of the executive board at Revo, "there has been a clear shift in what people expect from destinations, focusing more now on experience than ever before." This is particularly true for Gen Z and millennials, who are increasingly focused on self-improvement and treating themselves.
Shopping centres with ample space are capitalising on this trend by introducing new activities like go-karting, mini-golf, darts, and even outdoor events arenas. Bluewater in Kent has transformed a former Debenhams site into an entertainment hub, featuring a go-karting track, mini-golf, and a climbing wall.
Sports operators are also expanding their offerings to shopping centres, with Go Ape considering moving beyond its traditional park locations. The company's marketing director, Jo O'Boyle, notes that it needs complementary activities like bike riding or forest walks to replicate the success of its parks.
Meanwhile, high-end fitness clubs like Third Space are offering a more boutique experience, featuring martial arts dojos, cycle and yoga studios, steam rooms, and saunas. Colin Waggett, CEO of Third Space, argues that these spaces offer an attractive alternative to traditional retail spaces.
As landlords adapt to declining footfall in shopping centres, they're increasingly turning to leisure operators for help. According to Bruce Findlay, managing director of retail at LandSec, "wellness is more and more to the fore." The company's Bluewater centre is set to become a hub for outdoor activities like padel courts and potentially even rollercoasters.
The shift towards experiential retail has significant implications for landlords and retailers. With many shopping centres struggling to fill former retail spaces, developers are turning to leisure operators as a solution. As one industry expert noted, "it's things you can't do online – it's social, outdoor play."
! Shopping centres r getting creative with all these sporty & healthy stuff, like zip wires & rock climbing. Its a win for ppl who wanna be active & try new things. I mean, whos excited about go-karting or mini-golf in a mall? Gen Z & millennials are all abt self-improvement & treating themselves, so its no wonder shopping centres r catering 2 this trend 
. And lets be real, it's not just bout the activities itselfs, but also bout creating an immersive experience 4 customers 
. Its a game changer 4 landlords n retailers!
i mean, who doesn't want to go zip lining or rock climbing while they're waiting for their fave brand to open up? it's all about creating experiences that you can't get online, you know? 
and it's not just the young folks who are into this either, my mum was at bluewater in kent recently and she said it was so much fun! 
. And its not just about the thrill-seekers either - there are plenty of options for people who just want to chill out and have some fun with friends 
. Plus, with all these new activities coming in, I'm sure we'll see some pretty cool social media moments popping up on Instagram 
. Maybe one day we'll even see rollercoasters in shopping malls?! 
That would be insane!
. It's like, why just shop when u can get ur fix of exercise & fun all in one place 
. The more interactive stuff is really catering 2 Gen Z & millennials who wanna improve themselves & treat themselves, which is super relatable 
. Can't wait 2 see more outdoor events arenas & padel courts in malls! 
Shopping centres are getting crazy! Who needs shopping when you can go ziplining or mini golf? 
It's all about experiences now. Gen Z and millennials want to treat themselves and improve their lives. 
Gen Z and millennials want something more than just browsing racks of clothes, they want to have fun and improve themselves too. And it makes sense, we're living in a world where everyone's always on their phones anyway, so why not get some fresh air and exercise while you're at it? 
this is just another way to distract us from the real issues, if you ask me... shopping malls are just becoming more like amusement parks, but what about all the waste and pollution that comes with it? 
they're trying to get people to spend more money, but are we really getting healthier or happier in the process? 
It's a great way for kids (and let's be real, adults too) to stay active and make some memories with friends and family. And it's awesome that companies are recognizing this trend and adapting their businesses to meet the changing needs of consumers. I'm not surprised that high-end fitness clubs like Third Space are popping up – people want to feel good about themselves and have a unique experience! 
! It's like, who needs just browsing clothes when you can zip line or go rock climbing while you're at it? 
The fact that people are craving interactive experiences over passive entertainment is totally making sense. I mean, we're living in a world where social media is a big part of our lives, so why not take that energy and turn it into something tangible?
It just goes to show that people are looking for more than just a quick retail fix – they want an experience.
That's like, the ultimate luxury shopping experience! I'm all about embracing change and finding new ways to make shopping more exciting. Bring it on, malls! 
. Who knew zip wires and rock climbing would be the new thing in Primark? 
. And who wouldn't want to try padel courts or mini-golf at Bluewater? It's all about creating spaces that are Instagram-worthy, fun, and bring people together 
.
? Whatever it is, I'm excited to check it out and be a part of the fun! 
It's awesome that devs are recognizing what people want now: interactive experiences. Self-improvement is all about trying new things, so I'm stoked to see shopping centres offering more experiential activities. Go-karting and mini-golf sound like a blast! 
I wish Bluewater in Kent would add an outdoor events arena – that'd be lit 
. For me, it raises interesting questions about the nature of leisure time and how we use our free time to recharge or connect with others... is it really just about 'me' or can experiences like this help us grow as individuals?
It's like they're trying to distract us from the fact that there's not much shopping left anyway 
I'm not sure if I want to pay good money to go zip lining in the middle of a mall or watch someone climb a wall. Just give me my regular old shopping experience, please 
. I THINK THIS IS A GREAT WAY FOR LANDLORDS TO ATTRACT CUSTOMERS AGAIN AND FOR RETAILERS TO GET CREATIVE WITH THEIR STORES!
. But shopping centers are trying to change that by offering activities that bring people together and create a sense of community. Its not just about the thrill of the activity itself, but also about the experience you have while doing it - like watching the sunset from the top of a climbing wall or laughing with friends over a round of mini-golf 
.
. I mean, isn't the whole point of shopping centres just to buy stuff? Like, what if you're trying to find a new pair of trainers and there's some obstacle course in the way? It's just gonna be a hassle 
. And don't even get me started on all these "outdoor events arenas" - it sounds like they're just trying to turn shopping centres into theme parks 
?
and those sports operators are tryin to adapt by addin bike riding and forest walks but idk if that's gonna cut it 
maybe shopping centres just need to shift from bein a place where u go 2 b bored 