Shopping centres are increasingly turning to unconventional activities such as zip wires, rock climbing, and wild swimming to lure customers away from the monotony of traditional retail.
The shift in consumer behaviour has led shopping centre landlords to rethink their strategies, with many opting for immersive experiences that go beyond the confines of a physical store. The aim is to create memorable moments for visitors, encouraging them to linger longer and return again.
This trend is particularly evident among younger generations such as Gen Z and millennials, who are driving demand for self-improvement and interactive activities. According to Bruce Findlay, managing director of retail at LandSec, wellness has become a major focus, with shopping centres incorporating gyms, yoga studios, and other health-related initiatives.
The rise of social media is also playing a significant role in shaping consumer behaviour. Katie Wyle, director at Unibail-Rodamco-Westfield, notes that people are craving interactive experiences that provide opportunities for 'selfies' and social sharing. This desire for hands-on activity has led to the proliferation of virtual reality experiences, escape rooms, and other immersive activities.
Sports operators such as Go Ape are also adapting to changing consumer demand. Jo O'Boyle, marketing director, reveals that her company is exploring options beyond its traditional park and forest locations, with a focus on finding complementary offers that can attract new customers.
The introduction of these new experiences has been welcomed by shopping centre owners, who see them as a way to breathe new life into underperforming sites. Colin Waggett, chief executive of Third Space, notes that his company is thriving in former retail spaces, which landlords are struggling to fill.
While not all shopping centres can accommodate these ambitious plans, many are taking inspiration from the innovators and incorporating activities such as indoor rock climbing, zip wires, and padel courts into their offerings. The shift towards experiential retail is one that shows no signs of slowing down, with consumers increasingly seeking out unique and memorable experiences in a world where online shopping has made traditional retail less appealing.
As Vivienne King, chair of the executive board at Revo, observes, "It's about creating memorable, shared moments for families and friends. These kinds of experiences encourage longer visits, repeat trips, and a deeper connection with the destination."
The shift in consumer behaviour has led shopping centre landlords to rethink their strategies, with many opting for immersive experiences that go beyond the confines of a physical store. The aim is to create memorable moments for visitors, encouraging them to linger longer and return again.
This trend is particularly evident among younger generations such as Gen Z and millennials, who are driving demand for self-improvement and interactive activities. According to Bruce Findlay, managing director of retail at LandSec, wellness has become a major focus, with shopping centres incorporating gyms, yoga studios, and other health-related initiatives.
The rise of social media is also playing a significant role in shaping consumer behaviour. Katie Wyle, director at Unibail-Rodamco-Westfield, notes that people are craving interactive experiences that provide opportunities for 'selfies' and social sharing. This desire for hands-on activity has led to the proliferation of virtual reality experiences, escape rooms, and other immersive activities.
Sports operators such as Go Ape are also adapting to changing consumer demand. Jo O'Boyle, marketing director, reveals that her company is exploring options beyond its traditional park and forest locations, with a focus on finding complementary offers that can attract new customers.
The introduction of these new experiences has been welcomed by shopping centre owners, who see them as a way to breathe new life into underperforming sites. Colin Waggett, chief executive of Third Space, notes that his company is thriving in former retail spaces, which landlords are struggling to fill.
While not all shopping centres can accommodate these ambitious plans, many are taking inspiration from the innovators and incorporating activities such as indoor rock climbing, zip wires, and padel courts into their offerings. The shift towards experiential retail is one that shows no signs of slowing down, with consumers increasingly seeking out unique and memorable experiences in a world where online shopping has made traditional retail less appealing.
As Vivienne King, chair of the executive board at Revo, observes, "It's about creating memorable, shared moments for families and friends. These kinds of experiences encourage longer visits, repeat trips, and a deeper connection with the destination."
So like, shopping centres are trying to be cool again by adding all these wild activities like zip wires and rock climbing... but isn't that just gonna make people go online and shop at home instead? I mean, what's stopping someone from just looking up how to do a zip wire on YouTube and not even bother going to the mall? And don't even get me started on the whole wellness thing - gyms in shopping centres? Isn't that just a money grab? 
! I mean, who wouldn't want to zip line or climb rocks while buying stuff? It's like they're trying to make up for the whole online shopping thing. And it's not just younger folks, older people are into this wellness vibe too 
. I'm all for it, as long as they don't turn my local mall into a theme park. Virtual reality and escape rooms? That sounds like a blast! Maybe it'll bring back some of that old-school fun we had in our youth 
. But, gotta wonder if it's just a fad or if this is the future of retail...
. Like, who thought it was a good idea to add rock climbing walls in the middle of a mall? I mean, I guess it's kinda cool for the Instagram influencers and stuff, but for me, it just feels like they're trying too hard to be "experiential" and forget about actually selling anything 
. And don't even get me started on the VR experiences... who pays money to walk around in a virtual forest? 
It's all just a bunch of overpriced, feel-good nonsense. Give me a good old-fashioned mall food court any day! 
I mean, what's next? Virtual reality therapy sessions in shopping centers? It's all too convenient. And don't even get me started on the corporate interests behind these new experiences...
it's not just about shopping anymore, its about creating an experience. and with social media, people wanna share those experiences on the gram 
we need more of that. and virtual reality is a whole new level of immersive experience. i've heard its like totally life changing or something 
and yeah I know some people might say its just a gimmick but honestly its about creating those memorable moments for families and friends that's what it's all about! 
my friend's cousin went to this new shopping centre in London and they had a huge indoor trampoline park and a virtual reality gaming area... it was lit 
! It's so refreshing to see them going beyond just selling stuff and creating actual experiences 
. I mean, who doesn't want to zip line or climb rocks while they're out shopping? 
!
, and now they're like outdoor adventures waiting to happen 
. The younger folks are driving this trend and it's actually kinda cool to see them prioritizing experiences over stuff. Virtual reality is getting more advanced too, I mean who wouldn't wanna be an astronaut or a superhero for a day? 
.
Shopping centers are definitely thinking outside the box now. I mean, who doesn't love an epic zip wire or indoor rock climbing? It's all about creating those memorable moments, just like Vivienne King said 
I mean, who needs to buy stuff when you can just zip line around a shopping centre 
On a serious note, it's cool that shopping centres are trying new things and catering to younger generations' desire for interactive experiences. Maybe I'll even try out the yoga studio... after I finish my Netflix binge 
.
. Not all shopping centres can do this, but those that are getting it right are killing it. I mean, who needs a boring old shop when you can have an indoor rock climbing wall or a padel court?
Who needs boring old stores when you can have an adventure? 
! I mean, who needs to browse for clothes when u can go wild swimming or zip lining? 
It's all about creating memories and making u wanna come back for more, right? 
. I mean, we're living in an era where Gen Z and millennials are all about that self-improvement life 
. Like, who wants to sit around watching ads when you can go zip lining or rock climbing? 
. I mean, who wouldn't want to go parkour-ing or tree-top treks? 
. We're not just talking about your average, everyday retail space anymore! 
. The idea is to create an immersive experience that makes you want to linger longer, grab a selfie, and share it on social media 
. These experiences encourage longer visits, repeat trips, and a deeper connection with the destination. It's all about making shopping centre-goers feel like they're part of something special 
. And sports activities like zip wires and rock climbing are super cool too 
And honestly, it makes total sense. Gen Z and millennials are all about that self-improvement life, so if they can get their Instagram followers to take a selfie in front of some sick zip wire setup, that's a win for them 
. Overall, it's all about creating those memorable moments and making shopping centers feel like destinations again 
.