Socialising the Mall: Youth Culture Focus

Still attracting young people – 60% of American Gen Zers visit malls to socialise (ICSC, 2023) – smart malls are reviving their reputation as places to convene and be seen. Servicing a post-Covid craving for real-life community, the rebooted focus is on experiential strategies attuned to sports, gaming and (for now) 90s/00s fashion.

Greening the Mall

New concepts in America and Asia are serving the urgent symbiotic need to combat the climate crisis and satisfy consumers’ wellbeing cravings (see Key Stats). Designs include seasonal-depression-battling biophilic interiors, biodiverse terraces and bookable green space pertaining to Civic Commerce.

New Sports: Malls Morph Into Wellness Hubs

Furthering wellbeing but foregrounding physical fitness, several astute malls are pivoting to make premium gyms and fast-growing sports like pickleball (which experienced a 159% uplift in the US from 2019 to 2022 – see Key Stats) central to their propositions.

The Rise of the Pet-Friendly Mall

With pet ownership growing globally (see Key Stats) – and British business owners that became “dog-friendly” for the first time in 2022 reporting 20-50% growth as a result (DogFriendly, 2022) – smart malls are adjusting their services accordingly, from pet play dates in dedicated playgrounds to rentable in-mall transport.

Arts & Culture Linchpins: Immersive & XR Experiences

Extraordinary immersive digital art exhibitions, created in collaboration with leading art and design collectives, are giving malls a new edge and adding interest factor – establishing a new leisure imperative with relevance to all ages.