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.

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.

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.

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.

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.