Have you noticed that shopping malls have become a little more exciting? Shopping malls have recently experienced a trend toward adding extra attractions that go beyond shopping.

Incorporating interactive activities and play areas into shopping centers makes them more attractive to modern-day shoppers and families. As e-commerce becomes increasingly popular with sales forecast to reach $4.1 trillion in 2024, shopping centers must get creative and offer shoppers activities they can only experience in person. Learn more about the top shopping center trends that help attract more visitors.

1. Indoor Playgrounds and Interactive Play

For decades, malls have included basic indoor play areas to keep children busy while their parents shop and run errands. Today, interactive play equipment is essential to engage the whole family and provide kids with multiple opportunities for physical and social development. Immersive playgrounds also have the advantage of being attractive to children of varying ages, interests and abilities.

Immersive indoor playgrounds attract shoppers looking for all-weather play areas where they’re always protected from the elements. They should include equipment that allows kids to burn off energy in a fun, innovative environment.

Some of the key elements to include in an immersive and interactive play area include:

Themed Playgrounds

Indoor play equipment is becoming more creative, and you can customize it to match the mall’s theme. Whether you plan to create an under-the-sea-inspired scene or a setup reminiscent of fairytales, there are various playground elements that can bring your vision to life. Some options include:

  • Entryways: A custom entryway will stand out in a busy mall, enticing kids to come and play. You can incorporate the name of your playground or some eye-catching animals to build on the appeal.
  • Signs: From outlining play restrictions to informing visitors of the restroom location, signs are crucial in playgrounds. Adding signage elements that match your theme ensures a more cohesive playground design.
  • Themed hand sanitizer stations: Maintaining cleanliness is essential in areas with several high-touch surfaces. Providing themed sanitizer stations is a great option for a play environment.
  • Mascots or hanging sculptures: If you’re looking for a way to stand out from your competitors, add mascots or hanging sculptures. Their presence fills kids with awe, prompting families to visit again in order to see them.

When planning an immersive or themed playground, it’s important to consider the comfort of caregivers. Providing a space with seating and other furnishings enables parents and guardians to relax while their kids have fun. In addition, kids can join them in the seating area if they need a break during playtime.

Provide a Spot for Seating

2. Virtual and Gamified Experiences

Another trend shopping malls can capitalize on is gamified zones. By leveraging immersive technology, you can attract tech-savvy visitors and further enhance the retail experience. Some ideas include:

  • Gaming stations: Shopping centers can designate areas in which people of all ages can play interactive games. By equipping the area with gamified play experiences, you can create a modern play environment.
  • Adventure simulations: Kids and adults alike will enjoy exploring virtual reality (VR) experiences and completing missions. Challenge winners could receive a mall voucher or discount code to promote retail experiences.
  • Live performances: Shopping malls can increase foot traffic by hosting virtual concerts or fashion shows. In addition, brands could use VR to introduce their products, helping to build excitement and intrigue.

3. Bowling Alleys

Bowling alleys are one of the most enjoyable things to do in malls, as people of all ages can participate. They attract both individuals and groups, whether for an outing with family or a birthday party. While classic bowling alleys can provide tons of entertainment and nostalgia, upscale bowling alleys make the activity even better by including arcade games, a bar, a restaurant and live music.

4. Family Entertainment Centers

When analyzing trends for shopping malls, you may have come across the concept of creating a family entertainment center. These involve integrating various activities to ensure an enjoyable experience for all ages. Some options to implement in your family entertainment center include:

  • Mini-golf: Indoor mini-golf arenas are becoming much more exciting and inventive in the process. These arenas dial up an average game of mini-golf with glow-in-the-dark elements or gamification technology.
  • Laser tag: Indoor laser tag arenas and parks are being built and added to malls and other centers. It’s a fun form of exercise that helps people of all ages improve focus and concentration.
  • Escape rooms: These involve locking a group of people in an elaborately decorated room with a unifying theme, like a turn-of-the-century mansion or an underground cave. They then have a set time limit to try to figure out the cleverly hidden clues in the room that will help them escape. The goal is to make it out of the room before the timer hits zero.

5. Food Courts and Restaurants

You know the cliche saying, “Never shop on an empty stomach”? Shopping malls have taken this saying seriously and are acting on it by including food courts where restaurants and hotels can set up shop. Food courts typically house several restaurants, pizzerias, food stalls, bistros or cafes that serve multiple cuisines. These ensure shoppers can take a break, replenish their energy and bond with their shopping buddies as they grab a bite.

Fine-dining restaurants are also popping up in malls to provide shoppers with a luxurious and sophisticated dining experience they can enjoy, especially during special occasions. For example, after hosting a kid’s party in the mall’s indoor play area, parents can take the kids and parents to the restaurant for a proper meal and a small cake-cutting ceremony.

6. Gyms and Fitness Centers

Gyms and fitness centers are another retailment — retail plus entertainment — element that provides additional convenience to mall visitors. At a fitness center in the mall, members can break a sweat and refresh with a cup of coffee, protein shake or smoothie from the juice bars or bistros. Gym enthusiasts can also shop and bring their kids along, leaving them to play in indoor play areas under the supervision of childcare attendants.

Incorporating a gym playground for kids of all ages can attract more families to the health and fitness center. It will also increase memberships, encourage repeat traffic and strengthen brand loyalty because parents are confident that their kids are playing or exercising safely.

Soft Play provides high-quality, durable and fun indoor health and fitness equipment that makes a trip to the mall more fun for kids.

7. Other Shopping Mall Attractions

There are endless mall activities you can incorporate to boost traffic and gain an advantage over your competitors. Other interesting ideas include:

  • Movie theaters: Movie theaters in malls are becoming more entertaining and inviting by offering exciting 3D experiences, comfortable reclining seats and an extensive array of concessions.
  • Aquariums: Aquariums provide an interactive shopping mall experience that keeps many visitors coming back. These can include ocean-themed play pieces, sculptured animals and custom theme play structures that keep children active and engaged.
  • Skydiving simulators: Did you know you can mimic the experience of skydiving while remaining in a completely safe and contained environment? These simulators use vertical wind tunnels to create a smooth air current that allows kids and adults to fly, making this an exciting sport that appeals to many mall visitors.

Partner With Soft Play to Create the Ultimate Retail Playground Experience

You’ll notice that the one common aspect of all these trends in shopping centers is interactivity. By incorporating these kinds of activities into more traditional shopping mall environments, they become more attractive to modern-day shoppers and families, creating a better customer experience.

The idea is that these spaces will be less dedicated shopping centers and more of an all-inclusive fun center where you can enjoy a fun activity with your family and friends, grab a bite to eat, and enjoy a day of shopping. There are endless mall activity ideas that you can create when you partner with Soft Play.

If you want to add an immersive indoor playground to your shopping center to increase foot traffic and gain a competitive advantage, there’s no better option than Soft Play to help you design your dream indoor playground. We’re a global leader in the indoor playground equipment industry, and since 1984, we’ve been committed to our mission of providing safe play equipment that’s fun for kids and good for business.

To get started on your mall playground design, contact us for a consultation or reach out to a playground consultant near you.