This trend is made particularly evident by the growing number of entertainment venues within malls. In the Middle East, indoor entertainment has been a given for decades. However, this trend is now gaining traction in other regions as well.
Some examples from the Middle East and the emerging European market:
Gravity-MAX Westfield, Stratford, U.K.
Gravity Max at Westfield Stratford City was opened this year and is an innovative entertainment center that brings a range of activities together under one roof. Spread across multiple floors, Gravity Max features E-karts, where visitors can race on a high speed indoor electric go-kart track. The center also features an 18 hole ‘Street Golf’ course which offers a creative, urban take on mini golf. The venue also includes darts, karaoke, and other classic games, making it suitable for group outings.
credit: Gravity Max
Battersea Power Station, London
London’s Battersea Power Station guarantees an array of entertainment options within its newly renovated mall. At the heart of the experience is a focus on competitive socializing, with mini golf and ping pong bars taking center stage on the top floor. The mall also boasts an impressive virtual reality arcade, offering over 50 immersive experiences across 11 distinct ‘VR Zones.’ Additionally, Battersea Power Station regularly hosts a variety of engaging events, from cinema screenings showcasing Team GB’s Olympic journey to a Padel Court sponsored by Blank Street Coffee.
credit: Battersea Power Station
Peppa Pig World of Play, Westfield, Mall of the Netherlands
Peppa Pig World of Play in Westfield Mall of the Netherlands is an engaging indoor play center designed for small children, inspired by the Peppa Pig TV show. The attraction features 14 interactive and themed play zones. These play areas are designed to promote learning through fun, encouraging creativity, imagination, and physical activity. Children can also enjoy meet-and-greets with life-sized Peppa Pig characters. The entertainment facility is located in the modern and family-friendly Westfield Mall.
credit: Peppa Pig World
Play DXB, Dubai Hills Mall, UAE
Dubai Hills Mall offers traditional entertainment options such as a luxurious cinema and soft play areas. However, developer Emaar has also introduced something new and unique in the form of the indoor theme park Play DXB. This innovative attraction features The Storm Coaster (seen on the cover), the world’s fastest indoor vertical launch roller coaster. In addition to the roller coaster, Play DXB includes 30 other rides and experiences, featuring both immersive entertainment and educational opportunities.
credit: Play DXB
Snow Oman, Mall Of Oman, Oman
Snow Oman, located in the Mall of Oman, is the largest indoor snow park in the Middle East and North Africa, covering 14,830 sq m. It offers a unique “Desert Blizzard” theme that transforms Oman’s landscapes into snow-covered scenes. Key attractions include the Mountain Thriller, Snow Bullet, and Slide Winder rides, as well as the Cloud Climber and Zorb Ball, as well as a 475-sq-m ice rink and a penguinarium.
credit: Snow Oman
Magic Planet, Riyadh Park Mall, Saudi Arabia
Magic Planet Riyadh Park, the largest Magic Planet venue to date, spans 10,000 sq m and offers a mix of attractions including multiple roller coasters as well as bumper cars, go-karting, and the Gravity trampoline park. The venue also includes Kids Square an interactive soft play area for younger visitors. Additionally, Magic Planet Riyadh Park hosts the first VOX Cinemas in Saudi Arabia, featuring a four-screen multiplex.
credit: Magic Planet
While the Middle East remains a leader in innovative mall entertainment, recent openings, e.g. in the UK at Westfield Stratford and Battersea Power Station indicate that other markets are catching up. To gain more footfall and extend visitors´ time spent in centers, domestic malls are increasingly incorporating entertainment spaces as a key differentiator.
