Shopping centre activations are becoming a cornerstone strategy for attracting footfall and increasing dwell time, as consumers are always looking for - and comparing - retail experiences between different centres. As we’re almost halfway through the year, here are the top 5 shopping centre activation trends to watch this year…
Immersive Multi-sensory Experiences
We’ve noticed an increasing focus on engaging all 5 senses to create deeper, more memorable connections with visitors. This also enhances a child’s experience in an event, making it so much more memorable with sensory elements. The added interaction of touch, sight, hearing, smell and taste stimulates our senses, making the experience immersive, emotionally resonant, and likely to be remembered long after the visit is over.
Sustainability and Eco-friendly Activations
With environmental awareness at an all-time high, sustainability will remain a key theme in shopping centre activation strategies throughout 2025. Installations are expected to be eco-friendly, using reusable and recyclable materials. We’ve also worked on activations that supported local green initiatives, which not only aligned with community values but also encouraged visitor participation.
Live Interaction
Despite the advancement in technology, AI, etc., live interaction still plays an important role in shopping centre activations in 2025. Genuine interactions and moments outside the digital screen have been a big hit among visitors. Roaming live actors and performers around the shopping centre have worked really well in connecting with visitors emotionally, as they spark instant joy and social sharing. It’s a great way to foster positive associations with the shopping centre, encouraging loyalty and repeat visits.
Gamification
Interactivity drives engagement, especially with family audiences. Gamified shopping centre activations are a great way to build a sense of community, introducing an element of teamwork and competitiveness into the shopping centre activation. For example, rather than simply asking people to take part in an activity, the activation could challenge the community to “achieve something together,” like reaching a shared milestone by combining everyone’s efforts. This could involve visitors completing an activity multiple times, adding purpose and encouraging repeat visits during the activation. It’s a great way to turn a solo experience into something much bigger and more memorable.
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Licensed Trails
Themed, seasonal trails have always been popular as a shopping centre activation; they’re well-versed in encouraging visitors to explore the whole centre fully. However, to make a trail stand out even more, licensed characters can add instant recognition and emotional connection. Licensed characters can easily tap into existing fan bases and storytelling, making the trail more engaging and shareable. It’s an added experience to entertain children, bring nostalgia to adults, and create amazing photo opportunities that visitors are excited to share.
Successful activations need to go beyond simple entertainment - they need to be immersive and meaningful to make the event unforgettable. This can help build long-term loyalty in a competitive retail market with innovative activations all around. View our last blog to see our indoor entertainment options, or contact us to find out more!