What: Malls are replacing anchors (large department stores and retailers) by experiential spaces to drive traffic.

Retailwire reports that malls are betting on big, immersive entertainment experiences as a footfall-drawing scheme, such as a mall in Houston which replaced a 4,000 sqm Bed, Bath & Beyond by an interactive art museum, or another setting up an augmented reality experience on the former premises of a home décor chain.

Experts are dubious on the fact of being sure that this will be enough to cure the malls’ woes and issues. Analysts point out the fact that events and experiencial spaces, even though they generate traffic, might not help to convert said traffic into footfall in adjacent stores.

More than a theme-park, malls must get back to their initial function of drawing customers, families and communities with entertainment, experience and meaning. A farmer market might be more effective in that sense than an art museum.

Malls, Needing A Comeback, Replace Anchors With Immersive Experiences