But a shopping centre in suburban Melbourne offers a glimpse into what lies ahead for shoppers as we increasingly buy products online and major retailers such as David Jones and Myer reduce their footprint or shut down stores.
Besides axe throwing in Melbourne, Westfield customers can lock themselves in a challenge room at Chermside in Brisbane, raise a sweat at Peloton in Bondi Junction or get tattoos at Tuggerah on the Central Coast and Southland in suburban Melbourne. Shopping centre operator Scentre Group also offers free entertainment at Westfields, with appearances by Jessica Mauboy, Kate Ceberano and Amy Shark in the past year. It also teamed up with Disney to offerexperiences such as lightsabre training, craft activities and immersive video tours this month.Scentre Group director customer, community and destinations Lillian Fadel said the company regarded shopping centres “more as destinations”.
“Rather than continuing to anchor it to a department store, we took guidance from the community to create our vision,” she said. “What you see today is a true destination and example of where we’re heading with our future investments.”At Westfield Bondi Junction, high-end wellness and health operators, luxury stores and entertainment are likely to take over the space relinquished by David Jones, Fadel said.
“It could be experiencing a product brand and testing how it works - like a demonstration of cooking equipment, immersive sensory encounters, creative storytelling, food and beverage offerings or leaning into the luxury concierge service level where the customer feels special,” she said.
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