ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

To avoid dying, malls are banking on experiential retail, both low and high tech.

To avoid dying, malls are banking on experiential retail, both low and high tech. Area15 is the futuristic mall experiment that will open, in partnership with Intel, off the Las Vegas Strip in hopes of drawing in experience-seeking Gen Z and Millennial shoppers. The new retail and live entertainment complex, which is already expected to draw 1 million visitors annually, is aiming to be a “hotbed of interactive art and technology experiences.” On the other end of the spectrum, the Aventura Mall in Miami has continued to thrive as others struggle by investing in nine-story slides, whimsical sculptures, and carnival-style games. (Adweek, NYTimes)