Coming Soon to a Mall Near You

THE LANDSCAPE OF malls and shopping centers is evolving beyond traditional retail. While retailers will always be front and center, malls and shopping centers are filling spaces with events, pop-ups and immersive experiences. Case in point is the Pacific Commons Shopping Center in Fremont, Calif., which announced last week that School of Rock, a music education organization, will be its newest tenant.

The 2,890-square-foot School of Rock will soft open on May 1 with a grand opening set for July 18 and will include live performances by students and tours of the new school led by staff.

While Pacific Commons Shopping Center is filled with iconic brands such as Old Navy, Nordstrom Rack, Ulta, DSW and more, adding School of Rock amongst its offerings is indicative of a larger trend occurring in malls and shopping centers around the country.

In 2017, Westfield Century City mall in Los Angeles made headlines for its $1 billion renovation. The overhaul added 420,000 square feet of retail space along with a 1,000-seat outdoor concert atrium, VIP entrances for celebrity meet-and-greets and space for pop-ups and temporary experiences. Last week, it was announced that Apple TV will host a fan experience at Westfield Century City with interactive exhibits and exclusive merchandise from popular Apple TV shows such as “Pluribus,” “The Morning Show,” “Shrinking” and more.

Just outside Washington D.C. in Sterling, Va., Dulles Town Center is also rethinking what a tenant looks like. The mall is currently renovating a space formerly occupied by Lord & Taylor into a 120,000-square-foot event and expo center to open later this year. “The DTC Expo will strengthen our role as a true community hub – one that unites business, culture, entertainment and connection across Loudoun County and beyond,” says Srini Chavali, landlord of the Dulles Town Center, in a press release. “More importantly, it will stimulate local economic growth, benefiting hotels, restaurants and retail throughout the area.”