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Cirque du Soleil Is Transforming Malls Into Entertainment Centres

Cirque du Soleil Is Transforming Malls Into Entertainment Centres

Get ready Canada, Montreal-based entertainment company Cirque du Soleil and Ivanhoé Cambridge are partnering up to launch a new “family entertainment concept” designed specifically for malls. This will help create more of a community hub and increase foot traffic for non-retail purposes, at a time when online shopping is growing more than sales at brick-and-mortar retailers.

According to Retail-Insider, the family entertainment centre concept will be called CREACTIVE, and it will be located in one of Ivanhoé Cambridge’s shopping centres in the Greater Toronto Area. It’s being described as an “immersive, creative and participative family experience, where visitors can stretch their imagination, flex their muscles, explore newfound circus skills, and take a bow on the virtual Cirque du Soleil stage.”

“Our fans regularly express their wish to experience Cirque du Soleil from an insider’s perspective, to peek behind the curtain and imagine themselves stepping into our artists’ shoes. With CREACTIVE, we make that possible by inviting families to jump on stage, offering them another way to explore our creativity beyond our live shows”, said Marie-Josée Lamy, Cirque du Soleil’s Producer of CREACTIVE.

The family entertainment centres will modelled after the Club Med CREACTIVE by CIRQUE DU SOLEIL, located at the Club Med locations in Punta Cana, Dominican Republic and in Opio, France — both are said to be very popular attractions.

According to Cirque du Soleil, we can expect a range of acrobatic, artistic and other Cirque du Soleil-inspired recreational activities such as bungee jumping, aerial parkour, wire and trampolines, mask design, juggling, circus track activities, and dance.

In an interview, Mr. Sirois explained how malls are changing. “Malls used to be a collection of products, and are now becoming a collection of experiences,” he said, going on to discuss how customers had specifically requested the addition of attractions to malls such as the new CREACTIVE that will be launched next year in Ontario. “Brick and mortar is here to stay,” he said, and that it must “evolve in alignment with what consumers are looking for”.

Cirque du Soleil Entertainment Group is currently in discussions with Ivanhoé Cambridge for additional locations in Canada, as well as with other partners for international markets,” according to a press release.

So far, they haven’t announced which GTA shopping centre CREACTIVE will be opening in but it’s scheduled to arrive this September. We have a strong feeling it might be at Vaughan Mills Shopping Centre, but we will find out soon enough.

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Are you excited to see what CREACTIVE is all about? Let us know in the comments.

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