RX France, the organiser of MAPIC, has announced that LeisurUp will take place once more at this year’s MAPIC event in Cannes, where it will explore major leisure trends. Attendees will be able to discover the latest leisure concepts that are set to shape the industry, within a dedicated 3,000-square-metre exhibition area at the centre of MAPIC, alongside a programme of conference sessions. This year’s LeisurUp will host more than 50 exhibitors and 200 leisure operators.
MAPIC 2022, which takes place from 29 November to 1 December at the Palais des Festivals in Cannes, brings together leisure operators, landlords’ representatives, city representatives, and retailers under one roof.
Exploring a growing trend
This year, attendees will have the opportunity to discover new research and consumer insights about the retailtainment sector. Retailtainment, the trend for transforming retail centres into entertainment destinations, shows no signs of slowing. Large, multi-activity, family entertainment, retail-leisure concepts, combining sports, immersive experiences, social games, and food and beverages, are the fastest-growing formats in retail destinations today.
Leisure Development Partners (LDP) conducted a study for MAPIC and discovered that “operators can keep pace by using entertainment concepts to fill vacancies, drive footfall and increase guest spending, especially as the online retail industry continues to evolve.” More insights are available here.
Exhibitors at LeisurUP by MAPIC 2022 include Walltopia, ECA2, KCC Entertainment Design, WhiteWater, Intamin, Attraktion! and more.
In 2020 KCC Entertainment Design designed and created the TEKZONE FEC in Kuwait, a venue that offers a gamified consumer experience. Guests to this FEC can collect points as they take part in activities, and these can then be redeemed at a Starbucks or a gift shop onsite.
Reinhart Viane, business development director at KCC Entertainment Design, says: “In order to create meaningful memories, people look for places that stimulate all their senses. Retail destinations already hold the key to providing them with this. Destinations can retake their position as places where people meet, enjoy, and stay by offering a wide range of physical and community-based activities, a strong F&B offering—and a perfect mix of entertainment and retail.”
Education at LeisurUp by MAPIC
Those taking part in LeisurUp 2022 will also benefit from a dedicated conference programme, demonstrating the event’s central role within MAPIC. This is supported by this year’s educational partners: The Themed Entertainment Association (TEA), LDP and Licensing International.
The programme will begin with a keynote address by Marie Marks, senior VP of themed entertainment at paramount. Topics covered in the schedule include new business models to integrate leisure in retail destinations; brand activations in physical places; the power of IP (trademark license); and how to enrich the consumer experience with art and culture.
On Wednesday, 30 November there will be a dedicated closed-door Leisure Workshop, gathering landlords, asset and property managers alongside leisure operators and manufacturers for an exclusive networking session.
The full conference programme is available here.
Best leisure concepts celebrated
Earlier this year, it was announced that eight new categories will be introduced to this year’s MAPIC Awards 2022. The awards include a special category dedicated to the Best Leisure Concept.
There have been many submissions for this category, following the successful launch of over 30 projects within the leisure sector—all of which will be present at MAPIC 2022. Submissions include concepts that bring together retail venues with sports (such as urban surfing, bowling, and bouldering) and culture (immersive shows or digital art), as well as educational parks. These show how leisure activities can be integrated within retail destinations to great effect.
MAPIC will return for its 26th edition in November with the theme “People, Planet, Profit: Navigating retail towards a more human world”.
