Global entertainment design company, Forrec Ltd., is highlighting the importance of the guest experience in mixed-use developments by rebranding one of its key sectors.

The company has renamed its retail and mixed-use sector as Mixed Use + Entertainment.

“The new name emphasises what FORREC does best – entertainment design, ” explains Steve Shah, Senior Director, Mixed Use + Entertainment. “And the plus sign is no accident. Entertainment is the plus that FORREC builds into all our mixed-use designs.”

Beyond Traditional Malls

Shah observes that mixed-use and retail developments need to be primarily guest-focused. What people are looking for are places to go, to meet friends and have fun. Shopping, he says, is clearly a big part of that but it’s not the whole story. The experience has to go beyond traditional malls and gathering places to create a must-visit destination.

According to Shah, it is these kinds of experiences that add value for both the customer and the developer.

“We have always seen entertainment as everything that engages people, ” he adds. “It could certainly be spectacular attractions, but more often it’s simpler things.

“Fundamentally, it’s how public spaces are crafted. The key is to recognise the value of culture and context. This includes envisioning cafés perfect for people-watching, creating restaurants that celebrate food, and offering shops that take retail therapy to a whole new level.

“It all comes together as entertainment and it all contributes to creating a place where people want to be.”

FORREC’s recent mixed-use projects around the world include a dynamic entertainment and sports arena scheduled to open in Rome in 2019 (main image), a master plan for a future eco-friendly tourist city in Guiyang, China and a uniquely designed retail, dining and entertainment core for a retirement community, The Villages, in central Florida.

Based in Canada, FORREC has been in the industry for thirty years, creating meaningful guest experiences across twenty countries.

The company’s expertise is regularly sought for major entertainment projects such as Wanda Nanchang Outdoor Theme Park, Six Flags Dubai, Longleat Safari Park and Wanda Movie Park’s fly theatre attraction, Hubei in the Air.

Image credit: FORREC Ltd.