Mall of America has revealed how it is transforming Gen Z brands, fandoms and cultural trends into location-based entertainment (LBE) experiences, including pop-ups and retail destinations.
Per a press release, Mall of America is seeing firsthand that younger consumers continue to value and seek out in-person experiences.
Instead of competing with the digital world, the destination in Bloomington, Minnesota is providing a place where online interests become shared experiences.
"Gen Z may discover what’s next online, but they still want to experience it together in the real world," said Jill Renslow, chief business development and marketing officer at Mall of America.
Brands generating buzz online are increasingly establishing a physical presence at Mall of AmericaMall of America
"We see it in the response to digital-first brands, collectible culture, K-pop events and highly shareable dining experiences."
"Mall of America has always brought retail, entertainment and community together, and our scale gives us a unique ability to turn online interests into meaningful shared experiences," she added.
Brands generating buzz online are increasingly establishing a physical presence at Mall of America.
Comfrt, for example, is known for its viral comfort-focused apparel and engaged social following. It will soon open one of its first permanent retail outlets at Mall of America.
In addition, Mall of America has hosted a variety of pop-ups recently, working with brands including Lulus, Rent the Runway, Miniso and Supergoop!.
As for fan experiences, Mall of America has collaborated with global girl group Katseye and up-and-coming K-pop group Ampers&One.
Mall of America said its marketing and events teams use insights from social media to explore content, partnerships and activations with the brands gaining momentum online.
"For Gen Z, digital and physical experiences are increasingly connected," it said.
"A TikTok video can introduce a brand, an online fandom can build a community and a viral food trend can reach millions, but physical destinations offer something different: the chance to experience those interests together in real life."
