Tyra Banks has announced Modelland – an experiential attraction where visitors can enter the world of modelling with interactive entertainment and curated retail.
The attraction is set to open in late 2019 at Macerich’s Santa Monica Place.
Tyra Banks, famous for creating the America’s Next Top Model franchise, hopes to create a “grand, fantastical, physical place” that will “redefine what a model really is,” according to a statement.
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The permanent destination has a strategy for worldwide expansion.
Banks said: “Modelland has been 10 intense years in the making. It has been my ultimate dream and I have worked tirelessly with laser-focused tunnel vision to bring it to fruition. Modelland will awaken your childlike glee by entertaining and educating in unexpected ways that will make learning about oneself fierce and fun. I want people to feel seen and validated. Modelland will provide the tools for them to do so and empower them to embrace, adorn and celebrate their own unique beauty. Modelland is all about celebrating your flawsome self. We are fun. We are fierce. We are fantasy. And, we are for real.”
Macerich, owner and operator of Santa Monica Place, will house the Modelland experience in a prime, street-facing location.
Michael Guerin, Senior Vice President of Leasing at Macerich, said: “Santa Monica Place is the perfect setting for the groundbreaking Modelland concept and we are so pleased to welcome this exceptional, multi-layered entertainment, retail and dining attraction to our world-class destination. Our top properties including Santa Monica Place are terrific platforms for retailers and brands of all kinds to connect with their audiences, who visit us for the best in experience-forward retail and everything else.”