dan pearlman, a leading brand and experience architecture group, has partnered with the LOOP5 shopping mall in Weiterstadt near Darmstadt, Germany, on a new holistic retailtainment concept.
Working with client Jones Lang LaSalle, the firm has developed a new approach, repositioning LOOP5 as an entertainment destination. The project is a result of the owners and management companies recognising the value of a sustainable investment in the experience economy. The new concept will be realised in several phases as the shopping centre transitions from a “House of Brands” to a “Branded House”.
Moving forward, the aim is for LOOP5 to be defined by the design and entertainment value of the centre as a whole rather than relying on the strength of the inidivual retailers within.
Five new experience loops
The concept will encompass all four levels at LOOP5, creating five distinct experience areas, or loops. Each experience loop tells its own story and follows a narrative. With a clear family focus, the centre will present a range of attractions for all audiences. Examples include a lemonade fountain and a cupcake carousel, which will attract visitors young and old with their bright colours, alongside offerings for thrill seekers.
In the Sky Park, visitors will be able to climb the entire area between levels 1 and 2, while the Freefall Tower transports them in free fall from level 2 to the basement. There will also be a Zip Coaster, an Infinity Playground, with four slides connecting the first floor and the ground floor, and a new Food Court with an outdoor terrace.
In addition, the Walk of Fun will link the analogue and digital worlds, providing Instagram and TikTok opportunities as well as augmented and virtual reality experiences. Finally, LOOP5 will be home to five new virtual mascots, call Loopies. These can be experienced by all visitors via a VR application and will also tell the story of the new centre.
“With the new concept, LOOP5 wants to reach the whole family from young to old,” says a statement from dan pearlman Group, which has been providing a number of services for the project, including brand experience design, retail design, branded content, branded strategy, interactive exhibits, and destination development.”
“As the first port of call in the region, the centre will stand for an extraordinary shopping experience. Through the various attractions, the connecting, strong storytelling, and the fresh, colourful design, LOOP5 achieves a unique leisure value, a high quality of stay and a strong identity.
“This creates a personal and endearing image that creates new distinctiveness in an intensely competitive environment. It is already clear that visitors will not only shop here but will go home with many unforgettable memories.”
The company is also working on the new Rhino Pagoda at Berlin Zoo, which features environmentally enriching activities for both animals and visitors, using creative and immersive design.