Retailtainment is having a moment as shoppers look for destinations that mix stores with attractions, dining and immersive experiences. Here’s what the term means and where to find the best experiential retail across the U.S. right now.
What is retailtainment and why is it trending right now?
Retailtainment blends shopping with entertainment to turn a store visit into an experience. According to marketing agency Into The Minds, “The term ‘retailtainment’ comes from combining the English words ‘retail’ and ‘entertainment.’ This strategic approach involves integrating entertainment elements into the commercial environment to transform the traditional shopping experience.”
The concept dates back to the 1990s, but interest has surged again as people grow more comfortable returning to public spaces after the isolation of the COVID-19 pandemic. Malls, brand flagships and immersive districts are all leaning into attractions, live events and hospitality to draw crowds that expect more than a quick browse.
What makes American Dream one of the best experiential retail destinations?
American Dream in East Rutherford, New Jersey pairs flagship retail with a full theme park under one roof. Co-CEO Mark Ghermezian has shared that American Dream “takes everything to a whole new level.”
Sitting on the Meadowlands Sports Complex, it is the second largest mall in the U.S. behind the Mall of America, and it houses the largest Zara in North America along with the largest H&M in New Jersey. Entertainment options include DreamWorks Water Park, Nickelodeon Universe Theme Park, Ninja Kidz Action Park, Sesame Street Learn & Play, The Gameroom Powered by Hasbro, the New Jersey Hall of Fame, Legoland Discovery Center, Sea Life Aquarium, Big SNOW Ski Hill and Dream Wheel.
For 2026, additions lean into the FIFA World Cup moment with a Messi experience, new dining like Mediterranean restaurant Miznon and Firehouse Subs, plus a U.S. flagship for Asian beauty retailer Kiokii.
Why is Mall of America a top experiential retail example?
Mall of America in Bloomington, Minnesota is the largest mall in the U.S. and was built as an entertainment destination with more than 500 stores plus attractions. It is one of the clearest experiential retail examples in the country.
Attractions include laser tag, a mirror maze, adventure golf, escape rooms, the Museum of Illusions, Crayola Experience, Nickelodeon Universe Theme Park and SEA LIFE Minnesota Aquarium. The property spans roughly 5.6 million square feet, so treating it like a theme park makes sense. Mapping out one zone at a time is realistic. Trying to see everything in an afternoon is not.
Recently added stores include J. Crew, Lulus, Banana Republic and Mango.
What can you experience at AREA15 in Las Vegas?
AREA15 is billed as the world’s first immersive entertainment district, built from scratch in Las Vegas with more than 40 experiences, live events, art installations and dining.
It grew from an experimental art space in 2020 into a 40-acre playground anchored by Meow Wolf’s Omega Mart, an immersive art exhibit with satirical grocery products. Universal Horror Unleashed and Felix & Paul Studios’ Interstellar Arc are among the newest entertainment additions. A handful of boutiques and restaurants round out a full day in the district for visitors looking for something beyond a standard Las Vegas Strip outing.
What shopping and attractions does the Oculus offer in New York?
The World Trade Center campus in downtown Manhattan bundles observation decks, memorial spaces, transit and shopping into a single visit. The One World Observatory offers 360-degree views from the highest point in the city, and the 9/11 Memorial & Museum lets visitors pay respects and learn about those who lost their lives in the 2001 attacks.
The Oculus itself, designed by Santiago Calatrava, is the dove-shaped transit hub that connects the site to the rest of the city and New Jersey. Inside, the Westfield World Trade Center houses more than 100 stores including Apple, Sephora and Eataly. An underground passage links to Brookfield Place, which adds over 40 more stores and more than 20 dining destinations.
In summer, the plaza above the Oculus also hosts the Smorgasburg outdoor food market on Fridays plus a weekly greenmarket.
How does RH turn furniture shopping into retailtainment?
RH, formerly known as Restoration Hardware, combines furniture shopping with hospitality across its gallery locations. RH New York’s Meatpacking District gallery has six levels and spans 90,000 square feet.
The space works as a store but also incorporates a rooftop restaurant, a wine terrace and art installations. Collections are staged in immersive, residential-like settings so shoppers can see how pieces would feel at home. Locations in Chicago, San Francisco and beyond follow similar models. RH recently opened a three-level, 19,000-square-foot immersive gallery in Manhasset, Long Island that pairs its luxury furnishings with rare art and antiques, and the model keeps expanding.
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