O que é varejo e como ele está transformando os shoppings americanos?

Shopping malls were supposed to be dying. Instead, a wave of destinations across the country are turning retail into a full-day outing, blending stores with theme parks, art installations and immersive dining. This is retailtainment, and it is reshaping how Americans spend their weekends.

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The concept dates back to the 1990s, but interest has surged in recent years as shoppers have grown comfortable returning to public spaces after the isolation of the COVID-19 pandemic. Marketing agency Into The Minds describes retailtainment as a strategic approach that integrates entertainment elements into commercial environments to transform the traditional shopping experience.

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How retailtainment works

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At its core, retailtainment treats a store visit as an event rather than an errand. Instead of racing to a big-box location for a single purchase, visitors are drawn in by attractions, food halls, art and family activities, then stay long enough to shop along the way.

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The strategy leans on scale and surprise. A luxury furniture brand adds a rooftop restaurant. A shopping center bolts on a theme park. A former warehouse becomes an immersive art district. Retailers are betting that once a family has driven, parked and committed a day to the trip, they will spend far more than they would on a quick online order.

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Best experiential retail destinations across America

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Several venues have become the anchors of this movement. Here are some of the best experiential retail spots pulling crowds back to physical stores.

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American Dream, East Rutherford, New Jersey sits on the Meadowlands Sports Complex and ranks as the second largest mall in the U.S. behind the Mall of America.

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It houses the largest Zara in North America and the largest H&M in New Jersey. Co-CEO Mark Ghermezian has said American Dream “takes everything to a whole new level” by pairing flagship retail with a full-blown theme park under one roof.

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Entertainment options include DreamWorks Water Park and Nickelodeon Universe Theme Park. Visitors can also hit Legoland Discovery Center, Sea Life Aquarium and the Big SNOW indoor ski hill. In conjunction with the 2026 FIFA World Cup, the property has added a Messi experience alongside new dining. That includes Mediterranean restaurant Miznon and Firehouse Subs, plus a U.S. flagship for Asian beauty retailer Kiokii.

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Mall of America, Bloomington, Minnesota is the country’s largest mall, spread across roughly 5.6 million square feet with more than 500 stores. Attractions range from laser tag and a mirror maze to adventure golf and escape rooms. Families also find the Museum of Illusions and Crayola Experience, plus Nickelodeon Universe Theme Park and SEA LIFE Minnesota Aquarium. Recent retail additions include J. Crew and Lulus, along with Banana Republic and Mango.

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AREA15, Las Vegas, Nevada is billed as the world’s first immersive entertainment district, built from scratch and now spanning a 40-acre playground with more than 40 experiences. It is anchored by Meow Wolf’s Omega Mart, an immersive art exhibit built around satirical grocery products. Newer additions include Universal Horror Unleashed and Felix & Paul Studios’ Interstellar Arc, with boutiques and restaurants rounding out the day.

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The Oculus and Westfield World Trade Center, New York, New York turns lower Manhattan into a mixed-use destination. Designed by Santiago Calatrava, the dove-shaped transit hub houses more than 100 stores including Apple, Sephora and Eataly, and connects underground to Brookfield Place with 40 more shops and over 20 dining spots. The One World Observatory and 9/11 Memorial & Museum are steps away as part of the wider World Trade Center campus, and in summer the plaza hosts Smorgasburg on Fridays plus a weekly greenmarket.

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RH Galleries, New York, New York and beyond shows how a single retailer can adopt the model. RH, formerly known as Restoration Hardware, combines furniture shopping and hospitality. The New York flagship in the Meatpacking District spans 90,000 square feet across six levels, layering a rooftop restaurant, wine terrace and art installations onto the furniture floors. Similar galleries operate in Chicago and San Francisco, and RH recently opened a three-level, 19,000-square-foot immersive gallery in Manhasset on Long Island that pairs luxury furnishings with rare art and antiques.

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Why retailtainment matters now

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The stakes are bigger than a fun afternoon. Physical retail spent years watching foot traffic drift to e-commerce, and the pandemic accelerated that shift. These experiential retail examples represent a bet that people will still show up in person for something they cannot replicate on a screen.

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For families, it changes the math of a day out. A trip to American Dream or Mall of America can replace a theme park visit, a movie outing and a shopping run all at once. For cities, projects like the World Trade Center campus tie retail to tourism, transit and public memory in ways a standard mall never could.

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What to expect next

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The next wave of retailtainment is leaning into cultural moments and global fandoms. American Dream’s 2026 pipeline built around the FIFA World Cup shows how operators are chasing built-in audiences, and AREA15’s steady addition of art and horror experiences suggests there is still room to expand the category.

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For shoppers weighing where to spend a Saturday, the calculus has changed. The question is no longer which store has the best price. It is which destination is worth the drive.

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This article was created by content specialists using various tools, including AI.