The World at Play
From immersive attractions and experiential retail to innovative leisure destinations, entertainment is transforming how people shop, socialise and spend their time. This feature will explore the global concepts reshaping the retail and leisure landscape, highlighting the ideas, trends and experiences capturing audiences worldwide – and revealing how entertainment is becoming an increasingly powerful driver of destination appeal, engagement and growth.
Entertainment is rapidly becoming one of the defining forces shaping the future of retail and leisure. Across markets, consumers are looking for more than simply places to shop, eat or pass the time; they want memorable experiences, social connections and compelling reasons to visit, stay longer and return.
From family entertainment and live experiences to themed destinations and digitally enhanced concepts, the boundaries between retail, leisure and entertainment are becoming increasingly blurred. For landlords, developers, operators and brands, this convergence presents an opportunity to create destinations that offer something distinctive in an increasingly competitive marketplace.
Around the world, new concepts are emerging that put experience at the heart of the proposition. Some are transforming underused spaces into vibrant destinations, while others are integrating entertainment seamlessly alongside retail, food and beverage and hospitality. Technology is also playing an important role, enabling greater personalisation, interactivity and immersion.
This feature will explore the global entertainment concepts capturing attention and influencing investment across the retail and leisure sectors, looking at successful models and the ideas driving the next generation of concepts and locations.
Entertainment Concepts Around the World
Lumsden, a specialist design studio in the visitor attraction and cultural sectors, has collaborated with Netflix to create the immersive retail environments for Netflix House, the streaming giant’s first permanent, year-round entertainment destination. The first two US locations, in Philadelphia and Dallas, opened in Q4 2025, with each venue spanning more than 100,000sq ft and combining immersive experiences, games, activations, food and beverage and retail. A third Netflix House will open in Las Vegas in 2027. Rather than operating as conventional stores, retail forms part of the wider entertainment proposition, turning Netflix’s globally recognised content into real-world experiences and exclusive merchandise. Philadelphia features a 2,250sq ft retail environment positioned between the immersive attractions and Netflix BITES restaurant, while the 3,790sq ft Dallas store has a fully glazed facade overlooking the Galleria Dallas concourse.
The growing immersive entertainment concept Activate Games has opened its largest location to date. Describing itself as the world’s first “active-gaming experience”, the company has opened a 14,814sq ft location in New York City’s Union Square neighbourhood. Activate locations combine physical gameplay with proprietary software, data tracking and recurring player engagement. Its SoHo outpost features 12 interactive game rooms where visitors can take on more than 55 game varieties, including challenges involving lasers, light-up grids, puzzles and strategy. Based in Winnipeg, Canada, Activate has 47 locations in the US, with additional openings coming soon. It operates over 75 locations worldwide.
First launched in the UK in 2012, Flight Club is now expanding its footprint across the US after its initial launch in 2018 in Chicago. They currently have 11 US locations in Atlanta, Boston, Chicago, Cincinnati, Washington, D.C., Denver, Houston, Las Vegas, Philadelphia, St. Louis and Seattle. The New York City location will continue the brand’s expansion. Three more locations are also listed as “coming soon” and these include Dallas-Addison, Nashville and Minneapolis. The interactive Social Darts® experience is expanding to New York City with a new location at 31 Union Square W. this fall.
Pitch., the immersive and award-winning social golf concept, is excited to announce that is has signed franchise agreements to open 15 sites over the next five years, with its first location set to open in California in early 2027. Pitch. was founded in 2019 by PGA professional coaches who sought to redefine the typical golf experience by blending high-quality and immersive golf games with music and great food and beverage. Today, the brand operates five venues with three Clubhouses in London – Canary Wharf, Soho and the City – as well as Clubhouses in Manchester and Dublin, offering access to the unparalleled realism of Trackman tech designed for local communities and golfers seeking a modern way to play. Over the next five years, Pitch. – in partnership with a leading developer, will open at least 15 locations on a franchised basis.
Kandima Maldives, the bold, active lifestyle resort famous for breaking the mould in island travel, has once again raised the bar with the launch of PlaySpace – an electrifying, all-ages entertainment destination redefining island resort entertainment in the Maldives. Nestled in the heart of Kandima, PlaySpace blends retro vibes with modern thrills, offering an eclectic mix of activities that cater to thrill-seekers, families and fun-loving guests alike. From high-energy bowling sessions and private karaoke nights to immersive VR experiences, escape room adventures and classic arcade games, this new facility further reinforces Kandima as the Maldives’ go-to active lifestyle destination. With vibrant 80s-inspired design and a bold approach to leisure, PlaySpace aligns perfectly with Kandima’s ethos of playful luxury. Kandima has just launched Fast Track – the ultimate go-karting experience in the Maldives. This one-of-a-kind, ultra-stylish e-go-kart circuit redefines island adventure. Stretching 500m along the oceanfront, it’s the Maldives’ first and only asphalt track of its kind, offering heart-racing speeds of up to 80km/h and 10 thrilling turns.
Tech-focused competitive socialising company The Social Gaming Group has continued its expansion in Germany with the opening of a new venue in Dortmund, in partnership with hospitality stalwarts GA Bars. The Dortmund venue, which opened on 3 September, is the second German venue to open under Chipper Social, GA Bars’ operating name in the region, following Hamburg on 15 August and represents the latest step in the brand’s wider rollout. The venue opened with 13 Flyby Darts and 6 SHUFL Tech units: tech-powered darts and shuffleboard experiences developed by The Social Gaming Group that take classic bar games to new heights. They blend precision camera tracking and immersive game modes, supported by integrated tutorials, to deliver engaging, next-level experiences for players of all skill levels – combined in a cosy atmosphere in central Dortmund with three bars, 18-hole mini-golf and karaoke.
Attraktion! is pleased to announce its role as park designer and supplier of all attractions for the second Querion Hypermedia Entertainment Park in Poland to open in Kołobrzeg in summer 2027. The new project follows the opening of Querion Piechowice and marks the next step in the expansion of the Querion concept. Following the successful delivery of the first park in June this year, the Kołobrzeg project continues the partnership between Attraktion! and Gorskie Resorty. The second Querion park will feature the same attraction mix as Querion Piechowice, including FlyXD, C360 Interactive, Explorer 5D, 4D5D Theater, an Immersive Experience Theater and a futuristic common area connecting the overall park experience. Together, these elements create an indoor destination where immersive storytelling, motion, interactivity, themed architecture and future-oriented entertainment come together in one connected visitor journey. The new Querion park will bring a year-round, weather-independent entertainment offer to the region, serving families, tourists, groups and event audiences beyond the traditional summer season.
GRID Braehead is helping to shape the next generation of entertainment destinations, bringing together globally recognised leisure brands and high-quality social experiences in one evolving location. The Scottish destination is home to international operators including ODEON, with its Laser IMAX screen, Tenpin, Gravity, Funstation and Paradise Island Adventure Golf. Together, the line-up reflects the growing demand for destinations that offer multiple dynamic activities, combining cinema, competitive socialising, immersive play, dining and all-weather family entertainment. A multi-million-pound investment programme is building further momentum, with a nationally significant indoor e-karting track set to bring an exciting new experience to the destination in early 2027. Having welcomed more than two million visitors in 2025, GRID Braehead demonstrates how a carefully curated mix of established international entertainment brands and emerging leisure concepts can create a compelling, repeat-visit destination with broad appeal.
Oxygen Activeplay opened its latest indoor activity park in Crawley last month, just in time for October half-term. The park is packed with state-of-the-art equipment and exciting high-tech activities, helping families in Crawley and beyond stay active whilst having fun. Located at Crawley Leisure Park, Oxygen Crawley has taken over the first floor of the previous Nuffield Health site. Following an investment of more than £2M, Oxygen Activeplay in Crawley offers families an exciting new place to play, jump, toddle and party. Oxygen Crawley is packed full of interactive activities and high-energy games to keep children engaged while they’re being active.
Celebrating 150 years as one of Manchester’s most iconic buildings, Printworks completed a £27M transformation in 2024 and relaunched as a next-generation entertainment destination. Home to Europe’s largest digital ceiling, the venue combines immersive digital and gaming content with an evolving mix of hospitality and leisure concepts that reflect the growing demand for experience-led destinations. Among its newest additions is Crossbar, the world’s first “total football” entertainment venue, set to open in 2026 in a 25,000sq ft flagship space. Combining immersive football boxes with motion-tracking technology, competitive gameplay, premium dining and event spaces, the concept reimagines football as a social entertainment experience. Printworks has also recently welcomed Gameface, a competitive social entertainment venue offering 10 interactive games alongside drinks, food and a lively atmosphere as well as Shrimp Shack, a 6,600sq ft restaurant bringing its flavour-led seafood boils and casual dining concept to Manchester. Together, these additions broaden Printworks’ food and leisure offering, further cementing its position at the forefront of innovative global entertainment and dining experiences.
Launched back in June, Freight Island Newcastle is perched on the rooftop of Eldon Square, with the 60,000sq ft destination bringing together food, drink and music in one expansive, all-day space designed to move seamlessly from laid-back afternoons to late-night energy. At the heart of Freight Island Newcastle is a weekly rhythm built around the city’s music scene. Thursday’s Playing Out is dedicated to emerging North East artists, including Lizzie Esau, Charlie Floyd, Smith & Liddle, Park View, Central Arcade and more. Fridays’ Rhythm Tonic shifts the tempo, with DJ collective takeovers led by music curator Paul Stewart.
Unveiled in September in London, Arcade Arena launched on the Southbank and it features Pac-Man, a neon maze and a game called Alien Invasion. The first Arcade Arena game Alien Invasion sees players join the Cosmic Cadets to save the universe from extra-terrestrial enemies. Another attraction called Chaos Karts features electric karts and screens projected with ever-changing scenes. The Pac-Man Live Experience is the third game in the line-up. You’ll be tasked to do like Pac-Man and collect power, avoid ghosts and race around a lit-up maze – all while trying to beat the clock. Described as London’s most ambitious new immersive gaming destination, it promises to turn classic video game fun into full-body, physical experiences using immersive technology and interactive gameplay.
Saudi Entertainment Ventures (SEVEN), a wholly owned subsidiary of Qiddiya Investment Company (QIC), has opened Formula E Karting at SEVEN ABHA in partnership with ABB Formula E. The indoor attraction features a 428m track and electric karts for adult and junior drivers, along with dual-seater karts. It combines technology inspired by Formula E cars with competitive racing and interactive entertainment, targeting families and motorsport enthusiasts. The experience also includes interactive spaces, exhibits and displays covering Formula E’s history and the technologies supporting electric racing. SEVEN ABHA is the first of four SEVEN destinations in Saudi Arabia planned to feature Formula E Karting. Additional locations are planned at SEVEN Al HAMRA in Riyadh, Dammam and Al Kharj under the partnership with Formula E.
Motor City in Dubai has officially levelled up. The much-loved arcade and dining destination Brass Monkey has recently opened its doors and its interiors by Prospect Design International certainly do not disappoint. This is the third completed Brass Monkey branch in Dubai by the award-winning local design firm following Bluewaters and City Walk. Located within Motor City Clubhouse, the 2,200sq m space, fit-out by RK Gulf, brings together inspiration from the bold visual vintage culture of the 1980s and 1990s, interpreted through a contemporary urban lens. Alongside the main bowling zone, other zones include two pool-table areas; darts; a funfair-inspired games area and an additional dedicated gaming zone. All zones are visually connected so that guests remain part of the overall atmosphere, whether they are dining, socialising or playing.
