Page 55 - November 2020

MAPIC & LEISURUP INSIGHT

Global Projects AMERICAN DREAM

New Jersey, US
Developer: TRIPLE FIVE
Americas ever permanent gallery for the exhibition of large-scale
USA festival-inspired artwork and many others. Tying everything
American Dream in New Jersey once again began together is The SPINE, an ever-changing corridor filled with
welcoming guests with the opening of retail and reopening one-of-a-kind art installations, engaging brand activations,
of its indoor entertainment experiences last month. Retailers unique commerce and inspiring food and beverage offerings.
including H&M, Primark, and Zara have opened their American With a growing collection of dynamic destinations including
Dream locations for the first time and DreamWorks Water Dueling Axes, Emporium, Lost Spirits Distillery, Oddwood Bar,
Park, Nickelodeon Universe, Out of This World Blacklight Wink World, The Beast Pop-Up by Todd English and anchor
Mini Golf, plus The Rink have all re-opened. Developer Triple experience, Meow Wolf’s Omega Mart, AREA15 represents
Five’s major project was dark for almost seven months during a collaborative venture between real estate development
the coronavirus pandemic and the mall, which is now 70 per firm Fisher Brothers and creative agency Beneville Studios.
cent entertainment and 30 per cent retail, is still awaiting a
full opening, with many food options still being completed
and these are expected to open late this year or early next. Europe
An inclusive, diverse community that welcomes guests from FRANCE
around the block and from around the world, the American Developer Hammerson is leading the transformation of a
Dream project is an international hub with a global reach that large shopping centre on the outskirts of Paris: Les 3 Fontaines.
offers entertainment experiences beyond comparison. The Cergy-le-Haut shopping centre will offer 100,000sq m
Located minutes away from the Las Vegas Strip, AREA15 of retail space by the end of 2021, compared to the 64,000sq
is the world’s first purpose-built experiential entertainment m currently on offer. With 150 shops today, the shopping
complex offering live events, immersive activations, centre will be offered no less than 72 complementary cells
monumental art installations, extraordinary design elements, via a massive extension taking the place of the car parks.
unique retail, ground-breaking technology, bars and eateries The scheme is part of the major local project that is the
and much more. AREA15 promises to be a portal to the redevelopment of Cergy’s city centre. A modernisation of
extraordinary. As they enter into AREA15, guests are the agglomeration core will see the increase of the number
welcomed by Shogyo Mujo, an interactive 12-foot tall skull of inhabitants from 5,000 to 10,000, and jobs from 10,000
covered in 3D projection mapping. Experiences include to 13,000. Initially as part of the general rise of “Food &
Haley’s Comet, the first indoor, electric dual-track suspension Beverage” in commercial spaces, Hammerson will inaugurate
ride in the United States; Birdly, a virtual reality experience in the spring of 2021 a food hall of 3,500sq m, bringing
that mimics the avian experience; and Art Island, the first- together in one location 14 different restaurants.

LES 3 FONTAINES
Paris, France
Developer: HAMMERSON