Shop! Award for Loop5 Retailtainment Concept by dan pearlman
The retailtainment concept for the Loop5 shopping center, developed by the dan pearlman Group, has been honored with the prestigious Shop! D-A-CH Award in Silver. The project was submitted by JLL and the center management in the category Visual Merchandising, Retail Design, Shopfitting, Shop-in-Shop, Flagship Stores. The award recognizes outstanding achievements at the point of sale. Winning the Silver Shop! Award places Loop5 among the industry’s most recognized projects and once again affirms dan pearlman Group’s innovative strength and design excellence in the field of retail experience design. The award highlights how strategic design and storytelling can create genuine value for brands, destinations, and customers alike. The recognition with a Silver Shop! Award celebrates a project that redefines the shopping center as a multidimensional destination. The dan pearlman Group, as creative lead, helped shape an environment where brands and people connect through experiences – and where design becomes a driver for emotional engagement and long-term relevance.
Shop! D-A-CH Award for Excellence in Retail Marketing
The Shop! Award – formerly known as the POPAI D-A-CH Award – is presented annually to the most creative and effective POS initiatives. For decades, the international non-profit organization Shop! has served as a center of expertise and communication platform for marketing in retail. A panel of experts from retail, brand leadership, design, and academia evaluates entries across 15 categories. The awarded Loop5 concept stood out for its innovative approach in combining shopping, leisure, and entertainment into a comprehensive experiential format.
Loop5: From Shopping Center to Experience Destination
With the grand opening of new leisure attractions on November 1, 2024, Loop5 in Weiterstadt, Germany, officially became the country’s first shopping experience center. The transformation was initiated by JLL (Jones Lang LaSalle)and realized under the creative direction of dan pearlman Group as lead design agency. The mission was clear: moving beyond the traditional shopping mall, and creating a place where leisure, emotion, and quality of stay take center stage.
Retailtainment as a Key to Relevance in Modern Retail
The Loop5 concept is rooted in the strategic fusion of retail and entertainment – also known as retailtainment. This forward-thinking, holistic positioning addresses new target groups, increases visitor frequency, and extends dwell time. The key facts of the Loop5 retailtainment concept include:
➡️ Holistic retailtainment positioning
➡️ Mix of leisure attractions, dining, and shopping under one roof
➡️ Family-friendly experiences for all age groups
➡️ Sustainable real estate development through revitalization
➡️ Transformation from a “shopping place” to a “happy place”
➡️ Digital extensions through cross-reality entertainment formats
