How does a shopping mall become Germany's first Shopping Experience Center? The Retailtainment concept developed by dan pearlman for client JLL has drawn a massive crowd to the opening of the new leisure attractions.
With the opening of new attractions on November 1, 2024, the transformation of Loop5 into Germany’s first Shopping Experience Center has been successfully completed. Initiated by JLL (Jones Lang LaSalle) and executed in collaboration with the dan pearlman Group as the lead design agency, this project set out to create a groundbreaking shopping experience.
Retailtainment: A New Concept for the Future of Shopping
The holistic Retailtainment concept, specially developed by dan pearlman for Loop5, includes five unique experience zones, known as “Loops.” Each loop tells its own story, blending shopping and entertainment seamlessly. Under the theme “Enter the Loop World,” the team of brand architects, retail designers, destination development experts, architects, and project managers created thematic attractions inspired by those typically found in amusement parks.
From a slide tower and climbing park to a Freefall Tower, Zip Coaster, carousel, and water play areas, the five loops offer a wide range of engaging experiences, significantly enhancing the appeal of Loop5.
Overview of Loop5 Attractions
New Food Court “Foodheaven”: A Culinary Haven
The culinary experience continues with FOODHEAVEN, the heart of Skypark. Spanning 1,000 square meters, it accommodates up to 500 guests and features a large, green outdoor terrace. Themed zones, such as the FAMILY ISLAND and the PANORAMA DECK, offer diverse seating areas and create inviting spaces for relaxation.
Digital Innovations at Loop5: The World of Loopies
The Retailtainment concept integrates physical experiences with digital innovation. The newly created virtual characters, known as Loopies, come to life through AR applications. The AR concept, developed by BEAM cross realities, a company within the dan pearlman Group specializing in VR/AR experiences, bridges the physical and digital worlds. This interactive environment appeals to all age groups and is particularly popular among younger audiences due to its social media connectivity.
Loop5 as a Pioneer in Sustainable Experience Shopping
With this transformation, Loop5 sets a new standard for experience-driven shopping, demonstrating how malls can position themselves sustainably and for the future. The project was executed in multiple phases, all while keeping the center operational. This phased approach enhanced the center’s appeal throughout the renovation process. The sustainable revitalization strategy has paid off: Loop5 emerges as a pioneer in the retail and shopping center industry, uniquely combining leisure, entertainment, and shopping. With a focus on family-friendliness and high quality of stay, the center becomes a true “Happy Place” – a destination where visitors can enjoy unforgettable moments and immerse themselves in a fantastic world of experiences.
Key Facts: Loop5 Retailtainment
➡️ Holistic Retailtainment positioning
➡️ Shopping experience with integrated attractions and food court
➡️ Family-friendly activities for all age groups
➡️ Sustainable real estate development through revitalization
➡️ Image transformation from “Shopping Place” to “Happy Place”
➡️ Digital expansion with cross-reality entertainment
