. LaurenThomas takes us inside a virtual reality 'Star Wars' experience that malls are hoping will bring more people in.
"Entertainment is a really strong component of the destination malls," said Jean-Marie Tritant, URW's U.S. president.
Overall, the square footage in U.S. malls devoted to apparel has dropped roughly 15% since 2010, according to an analysis by CoStar Group. Entertainment uses, however, have scaled about 13% since then. And so-called nontraditional uses, which are defined by CoStar to include coworking spaces, schools, private offices and event space, take up nearly 20% more square feet in malls today, the firm found.
The Void currently has 11 locations up and running globally, including in Malaysia and Dubai, Hickman said. It plans to open three others, outside of the deal with URW, later this year — at Triple Five Group's Mall of America in Minnesota,"We get people going to the mall ... to buy some jeans, and then they find themselves in the middle of 'Star Wars,'" Hickman said. "But a lot of people go to The Void as a destination.
URW expects it will attract first-time visitors with The Void locations, which it proved out with a pop-up at Westfield London roughly 18 months ago, according to Tritant. Over the span of about two months, more than 70% of the people who came to The Void pop-up at Westfield London had never been to that mall before, he said.Jones Lang LaSalle
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