xray France, the MAPIC organizer, has announced that LeisurUp will once again take place at this year’s MAPIC event in Cannes, where it will explore the main leisure trends. Attendees will be able to discover the latest entertainment concepts that will shape the industry, within a dedicated 3,000 square meter exhibition area at the MAPIC center, along with a program of conference sessions. This year’s LeisurUp will host more than 50 exhibitors and 200 leisure operators.
Taking place from November 29 to December 1 at the Palais des Festivals in Cannes, MAPIC 2022 brings together leisure operators, owner representatives, city representatives and retailers under one roof.
Exploring a growing trend
This year, attendees will have the opportunity to discover new research and consumer insights into the retail entertainment industry. Retail entertainment, the trend to transform retail centers into entertainment destinations, shows no signs of slowing down. Large multi-activity, family entertainment, retail and leisure concepts, combining sports, immersive experiences, social gaming and food and beverage, are the fastest growing formats in retail destinations today.
Leisure Development Partners (LDP) conducted a study for MAPIC and found that “operators can keep pace by using entertainment concepts to fill vacancies, drive traffic and increase guest spending, especially as the online retail industry continues to evolve” . More information is available here.
Among the exhibitors at LeisurUP by MAPIC 2022 are Walltopia, ECA2, KCC Entertainment Design, WhiteWater, Intamin, Attraktion! and more.
In 2020 KCC Entertainment Design designed and created the TEKZONE FEC in Kuwait, a place that offers a gamified consumer experience. Guests at this FEC can accumulate points as they participate in activities, which can then be redeemed at an on-site Starbucks or gift shop.
reinhart viane, director of business development for KCC Entertainment Design, says, “To create meaningful memories, people look for places that stimulate all of their senses. Retail destinations already hold the key to providing this to them. Destinations can reclaim their position as places where people gather, play and stay by offering a wide range of physical and community activities, a strong food and beverage offering, and a perfect mix of entertainment and retail.”
Education at LeisurUp by MAPIC
Those who participate in LeisurUp 2022 will also benefit from a dedicated conference program, demonstrating the central role of the event within MAPIC. This is supported by this year’s educational partners: Themed Entertainment Association (TEA), LDP and Licensing International.
The program will begin with an opening speech by mary marks, senior vice president of theme entertainment at Paramount. Topics covered in the schedule include new business models to integrate leisure into retail destinations; brand activations in physical locations; the power of IP (brand license); and how to enrich the consumer experience with art and culture.
On Wednesday 30th November there will be a closed-door leisure workshop, bringing together owners, asset and property managers together with leisure operators and manufacturers for an exclusive networking session.
The full program of the conference is available. here.
The best entertainment concepts celebrated
Earlier this year, it was announced that eight new categories will be submitted to this year’s MAPIC 2022 Awards. The awards include a special category dedicated to the Best Leisure Concept.
There have been many submissions for this category, following the successful launch of over 30 projects within the leisure sector, all of which will be present at MAPIC 2022. Submissions include concepts that marry commercial venues with sports (such as urban surfing, bowling, and bouldering) and culture (immersive shows or digital art), as well as educational parks. These show how leisure activities can be integrated into retail destinations to great effect.
MAPIC will return for its 26th edition in November with the theme “People, Planet, Profit: Navigating retail towards a more humane world”.