The Mall of Berlin has announced a significant lease signing in the leisure sector. Activate Games, an entertainment company founded in Canada in 2019, will occupy an area of almost 1,000 square metres within the Berlin shopping centre. This space is intended for the establishment of a comprehensive gaming experience world, which is designed to offer visitors a new type of entertainment.
The Activate Games concept is based on an interactive live-action gaming experience that prioritises physical immersion. Players, organised into groups of two to five people, move through real rooms. Unlike traditional games at arcades or using virtual reality headsets, participants are directly integrated into a physical environment where floors, walls and laser systems react in real-time to movements and touches.
Repositioning the Mall of Berlin
This new establishment is part of the ongoing repositioning process of the Mall of Berlin. The centre's management aims to create a contemporary shopping experience through targeted investments, the redesign of existing rental spaces and the integration of international brands. A key component of this strategy is the consolidation of smaller retail units to offer more spacious units. This creates the necessary conditions for accommodating global brands' shop solutions as well as innovative concepts.
Harald Gerome Huth, owner and managing director of HGHI Holding GmbH, commented on Activate Games' decision. According to him, the establishment of this innovative entertainment concept underscores the attractiveness of the location and confirms the development potential of the shopping centre. The addition of such a leisure offering is considered a contribution to increasing footfall and the quality of stay at the centre.
The implementation of concepts that go beyond pure retail is considered an important step for shopping centres to remain competitive in a dynamic market environment. The planned gaming experience world in the Mall of Berlin marks such a step and aims to position the Mall as a multifunctional attraction.
