Cool runnings

Climate-controlled indoor entertainment is becoming increasingly popular.

This trend is particularly evident in the growing number of entertainment venues within malls. In the Middle East, such indoor entertainment has been a staple for decades, as you would expect. However, this trend is now gaining traction elsewhere.

We look at examples from the Middle East and the emerging European market:

Play DXB, Dubai Hills Mall, UAE
Dubai Hills Mall, which opened in 2022, offers traditional entertainment options such as a luxurious cinema and soft play areas. However, developer Emaar has also introduced something new and unique with the indoor theme park Play DXB. This innovative attraction features The Storm Coaster (seen above), the world’s fastest indoor vertical launch roller coaster. In addition to the roller coaster, Play DXB includes 30 other rides and experiences, designed to deliver both immersive entertainment and educational opportunities.

Magic Planet, Riyadh Park Mall, Saudi Arabia
Magic Planet Riyadh Park, the largest Magic Planet venue to date, spans 10,000 square meters and offers a mix of attractions including multiple roller coasters as well as bumper cars, go-karting, and the Gravity trampoline park. The venue also includes Kids Square an interactive soft play area for younger visitors. Additionally, Magic Planet Riyadh Park hosts the first VOX Cinemas in Saudi Arabia, featuring a four-screen multiplex.

Snow Oman, Mall of Oman, Oman
Snow Oman, located in the Mall of Oman, is the largest indoor snow park in the Middle East and North Africa, covering 14,830 square meters. It offers a unique "Desert Blizzard" theme that transforms Oman's landscapes into snow-covered scenes. Key attractions include the Mountain Thriller, Snow Bullet, and Slide Winder rides, as well as the Cloud Climber and Zorb Ball. The park also features a 475-square-meter ice rink and a penguinarium housing King and Gentoo penguins.

Gravity-MAX Westfield, Stratford, U.K.
Gravity Max at Westfield Stratford City was opened this year and is an innovative entertainment centre that brings a range of activities together under one roof. Spread across multiple floors, Gravity Max features E-karts, where visitors can race on a high speed indoor electric go-kart track. The centre also features an 18 hole ‘Street Golf’ course which offers a creative, urban take on mini golf.

The venue also includes darts, karaoke, and other classic games, making it suitable for group outings. Additionally, it houses a sports bar, to enjoy drinks and watch live sports.

Battersea Power Station, London
In 2022, London’s iconic Battersea Power Station opened its doors to the public, unveiling an array of entertainment options within its newly renovated mall. At the heart of the experience is a focus on competitive socialising, with mini golf and ping pong bars taking centre stage on the top floor. The mall also boasts an impressive virtual reality arcade, offering over 50 immersive experiences across 11 distinct 'VR Zones.' Additionally, Battersea Power Station regularly hosts a variety of engaging events, from cinema screenings showcasing Team GB’s Olympic journey to a Padel Court sponsored by Blank Street Coffee.

Peppa Pig World of Play, Westfield, Mall of the Netherlands
Peppa Pig World of Play in Westfield Mall of the Netherlands is an engaging indoor play centre designed for children aged 1-8, inspired by the Peppa Pig TV show. The attraction features 14 interactive and themed play zones. These play areas are designed to promote learning through fun, encouraging creativity, imagination, and physical activity. Children can also enjoy meet-and-greets with life-sized Peppa Pig characters. The entertainment facility is located in the modern and family-friendly Westfield Mall, the attraction is inclusive and accessible, providing a safe and memorable experience for young fans and their families.

While the Middle East remains a leader in innovative mall entertainment, recent openings at Westfield Stratford and Battersea Power Station indicate that other markets are catching up. To attract more visitors and extend their time spent in centres, domestic malls are increasingly incorporating entertainment spaces as a key differentiator.

Charlie Gaisford