The Transformation of Retail Spaces: Introducing Nerf Action Xperience

The Shift in Retail Spaces: From Stores to Experiences

For over a decade, shopping mall owners have grappled with the challenge of repurposing large spaces left behind by closed department stores and bankrupt retail chains. A notable example of this trend can be found at Westfield Garden State Plaza, a prominent mall located in Paramus, New Jersey. Here, a former J.C. Penney store is being transformed into a new kind of attraction that highlights the growing concept of “retailtainment.”

These themed attractions, often inspired by popular toy brands, aim to draw in visitors looking for more than just shopping. The upcoming Nerf Action Xperience—or Nerf AX, as it’s colloquially known—will utilize the expansive space to create an immersive environment dedicated to Nerf, the beloved line of foam-based toys produced by Hasbro. Construction crews are currently busy dividing the store’s second and third floors to facilitate this exciting project, which promises an entertaining experience for all ages.

During a recent tour, Brigid Witzke, the head of new openings and projects at Brite Management, navigated through a labyrinth of construction equipment, pointing out the various attractions that will soon come to life. “Visitors will have the chance to shoot foam basketballs at dynamic hoops and race through a parkour-inspired obstacle course,” she explained enthusiastically. The design aims to engage guests in a way that traditional retail spaces rarely can.

One of the upper-level attractions is particularly intriguing; Ms. Witzke described it as designed to evoke the feeling of being inside a “postapocalyptic train station.” This imaginative setting is set to immerse guests in a narrative that enhances the overall experience.

The opening of Nerf AX later this year is set to coincide with a broader trend where entertainment venues are taking over increasingly larger portions of retail real estate. This transformation, which began decades ago, is evolving from simply adding a movie theater or an arcade. Today, these expansive attractions cater to a diverse range of niche interests, from Formula 1 racing experiences to immersive installations inspired by popular Netflix shows and films.

• Themed attractions are becoming a popular trend in repurposing retail spaces.
• Nerf AX will include interactive activities such as foam basketball shooting and obstacle courses.
• Design elements aim to create immersive environments for visitors.
• Entertainment concepts are diversifying to attract a wider audience.