A former Pottery Barn at Tysons Corner Center is being transformed into a candy-themed play land, with a Twizzlers maze and cannons that launch balls into holes shaped like Reese’s Peanut Butter Cups.
Hershey Super Sweet Adventure opens at Tysons on March 6, and it’s part of an accelerating transformation of the Virginia shopping mall.
“Nationwide, we’re seeing a variety of entertainment establishments now setting up shops in shopping malls, using the spaces that have been vacated by traditional retailers,” said Jie Zhang, retail and marketing professor at University of Maryland’s Robert H. Smith School of Business.
Popular examples include pickleball courts, bowling alleys and game arcades, she said.
The trend started two decades ago when online stores began replacing many in-person shopping experiences. The COVID-19 pandemic also accelerated the changes.
“Because consumers’ purchase behaviors have changed, you cannot force people to go back to shopping malls just to buy things,” Zhang said. “And if retail is no longer as powerful as it used to be, then they need to convert or transform their places into destinations for other purposes.”
Studies have shown that malls that add more entertainment and dining offerings see significant rebounds in foot traffic.
The Macerich-owned Tysons Corner Center is welcoming two new attractions this year — both pitched as immersive and family friendly.
“Our guests will step into a whimsical workshop where an interactive journey unfolds through hands-on games, multisensory experiences, playful moments,” Kelly Easterling, senior vice president at Original X Productions, said.
OGX previously brought the Friends Experience and The Office Experience to the D.C. area.
Hershey Super Sweet Adventure is a partnership with The Hershey Company.
“We’re really inviting families to come in and explore together and have an adventure together, create memories and trigger those imaginations,” Kelly Easterling said.