Cirque du Soleil, soon at a mall near you

Toronto Sun - - NEWS -

MONTREAL — The group known for Cirque du Soleil’s ac­ro­batic per­for­mances is eye­ing strug­gling malls for an op­por­tu­nity to grow its busi­ness.

Cirque du Soleil En­ter­tain­ment Group plans to start build­ing fam­ily en­ter­tain­ment cen­tres, called Cre­ac­tive, where guests can try cir­cus and dance ac­tiv­i­ties, bungee jump­ing, aerial park­our, tram­po­lines, mask de­sign­ing and jug­gling.

The ven­ture aims to ful­fil an op­por­tu­nity that arises from the trans­for­ma­tion of re­tail around the world, said the group in a state­ment, adding de­vel­op­ers in­creas­ingly look at adding en­ter­tain­ment ex­pe­ri­ences that turn malls into holis­tic des­ti­na­tions. The cen­tres will add to Cirque du Soleil’s ros­ter of sim­i­lar fa­cil­i­ties at Club Med re­sorts in the Do­mini­can Repub­lic and France.

The com­pany part­nered with real es­tate gi­ant Ivan­hoe Cam­bridge to open the first in­door cen­tre in the Greater Toronto Area in Septem­ber 2019.

Ivan­hoe Cam­bridge’s port­fo­lio in­cludes 28 malls in Canada, ac­cord­ing to its web­site, in­clud­ing Vaughan Mills in Vaughan, Ont. The pair are in dis­cus­sions about fu­ture lo­ca­tions in other Canadian and in­ter­na­tional cities.

The cen­tres per­fectly align with Ivan­hoe Cam­bridge’s vi­sion for the fu­ture of re­tail, which in­cludes join­ing forces with part­ners to of­fer pa­trons in­no­va­tive ex­pe­ri­ences, said the com­pany’s pres­i­dent of re­tail Claude Sirois in a state­ment.

“This col­lab­o­ra­tion is a ter­rific il­lus­tra­tion of our ef­forts to trans­form the re­tail ex­pe­ri­ence for our dis­cern­ing guests,” he said.

Cirque du Soleil plans to open in un­der­used re­tail spa­ces in malls.

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