Cirque du Soleil to create mall-based ‘Creactive Centres’
Circus-cum-theatre company Cirque du Soleil has developed a family entertainment concept suited to shopping malls.
The first show will open in Toronto in September next year after a deal was struck with property group Ivanhoe Cambridge. Talks are ongoing about additional locations inside Canada and the entertainment company is also scouting for locations internationally.
Cirque du Soleil is renowned for stunning multi-sensory shows featuring combinations of dance and traditional human circus acts like high-wire walking, trapeze stunts, trampoline acts, juggling and clown performances. Traditionally its shows are held in giant circus tents which travel the world for short-term runs and longer-term contracts in casinos. The image above is from a Russian show.
The family entertainment centre is the latest example of traditional shopping centre operators looking for a new drawcard to malls suffering from declining foot traffic and shrinking department store chains.
The Cirque du Soleil ‘Creactive Centres’ will help the company diversify, build its brand recognition and most importantly help landlords fill empty spaces once filled by department stores. It will also sell Cirque-branded merchandise.
Marie-Josee Lamy, Creactive’s producer, says the centres will take up about 2200sqm of space (24,000sqft).
“Our fans regularly express their wish to experience Cirque du Soleil from an insider’s perspective. We make that possible by inviting families to jump on stage, offering them another way to explore our creativity beyond our live shows.”
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