The time for mall-based retail is over? Think again.
“The dream begins on October 25,” enthuses the promo material for something calling itself 'American Dream.' It’s not a new movie. It’s not a hyped YouTube collab. Most notably, it’s nothing you access through a smartphone. No. Instead, it’s–get ready–an actual, in-person shopping experience and all around entertainment destination located in East Rutherford, New Jersey, a mere five miles from Manhattan. American Dream is a rather new and exciting concept that turns now struggling brick and mortar retail on its head by combining it with new, thrilling live experiences, creating something with a fast-beating heart and a tremendous amount of hype.
“For over 35 years, American Dream development team, Triple Five Group, has embraced the concept that retail cannot exist without entertainment and experiential elements, and American Dream will further raise the bar,” says Don Ghermezian, President, American Dream. “Guests will experience something completely unique each time they visit. This project will be the realization of their wildest dreams.”
The opening phase, of which there are quite a few scattered throughout this year and next, consists of some impressively giant corporate collaborations, including a Nickelodeon theme park. Not just any theme park, Nickelodeon’s version will serve as the largest indoor amusement park in the entire western hemisphere. Plus a gigantic indoor NHL regulation size ice skating rink.
Totaling about three million square feet (280,000 sqm), American Dream has an impressive list of cohorts. In addition to Nickelodeon, Lego and Dreamworks, there’s also an ever-growing list including rideshare giant Lyft, the New York Waterway and Coca-Cola. “We know that the community has been eagerly awaiting the launch of this incredible, global destination,” says Ghermezian. “We have a one-of-a-kind property that will reshape the way people think about entertainment, theme parks and shopping.” With a carefully planned mix of 55% entertainment and 45% experiential retail, Ken Downing, the CCO of Triple Five Crown calls American Dream “A mix that will embrace everyone in a new retail and entertainment revolution, where everything is possible.”