How Shopping Malls Can Align with Outdoor Trends to Become Unique Destination Experiences

In the new era, shopping malls are no longer mere consumption machines—they should be spaces filled with exploration, freedom, and social interaction. The rise of outdoor lifestyle trends has provided both social context and resource support for enhancing the appeal of malls. It is encouraging to see that many Chinese shopping mall operators have already keenly identified these outdoor trends and, guided by fresh concepts, created distinctive new projects.Based on RET’s commercial operation experience, here’s an exploration of how to integrate the “outdoor spirit” into shopping malls, creating entirely new experiential destinations:Making the “Outdoor Spirit” the Core Character of Malls.For a long time, shopping malls were symbols of consumption—layer upon layer of shops, stacked merchandise, and dense promotional signage, exuding a strong commercial atmosphere. This purely transactional model no longer meets the expectations of modern consumers, making “de-commercialization” a new trend in Chinese retail.We live in increasingly busy urban environments, constantly faced with information overload and pressing tasks. Modern consumers’ inner needs extend beyond material satisfaction—they crave freedom and exploration, driving the functional deepening and expansion of shopping centers. The logic behind the next-generation mall is no longer just about shopping as an endpoint; it is about creating a starting point for urban dwellers to explore themselves, unwind, and find freedom amid fast-paced city life.

Embracing outdoor sports trends and infusing malls with an “outdoor spirit” is a strategic response to this modern demand. Here, “outdoor spirit” is not limited to hiking, climbing, or venturing into unknown lands—it represents an attitude and a lifestyle: finding joy amid uncertainty and freedom in everyday life. It encourages people to slow down, break the monotony, and explore adventure. This approach gives shopping centers a proactive, motivational role and allows deeper connections with consumers’ inner selves.Hong Kong’s newly opened Go Park exemplifies this concept. Embracing the idea of a “park-style sports commercial complex,” it integrates diverse outdoor sports facilities into a comprehensive recreational hub. Go Park offers at least 16 different types of sports venues, from soccer fields and golf practice areas to cycling tracks and paddle tennis courts, catering to all ages and interests. It also includes indoor sports facilities such as a temperature-controlled swimming pool, climbing wall, and a 24-hour gym. Additionally, Go Park collaborates with sports academies, like the Hong Kong Fencing School, providing professional training courses for the local community.Transforming Consumption into Exploratory Experience.Traditional shopping experiences often involve passive consumption: entering a mall, browsing stores, buying something, grabbing a meal or coffee, and leaving. This consumption model, however, has limitations. As French sociologist Jean Baudrillard noted, “Modern consumer culture leads to psychological alienation; material consumption alone can no longer satisfy humans’ deeper needs.”

The challenge for mall design today is to transform consumption from a task-oriented activity into an experience of exploration and freedom. Opening up enclosed spaces, incorporating natural elements, and fostering interest- and community-oriented zones are proven strategies.Dubai’s Sport Society project demonstrates this approach—a large-scale complex combining shopping, sports, and social interaction, seamlessly embedding the outdoor spirit indoors. Spanning approximately 80,000 square meters over three floors, it integrates sports, retail, and wellness. Its first floor features a multifunctional arena adaptable for over 40 sports, including soccer, basketball, bowling, baseball, golf, and climbing. There is also an ice rink maintained at -5°C year-round for professional ice teams. The design emphasizes open rooftop gardens, flowing water features, and natural materials, blurring the line between indoor and outdoor spaces while providing a natural, invigorating environment for visitors.Integrating Nature into Mall Design.Humans’ connection to nature is rooted in evolutionary history. Early humans lived outdoors, and this close interaction with nature shaped our physiology, psychological needs, and social behavior. Urbanization and industrialization have reduced direct contact with nature, but the innate affinity for it remains, manifesting as a desire for freedom, adventure, and tranquility.Introducing natural elements in malls creates an atmosphere close to nature, stimulating the senses and evoking memories of outdoor experiences.

Flowing water features are particularly effective—they regulate humidity, enhance comfort, and create a serene ambiance, letting visitors experience the rhythm and power of nature. Natural materials like wood, stone, and linen offer visual beauty and tactile authenticity, contrasting with the cold, hard glass and steel of conventional malls. Interactive spaces, including nature play zones and exploratory activity areas, satisfy innate play instincts, encouraging active participation and enhancing spatial vibrancy.Partnering with Outdoor Brands to Amplify “Wild” Character.Collaborating with outdoor brands is an effective strategy to embed the lifestyle and ethos of the outdoors into mall spaces and events, boosting the mall’s “wild” appeal and attracting consumers who value nature and healthy living.Malls can create dedicated outdoor-themed areas that simulate mountains, forests, or beaches, using real plants, water, rocks, and other natural elements to craft an adventurous atmosphere. Outdoor brand zones can concentrate the sale of gear, apparel, and accessories while hosting regular experiential activities—hiking, camping, kayaking, outdoor movie nights, or eco-lectures. These initiatives increase consumer engagement, enhance the mall’s brand image, and demonstrate support for healthy lifestyles.Sustainability-focused collaborations are also crucial, such as using eco-friendly materials, reducing plastic use, and sourcing locally. These efforts reinforce social responsibility while attracting environmentally conscious consumers.