Shopping Malls: 5 Transformations You Need to Know Before 2025

By Charlotte Journo-Baur, founder of WISHIBAM

Let’s face it: retail is weathering an unprecedented storm. When I founded WISHIBAM in 2016, I already sensed that shopping malls would need to reinvent themselves or disappear. Eight years later, this intuition has become an unyielding reality. Between the rise of e-commerce giants, successive crises, and the radical evolution of consumer expectations, the traditional “temple of consumption” model has run its course.

But contrary to the doomsayers predicting the end of physical spaces, I see a fascinating metamorphosis emerging: shopping malls aren’t dying — they’re transforming into genuine living spaces. This mutation isn’t cosmetic — it’s existential. And it may represent the greatest opportunity this decade for retail players who know how to seize it.

A Metamorphosis Accelerated by Consumer Expectations

From Consumption to Experience: What Visitors Really Want in 2025

The numbers are unforgiving: 72% of French consumers now prefer places that offer more than just shopping (Xerfi, 2024). I’ve witnessed this firsthand during visits to more than 200 shopping centers across Europe in recent years — the 2025 consumer no longer visits merely to buy, but to experience something.

This evolution in expectations isn’t a passing whim. It reflects a profound transformation in our relationship with consumption. Yesterday’s shopping mall — a lineup of stores under one roof — is giving way to a hybrid ecosystem where shopping, dining, leisure, work, and services naturally blend together.

• Next-generation food courts become destinations in their own right, like at Westfield Forum des Halles where the gastronomic offerings attract even non-shoppers.
• Coworking spaces are now fixtures in malls, supporting new hybrid work models — as seen at Confluence in Lyon, where former retail areas have become bustling shared workspaces.
• Wellness and leisure zones, such as Cap3000’s premium fitness space or Polygone Riviera’s contemporary art trail, don’t just diversify offerings—they completely redefine purpose.

The Shopping Mall as the Beating Heart of Cities

I’ve always been convinced that shopping malls could play a much more ambitious role than simply being selling machines. They have the potential to become true urban nerve centers — places where social bonds are woven and strengthened.

This social dimension is now central to the strategy of successful centers. Local activities, cultural events, and even the integration of public services transform these spaces into village squares for the contemporary era. When Westfield organizes free concerts, exhibitions, or children’s workshops, it isn’t just about driving traffic; it’s about embedding itself deeply in the local community.

• La Part-Dieu, Lyon: After renovation, the center integrated a media library, community spaces, and access to municipal services — resulting in a 17% footfall increase and visits extended by 45 minutes.
• Cap3000, Nice: Its seasonal event program has made it an “urban village,” reinforcing the center’s role as a community hub.

In a world where purchases can be made with a few clicks from your couch, only a rich, human, and community experience can truly justify physical travel.

The Hidden Challenges Behind This Transformation

A Costly but Necessary Mutation

Let’s be honest: transforming a traditional shopping mall into a multifunctional living space represents a considerable investment. Physical renovations, digitalization, and new staff training can be daunting.

Each euro invested in improving customer experience generates up to 3 euros in additional revenue (CBRE, 2024). The economic equation is therefore favorable in the medium term, even if the initial effort is substantial.

• Renovation of Westfield Les 4 Temps exceeded 80 million euros, leading to 22% more footfall and an 18% higher basket size.
• Unibail-Rodamco-Westfield’s digitalization efforts paid for themselves within 18 months.
• Centers focused on staff training and customer personalization see loyalty rates 30% above sector averages.

This mutation is not a luxury but a vital necessity. Remaining static is not an option.

Sovereign Omnichannel as a Lever for Sustainable Performance

The future of malls isn’t only physical. The true revolution is in creating seamless bridges between physical and digital. This is what I call sovereign omnichannel — where the shopping center maintains full control of its customer relationships across all channels.

• Shopping centers implementing their own marketplace see a 15% rise in total turnover (online + offline) and a 23% increase in footfall.
• At Carré Sénart, digitalizing 200+ shops via WISHIBAM led to: 68% of online visitors visiting physical stores, and increased additional online revenue.
• This approach lets independent retailers benefit from collective digital traffic while preserving their identity and direct customer bond.

Sovereign omnichannel is not just technical — it’s a strategic choice about who will control tomorrow’s customer relationship and data ecosystem.

Rethinking Retail’s Role in Society

Toward a More Human, Local, and Sustainable Model

This transformation goes far beyond commerce — it is a profound redefinition of retail’s social role. Consumers don’t just want products; they want meaning. Shopping malls are poised to become actors of positive change.

• Short supply chains: Malls like Polygone in Montpellier dedicate space to local producers, reinforcing local economic links. 68% of French people want their center to support local businesses (OpinionWay, 2024).
• Circular economy: From second-hand corners to recycling workshops, malls are turning into circular hubs, like the “Recycling Corner” at Italie 2 (Paris) which draws 2,000+ visitors/month.
• Local job creation: Annecy’s Courier center incubated local merchants, creating 15 new businesses and 47 jobs in 2 years by offering moderate rents and tailored support.

This new approach restores retail’s original function: to be a place of exchange and community, embedded in its territory.

What Professionals Must Do Now

Standing still is not an option. For retail professionals, three actions are essential:

• Listen actively: Build continuous listening mechanisms for visitors, non-visitors, and merchants to reveal surprising insights. Even air conditioning quality can be a decisive asset!
• Equip with the right digital tools: Digital transformation is vital, not optional. Opt for platforms that safeguard your customer data and direct relationship.
• Co-construct with the local ecosystem: Invite merchants, associations, and authorities to actively shape strategy, as seen with the “stakeholder council” at Westfield Vélizy 2 (+12% footfall in a year).

The transformation of shopping malls into living spaces isn’t just an evolution — it’s a revolution. And, like any revolution, it will create both winners and losers. It’s up to you to choose your side.

FAQ: Shopping Malls – From Shopping Destinations to Living Spaces