Cirque du Soleil Entertainment Group has announced that it is adding family entertainment centers to its portfolio of creative projects. The company has developed an innovative concept of indoor family entertainment experiences specially designed for retail locations. The recreational centers will offer a brand new immersive, creative and participative family experience, where people can stretch their imagination, flex their muscles, explore newfound circus skills, and take a bow on the virtual Cirque du Soleil stage.
“Our fans regularly express their wish to experience Cirque du Soleil from an insider’s perspective, to peek behind the curtain and imagine themselves stepping into our artists’ shoes. With CREACTIVE, we make that possible by inviting families to jump on stage, offering them another way to explore our creativity beyond our live shows”, says Marie-Josée Lamy, Cirque du Soleil Producer of CREACTIVE.
Building on the success of Club Med CREACTIVE by CIRQUE DU SOLEIL, currently offered at Club Med locations in Punta Cana, Dominican Republic and Opio, France, the new indoor centers will be installed in premium immersive spaces covering approximately 2200 m² (24,000 ft2). CREACTIVE will offer a range of acrobatic, artistic and other Cirque du Soleil-inspired recreational activities, such as bungee jumping, aerial parkour, wire and trampolines, mask design, juggling, circus track activities, dance and more.
This new creative venture by the global entertainment company fulfills an opportunity that arises from the transformation of retail around the world, as developers are increasingly looking to offer entertainment experiences that turn malls into holistic destinations.
As such, the company has partnered with global real estate leader Ivanhoé Cambridge to launch its first CREACTIVE indoor centre in the world, set to open in September 2019 in the Greater Toronto Area, a unique collaboration which further consolidates the relationship between Cirque du Soleil and its minority shareholder, the Caisse de dépôt et placement du Québec.
“We are thrilled to invest in the first CREACTIVE centre and to work hand-in-hand with Cirque du Soleil to inspire new areas of escape with infinite possibilities. CREACTIVE is perfectly aligned with our vision for the future of retail: to join forces with the right partners to offer innovative experiences for the benefits of local families and communities. This collaboration is a terrific illustration of our efforts to transform the retail experience for our discerning guests”, said Claude Sirois, President, Retail at Ivanhoé Cambridge.
The first indoor CREACTIVE family entertainment centre is planned to open in the Greater Toronto Area in September 2019. Cirque du Soleil Entertainment Group is currently in discussions with Ivanhoé Cambridge for additional locations in Canada, as well as with other partners for international markets.