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LeisurUp returns to MAPIC including keynote speakers and new award category

LeisurUp — hosted by MAPIC — features a complete program including an exhibition area and conference sessions. It is held in a dedicated 3,000-square-meter (32,300-square-foot) exhibition area at the heart of MAPIC in Cannes, at the Palais des Festivals, and will host over 50 industry exhibitors and 200 leisure operators.

Bringing together leisure operators, landlords’ representatives, city representatives, and retailers under one roof, MAPIC 2022 is an opportunity for industry stakeholders to explore the potential of retailtainment. MAPIC will take place on November 29, 30 and December 1 at the Palais des Festivals in Cannes.

Featuring exclusive research

Large, multi-activity, family entertainment, retail-leisure concepts, which combine sports, immersive experiences, social games, and food and beverages are the fastest-growing formats in retail destinations today.

A study by LDP (Leisure Development Partners) for MAPIC found that “operators can keep pace by using entertainment concepts to fill vacancies, drive footfall and increase guest spending, especially as the online retail industry continues to evolve”.

Key industry players attending LeisurUp at MAPIC include QubicaAMF, Walltopia, ECA 2, Speedpark, KCC, Mycotoo, WhiteWater, Experience UK, Intamin, Attraktion, La tête dans les nuages, Lane 7, and Aerophile Group.

Guillaume Chene, Country Manager at QubicaAMF, commented:”Retailtainment is continuing to gain popularity, and this is evident in the numerous development projects undertaken by French investors — and the continually growing popularity of leisure in commercial areas.”

Reinhart Viane, Business Development Director at KCC Entertainment Design, explained: “In order to create meaningful memories, people look for places that stimulate all their senses. Retail destinations already hold the key to providing them with this. Destinations can retake their position as places where people meet, enjoy, and stay by offering a wide range of physical and community-based activities, a strong F&B offering — and a perfect mix of entertainment and retail.”

A dedicated conference program

Leisure’s refreshed, central role at this year’s MAPIC is also reflected in the dedicated conference track. This year’s educational partners are the Themed Entertainment Association (TEA), LDP and Licensing International.

Marie Marks, Senior Vice President of Themed Entertainment at Paramount, who is responsible for overseeing the licensing for all brands within the Paramount Global portfolio, will open the speaking program with a keynote.

The program will also cover topics including new business models to integrate leisure in retail destinations; brand activations in physical places; the power of IP (trademark license); and how to enrich the consumer experience with art and culture.

On Wednesday, November 30, a dedicated closed-door “Leisure Workshop” will gather a selection of landlords, asset and property managers, alongside leisure operators and manufacturers. This exclusive networking event will focus on new business models, the latest location-based entertainment trends — and how these projects can shape lifestyle destinations.

Leisure at the MAPIC Awards

The MAPIC Awards 2022 will include a special category dedicated to the Best Leisure Concept, creating a new benchmark for the largest, global leisure projects. The awards have already seen a record number of submissions, with more than 30 successful projects launched within the leisure sector — all of which will be present at MAPIC 2022. Submissions span concepts that combine sports (such as urban surfing, bowling, and bouldering), with culture (immersive shows or digital art), and educational parks, showcasing how leisure activities can be integrated within retail destinations.

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