Entertainment has always been a consistent part of it and today all shopping centres strive to include
leisure and/or food amenities in their mix. This is mostly due to the evolving social function of the shopping mall, from a functional destination to a “lifestyle centre”, a space of socialisation and entertainment. One of the main areas of relevance for shopping centre managers is to shift their focus from providing retail space to offering a complete experience targeting all areas of the customer’s lifestyle, including cinemas, restaurants, cafes, children playgrounds or exhibition and themed areas. In terms of offer, the distinction from competition is that unique factor that will shape the customer’s choice.
This singularity among shopping centres is particularly important in Bucharest, where most customers tend to perceive some locations more prone to entertainment, meaning that shopping centres in such areas are expected to focus more on leisure activities than others.