In today’s evolving retail landscape, shopping centres must do more than provide space for stores – they must create dynamic environments that entice shoppers to return, time and again. Commercialisation, which involves the strategic use of mall spaces beyond traditional retail, has emerged as a critical factor in making this happen.
For centres of all sizes, the benefits of commercialisation go far beyond revenue generation; it reshapes how consumers interact with physical retail.
The modern shopper expects more than a transactional experience. Pop-up shops, promotional kiosks, seasonal activations, and events add a layer of excitement that can’t be replicated online. By thoughtfully introducing brand partnerships, digital advertising displays, and innovative uses of vacant spaces, centres can foster deeper engagement with visitors, turning a simple trip into an experience.
Take, for example, the resurgence of pop-up retail. It gives brands a low-risk way to test markets while offering shoppers exclusive, temporary deals that drive curiosity and footfall. The seasonal rotation of retail merchandising units (RMUs) also brings variety, ensuring there’s always something new to discover.
For retailers, the benefit of commercialisation within a centre is tangible. By leveraging spaces for short-term activations, both emerging brands and well-known companies can capture new audiences. Whether it's a new product launch or an interactive brand experience, the flexibility of commercialisation allows for creative approaches to marketing and sales.
At the same time, shopping centres benefit from increased dwell time, foot traffic, and customer spend. The introduction of short-term leases for specialty kiosks or promotional spaces can quickly generate additional income streams while enhancing the centre’s overall value proposition.
Successful commercialisation strategies must also be adaptable to local needs. Every shopping centre operates within a unique context, and commercialisation efforts should reflect this. In Belfast’s Castlecourt Shopping Centre, for instance, tailoring the offer to meet Northern Ireland’s specific regulatory framework and market demands was key to driving mall revenue and attracting the right mix of brands. Similarly, Dublin’s Liffey Valley saw a significant uplift in income after re-establishing itself as a prime location for brand activities, driven by bespoke marketing strategies.
The Smooth Company started their online brand with one hero product, The Smooth Stick. They have amassed over 3.4 million unique likes on Tik Tok with recent posts from influencer and entrepreneur Molly Mae receiving huge online attention. They have grown their brand to include several haircare products and tools and had their first retail kiosk in Liffey Valley last Christmas. It is here that they had the opportunity to create a mini-experiential space for customers to try their products in person, while the brand presence also drove their online sales. With the founder, Áine Kennedy, being local to Liffey Valley the support for a local brand was clear from the interactions they had during their few weeks of trading.
Tesla has rolled out pop-up test driving activities across sites like Mahon Point, removing the barrier of accessibility to physical garages. The brand presence on centre malls and in the carpark saw customers coming from all over Munster to test drive and experience the brand for themselves. Tesla can now offer unassisted test drives – simply click to book on their website and you can pick up an EV in various locations and shopping centres across the country.
Influencer & online brands such as Lisa & Co, from popular online personality Lisa McGowan, use pop up retail space to promote new product lines, create a branded space for their otherwise online presence and meet their loyal customers in person. The opportunity to gauge a location for a longer-term shop or kiosk is a key benefit of a pop-up presence, and allows brands to dip their toe into a retail setting without a long term commitment.
The opportunity to boost brand recognition is something both BPerfect and Rituals have carried out in centres they already have a retail presence in. BPerfect regularly host masterclasses on the mall at CastleCourt from a branded kiosk and Rituals recently hosted a Sakura promotion at Liffey Valley and Mahon Point.
People, now more than ever, are seeking out unique experiences in their everyday life, and there is an opportunity for shopping centres to become an integral part of their local community. By hosting local businesses, offering space to support tenant promotions and creating fun & interactive activity for customers, commercialisation has become a key element of the place-making strategy for many landlords.
As shopping centres continue to evolve in the face of digital competition, commercialisation will be central to their success. By blending traditional retail with unique customer experiences, centres can carve out a role that extends beyond mere consumption, creating spaces where community, entertainment, and shopping intersect. This multifaceted approach benefits landlords, retailers, and, most importantly, the customers who return for more than just shopping.
Aine Hussey is Head of Commercialisation at Savills Ireland