Shopping Centre Placemaking – How to Create a Destination People Want to Visit

We talked recently about how to attract more brands to your shopping centre – but what makes people want to visit?

With online shopping making convenience easy, a retail destination needs to offer more – a reason to meet, explore, take part and come back. That’s where placemaking comes in – shaping spaces around the people who use them, to create a stronger sense of place and more memorable days out.

Start by listening

Successful placemaking starts with understanding the local community, in terms of who visits your centre and what would make their trip more enjoyable.

Families may value places to rest and play, young people might want spots for socialising and local craftspeople could want somewhere to showcase their work.

Study your data and footfall patterns and combine them with real conversations with tenants and customers, to identify what’s missing.

Then involve local people in shaping ideas – visitors seeing their interests and identities reflected in a centre may make it more than just somewhere to shop.

Make your spaces work harder

Look at your whole shopping centre, beyond just the retail units you currently have occupied. Empty spaces, wide walkways and underused courtyards can become places to gather, take a break or discover something new.

Pop-ups, independent traders, community displays and activity zones can bring fresh energy while keeping your offer flexible.

Seek professional guidance on how underperforming space can be repurposed to help create fresh reasons to visit.

And comfort matters as well – from seating and clear signage to accessible routes and welcoming facilities – it all shapes the visitor experience. CACI’s 2024 research found that higher ratings for shopping centre facilities were associated with longer stays and increased spending.

Give people a reason to return

Build a seasonal programme for your shopping centre that reflects local interests and changes with the seasons.

Examples you could promote include:

  • Artisan markets
  • Craft workshops
  • Entertainment performances
  • Family activities
  • Festive events

And promotion across digital channels would give more opportunity for people to know what’s happening before they arrive.

Events like these could bring people together, introduce them to new traders and give them a reason to explore more of the centre. And by making them regular, varied and easy to join, you can help make your centre feel active beyond the traditional shopping day.

Ready to build a sense of place?

The strongest destinations feel distinctive and reflect local character through independent businesses, regional food, public art or community partnerships. By blending these elements with your existing retail, refreshment, leisure and services, you can make a visit feel enjoyable as well as useful.

To talk more about the changes you can start to make to become a real placemaker, please contact us.