Free-roam virtual reality arenas are opening in Sweden and the UK, following a deal between Westfield Malls and developer DIVR of the Czech Republic.
The company, already opening an arena in Hamley’s, Prague, the brand of the famous London toy store, will open in the Westfield Mall of Scandinavia, Stockholm, covering 285sq.m. Another larger arena covering 330sq.m will open shortly at the Westfield Mall in London.
The mall owner, Uniball-Rodamco-Westfield, is expanding rapidly into entertainment as a major part of its shopping experience. Its own research showed that over 70 per cent of Westfield visitors came for the entertainment and leisure offer and a larger choice of shops.
The company has already introduced bouldering and Sixes Cricket at its London store. It has a Vodafone PLAYzone at Westfield Chodov, Prague and is introducing more entertainment concepts at its Westfield Hamburg-Uberseequartier in Germany.
