How can a retail space be transformed into a leisure destination? At Siec 2025, four experts shared their insights: immersive entertainment, indoor parks, e-sports, and event-driven activations. These experiences are designed to extend visitor time, boost engagement, and restore the dynamic, human dimension of physical retail.
Exhibitors discussing customer experience innovations at Siec 2025.

Discover how leisures and innovations are reshaping the retail experience !

On Wednesday, June 11, the room was full for the conference “Leisure Solutions to Boost the Attractiveness of Retail Spaces.” On stage, four voices, four different perspectives, but one shared observation: shopping alone is no longer enough—you need to give people a real reason to come… and to stay.

Experience as a Starting Point

1. Experience as a Starting Point

For Fabrice Deygas, partner at Groupe Altipalno and moderator of the session, the challenge is clear. 67% of consumers want more than just shopping (source: IFLS 2024). Leisure is no longer just an add-on, but a true driver of attractiveness that can redefine both footfall and customer loyalty.

 

2. An Indoor Park as a Visitor Magnet

That’s exactly what Follow Park offers, presented by its founder Stéphane Fontaine. Spanning 2,000 to 3,500 m², this indoor leisure center unfolds across five themed districts—from Jules Verne to futurism, with stops at Broadway and Japan. Experience includes over 100 games and attractions: VR, 7D experiences, mini-bowling, karaoke, obstacle courses… “And because every adventurer needs to recharge, Follow Park includes a welcoming bar and dining area to regain energy,” he concludes.

 

3. E-Sport as a New Playground

David Derozier, Global eSports Development Director at Virtual Arenas, drives the point home: “Digital leisure, such as e-sport, attracts a young, loyal audience that keeps coming back to perform.” Tournaments, gaming zones, giant screens—e-sport creates recurring events and a strong sense of belonging.

 

4. When Entertainment Becomes a Business Tool

Stéphane Wagner, CEO of Propulse Connect, supports his point with solid numbers: +23% in average dwell time, +19% in footfall across shared spaces, and one visitor out of two making a purchase during an event. Exclusive licenses (Koh-Lanta, Fort Boyard, Stranger Things), immersive set designs, and strong logistical expertise make these activations as profitable as they are creative. “Fun, yes. But with a clear return on investment,” he insists. And the numbers speak for themselves:

  • +23% increase in average dwell time per visitor
  • +19% increase in footfall in shared spaces
  • NPS: +15 to +47 points post-implementation
  • 1 out of 2 visitors makes a purchase during an event

 

5. Bowling, Reinvented for Everyone

Finally, Guillaume Chêne, Managing Director for France, Switzerland, and Francophone Africa at QubicaAMF, reminds us that leisure can also be simple and universal: “Bowling is intergenerational, it brings people together, and our installations are adaptable — perfect for integration into shopping centers.”

 

6. One Shared Goal: Transforming the Retail Space

Threaded through all these perspectives is a common vision: to turn the shopping center into a place where people live experiences, not just consume. From immersive worlds to e-sport competitions, from branded entertainment to reinvented bowling, the speakers outlined a future where leisure sits at the very heart of retail strategy.

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