Great retail experiences can have a theatrical element to them—and it doesn’t get much more theatrical than Cirque du Soleil, Canada’s reinvented circus experience that’s now a global phenomenon.
The Cirque du Soleil Entertainment Group, the parent company, is taking its show on the road and directly to consumers by opening a new concept it’s calling CREACTIVE—indoor family entertainment experiences that are designed for retail locations such as shopping malls.
The recreational centers will offer “a brand new immersive, creative and participative family experience, where people can stretch their imagination, flex their muscles, explore newfound circus skills, and take a bow on the virtual Cirque du Soleil stage.”
“Our fans regularly express their wish to experience Cirque du Soleil from an insider’s perspective, to peek behind the curtain and imagine themselves stepping into our artists’ shoes. With CREACTIVE, we make that possible by inviting families to jump on stage, offering them another way to explore our creativity beyond our live shows,” stated Marie-Josée Lamy, Cirque du Soleil Producer of CREACTIVE.
Expanding on the success of Club Med CREACTIVE by CIRQUE DU SOLEIL, currently offered at Club Med locations in Punta Cana, Dominican Republic and Opio, France, the new indoor centers will be installed in premium immersive spaces covering approximately 2200 m² (24,000 ft2). CREACTIVE will offer a range of acrobatic, artistic and other Cirque du Soleil-inspired recreational activities, such as bungee jumping, aerial parkour, wire and trampolines, mask design, juggling, circus track activities, dance and more.
This new creative venture by the global entertainment company fulfills an opportunity that arises from the transformation of retail around the world, as developers are increasingly looking to offer entertainment experiences that turn malls into holistic destinations—and also fill empty stores, especially big spaces that now lay empty with the loss of anchor tenants
To that end, the company has partnered with global real estate leader Ivanhoé Cambridge to launch its first CREACTIVE indoor center in the world, set to open in September 2019 in the Greater Toronto Area.
“We are thrilled to invest in the first CREACTIVE centre and to work hand-in-hand with Cirque du Soleil to inspire new areas of escape with infinite possibilities. CREACTIVE is perfectly aligned with our vision for the future of retail: to join forces with the right partners to offer innovative experiences for the benefits of local families and communities. This collaboration is a terrific illustration of our efforts to transform the retail experience for our discerning guests,” said Claude Sirois, President, Retail at Ivanhoé Cambridge.
Cirque du Soleil Entertainment Group is in discussions with Ivanhoé Cambridge for additional locations in Canada, as well as with other partners for international markets.
Beginning with 20 street performers in 1984, Cirque du Soleil Entertainment Group completely reinvented circus arts and went on to become a world leader in live entertainment.
Creactive comes months after Cirque du Soleil aimed to expand internationally by buying Blue Man Productions, a New York entertainment company with a strong presence in Europe.
Established in Montreal, the Canadian organization has brought wonder and delight to over 180 million spectators with productions presented in 450 cities in 60 countries. Cirque du Soleil Entertainment Group currently employs 4,000 people, including 1,300 artists, who originate from nearly 50 countries.
On top of producing world-renowned shows, the organization has extended its creative approach to a large variety of entertainment forms such as multimedia productions, immersive experiences, theme parks and special events. Going beyond its various creations, Cirque du Soleil Entertainment Group aims to make a positive impact on people, communities and the planet with its most important tools: creativity and art.