EMBRACING THE FUTURE: THE EXCITING EVOLUTION OF MALL MANAGEMENT IN 2025

When you think of a mall, the first things that come to mind are likely clothing stores, food courts, or maybe even a movie theater. But in 2025, running a mall isn't just about selling things. It's all about making memories that will last a lifetime. The Dubai Mallathon is one of the most creative examples of this. The world's largest mall becomes a marathon track. This daring move makes a shopping center a place to live, work, and play by combining fitness, shopping, and entertainment in a way that appeals to both locals and tourists.

Hundreds of people took part in Mallathon at Dubai's City Centre Mirdif mall on Saturday © Giuseppe Cacace / AFP, as cited in France24 (2025).

THE IMPERATIVE FOR CHANGE IN MALLS: ADAPTING TO THE NEW RETAIL LANDSCAPE

Unlocking the Potential of Malls: Beyond Shopping to Community and Culture

Innovative Mall Management Around the World

• The Dubai Mall (UAE): In addition to the Dubai Mallathon, the mall has attractions like the Dubai Aquarium, the VR Park, and seasonal festivals. It is a must-see landmark around the world.

• Westfield London (UK): Westfield is known for combining shopping with culture. It has hosted everything from immersive art installations to pop-up fashion shows that go viral on social media.

• Mall of America (USA): This mall has turned into a family destination that competes directly with amusement parks. It has an indoor theme park, aquariums, and stages for live performances.

• ION Orchard (Singapore): A center for high-end shopping and a cultural space that includes art galleries, light shows, and exhibitions, changing the meaning of "retail therapy."

• CentralWorld (Thailand): This is one of Asia's biggest lifestyle malls. It has concerts, fashion shows, and even spiritual events like meditation festivals to draw in a wide range of people.

  These examples show that the future of mall management is in strategies that are multi-purpose and experiential, giving people reasons to stay longer, share content online, and come back often.

The Best Way to Win in 2025 and Beyond

Managers of malls should think about:

• Experiential anchors: Things that make malls more than just places to shop.

• Community integration: Putting on events like marathons, concerts, or festivals that bring local culture inside.

• Digital synergy: Using augmented reality (AR), artificial intelligence (AI), and social media campaigns to make malls just as fun to visit online as they are in person.

• Health and wellness: Working with fitness brands, mental health advocates, and culinary innovators to support the health movement.

• People won't go to malls to buy things they can get online. They will come for the culture, community, and experience.

We train the people who come up with these new ideas at Raffles.

It takes strong leadership and bold thinking to run spaces that bring together business, culture, and community. This is why our MBA program focuses on more than just the basics of business. It also focuses on new ideas, creativity, and management practices that look to the future. Our MBA is the best place to start if you want to shape the future of retail and more.

References

CentralWorld. (2025). Events and activities at CentralWorld. Central Pattana. Retrieved August 25, 2025, from https://www.centralworld.co.th

Dubai Mallathon. (2025). Dubai Mallathon official website. Retrieved August 25, 2025, from https://dubaimallathon.ae/

France24. (2025, August 9). As temperatures touch 50°C, Dubai runners turn to indoor marathon. Retrieved August 25, 2025, from https://www.france24.com/en/live-news/20250809-as-temperatures-touch-50c-dubai-runners-turn-to-indoor-marathon

ION Orchard. (2025). Art and culture at ION Orchard. Retrieved August 25, 2025, from https://www.ionorchard.com

Mall of America. (2025). Attractions. Retrieved August 25, 2025, from https://www.mallofamerica.com

Westfield London. (2025). Events at Westfield London. Retrieved August 25, 2025, from https://uk.westfield.com/london