What consumers expect out of a shopping experience has evolved, forcing the retail world to adapt. This year alone, American shopping malls will lose over 8,000 stores to closures, thanks to rising digital sales. “E-commerce makes up 20 percent of US apparel and footwear sales, up from 9 percent in 2012”, according to Euromonitor, and is estimated to reach 35 percent by 2030. Online shopping may be killing the “mall” as we know it, but at the end of the day, humans still desire face-to-face interaction and cool places to hang out. Forward-thinking businesses who can embrace disruption and delve into the experiential may have a stronger brick-and-mortar future than ever. 

Hence comes the transformation of the traditional retail store model to that of a community hub/ mixed-use destination that serves more as a gathering place than just another opportunity to spend. Leading real estate developers like Westfield and Runyon are creating community spaces that are cultivating lifestyle comforts beyond shopping. The perfect example is Culver City’s Platform, where Runyon created an indoor-outdoor urban oasis showcasing high-end fashion retailers, top-chef restaurants, a skin-care apothecary, and design stores from around the world. "Today’s pure play brands will take part in the physical future by creating brand experiences designed to connect with their customers from showrooms and galleries to restaurants and bars," Stuart Miller, director of investment management at QIC Global Real Estate, wrote in BoF. "Physical retail enhances e-commerce further by providing genuine connection and a tangible experience.”