SINGAPORE: Shopping malls and brands in Southeast Asia are urged to combine entertainment, technology, and authenticity to stay ahead in the competitive retail market post-pandemic, experts from a report by Canvas8 said, released on Nov 12.

The report, How Southeast Asia’s Malls Are Evolving Post-Pandemic, authored by Angel Martinez, includes insights from experts such as industrial designer and experiential marketing specialist Diego Azevedo, digital strategy and operations consultant Donnah Montemayor, and Aaron Henry, head of the Bangkok-based agency Foundeast.

Malls becoming “all-in-one” destinations

According to the report, as immersive, technology-driven experiences became the norm, malls and brands changed how they attracted customers, focusing on bringing them back to physical spaces while staying competitive online.

Mr Henry said shopping malls have always been central to vibrant and popular destinations in Southeast Asia.

After the pandemic, physical retail spaces naturally revived, becoming ideal hubs for community and shopping, mixing retail and entertainment, which Mr Henry mentioned as “a trend that is reshaping how brands connect with consumers.”

With features like Olympic-sized skating rinks and indoor farms, malls have become all-in-one destinations. Mr Henry explained this shift is driven by the region’s growing middle class and demand for all-in-one destinations.

“It’s why we have indoor theme parks, cinemas, and even cultural events and interactive exhibitions now. These spaces must reflect the culture, interests, and needs of the specific location or community,” he added.

Technology transforming mall experiences

The use of augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are no longer exclusive to luxury brands but are now essential for creating immersive and memorable mall experiences.

Brands that use these technologies effectively attract visitors and encourage them to return.

Advertising consultant Ms Montemayor said, “Cutting-edge technology really draws a crowd.”

However, she pointed out that while people loved advanced technology in shopping, using it just for social media wasn’t enough.

She explained that brands needed to make it a real part of the shopping experience “rather than just using it for surface-level promotions or Instagram clout.”

For example, Singapore’s ION Orc...