Answer extracted from the The Crexi Commercial Real Estate Podcast — listen to the full episode below.
How does Dreamplay transform vacant department store space into family entertainment?
Dreamplay is a 50,000 square foot kinetic interactive family entertainment center featuring DreamWorks properties like Kung Fu Panda and Shrek, with climbing facilities and hands-on experiences where families can learn martial arts. The first facility opened in Manila at City of Dreams and proved so successful that it created new opportunities for family entertainment centers to repurpose vacant department store boxes in malls across North America.
Repurposing the "Dark Box" Problem
Shopping malls across North America faced a persistent challenge: department store closures left behind massive vacant spaces—what the industry calls "dark boxes." These 50,000 square foot voids consumed valuable mall real estate and disrupted foot traffic. Traditional retailers couldn't easily fill spaces of that scale.
Dreamplay emerged as a direct solution to this problem. As Paul Kurzawa explains in the episode, the model proved its viability in Manila before being adapted for the North American market. The kinetic entertainment concept—combining branded intellectual property with interactive physical experiences—provided a fundamentally different tenant model than traditional retail.
What makes Dreamplay distinctive is its integration of movement and learning within a branded universe. Families don't simply watch or consume; they climb, train, and engage physically with DreamWorks characters and narratives. This experiential layer transforms an empty retail box into a destination venue that drives consistent foot traffic and dwell time across the mall.
DreamWorks Animation's Strategic Role
DreamWorks Animation played an active role in developing the Dreamplay concept. The podcast details how Kurzawa's work with DreamWorks extended beyond traditional holiday experiences into this entirely new category of entertainment venue. The partnership leveraged DreamWorks' visual assets, character IP, and storytelling expertise to create immersive spaces.
The Manila opening was the proof of concept that validated the business model. Once successful, it opened doors for other developers and mall owners to consider similar entertainment-anchored approaches to their vacant department store footprints. This represents a meaningful pivot from passive retail tenancy toward active, experiential venue development.
Paul Kurzawa — Chief Executive Officer, Centennial. With more than 25 years of experience in lifestyle, open-air, and enclosed retail environments, Kurzawa specializes in redevelopment and placemaking. His landmark projects include the $660 million redevelopment of Willis Tower in Chicago and major mixed-use developments at Americana at Brand and Westfield Century City. He has held senior leadership roles at The Blackstone Group, Westfield, Caruso, DreamWorks Animation, and Equity Office Properties.
For a deeper look at how Kurzawa's experiential approach extends to other retail innovations—such as the reimagined holiday experiences that preceded Dreamplay—listen to the full conversation on The Crexi Commercial Real Estate Podcast.
Key takeaways
- Dreamplay is a 50,000 square foot kinetic family entertainment center anchored by DreamWorks intellectual property and interactive physical experiences.
- The first location in Manila at City of Dreams proved the business model's viability before expansion into North American malls.
- Dreamplay directly addresses the "dark box" problem—vacant department store space that traditional retail cannot fill.
- The model represents a shift from passive retail tenancy toward experiential, destination-driven venue development as a solution for mall vacancy.
See also
How did DreamWorks Animation approach the reinvention of shopping center holiday experiences?
Kurzawa worked with DreamWorks to redesign Santa's cottage by replacing the exterior with digital screens for animation and creating a seven-room experience that transformed a static tradition into a dynamic, immersive environment.
What is the core definition of placemaking in retail real estate according to industry veterans?
Placemaking is about the true human connection a person makes when entering a retail destination, beyond just branding or merchandise mix. It is the magic that helped retail survive the pandemic.
How did the Dining Terrace at Westfield Century City redefine food court experiences in American shopping malls?
Rather than a traditional food court, Westfield created what it called the Dining Terrace at Century City with staff busing tables, proper cutlery and a full dining experience that elevated the casual eating space into a destination.