Retail Gazette Loves: Westquay’s maze attraction

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Westquay maze

Labyrinth walking is an ancient practice used by many for contemplation or meditation, but ultimately the concept was inspired by mazes, which are far more challenging due to their dead ends.

One shopping destination that has introduced this challenge for visitors is Southampton’s Westquay Shopping Centre.

The 400m maze with 8ft hedges was recently revealed in Westquay’s unique event space, featuring an Urban Treehouse at its centre.

Westquay mazeThe shopping centre, owned by British property developer Hammerson, said over 18,000 people visited the attraction during its 10 day run, 14 per cent of which were new visitors.

The centre also recorded a 2.7 per cent increase in footfall during the event, and footfall rose by 12 per cent over the Bank Holiday weekend.

Westquay mazeMeanwhile, retailers at the shopping centre also benefited from the maze.

John Lewis revealed a teddy bears picnic with a diamond treasure hunt with Laings, and tastings and giveaways from Bill’s.

In addition, yoga sessions also took place on the treehouse at the centre of the maze.

Westquay mazeThe maze is part of Hammerson’s £2 million experiential events programme for 2019, and follows other successful events across its portfolio, including the Festival of Light.

“More and more of our customers are looking for a real experience when they visit our destinations, whether that’s great food or an engaging event,” Hammerson head of customer experience, Kathryn Malloch said.

“The maze is just one example of how we are delivering that.

Westquay maze

“Not only do events like the Maze drive footfall, they also boost sales and generate excitement for our brands.

“We’ve got a lot more events and surprises planned for 2019, including a Summer Sensory Garden at Westquay in July.”

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