CAMP is partnering with mall operator Simon to bring its “play-and-shop” concept to Philadelphia and Houston over the next two years.
In 2024, CAMP will open at the King of Prussia mall near Philadelphia, while the new Houston location will land at The Galleria in 2025. Both locations will span more than 10,000 square feet and feature a rotation of immersive shows and experiences that are stationed behind CAMP’s signature Magic Door.
To support these initiatives and CAMP’s broader expansion, the retailer’s existing group of investors have made an additional equity investment. “This collaboration with Simon accelerates CAMP’s ability to deliver more fun to more families all across the country,” said David Abrams, Managing Partner of Velocity Capital Management in a statement on behalf of the investor group. “CAMP has proven its ability to successfully create immersive retail experiences that engage and delight families. We are excited to invest additional capital as the company expands its reach and footprint in partnership with Simon.”
CAMP also will partner with live entertainment producer RWS Global to scale its “retailtainment” model, with the company powering show operations and retail service capabilities. RWS will bring decades of its experience in live events, sports, exhibits, brand hospitality and attractions to CAMP, being its exclusive partner for touring current shows as well as new show development.
Evolving the Shopping Mall Model
Since its inception in 2018, CAMP has developed an experiential model powered by beloved IP. Some of its standout experiences include Bluey x CAMP, Encanto x CAMP, Little Mermaid x CAMP and Trolls x CAMP, which combine organic play, gamification, products and immersive performances designed to inspire kids and caretakers alike. Currently, seven locations in major cities host these rotating experiences, including Atlanta, Boston, Chicago, Dallas, Los Angeles, New York and Washington, D.C.
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“We are excited to embark on this strategic collaboration with Simon,” said Jenica Myszkowski, CEO of CAMP in a statement. “CAMP has always envisioned an alternative version of the family retail experience, and working with an operator like Simon who understands retail better than anyone, we are poised for the next step in this journey.”
For Simon, this strategic partnership will undoubtedly help elevate its position as a developer focused on transforming the traditional shopping mall environment. “Simon’s mission is to elevate and reinvent the shopping experience in modern and innovative ways for our shoppers and the communities we serve,” said Zachary Beloff, VP of Business Development and Leasing at Simon in a statement. “We are focused on curating new experiences, like CAMP, and offering a one-stop destination for families to shop, dine and play. We are excited to work with CAMP to bring their newest immersive experiences to Simon centers.”
