Shopping Centers Today

OCT 2018

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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26 S C T / O C T O B E R 2 0 1 8 S T O R E F R O N T S With plans to include spaces for filming Munchies content, demos from visiting chefs and engaging acti- vations, the Munchies Food Hall will be an opportunity for visitorsto get immersed in the vibrant digital com- munity found on the Munchies site. "It's about creat- ing a memorable environment where our customers will interact, learn and experience food like never before," saidDim- itri Lalagos, senior vice president of leasing at Ameri- can Dream. "Our restaurateur part- ners will be provid- ed with attractive design and construction amenities to showcase and attract the best talent. Most importantly, you can score a great Martinez cocktail to wash down the beef marrow cheeseburger and eggplant tempura." There will be no shortage of enter- tainment tenants elsewhere in the center. Anchor Saks Fifth Avenueand some 450 retail, food and specialty shopswill joinNorth America'slargest fullyenclosedDreamWorks Water Park and Nickelodeon Universe Theme Park; a 160-story Big Snow Indoor Ski & Snow Park; a KidZania; a live per- forming-arts theater and many more entertainment attractions. The Col- lectionsluxury and fashion areaand The Dining Terrace, a collection of 15 full-service restaurants, are among the center's features as well . Q cultural aspects. The 3 million-square-foot Amer- ican Dream is being developed by Triple Five, which already ownsthe two largest shopping and entertain- ment centers inNorth America:Mall of America and West Edmonton Mall. The grand opening is set for 2019. "In the true spirit of American Dream 'firsts,' we are thrilled to part- ner with Munchies, a brand leader in food, culture and conversation," saidDon Ghermezian, president of American Dream, in a press release. "When we thought about the food- hall experience and how to differen- tiate ourselves from other developers, Munchies immediately came to mind. Instead of partnering with a celebrity chef, which is totally expected, we crossed three rivers and the island ofManhattanto find the ideal partner to collaborate on this first-of-its-kind food hall. The Munchies Food Hall will curate tenant selection and global culinary experiences, while simultane- ously creating events, activations and content not found anywhere else." A merican Dream, the mammoth retail-entertainment complex that Triple Five Group has under development in Bergen County, N.J., will feature a food court curated by Munchies, the food-and-culture website and digital-video channel from Vice Media. With near- ly40,000 square feet and 18 vendors, the Munchies Food Hall will be a platform for creative and diverse culinary talent, selected with Munchies' signa- ture youth-driven perspective. "The decision to create a Munchies Food Hall was a no-brainer," saidJohn Martin, publisher of Munch- ies. "We're always looking for opportu- nities to expand the Munchies brand beyond digital media and to provide fun, offline experiences for our fans to taste, interact and learn, as well as tell our stories to new audiences. Food halls have always intrigued us, and we couldn't ask for more than partnering with a world-class operator like Triple Five. The American Dream property is like nothing we've ever seen before, and we're beyond excited to have Munchies be one of their partners." Munchies is aJames Beard Award– winning media site that was launched in 2014 and now operatesin nearly a half dozencountries. The site offers content for a young audience andshowcasesthe ways that food fits into manyidentities, customs and Menu for a megamall Vice Media will roll out its Munchies food venue at American Dream By Brannon Boswell

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