Reitir: A new leisure and entertainment destination




Customer Experience Definition · Customer Journey Mapping · Digital Strategy · Placemaking

The Challenge

Our brief was to develop the strategy and concept (experience and environment) for a new leisure and entertainment destination in the heart of Reykjavík. A 7000m2 floor of an existing shopping mall was completely reimagined to create a new place to hang out, meet up and have fun - for individuals, families, friends and colleagues.

The challenge was to completely recast and reframe the location for this new concept - a well-known centrally located community shopping mall that had been built in the eighties - whilst maximising the easy access and footfall.

The Idea

A global review of food, entertainment and leisure trends was undertaken to be able to develop a new concept that will constantly evolve and continually generate reasons to visit, with the landlord in the driving seat in terms of editing and curating the experience over time.

Rather than thinking of individual units to let and brand names to create footfall – this concept is more like adestination hotel that through a range of partners create macro themed zones – health and wellbeing, food, entertainment, games and events. People, the community and food are at its heart, supported by a range of new and exciting leisure and entertainment concepts – including a
multi-activity club house, (think Soho House meets Flight Club, All-Star Lanes and Shufl), artisan food market, fitness and wellness area, boutique cinema and an Esports zone,
together with a range of hospitality options and event spaces.