Saudi Arabia's Shopping Malls Are Becoming Entertainment Destinations

With more than 50 entertainment experiences planned across Westfield Jeddah and Westfield Riyadh, Cenomi Centers' latest developments reflect a broader shift in how Saudi Arabia's commercial spaces are being designed and experienced

For decades, the shopping mall has occupied a distinctive place in Saudi Arabia's social landscape. Beyond its commercial purpose, it has provided a climate-controlled environment for families, a meeting place for friends and an accessible setting for leisure in cities where outdoor activity can be limited by the weather. Yet the traditional formula of retail stores, restaurants and a cinema is increasingly being reconsidered as entertainment becomes a more substantial part of the Kingdom's urban development.

The latest plans from Cenomi Centers illustrate the scale of that shift. Across Westfield Jeddah and Westfield Riyadh, the company has announced more than 50 entertainment experiences incorporating over 20 international intellectual properties, with attractions scheduled to roll out through 2026 and 2027. The developments bring together established entertainment brands, interactive experiences, sports activities and architectural installations, positioning leisure as a central component of the shopping environment.

Among the announced concepts are Saudi Arabia's first Mattel Playland, featuring brands including Barbie and Hot Wheels, and Play-O-City, powered by Hasbro. Sportzlab, described by the developer as the Kingdom's first dedicated sportainment hub, will combine digital sports experiences, gaming and partnerships with sporting organisations. Muvi Cinemas and Billy Beez are also included, alongside competitive social activities and an immersive adventure park.

The emphasis on internationally recognised entertainment franchises reflects an increasingly familiar strategy in destination development. Established characters and brands offer immediate recognition, particularly among families, while interactive formats provide reasons to visit beyond conventional shopping. For operators, these experiences also offer the potential to encourage longer visits and repeat attendance, although their success ultimately depends on the quality of the attractions and how well they are maintained.

Architecture is another significant part of the plans. Both destinations will feature an immersive installation known as AlJawhara, meaning The Jewel, with multimedia experiences developed by Moment Factory in Jeddah and WB Immersive in Riyadh. Rather than functioning solely as decorative features, the installations are intended to become central gathering points within the developments.

The outdoor environments are also receiving attention. Westfield Jeddah is planned to include a dancing water fountain promenade, while Westfield Riyadh will incorporate three open-air parks. These additions suggest an effort to create spaces that accommodate social activity beyond enclosed retail corridors, although their usefulness will depend on accessibility, programming and seasonal conditions.

The developments arrive during a period of considerable change in Saudi Arabia's entertainment sector. The expansion of cinemas, live events, sporting activities and family attractions has altered expectations around leisure, while new commercial projects increasingly compete for visitors' discretionary time as much as their spending.

This creates an interesting challenge for shopping centres. Entertainment may attract visitors, but it does not automatically produce a successful destination. Pricing, crowd management, transport connections, the diversity of activities and the balance between commercial and genuinely accessible public space will all influence how these environments function once fully operational.

There is also a question of identity. International entertainment franchises can bring familiarity and substantial production resources, but their presence alone does little to distinguish one destination from another. The more enduring test will be whether Westfield Jeddah and Westfield Riyadh develop environments that respond to the habits, preferences and social lives of the communities they serve.

Westfield Jeddah opened in August 2026, with additional entertainment experiences scheduled to follow, while Westfield Riyadh is expected to begin previewing during 2026. The full entertainment offering remains in development, meaning its eventual impact cannot yet be assessed.

What the plans do reveal is a changing understanding of the shopping mall's role in Saudi Arabia. Retail remains important, but increasingly it is being positioned alongside entertainment, dining, recreation and shared experiences. As these developments take shape, the question is whether they can become meaningful parts of everyday urban life rather than simply larger collections of commercial attractions.