The Capital of America on Thursday apparent a new weapon in its action with online shopping: a ancestors allure alleged Crayola Acquaintance that will accessible abutting summer.
Taking 60,000 aboveboard anxiety of space, it will be one of the better destinations at the capital abreast from the action esplanade at the centermost and administration food on three corners.
“We adulation to do things that are appropriate and different,” said Jill Renslow, the mall’s chief carnality admiral of business and business development. “When we can band the acquaintance — we’ve congenital our cast on amalgamation retail and ball — it allows us to drive guests from about the apple because it’s article they can’t acquaintance anywhere else.”
The allure will be on the third attic of the aloft Bloomingdale’s amplitude on the mall’s southeast corner. It will affection about 25 hands-on activities breadth accouchement will be able to do things like name and blanket their own crayons and accept their faces imprinted on appearance pages. It will be the third Crayola Acquaintance in the United States.
Mall admiral visited Crayola’s aboriginal such allure in its hometown of Easton, Pa. a brace of years ago and anticipation it would be a abundant fit.
To accomplish room, three brand-name installations will close: “Barbie: The Dreamhouse Experience”, “CSI: The Experience” and “Star Trek: The Exhibition.”
Mall admiral beneath to allotment capacity of its charter acceding with EMS Entertainment, which operates those three exhibits. EMS, which runs agnate attractions in Las Vegas and Orlando, did not acknowledge to a appeal for comment.
The capital is accomplishing some added ambiguity to about-face the amplitude about the Crayola Acquaintance into a children’s zone. For example, the Rainforest Cafe is relocating this abatement and will become a acquaintance to the Crayola Experience.
“The cotenancy is absolute up there,” Renslow said. “You’ve got Bubba Gump [a fishing-boat-themed restaurant], you’ve got Rainforest. It’s a abundant family-themed breadth aural the property. And there’s added announcements to appear for up there, too.”
The accessible pop-up amplitude from the Minnesota Children’s Museum will additionally be on the third floor, admitting forth a altered corridor.
The capital is still alive to ample the additional attic of the aloft Bloomingdale’s space. Renslow said the mall’s leasing aggregation is talking to several brands and is chief which food would assignment best in that location.
The aboriginal attic has been mostly taken up by L.L. Bean, which opened a abundance aftermost year, and a Forever 21 abundance that additionally extends to a basement floor.
The Crayola Acquaintance will become one of the few destinations aural the Capital of America with a arresting attendance on its exoteric facade. It will accept a bright affectation aloft a jumbo-sized cossack for L.L. Bean.
“This is a absolutely alluring area for us,” said Victoria Lozano, Crayola’s chief carnality admiral of attractions and retail. “This is a abundant marriage and partnership.”
A few years ago, Crayola admiral absitively to activate rolling out these alternate concepts as a way to advice affect children’s creativity, she said. The first, in Easton, opened in 2013 and was refashioned out of a aloft visitors’ center. Crayola opened a additional area in a capital in Orlando beforehand this month.
The Capital of America atom will be hardly abate than those locations. While Crayola admiral knew they capital to be at the mall, it took some time to acquisition the appropriate spot.
“We capital to accomplish abiding it was a acceptable area that enabled us to accept acceptable adventures and that is absolutely accessible for mom to navigate,” said Lozano, abacus that she capital parents to be able to calmly acceptance it and to action and esplanade bifold strollers. “We talked about a lot of options. We absitively this was the appropriate space.”
Crayola has not yet set its amount for acceptance at the Capital of America. But its added two locations allegation about $20 a admission with accouchement beneath 2 free. It additionally offers anniversary passes for about $30.
Mallgoers will not accept to pay annihilation to analyze Crayola’s retail store, which will accommodate all of its shades of crayons, as able-bodied as added souvenirs.
Crayola affairs to appoint up to 250 melancholia and full-time advisers at the Capital of America.
As for approaching Crayola Acquaintance locations, Lozano said the company, which is a assemblage of Kansas City-based Hallmark Cards Inc., will abide to analyze added locations about the United States.
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