Sunnie and Westfield Rise US have published a study suggesting Gen Z is rebuilding social life in shopping centres, with malls emerging as the top place for this group to spend time with friends.
The findings draw on a nationally representative sample and on-site interviews with Gen Z visitors at Westfield Century City in Los Angeles. According to the research, 73% of respondents viewed the mall as the leading place to hang out with friends, while 92% said they were open to discovering something new there.
The study also found that shopping centres play a role in unplanned spending and brand discovery. Some 83% of respondents said they were likely to try or buy something unplanned at the mall, and 72% said they would still go even if they could not buy anything.
The research points to a shift in how younger consumers encounter brands, away from purely digital channels. It found that 44% cited malls and in-store environments combined as the place where they were most likely to discover a brand they later ended up loving.
Respondents were also 10% more likely to discover a brand at the mall than on TikTok. The finding comes as marketers continue to weigh the value of physical settings against algorithm-led digital platforms in reaching younger audiences.
Brand discovery
Sunnie is Hello Sunshine's Gen Z-focused media, experiential and lifestyle brand. Westfield Rise US is the media and experiential arm of shopping centre operator Unibail-Rodamco-Westfield in the United States.
The companies presented the results as evidence that malls are regaining relevance as social venues, rather than serving only as retail destinations. The study described these spaces as a modern version of a "third space", where people gather outside home, work or education.
Westfield Century City featured prominently in the research and in the companies' wider argument about the changing role of shopping centres. The site was presented as a model for combining retail, entertainment and media activity in one location.
Westfield Rise said Century City receives more annual visitors than some of Los Angeles' best-known attractions. It also highlighted the centre's location near Hollywood and its focus on entertainment and brand activations.
Mukta Chowdhary, Vice President of Brand at Hello Sunshine, said the findings reflected a broader change in youth culture. "Gen Z is redefining what connection and community look like today," Chowdhary said. "Our research with Westfield Rise shows that physical spaces like Century City aren't just destinations, they're cultural platforms where identity and entertainment intersect in ways digital alone can't replicate, turning moments of discovery into lasting brand love beyond the algorithm."
Media estate
For Westfield Rise, the study supports its strategy of treating major shopping centres as media venues as well as retail assets. Its network reaches 250 million consumers each year across 13 flagship destinations in the United States and 71 worldwide.
At Century City, one focal point is The Centurion, a large digital screen in the centre's atrium. Westfield Rise said the installation offers more than 300 square feet of full-motion video with 3D functions and is designed for premieres, live moments and immersive brand storytelling.
The company argues that this infrastructure allows brands, studios and creators to use shopping centres as real-world distribution points for campaigns and cultural events. That reflects a wider move among media and entertainment groups to seek direct audience contact outside traditional digital channels.
Kristen Jackman, Senior Vice President of Westfield Rise US, said the commercial case for brands was becoming clearer. "These insights point to more than culture; they signal real opportunity for brands. If you have a Gen Z strategy, you need a mall strategy," Jackman said. "At Century City, we've intentionally built an ecosystem where immersive media and adaptable spaces come together to support everything from retail pop-ups to large-scale cultural moments. The result is a dynamic environment that goes beyond reflecting culture, it helps create it. It gives brands a powerful platform to engage Gen Z in a moment of discovery and intent."
The study adds to a broader debate over whether physical venues can regain influence after years of digital disruption in consumer marketing and leisure habits. In this case, the data suggests younger consumers still value places that offer social interaction, entertainment and the possibility of unplanned discovery in one setting.