Launch - Reimagining the FEC - November 2018

CREACTIVE CIRQUE DU SOLEIL

Cirque du Soleil’s new FEC concept called Creactive will offer immersive family experiences, where guests can step into artists’ shoes and explore the brand beyond its live shows. (Credit: Creactive CIRQUE DU SOLEIL)

Cirque du Soleil Presents New Creactive FEC

by Juliana Gilling

From stunning shows to family entertainment centers (FEC), Canadian-based Cirque du Soleil is poised to enter the attractions industry with a new concept in indoor play named Creactive (part “creative” and all “active”). Producer Marie-Josée Lamy shares the entertainment group’s plans for the circus-inspired FECs bound for retail destinations.

Why add FECs to your portfolio?

Marie-Josée Lamy: While we will always continue to create shows centered on circus arts, an important part of our diversification strategy is to develop new forms of entertainment, reaching new audiences and expanding our creative and production capabilities. Family entertainment centers support these efforts. The first indoor Creactive center will be in Vaughan Mills in the Greater Toronto Area, Canada (September 2019).

How did the idea to get into the FEC business come about?

C I R Q U E D U S O L EMJL: Our fans regularly express their wish to experience Cirque du Soleil from an insider’s perspective. With Creactive, we are inviting families to step into our artists’ shoes and explore our world beyond our live shows. 

Creactive family entertainment centers are an evolution of the concept that has been successful at Club Med since 2015 [in the Dominican Republic and France]. By opening indoor locations (available year-round) close to families’ homes, we are making Creactive more accessible with the possibility of repeat visits. Our goal is to welcome as many visitors as possible with an experience designed to appeal to a broad audience. The new centers will be installed in premium retail locations of approximately 2,300 square meters.

What exactly is Creactive? 

MJL: Although our primary audience is families with kids, there will be something for everyone. Toddlers, teens, adults, and seniors can play, create, and move. Creactive will offer a range of Cirque du Soleil-inspired acrobatic and artistic activities such as bungee, parkour, aerial play, trampolines, mask design, juggling, and dance, enhanced by technology. At the end of their Creactive journey, participants will have new insights into the artists’ training and performances, as well as Cirque du Soleil’s world.

Why did you partner with real estate company Ivanhoé Cambridge?

MJL: We wanted to open the first Creactive location close to our home and naturally looked to our closest partners. Ivanhoé Cambridge seemed like the perfect fit. We both share ownership with the Caisse de Dépôt et Placement du Quebec. But, beyond that, this project fulfills Cirque du Soleil’s growth vision and Ivanhoé Cambridge’s future retail vision.

What are your expansion plans for Creactive?

MJL: We plan to open the second center in Asia next year. Also, we are in discussions with Ivanhoé Cambridge for additional locations in Canada, as well as with other partners for international markets, which we hope to confirm soon.

www.cirquedusoleil.com/other-activities/creactive