News
From TikTok’s ‘mall bingo’ to Pinterest’s offline shifts, Westfield Rise’s Kristen Jackman reveals why Gen Z is ditching their screens to build connections in physical retail spaces.
by Emmy Liederman September 10 2026
For years, digital headlines insisted the American mall was dead. But step into a physical retail space today, and you will see Gen Z congregating for spontaneous hangouts, participating in viral TikTok trends like 'mall bingo' and seeking out real-world experiences. As AI-generated content crowd sonline spaces, human interaction and physical discovery have become premium commodities.
In this episode of Campaign Chemistry, Emmy Liederman sits down with Kristen Jackman, Senior Vice President at Westfield Rise. Drawing on her career journey from Twitter to reinventing modern retail spaces, Kristen breaks down how experiential marketing is redefining brand activations and driving consumer engagement. She shares insights on how platforms like Pinterest are championing offline interactions, why physical spaces serve as critical social hubs for younger generations and how brands can build lasting emotional connections through community-driven experiences.
