American malls face an uncertain future amid shoppers’ growing preference for online and an over-supply of retail space. To entice people back, some owners and developers are prioritizing food, fitness and entertainment experiences – but will it be enough to weather retail’s reckoning?

London-based startup Fiit is an app that combines on demand fitness classes with wearable technology and social competition. By gamifying the fitness experience, it's trying to keep health-conscious Britons both motivated, and on the right track towards building healthy habits.

Conceived as an ‘homage to Millennials’, lifestyle store Riley Rose offers Instagram-worthy skin care alongside rainbow candy and chic homeware. But beyond its social media-friendly products and interior design, the brand represents a concerted effort to draw teens back to the shopping mall.

Despite their love of online shopping, young Americans still see great value in supercentres, with many visiting a Target and Walmart on a weekly basis. In the first of a two-part report, we explore how big box retailers are tapping into aspirational consumerism to grab the interest of Gen Y.