Play changes how people move, pause, and connect.
That’s what makes them stay.
People arrive because they need something.
They come back because of how a place makes them feel.
Across our meeting places, we see a shift when play is part of the experience: people slow down, spend a bit more time, and take in what’s around them.
Life in Communities 2026 shows how adults really play outside the home – and how meeting places can turn “In. Shop. Leave.” into “In. Play. Shop. Return.” .
Across our meeting places, we see how millions of visits play out every year. It gives us a front-row seat to how people actually spend their time and how their needs are changing.
Being curious about our communities, we study everyday life outside the home: how people use places, what they expect, and what they are missing, including simple moments of joy in a busy day.
This year we focused on play. We spoke to 3,000 adults in six countries about how they play outside the home. The Life in Communities Report 2026 reveals why play matters so much for adults, what is holding them back, and how meeting places can turn quick visits into meaningful, more joyful time together.
What this looks like in real life
Pippi
In China, our Pippi Longstocking experience wasn’t designed as a campaign, but as a playful world people could step into. With storytelling, colour and small moments of curiosity, it attracted over 24 million visits - not just bringing people in, but giving them reasons to stay and return. This year, that experience is being rolled out across our full global portfolio.
Pillow Fighting Championship
For the first time ever, we brought the Pillow Fight Championship to Paris, transforming Italie Deux Meeting Place into an arena of fun, laughter, and friendly competition. Visitors of all ages could watch live matches, learn pillow-fighting techniques, or step into the action themselves. The event created a unique opportunity for the community to reconnect with the playful spirit of childhood and share an unforgettable experience together.
Junior
Junior concept is one of the solutions that we implement as a unique proposition on play and sustainability in our Meeting Places. It is not only a supervised play area that makes a visit educational and fun for children but also offers engaging and creative initiatives (e.g. workshops, running Junior loyalty club, etc.). It is a secret place where discarded everyday objects get new life and are reimagined into a world of endless joy and adventure.
Listen to the Life in Communities podcast with our experts
Which way to play?
We heard:
Play is a must, not a bonus: 8 in 10 adults agree that everyone deserves time for play, regardless of age.
Barriers are everywhere: 3 in 4 adults see at least one barrier to playing in shopping centres and other meeting places.
Nature leads the way: 67% of adults are interested in “Nature in the city” – green, fresh spaces in and around meeting places.
You’ll find:
Why adults see play as vital for wellbeing – and what stops them from playing more.
How people actually play out of home today, from nature and culture to tech and creativity.
A “playful palette” from Painting the future and Doodle meets design – six practical ideas for more playful, meaningful and commercially resilient meeting places.
“We can’t say it enough: playing is serious. It’s a force that influences behaviour, fosters connection and shapes how people choose where to spend their time. Join us in bringing play to the many. And let’s play it forward together.”
Matt Drage Communications & Marketing Director at Ingka Centres
Why it matters
When people spend time differently, performance follows.
Visits become longer. Experiences become more social. And meeting places become somewhere people choose to return to - not just pass through.
There´s more behind these moments. Press Play to explore.
Interested in the previous 2024 iteration of the report? You can find it here. Or find the 2024 report in simplified Chinese here 点击此处 instead.