Shopping Promenade Riviera undergoes a transformation with the spectacular opening of Speed Park
The azure coast retail landscape continues to evolve. With the arrival of Speed Park, Shopping Promenade Riviera marks a significant milestone in its repositioning. More than just an opening, it is a strong signal: that of a site that aims to establish itself as the number one leisure destination on the French Riviera. Open to the public since February 19, 2026, and officially launched at the beginning of March, this new complex embodies a clear vision of the commerce of the future: a hybrid place where one comes not only to consume but also to experience.
Speed Park, a next-generation entertainment hub
With this unprecedented installation in the PACA region, Speed Park offers an immersive concept designed for all audiences. Families, groups of friends, businesses – everyone can find a playground tailored to their desires. Spanning over 5,000 m2, the activities are endless: 20 bowling lanes, a 185-meter electric go-kart track, an arcade room, three karaoke rooms, two interactive quiz spaces called SpeedQuiz, several billiards tables accompanied by a friendly bar to extend the experience. Far from just a leisure complex, Speed Park is part of a global leisure logic, where entertainment becomes a real moment of sharing.
Shopping Promenade, a symbol of a changing retail landscape
Since its acquisition by Groupe Frey at the end of 2023 and its rebranding in 2024, Shopping Promenade Riviera has embarked on a profound transformation. The model is that of an open-air center, designed as a place of life. Here, shopping is no longer sufficient on its own: it is enhanced with experiences, gastronomy, and moments to share. For Elodie Costa, this evolution meets a strong demand: to offer a complete destination, capable of attracting and retaining visitors throughout the year: “The opening of Speed Park marks the new direction of Shopping Promenade. Since the acquisition and rebranding at the end of 2024, Shopping Promenade has been committed to a profound transformation that is now taking on its full meaning through projects designed to attract and retain visitors.”
A lifestyle destination blending shopping, food, and leisure
The opening of Speed Park is part of a broader strategy. In 2026, Shopping Promenade Riviera continues to renew its offer with new brands, expansions, and reimagined concepts. In terms of dining, the upscale trend is also evident: gourmet offerings, hybrid formats, convivial experiences – everything is designed to prolong the visit and transform the place into a true lifestyle destination. This positioning reflects a fundamental trend: that of a retail sector that is becoming experiential, emotional, and social.
A European vision of outdoor shopping
Behind this transformation, Groupe Frey is implementing an ambitious strategy. As a European leader in outdoor shopping destinations, the group focuses on sustainable, open, and integrated spaces in their environment. Certified as a B Corp, the company operates in a responsible manner, balancing economic performance, environmental impact, and social utility. Through Shopping Promenade, Frey advocates for a new generation of shopping centers: greener, more human, and resolutely focused on the visitor experience.
The French Riviera reinvents its living spaces
With the arrival of Speed Park, Shopping Promenade Riviera confirms its ambition: to become a place where people come not only to shop but also to have fun.
In a region with already dense tourist offerings, this hybrid positioning could make a difference. Today, more than ever, visitors seek complete experiences that can create connections and memories. On the French Riviera, shopping is no longer just a destination. It becomes an experience to live.
Visit www.shoppingpromenade-riviera.fr
Visit www.frey.fr
