The Bullring shopping centre in Birmingham could expand, bosses claim, adding a new cinema, bowling alley and casino.
General manager Tim Walley revealed his ambitions as the centre celebrated its 10th anniversary.
Mr Walley said it was crucial to offer more leisure facilities for the public.
Since the grand opening, the Bullring is said to have brought in almost 400 million customers to the city and Mr Walley said aims to build on this success over the next decade.
He said: “Retail is all about evolvement. When we opened there was a very poor retail offer in Birmingham and our challenge was to get customers shopping back in the city.
“The rest of the city has benefited as a result, from hotels and restaurants to other shops outside of Bullring.
“We believe customers see shopping as just part of the experience at Bullring and that they also want to treat themselves to a meal and to enjoy leisure opportunities, such as the cinema, bowling or going to a casino.
“That’s where we see an extra increase of Bullring, on the leisure side so the whole shopping day becomes fulfilled.”
In October 2004, the Bullring Link opened connecting the centre’s Upper West Mall to New Street Station and The Pallasades Shopping Centre.
It has been suggested another link might be put in to increase the size of the Bullring further.
“Obviously we’re quite landlocked where we are,” he said. “We’re looking at all the opportunities around Bullring and may link to somewhere else again.
“There’s nothing that’s been agreed but we’re working with Birmingham City Council as to what future developments there could be. There are lots of things to add into the mix, such as high speed rail and whether it will happen.”
But Mr Walley said he did not believe the Bullring had damaged retailers in other parts of the city centre.
“I’m not sure it is as a result of Bullring,” he added. “A lot of brands cannot afford to be in the centre so the opportunity still exists for other brands to take space on the periphery. We know our customers shop outside of Bullring when they come.”
Celebrations are happening this month to mark the 10th anniversary – from a Cadbury chocolate model depicting city landmarks to the bull statue being dressed in a party outfit.
Mr Walley added: “There are lots of exciting celebrations taking place, the pinnacle being the final weekend in September when we’re linking with Style Birmingham to put on a fashion show hosted by Mollie King from The Saturdays.
“She will then be joined by the rest of the band for a small concert in Bullring. This is something we’ve never done before and it will be a great finale.
“If it goes well we hope to hold more events like this in the future.”
And when it comes to retail expansion, Mr Walley said some big new brands are on the cards for the centre.
He added: “We hope in the next couple of months to make some positive announcements on the retail mix as some worldwide brands that have never been in Birmingham before are planning to move in.”
The iconic Selfridges design has become known around the world, even appearing as official wallpaper for operating system Windows, while the centre as a whole boasts an average of 175,000 visitors a week and 9.1 million shoppers a year.
The catwalk shows hosted by The Saturdays singer Mollie King will be at the centre on Saturday, September 28.
Bullring’s Key Milestones
* September 2003: Bullring opens, bringing 57 new retailers to the city – and a quarter of a million customers on the opening day alone
* April 2005: The UK’s second Apple store opens
* June 2007: The city’s first Urban Beach is unveiled as part of Bullring’s summer campaign
* November 2011: Spiceal Street, a new 20,000sq ft dining destination, Spiceal Street, opens
* January 2012: Bullring reached 100,000 fans on Facebook – the first UK shopping centre to do so outside of London
* July 2013: Free wifi became available throughout the malls for all customers