An iconic entertainment brand is hoping to capitalize on the demand for experiential retail.

Cirque du Soleil will be launching a chain of retail locations called CREACTIVE starting in the greater Toronto area, the Montreal-based company announced on June 13. To find and lease locations, Cirque du Soleil will be partnering with Ivanhoé Cambridge, also based in Canada.

CREACTIVE first launched as an amenity at Club Med locations in France and the Dominican Republic. Within a projected footprint of 24K SF, the concept will include training and play in the varied elements of circus performance that Cirque du Soleil has popularized around the world, such as acrobatics, trampolines and juggling, with additional activities such as mask painting and bungee jumping.

The first CREACTIVE is projected to be ready by September 2019, to be followed by more Canadian locations in partnership with Ivanhoé. For further locations in other countries, Cirque du Soleil is looking for other real estate partners.