In the heart of East Rutherford, New Jersey, a colossal dream once seen as doomed to fail is now witnessing an extraordinary rebirth. Originally envisioned as the Xanadu Project, this ambitious development was plagued by setbacks for more than a decade. However, in recent years, this megastructure has found new life — now rebranded as American Dream — and has grown into one of the most discussed and evolving retail and entertainment destinations in the United States.
TLDR: The Xanadu Project in New Jersey, a once-troubled mega mall concept, has been reborn as American Dream. After years of delays and ownership changes, the ambitious vision is now becoming a reality. With entertainment attractions like an indoor ski slope and massive water park, it marks a new era in experiential retail. Despite its rocky history, the project’s modern revival is capturing public and commercial interest alike.
The Origins: A Dream Too Big?
The tale of the Xanadu Project began in the early 2000s, when developers proposed an enormous retail and entertainment complex in the Meadowlands, a few miles from Manhattan. The project’s goal was nothing short of revolutionary — to redefine traditional shopping malls by fusing shopping, entertainment, and leisure into a single giant hub.
This billion-dollar initiative aimed to include:
- An indoor ski slope — the first of its kind in North America
- A massive theme park and water park complex
- Retail shops ranging from luxury to mid-tier
- Concert venues and performance spaces
- Dining experiences from fast food to gourmet cuisine
But funding delays, political obstacles, construction halts, and economic downturns continuously pushed the project’s delivery further away. The original developers, Mills Corporation and Mack-Cali Realty, eventually handed over the troubled asset to other firms, including Colony Capital and Triple Five Group, best known for owning the iconic Mall of America.
Transformation into American Dream
By the early 2010s, the name “Xanadu” — loaded with years of delays and negative press — was tossed aside in favor of a fresh start: American Dream. Triple Five Group took over the project and overhauled both its design and branding. The company invested billions more, hoping to turn the long-stalled vision into a commercial reality.
American Dream officially opened its doors in phases starting in late 2019. From the beginning, it was clear that this was no ordinary shopping center. Instead, it is better understood as an “experience destination.” In fact, over 55% of the complex is dedicated to entertainment rather than retail.
Key attractions include:
- Big SNOW American Dream: An indoor ski and snowboarding park, featuring real snow throughout the year
- Nickelodeon Universe Theme Park: The largest indoor theme park in the Western Hemisphere, with rides based on iconic Nickelodeon characters
- DreamWorks Water Park: Boasting some of the tallest water slides in the world and a massive wave pool
- Skating rink, mini-golf, and observation wheel: Creating a holistic family-friendly entertainment space
The Mix: Retail, Dining, and Experience
American Dream has adopted a hybrid approach: combining experiential attractions with traditional and luxury retail. Despite the challenges facing retail — especially brick-and-mortar — post-pandemic recovery and consumer hunger for unique, shareable experiences has given the American Dream an edge.
Retailers that have signed on include:
- Saks Fifth Avenue
- Zara
- Hermès
- UNIQLO
- Primark
Dining options range from a global food court to high-end restaurants, offering everything from Asian fusion to gourmet burgers and New York-style pizza. Culinary-themed attractions, such as food festivals and live cooking demos, are often held to engage visitors in both taste and entertainment.
Location, Logistics, and Accessibility
Strategically located across from MetLife Stadium and close to New York City, the American Dream complex draws in visitors from across the region. Its proximity to major highways and public transit access via NJ Transit buses make it a prime attraction.
Image not found in postmetaAdditionally, the mall benefits from:
- 6,000,000 square feet of space
- Parking for over 33,000 vehicles
- Sustainability features including green roofs and water recycling systems
- Adaptive design for multipurpose use (events, exhibitions, and more)
Challenges and Controversies
Despite its vast potential and current popularity, the American Dream hasn’t been immune to criticism. A few of the main concerns include:
- Environmental concerns: Built on wetlands, the development faced scrutiny from ecological groups
- Traffic congestion: With massive footfall, local traffic can become chaotic, especially on football game days at adjacent MetLife Stadium
- Financial viability: The cost of development exceeded $5 billion, and profitability remains a concern amid high maintenance and operational costs
Additionally, the COVID-19 pandemic significantly impacted early operations. Just five months after its first major attractions debuted, closures and delays re-emerged. However, since 2022, visitation numbers and tenant interest have steadily grown.
A Vision Reasserted
While the original “Xanadu” name has vanished, the grand vision it represented is alive and thriving under the banner of American Dream. This rebirth isn’t just about saving an unfinished mall — it’s about transforming the very concept of how people spend leisure time and engage in consumerism.
It has succeeded in converting skepticism into fascination, drawing influencers, families, tourists, and locals alike. Its model of “retailtainment” — combining commerce with immersive experiences — may very well define the future of large-scale malls in America and beyond.
What the Future Holds
The American Dream isn’t done growing. Planned expansions include:
- More experiential zones like VR parks and immersive art exhibits
- Educational experiences combining entertainment with STEM-focused attractions
- Seasonal events, including concerts, light festivals, and holiday markets
- Onsite hotels to support visitor staycations and longer visits
Moreover, the project has inspired similar developments in other regions, suggesting that the once-jeered Xanadu Project has sparked a new genre of architectural and commercial ambition.
Conclusion
What once stood as a symbol of stalled ambition has now matured into a dynamic epicenter of entertainment and commerce. The reborn vision of the Xanadu Project — realized now as American Dream — is more than just a giant mall; it’s a manifestation of our evolving cultural appetite for experience over utility, immersion over transaction.
Time will tell whether this multi-billion-dollar bet will maintain long-term viability, but for now, American Dream stands proud in the Meadowlands: a modern marvel, echoing an old dream, finally come to life.
