After the great success achieved in America, Japan and Italy, the “Crash Room”, the first anti-stress room set up in a shopping centre, has arrived in Rome.

The original and unconventional “entertainment concept”, in collaboration with the event and communication agency Jet’s, has been presented today at the Romaest Shopping Centre. During the press conference the new entertainment format aroused particular interest and curiosity among those present: journalists, TV personalities and professionals.

How does it work? You just have to enter the room and, wearing a protective helmet and covering suit, let off steam in the three minutes available with the activities planned in the Crash Room. Anxiety, tensions and frustrations will finally have free rein in a place created on purpose and in maximum security. In this way it will be possible to live a truly unique experience totally beyond the usual conventional schemes.

Who has never felt that uncontrollable urge to scream, throw and slam everything? Sometimes not even the competitive sport manages to alleviate the tensions accumulated over time, as a study by the University of Michigan points out, which indicates that about 25% of heart disease are due to the loss of control and degeneration of anger.

Inspired by the Japanese “rage room”, born in Japanese companies to give their managers and employees the opportunity to relieve anxiety and tension, that format has been increasingly emulated. The phenomenon has spread in America and in cities like New York, Los Angeles and Chicago and then landed here in Italy in Bologna, Florence, Milan and now Rome.

“This new entertainment format offers our visitors and customers a truly unique experience. Inside the Crash Room they will be able to let off steam in complete freedom, releasing anger, stress and frustration in maximum security”, commented Marco Torresan – Romaest Shopping Centre Manager.

Andrea Gallerini, president of Jet’s, added: “Jet’s, thanks to Savills and the management of the Romaest Shopping Centre, proudly presents to the public of the mall the Crash Room: a new and original experiential format. An activity that is above all a client service and directs modern entertainment strategies towards unique, engaging and certainly successful concepts.”

Romaest is the Shopping Centre located in Rome few kilometres far from the high-speed street Gran Raccordo Anulare and from the highway A24, exit Ponte di Nona. The mall counts a GLA of 103.174 sqm for a total of 210 shops. It is managed by Savills from its opening in 2007 and it’s not new to be the first shopping centre in Italy bringing innovation. Last June in fact, Romaest introduced Amazon’s Alexa accomplished to be the first retail destination in the country to use that technology with the aim of facilitating and consolidating the centre’s daily relationship with its customers thanks to the use of AI.