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An incubator space is coming to Cherry Hill Mall — a change that points to the broader trend of shopping centers rebranding as destinations to do more than just buy clothes.

Incubator company 1776 will occupy 11,000 square feet of the 1.3-million-square-foot Cherry Hill Mall, one of the 21 mall properties owned by Pennsylvania Real Estate Investment Trust (PREIT). The space is expected to open in November and 1776 considers it more of an “incubator” than a coworking space, providing resources for desk, office, and conference rooms in addition to entrepreneur-centered programming and mentorship, said Penny Lee, the company’s chief strategy officer.

Image: COURTESY OF 1776 - The 1776 incubator space in Washington.