From January visitors to Europe's largest indoor shopping mall, Gateshead's Metro Centre, will be able to indulge in serious study when Britain's first out-of-town campus opens its doors.
Gateshead College and the University of Sunderland have joined forces to bring "Learning World" to the North-east where shoppers will be invited to use their loaf after a trip to the bakers.
The new campus will offer part-time study to adults in the Metro Centre which attracts more than 26 million visitors each year.
Chris Hughes, Gateshead College principal, said: "It opens up a whole new world of learning opportunities to people visiting the Metro Centre. We thought if people could just turn off the motorway, park up and combine study with shopping, or ten-pin bowling, it would be very appealing."