The new retail mix
Industry leaders from around the world recently gathered in Cannes for the 25th edition of MAPIC. Last week, our team shared their most interesting finds from the event and following this, we interviewed architect and Madrid-based business development specialist, Paula Martínez Vila, to find out more…
Q: What themes stood out for you at MAPIC 2019?
A: Leisure was undoubtedly the key focus at this year’s event, and this isn’t surprising given the overall theme of ‘Retail Remixed’. For the first time, on the eve of MAPIC 2019, there was a dedicated ‘Leisure Day’ and this explored the integration of leisure and entertainment in retail destinations. This year, there was an unprecedented amount of business owners showcasing their ‘retailtainment’ offerings, from sports activities, to immersive virtual-reality experiences. ‘Artainment’ was also highlighted as a growing trend – ‘blending art with immersive and engaging experiences using tech’.
Innovation in retail was another dominant theme – particularly, in terms of data collection and performance analysis. Tracking systems, such as RFID tagging and heatmapping, allow retailers to better understand their customers (from the journey that they take through their stores, to their purchasing habits) and as an international architecture firm, we’ve already experienced first-hand how this technology can directly influence store design.
The food and beverage sector (F&B) has changed dramatically in recent years, not only in terms of the size of the market but also in the diversity and quality of offer. No longer an offshoot of retail, F&B is becoming increasingly important for its role in attracting new customers and for providing more diverse experiences. Shopping centres have adapted to this change by enhancing and enlarging their gastronomic offer and airport retail isn’t far behind. However, the biggest challenge for landlords now is to understand how their support for F&B operators differs from their responsibilities to traditional retailers.
Another popular talking point at MAPIC was how mixed-use has ‘emerged as the new norm for modern development and regeneration’.
Q: What was the overarching message at MAPIC?
A: Diversification and the need for brands and shopping malls to increase their offering beyond retail and F&B. Many discussions were had around the integration of more services, wellbeing, residential space, offices, hotels and entertainment in retail and this is something we’ve already experienced when delivering stores such as LUSH Liverpool (which features a hair lab, florist, perfume library, coffee kiosk, as well as an entire floor dedicated to spa treatments)!
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