Review of MAPIC 2014 – Day 3Digital Editor
Innesco and the MAPIC 2014 events did not slow down despite the 3-day event coming to a close today. MAPIC 2014 presented various themes within the retail real estate industry. Innesco is thrilled to recognise, as well as support the changing landscape of our industry and provide a unique insight to the themes in focus.
A present theme at MAPIC 2014 was the understanding the target demographic in an omni-channel market. For instance, Westfield Milan is bringing luxury brands to the fashion capital of the world. What better location to provide style conscious consumers with the most innovative and premier luxury brands? At the US Breakfast, US retail real estate professionals panel, specifically Denny Gerdeman of Chute Gerdeman retail design and branding consultancy, expressed that experience, omni-channel and store design were the necessities for success in the transformative US retail marketplace.
Another popular subject this year at MAPIC was for shopping centres to provide an experience, a day-cation (single day holiday) of sorts as a retreat for consumers. Land Securities’ retail and leisure destination, Bluewater, is the leading one of its kind Europe and provides shoppers with 330 retailers, cafes, bars and restaurants. Unibail-Rodamco’s development Mall of Scandinavia in Stockholm allows visitors to indulge in over 250 shops, restaurants from O’Leary’s restaurant, bowling alleys, Ahlens Wellness centre, and a 15-screen cinema and Sweden’s first IMAX cinema operated by Filmstaden Scandinavia. Kotka Old Port in Finland, partly developed by Milligan Retail, will be the country’s first waterfront designer outlet center that boasts over 200 shops, a marina, ferry and cruise terminal, hotels, restaurants, apartments, a casino, and the National Maritime Museum. The Riviera Shopping Centre in Moscow, developed by Praktika, will possess more than just a cinema, the first Kidburg in Moscow, restaurants, two hypermarkets, childrens’ stores, entertainment, and 300 shops, but also will deliver panoramic views of the city and river!
You don’t need to purchase a flight ticket to experience a unique shopping experience. The £8 billion revamped Battersea Power Station will offer customers with all things ‘extraordinary’ on The Electric Boulevard, London’s newest high street, with 40 retailers in the village-setting Circus West phase, due to open in 2016, and more than 90 retail units in the Power Station phase during 2020. Battersea Power Station will also include stunning apartments, let by The Battersea Power Station Estates, were designed by Foster + Partners and Gehry Partners.
The expansion of food and beverage formats into the retail real estate industry has been a hot topic at MAPIC 2014! Tutti Frutti Frozen Yogurt, which began in California in 2008, now operates 850 stores in 48 countries from Qatar to Germany. The self-service, healthy ‘froyo’ provider combines themes of connecting with the target audience and providing an experience by allowing customers to choose from over 100 rotating, seasonal flavours and design their yogurt with countless toppings. Innesco is a big fan! Joe & The Juice was present to quench visitors thirst under the Cannes sun. The Danish firm has stores throughout the UK and Europe, but plan to expand their 50+ stores to 250 throughout the UK and Europe, as well as 15 within the United States by 2017.
‘Retailtainment’ was a buzz word these past 3-days! MAPIC focused on the vitality of the fusion between retail and entertainment by featuring an entire arena dedicated to the theme. The Leisureway, a company dedicated to creating distinctive experiences informed developers to offer unique ‘retailtainment’ experiences from the inception, rather than an additional accessory to a project. Intriguingly, niche experiences generate mass attention. KidZania and Kidburg, a child-directed city environment where children role-play in different professions, received enthusiastic responsiveness in Cannes. Playtime, a soft play company, and Aerodium indoor skydiving were also popular in the arena.
All that said, all work and no play make Innesco a dull company. We had our fair share of sparkling events as well as from client entertaining, the Tennis Tournament, CBRE’s Cycle to MAPIC, the Opening Night Party and the Awards Dinner plus fireworks to the journalist interviews, meetings, lively stands, our very own networking event and new business presentations providing an unparalleled experience!
21st birthday parties are significant milestones in many people’s lives, which makes us even more excited for MAPIC 2015! Our tanned faces will fade upon returning to London, but our fervour and fresh ideas from MAPIC will not diminish anytime soon!