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the international market for retail estate - 18th edition ADVERTORIAL ENTERTAINMENT & LEISURE COMPANIES TAKE CENTER STAGE AT MAPIC 2012
How will Entertainment & Leisure partners integrate into the 21st century shopping centre?
In the previous century, culture, leisure and entertainment played a nominal role in the shopping centre strategy, and was perceived in some ways as merely philanthropic or charitable in nature. But in the wake of online competition, many savvy developers and shopping centre operators now perceive a major opportunity to increase footfall by rebranding the shopping centre as an event-space that encourages the public to stay longer (and buy more) while visiting the mall.
Q&A with Nathalie Depetro, director of MAPIC
Why are leisure and entertainment so important for retail areas today?
With online sales booming, traditionnal retail whether in city centres or shopping centres trade has adapted its
offerering and its marketing
approach. The challenge now for those involved in real estate business such as Segece, Auchan, Phalsbourg Company, MAB, Alatrea and Corio to name a few, is to redefine the idea of the shopping center, and provide an enhanced customer experience. In the future, the customer will still come to shopping centres with the goal of purchasing, but they will also come to spend a day of fun, fellowship and leisure with their families and friends. The modern day consumer will have the ability to do everything from virtually trying on clothes using a touch screen, to discovering new food concepts and going ice skating… all under one roof! The
centre will be a one stop
shop
shopping for
today’s customers.
How does MAPIC showcase leisure & culture during 3 days?
Firstly, MAPIC focuses on retail real estate on a global scale. It’s the only event where all types of development sites are represented: shopping centres, city centres, outlying areas, transit zones, factory outlets and leisure centres. This is a unique opportunity for leisure operators and leisure brands to meet with their peers, exchange best practices with international players and owners of different retail sites types.
A dedicated Leisure & Culture programme is at the heart of MAPIC with:
■ an official panel with Lord & Culture within our programme of conferences
■ Culture & Leisure will be showcased at the MORE by MAPIC Pavilion, with short sessions including
• How to make profitable Leisure in Shopping centre development?
• How leisure contributes to the success of retail attractiveness and traffic growth?
• How culture has been integrated in transport hubs?
• How Pop up stores became successful retail attraction?
The 2012 MAPIC Awards will present a special prize for the best “retailtainment” concept.
■ 63 countries ■ 2,300 retailers ■ 8,000 participants ■ 840 investors ■ 8,000 sq m exhibition zone
■ Over 20 conferences and matchmaking sessions
www.mapic.com contact: +33 (0) 1 41 90 45 15
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