MORE Vision 3 - Culture, leisure: traffic generator?

FACT: In 2009, Chamartín Imobiliária and ING created the Dolce Vita Orchestra, offering musical training to 250 children.

FACT: In 2010, German shopping and leisure centre Centro Oberhausen launched a cultural event to honour pop star James Rizzi, featuring a 450‑piece exhibit and an art competition for 10,000 schoolchildren.

FACT: In 2010, 13 Metro shopping centres in Germany launched a cooking event, offering free classes to children and adults, plus a cooking competition for the adults in attendance. Over 1,500 people participated.

FACT: In 2011, during “Domoteka Design Days” at IKEA’s Centre Polska, Polish painters, sculptors, photographers and fashion designers presented and sold their work in the centre.

Retail spaces undergo constant change, and shopping centres such as the aforementioned are embracing a fusion of cultural and retail opportunities.

While promotional events have long been used to draw in curious onlookers, customers now demand more. Today’s shoppers don’t just want to buy—they are looking for opportunities to learn, share and discover. The integration of culture, leisure and entertainment into retail spaces now plays an important role in enhancing the consumer’s shopping experience.

Cultural events make a visit to the shops about more than simple consumerism. They can increase footfall, bring in new potential consumers, and create a “feel good” factor that ensures repeat visits.

How can retail environments transform themselves to offer visitors more, encourage buying, and deliver a tangible return for retailers and developers?

We’ve talked to Laure Colliex, executive vice president of cultural consulting firm Lordculture, to get the details on how to bring a little culture into the retail world.

MORE Vision: giving you visibility

Reed MIDEM’s detailed MORE Vision report explores this phenomenon and asks top industry players how to turn cultural opportunities into reality.

Laure Colliex, Executive Vice President, Lordculture

Rebecca Cardozo, Venue Director, Bluewater

Ibrahim Ibrahim, Managing Director, Portland

Mark Faithfull, Editor, Retail Property Analyst

Watch this space for the next MORE Vision!

Every two months, MORE Vision by MAPIC will contribute to the retail real estate community’s knowledge base by exploring a key trend influencing retail property strategy today. Each issue of this multichannel and multi-tool service will include a presentation of a trend, with history, key figures and useful links, along with exclusive interviews with top industry players.

Download the full report:

[slideshare id=10060082&doc=morevision3cultureleisure-111107113658-phpapp02&type=d]

MORE Vision 1 – Is your store ‘social media’ ready?

MORE Vision 2 – Citysumers

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Next issue: January 2012. Don’t miss out! Register now to be notified about the next publication.

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