Modern retail wars have spawned carefully designed retail spaces that increasingly embrace cultural activities. Savvy shoppers want more—how can retailers deliver?
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.
Rebecca Cardozo, Venue Director, Bluewater
Ibrahim Ibrahim, Managing Director, Portland
Mark Faithfull, Editor, Retail Property Analyst
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