“In today’s market, Food & Beverage brands are a central component of the customer experience”

The director of MAPIC, Nathalie Depetro, explains the reasons why Food & Beverage has been chosen as the main theme of the 2017 fair.

For those who do not know MAPIC, can you explain who comes to this event and why?
MAPIC is the International Retail Real Estate Market, in Cannes from 15 to 17 November. In 2016 we hosted 8,400 attendees from 78 countries, including 2,100 retailers and 2,500 property developers.

The MAPIC concept may seem simple and obvious now, but it was bold and visionary when first launched in 1995. The idea of offering international retailers a global overview of site locations – not only in shopping centres but also in city centres, factory outlets, recreational sites and transit areas – anticipated the massive transformation in shopping practices. MAPIC keeps growing due to its strong international attraction and to the dynamism and creativity of players in retail real estate, who are always ready to move forward in search of new growth opportunities.

Over the years, the retail real estate industry has changed considerably. And MAPIC has remained at the forefront by attracting the trendiest brands and the latest generation of shopping centres, as well as new players from the digital world, leisure and e-commerce industries, which now play an integral role in the retail real estate sector.

Every year you highlight a country or a theme linked to the development of the industry. In 2017 you have chosen Food & Beverage. Why this choice?
Yes, for two years now, we have cast the spotlight on topics related to new developments in the industry, and this year it will be Food & Beverage. In today’s market, F&B brands are a central component of the customer experience, a new trend that is revolutionising the retail real estate market. From traditional cooking to «Healthy & Organic», and exceptional cuisine to Street Food, consumers are faced with a broad range of diverse concepts offering a brand new experience. Restaurants are no longer just places where you eat; they have turned into friendly spaces that encourage new encounters and allow consumers to discover and share new experiences. This makes MAPIC an ideal opportunity for anyone in search of the latest international trends in food as well as the innovative new formats emerging in this rapidly changing sector.

Have you identified other major trends? What in your opinion is the future of the retail industry?
MAPIC is primarily a business platform. Driven by changing consumer habits, the retail real estate industry is continually renewing itself, leading to the emergence of new development opportunities that we try to highlight at MAPIC.

For example, the impact of digital on shopping through such phenomena as multichannel, data collection and management, along with physical locations adapted to the needs of e-retailers are all key topics that will inevitably be discussed at this year’s MAPIC. Especially at the MAPIC Innovation Forum, an exhibition space dedicated to innovation where participants can also attend conferences and presentations to find out about innovative technologies and solutions that will boost both footfall rates and the value of retail real estate assets.

Leisure activities in shopping centres form an important trend that will be on show at MAPIC in a pavilion dedicated to this sector, highlighting the fact that shopping centres are increasingly becoming leisure destinations and not just shopping venues.

The final trend we have identified is that of temporary or pop-up stores, which are emerging everywhere in many different forms as they respond specifically to the new expectations of millennials and offer the best brick-&-mortar solution to e-commerce players.

Tomorrow’s retail property will combine the best of all these components – dining, digital, entertainment and new concepts – in an effort to remain attractive and extend the time consumers spend on their visits as long as possible.

Más información: Especial MAPIC 2017