Ahead of its 30th anniversary later this year, RLI caught up with Francesco Pupillo to discuss how one of the biggest events on the retail real estate calendar is reinventing itself and how it will be proposing a new offering to guests.
Francesco, MAPIC is known as the global meeting place for retail real estate. What was the core vision behind reimagining the format for 2025 and can you share how industry feedback or global trends influenced this decision to evolve the event’s structure?
In MAPIC’s 30-year history, the retail property sector has evolved – and the pace of change has accelerated rapidly over the past few years. As a result, our clients’ needs have evolved in line with these changes. The period from 2010 to 2015 saw a wave of development activity across Europe with malls under construction in almost every city and investors readily deploying capital into retail. As the sector has matured, there is still an appetite for investment but the opportunities for ‘ground-up’ development are much scarcer. Today, the focus in much more centred on transforming existing assets and making them relevant to current needs. As such, MAPIC is less of a showcase for new developments and more of a marketplace for investors, brands and the agents of change to converge with the aim of creating the best and most profitable assets possible.
What are the most significant changes attendees and exhibitors can expect in the new MAPIC format?
There are a number of local shows that focus on vision and strategy, but people do not come to MAPIC for that. The investors are here to meet the emerging new brands and concepts that will add value to their assets and the brands are here to secure the best locations to grow their businesses. We have made a number of changes to facilitate this and to encourage more meetings and networking. In addition to the usual stands and exhibitions, this year’s event will have a greater emphasis on deal-making, adding more business lounges and networking spaces to enable this. The main conference agenda will also be supplemented with a dedicated ‘matchmaking’ event which will bring retailers and property players together with the aim of scouting around 10-15 US and Asian brands seeking to expand their footprint in Europe.
In what ways is the 2025 format a direct response to the shifting dynamics of retail, leisure and placemaking?
The sector is now united in recognising the role of the experience in retail. In a competitive retail landscape, this is the main driver of customers’ decision making. In a world in which you can shop 24 hours a day, seven days a week from the comfort of your own home, you need a compelling reason to visit a physical destination to spend your money. This radically changes the way we conceive and create places and radically alters the role of this industry – we need to be creative as well as commercial.
How has the content strategy evolved – particularly around AI, sustainability, investment and consumer engagement?
The content strategy will always focus on the issues that affect the sector and the issues we need to be addressing to deliver the best spaces. But we will also be increasing our focus on growing brands in line with our new deal-led format. This industry is good at sharing ideas and collaboration and our role isn’t to dictate this agenda but, rather, to bring the brands and the assets together in an environment that helps them understand each other’s needs and ultimately, to do deals.
What new opportunities does the updated format create for retailers, developers, investors and solution providers alike?
Landlords come to MAPIC to showcase their locations to tenants and secure deals. Brands come here to understand the best locations. Our mission is to offer the meeting point between the two and bring more and more brands to landlords to help them to have the highest number of business opportunities. MAPIC is Europe’s premier platform for connecting landlords and brands. The feedback from attendees is clear: they come to MAPIC to meet brands and sign leases. That’s why MAPIC 2025 will focus squarely on retail leasing. Landlords will meet brands actively seeking space. Our main audience includes leasing teams, asset managers and heads of development.
How do you envision the long-term evolution of MAPIC beyond this year’s innovation?
MAPIC is the most important showcase for players in the retail real estate sector internationally, particularly in Europe. To maintain this leadership, we must continuously evolve with the market. The most telling change is the near disappearance of new development projects in Europe, once the main draw for exhibitors. Companies are now focused on optimising existing assets, regenerating urban areas and developing mixed-use concepts. There’s less to ‘showcase’ in the traditional sense. As a result, participants now approach MAPIC differently.
On a personal note, what excites you most about this bold new chapter for MAPIC?
I am keen that MAPIC remains a flagship event within the retail calendar and continues to be a place where people come to meet with business prospects that they can’t access elsewhere. It’s about facilitating the right conversations, the right connections and ultimately, making deals happen – a prime focus for this year’s event.
