In a year unlike any other, MAPIC, the largest international retail real estate event for industry leaders around the world returns for its 26th edition in an all-new digital format as the world continues to adjust to the ‘new normal’ the coronavirus has created. The two-day MAPIC and LeisurUp Digital event takes place on the 17-18th November and will offer the whole community the chance to build a sustainable retail future.

The extraordinary situations that 2020 has presented means that new and innovative solutions are required and people, businesses and industries now more than ever, must learn to adapt to an almost ever-constantly changing environment. The very first MAPIC and LeisurUp Digital event aims to bring the leisure and retail real estate community together to discuss, collaborate and share solutions for the industry in the Covid-19 era and beyond.

All attendees of the original MAPIC and LeisurUp events will now be offered the opportunity to connect simultaneously with each other, grow their business and share ideas through live content and networking. MAPIC and Leisure Digital will provide an innovative and powerful networking solution connecting the whole retail real estate community.

Ahead of this ground-breaking event, and with the development pipeline beginning to build back up, RLI takes a look at a selection of projects from around the world that have either recently completed, pre-or during the pandemic, and those that are currently in-line to be finished in the future as the industry tackles this new era with innovative and unique projects.


Global Projects



American Dream in New Jersey once again began welcoming guests with the opening of retail and reopening of its indoor entertainment experiences last month. Retailers including H&M, Primark, and Zara will open their American Dream locations for the first time and DreamWorks Water Park, Nickelodeon Universe, Out of This World Blacklight Mini Golf, plus The Rink will reopen at the same time. Developer Triple Five’s major project was dark for almost seven months during the coronavirus pandemic and the mall, which is now 70 per cent entertainment and 30 per cent retail, is still awaiting a full opening, with many food options still being completed and these are expected to open late this year or early next. An inclusive, diverse community that welcomes guests from around the block and from around the world, the American Dream project is an international hub with a global reach that offers entertainment experiences beyond comparison.


Located minutes away from the Las Vegas Strip, AREA15 is the world’s first purpose-built experiential entertainment complex offering live events, immersive activations, monumental art installations, extraordinary design elements, unique retail, ground-breaking technology, bars and eateries and much more. AREA15 promises to be a portal to the extraordinary. As they enter into AREA15, guests are welcomed by Shogyo Mujo, an interactive 12-foot tall skull covered in 3D projection mapping. Experiences include Haley’s Comet, the first indoor, electric dual-track suspension ride in the United States; Birdly, a virtual reality experience that mimics the avian experience; and Art Island, the first-ever permanent gallery for the exhibition of large-scale festival-inspired artwork and many others. Tying everything together is The SPINE, an ever-changing corridor filled with one-of-a-kind art installations, engaging brand activations, unique commerce and inspiring food and beverage offerings. With a growing collection of dynamic destinations including Dueling Axes, Emporium, Lost Spirits Distillery, Oddwood Bar, Wink World, The Beast Pop-Up by Todd English and anchor experience, Meow Wolf’s Omega Mart, AREA15 represents a collaborative venture between real estate development firm Fisher Brothers and creative agency Beneville Studios. 




Developer Hammerson is leading the transformation of a large shopping centre on the outskirts of Paris: Les 3 Fontaines. The Cergy-le-Haut shopping centre will offer 100,000sq m of retail space by the end of 2021, compared to the 64,000sq m currently on offer. With 150 shops today, the shopping centre will be offered no less than 72 complementary cells via a massive extension taking the place of the car parks. The scheme is part of the major local project that is the redevelopment of Cergy’s city centre. A modernisation of the agglomeration core will see the increase of the number of inhabitants from 5,000 to 10,000, and jobs from 10,000 to 13,000. Initially as part of the general rise of “Food & Beverage” in commercial spaces, Hammerson will inaugurate in the spring of 2020 a food hall of 3,500sq m, bringing together in one place 14 restaurants.



Tbilisi Outlet Village, developed by Georgian Outlets & Resort Group (GORG) and The Outlet Resource Group (TORG), is being built as the very first outlet at the crossroads of Europe and Asia. Opening in 2021 and already 30 per cent let, it will ultimately include 110 units spread across 20,000sq m GLA, with 70 stores across 12,500sq m opening in the first phase of the project. The brand mix is targeting an unparalleled selection of international designer and mainstream brands mixed with a curated set of local heroes, offering something unique to both domestic shoppers and tourists. The outlet is designed by L35, Europe’s leading outlet architects which has previously created centres such as La Roca and Las Rozas Villages in Spain, and the architecture, together with state-of-the-art facilities and an open-air design, will underpin the offering of Tbilisi Outlet Village, which will provide guests with not just excellent shopping, but a pleasant and safe place to spend time.





VIA Outlets, which owns and operates a portfolio of eleven premium fashion outlets in Europe, has been very busy in 2020, not just due to Covid-19. VIA Outlets has continued putting the health and wellbeing of its staff, brand partners and guests at the forefront of its operations, not least through its partnership with Bureau Veritas, which allowed it to obtain a ‘Safer Shopping’ certification for all of its centres. VIA Outlets has also continued implementing its three R’s strategy of remarketing, remerchandising and remodelling – with an extraordinary 84 new brand signings and 107 remodels across the portfolio YTD. The biggest remodelling of the year has taken place in Zweibrücken Fashion Outlet, where upgrades included modernising the centre, integrating new gastronomic concepts, planting over 80 new trees and building new rest and leisure areas. In addition to this, VIA Outlets has continued working closely alongside its brand partners to support brands with higher-than-normal levels of excess stock after months of lockdown – for example by offer additional space on a temporary or permanent basis, as well as pop-up stores in new centres.



Being developed by Futureal, Etele Plaza is a 55,000sq m GLA shopping and entertainment centre under development located in the top multi-modal public transportation hub of South Budapest. The scheme is accommodating 180 retail units arranged over three commercial levels featuring all major fashion anchor stores, food store, multiplex cinema and various entertainment elements. With an occupancy rate over 75 per cent, Etele Plaza has already attracted some of the major fashion tenants. Inditex Group will be present in Buda’s largest shopping and entertainment centre with all of its brands available in Hungary, including Zara fashion store featuring a brand new design concept. Hungary’s first smart plaza located in the immediate vicinity of Etele square is going to open its doors in the third quarter of 2021.



Developer and owner Ceetrus Italy is to invest at least €2.5bn in a five-year plan, including Merlata Mall, a complex consisting of two buildings that extends over an area of 65,000sq m in the heart of the first ‘urban smart district’ of Milan adjacent to the AreaExpo. Merlata Mall will host new forms of entertainment based on virtual reality, sports activities and digital art as well as catering, located along a covered boulevard illuminated by natural light. The inauguration is scheduled for 2022. The second project is Milanord2 in Cinisello Balsamo. At 240,000sq m, it will combine a futuristic mall, served by a subway hub, plus an office district, scheduled to open in 2023-24. The investor is Galleria Cinisello S.r.l., a joint venture between Gruppo LSGI Italia and Ceetrus. The shopping centre will offer 100,000sq m of retail area, 10,000sq m for F&B, 20,000sq m for indoor leisure and 41,000sq m for outdoor leisure, namely the Sky Plaza, which will be the highlight of Milanord2.

Merlatta Mall

Milanord2 – Night

Milanord2 – Day


Autumn of 2022 will begin with the opening of Prishtina Mall, the largest destination mall in southeast Europe.

The mall will be the biggest shopping, leisure, and entertainment centre in the Southeast Europe region, with a building area of 239,111sq m and a leasable area of 114,000sq m. Accredited by Edge for its eco-friendly structure and accessibility for everyone, Prishtina Mall interior offers an ecstatic change of ambient for its clients. It has been planned and designed by the world wide credited LaguardaLow Architects and is being developed by Eagle Hills. The construction of Prishtina Mall is all going according to plan, and upon its completion, it will be home to the biggest play zone in Europe. A whopping 6,700sq m of space will be dedicated to excitement and fun, with all kinds of games and activities for children and adults. It will have over 200 international brands, the leading cinema operator in Europe, over 5,000 parking spaces, and will employ 2,500 people.




The joint project between NEINVER and Nuveen Real Estate will be the first outlet centre in the Netherlands. Less than ten minutes away from Amsterdam Schipol Airport, Amsterdam The Style Outlets will occupy 19,000sq m of commercial offerings with 1,000sq m allocated to leisure areas and restaurants. Set to open with an occupancy level of 75 per cent, the location already houses 110 international brands such as Adidas, Bjorn Borg, Guess, Nike, O’Neil, Puma, Salamon and The Kooples, with more brands set to be open in the coming months. Amsterdam The Style Outlets will open to customers on 26 November and will become the 15th asset of the two companies.


Oslo S Utvikling (OSU) is the master developer behind the 900,000sq m waterfront development Bjørvika – hailed as the new hotspot of the Norwegian capital. Despite the pandemic, 2020 has been a busy year for the developer, which is responsible for delivering 340,000sq m of new retail, office and residential space. The area has seen several large openings over the summer months, including the opening of highly acclaimed Maaemo, Norway’s only three Michelin-star restaurant – which also, when it was announced in October 2018, marked OSU’s very first signing for the development as well as sister restaurant The Vandelay from the same team. Bjørvika is a bustling, lively area from day to night, serving a wide range of different users. While Bjørvika is set to house 20,000 residents and 10,000 workers once it is completed, it is already seeing a strong footfall from people living and working in the area as well as people visiting to experience the hottest neighbourhood in town.



Developed by Eagle Hills, Galerija Belgrade, the biggest shopping, dining, and entertainment destination and the only European shopping mall on the riverbank, opened on 30 October at 10 am. The project is a unified concept of shopping, entertainment, and gastronomy that has never been seen before in the country. With a total area of ​​300,000sq m, it offers the best international and domestic brands in one place, dozens of cafes and restaurants, two entertainment complexes, a cinema with the most advanced IMAX® technology, and as many as 3,600 parking spaces.



On 20 May 2020, developer SES opened ALEJA shopping centre in Ljubljana. The €150M investment serves as a mixed-use shopping and leisure hot spot. The new district centre in Ljubljana-Šiška sets new standards, featuring 32,000sq m of GLA, 80 shops, a strong gastronomy focus, and a 6,200sq m experience, sports, and recreation zone on its roof. The iconic building marks yet another highlight in the city of Ljubljana, creating a new meeting place for the city’s residents. The shopping centre is 100 per cent let, and it houses the most modern INTERSPAR hypermarket in Slovenia, as well as Drogerie Müller, fashion brands XYZ, H&M, Hervis, Reserved, Tommy Hilfiger, and Baby Center, McDonald’s, Big Bang, and Mass, to name a few.


The eagerly anticipated opening of La Torre Outlet Zaragoza by developers Pikolin Group and GPA in cooperation with ROS Retail Outlet Shopping, the new outdoor shopping destination for northern Spain and southern France took place last month. More than 60 fashion and lifestyle brands are present over 13,500sq m with 30-70 per cent off all year round. Among the brands present are Adidas, Reebok, Skechers, Mango Outlet, Benetton, and Desigual. In the upcoming weeks, other brands such as Tommy Hilfiger, Calvin Klein, Faconnable, Pepe Jeans, Mammut, or Millet will also open for visitors. Moreover, visitors can a break at the food court while enjoying national and international culinary delights and enjoy the complete offer of leisure and entertainment at the Artesiete cinemas.



Scotch Corner Designer Village by developer Scotch Corner Redmond LLP will be the leading outlet and leisure destination in the North of England when it opens in 2023. The site will comprise 92 units, including ten casual dining restaurants and cafés with a GLA of 250,000sq ft. Located at the junction of the A1(M) and the A66, more than 28.9 million vehicles pass the site every year, making it one of the most accessible retail and leisure opportunities in the UK. The site is a great location for a day-out as well as an enjoyable break in a road journey between England and Scotland. The scheme will also benefit from 96 million annual tourist visits to the area and an immediate catchment of 3.8 million residents within a 60-minute drive-time.

Scotch Corner Designer Village

Rebranded to St James Quarter, Nuveen are aking a leading role in redefining one of Europe’s most exciting capital cities; we’re a catalyst of change for a new Edinburgh that is shaping a modern Scotland. The St James Quarter is a new district of the city that connects the existing streetscape to a mixed-use destination of the future – anchored by places and experiences that will draw people from one place to the next – a key component of the map of the city. Boasting a world-class retail, leisure, hotel and residential offer and injecting over £1bn of investment into Edinburgh, strengthening the city’s global standing by transforming its East End. It will be an inspiring, attractive and vibrant destination for people to live, shop, dine, experience and play.

Middle East

Forson Central Mall

Designed around the concept of a bamboo forest by Design International, the Forsan Central Mall exudes a restful ‘garden in the city’ feel. Known for its exceptional growth rate and versatility, bamboo reflects Abu Dhabi’s unique character and rapid development on the world stage. On the mall’s façade, a series of vertical green and brown elements create a bamboo forest effect. Forsan Central Mall is set to be the primary and only all-in-one shopping, dining and entertainment destination in the Khalifa City catchment area. Offering a rich variety of options including nine cinema screens, 22 F&B outlets, a 15,000sq m Lulu Hypermarket and Department store and 89 retail stores, the mall will cater to the basic and aspirational needs of the residents of this upscale community, while also serving as its thriving social hub. The soft opening of the mall took place in the third week of September and the project was developed by Line Investments & Property LLC.

The upcoming Mall of Dilmunia represents a balanced modernistic and futuristic architecture which creates an exciting family oriented universe within it. It will include retailers from across the MENA region that are yet to enter the Bahraini market, it aims to provide a quality entertainment, leisure and retail destination, which adds value to the Island’s tenants and guests. Being developed by Dilmunia Mall Development Company, the Mall of Dilmunia will redefine the shopping experience in Bahrain by adding urbanity to the retail experience through the development of a Boulevard. It provides visitors with the illusion that they are outdoors within a vibrant European cityscape. The open-air sky terrace allows visitors to take in the breath-taking view of the island of Muharraq. The terrace is to also include a beautiful mosque representing the Islamic family values, culture and lifestyle.

Mall of Dilmunia

The Al Khiran Hybrid Outlet Mall in Kuwait is set to meet heightened shopper expectations by offering a combination of high value and dynamic experiencesthrough a mix of premium outlet shopping, curated dining, immersive entertainment, large format events & exhibitions and recreational leisure experiences. The project area is spread over 350,000sq m, the total GLA of the upcoming outlet is 70,000sq m and it will be home to 300 retail stores. Al Khiran Hybrid Outlet Mall is being developed by the Tamdeen Group which has consistently delivered exceptional real estate including the award winning 360 Kuwait and Al Koutwith a single-minded purpose; To Build Great Places.



Immersive out-of-home entertainment specialist Kevin Williams, of KWP – ventures beyond the home to chart the new trends that defines how retail and leisure operators are working towards the reintroduction of entertainment into their mix, looking at the issues and opportunities that new investment is bringing.

The drive towards incorporating a strong entertainment anchor to the retail mix has gained momentum in the face of a loss of retail owners in what has been labelled by some the ‘retail-apocalypse’. The question is what are the new offerings from the entertainment and attraction scene that can fill the barge shoes of previous retail offering? How can new thinking in the business drive an audience that is only now emerging from lockdown?

The audience has matured with social entertainment and media, so the entertainment offering had to evolve. This is best illustrated by the current crop of what have been labelled ‘mixed-use leisure entertainment’ (MULE) venues. Attempting to carry the burden of entertainment, the audience has changed their retail engagement so significantly that entertainment has become a vital physical draw to help attract an audience to the retail environment in the first place. Mall owners and developers have decided to fully embrace an entertainment mix.


Examples of embracing a strong entertainment mix that fits into the needs of retail, mall and leisure space can be illustrated by American Dream – defined by many as the antisepsis of a ‘retailtainment’ destination. The idea of the mega mail (covering some three million square feet) was not to depend so heavily on entertainment. The concept was forced to take on the Covid-19 lockdown, shuttering in March, and used this time to double down on embracing the entertainment mix within its operation. The operation moved to a 70 per cent entertainment split, with 30 per cent requisitioned to retail (this changing from a previous 55 per cent entertainment and 45 per cent retail mix).

The American Dream venue had originally comprised the opening of an NHL ice skating rink and the pivotal Nickelodeon theme park component. But after lockdown and evaluation of the situation, a number of retail outlets within the property were clearly not going to be reopened and so developer Tripe Five Group put additional investment into increasing the entertainment offer to fill the shortfall and boost the offering. Along with this the site is waiting on its planned DreamWorks Animation water park to open (postponed from a November 2019 plan), as well as a new hotel development

The global health crisis has thrown up a number of common elements amongst all of the hard decisions and difficult decisions the retail and facility operation businesses have had to make. Retailtainment and the inclusion of a strong social entertainment element has been one of those elements. While the news seemed to be for a time constantly filled with news of closures of famous retail brands, as of late news has started to pick up pace of new entertainment venue plans.

In Canada, the leading cinema chain Cineplex has been working hard on their interpretation of the Cinema Entertainment Center (CEC) concept, the movie theatre business decimated by a drop in ticket sales, have been dealt a second blow with the closure of their business under Covid international measures. Cineplex is one of many cinema chains that have already started investing in developing a hybrid offering towards underpinning their cinema screens with an entertainment offering. The company has developed The REC ROOM concept which is based around a strong food & beverage offering, and an intense game floor with the latest amusement, eSports and immersive attractions.


Cineplex has defined this new operation as ‘Eats & Entertainment’, building off much of their experience with their previous Playdium entertainment sites. Unphased by Covid, they have used the time in lockdown to sharpen their roll out plans, with the news that the Burnaby, Toronto facility will be opening at the end of the year. A 40,000sq ft facility – developed to accommodate some 1,300 patrons, this latest REC ROOM will add to the eight already existing venues; a clear illustration of the diversification needed to ensure survival in the new market.

Elements that are proving big audience draws still seem to stay the same, just needing to be refined to operate regarding local governmental restrictions. This has seen numerous technologies step up to the plate to prove their compelling nature. Along with immersive entertainment, eSports has proven a new and attractive draw. The public becoming familiar with the competitive video game sport from its substitution for live-sport during lockdown, the platform has gained momentum as an opportunity to be added to the MULE cocktail.

Recently we have seen the announcement of new plans to open eSports and immersive entertainment venues within prominent mall developments. Al Qana, developers in Abu Dhabi revealed the signing of an agreement with Robocom VR to build PIXEL, a planned eSports, and VR gaming complex, to open in 2021 at the retail and leisure resort. The ability to call upon the entertainment element to drive the new generation of audience is fuelled using social engineering through food and fun to create the right atmosphere.

While the landscape is still relatively undefined, the one constant is that the audience of the future is emerging from their enforced isolation with a strong hunger for social entertainment – and within the restrictions of the current conditions it is essential to offer the best mix. Ensuring the safety of guests and employees, while offering an opportunity to shake off the “Cabin Fever” that many of us have been suffering from, appears to be the way forward.



Often defined as free time, leisure time is those hours spent away from business, work, domestic chores and those necessary human needs such as eating and sleeping. For most people, leisure time is precious and in short supply so now, more than ever, people are looking for exciting and innovative concepts to enjoy and make the most of their free time. Here, RLI takes a look at just a few of those that are making waves.

In a world that has changed so dramatically from the beginning of the year to now, consumers approach their leisure time in a more mannered and considered way, wanting to make the absolute most of any time and experience that they embark on.

With these expectations having changed and with them set to continue to do so, Paul Moreton, Group Creative Director at Merlin Entertainments lists six key future trends to watch in his article ‘Key trends for future attractions with Merlin Entertainments’ Paul Moreton’. These are ‘the power of togetherness’, ‘the importance of play’, ‘the power of storytelling’, ‘the rise of participative immersion’, ‘heritage and authenticity’, and ‘the rise of the conscious consumer’.


With consumer trends and expectations changing, here are a few of the current concepts that are taking the world by storm and are ahead of the curve in the leisure and entertainment industry.

An exceptional guest experience has been created by DyMoRides, The Flying Experience Company who are rolling out the FLYING THEATER ADVENTURES technology to the world of retail and leisure. Its compact system allows guests to enjoy the feeling of flying and this is achieved by a standing/semi-prone position of the guests during flight and a sophisticated, patented motion-drive-and-control-system. The company has put together a growing library of different films with different adventures for various target groups from the very young to the adventure seeking teenagers, adults and even grandparents, who prefer glider-styled Flying Experiences over fast turns and quick moves.

A unique leisure activity from KCC is BattleKart, an innovative leisure activity that mixes karting with augmented reality. Whilst driving a kart, the player is immersed into a virtual projected environment. More than just racing, it does not focus on the ‘race’ component of traditional karting and caters to a wider audience thus offers a more immersive experience. With family, friends or colleagues, BattleKart offers a unique immersive experience with a guaranteed excitement and due to its projected nature; the concept can be easily integrated into shopping centres, exhibition halls and other leisure destinations.


Also designed by KCC was the Smurfs Indoor Theme Park in Shanghai that was opened earlier this year. After two years of intense design and construction, the 8,000sq m park was unveiled back in May. Part of a mixed-use development, the leisure destination was developed by the Shimao Property Holdings Ltd, one of the largest property developers in China. Upon entering the family-friendly leisure space, guests go through a maze to find the hidden world of the Smurfs where there are three themed zones scaled to make visitors feel Smurf-sized, the fantastic forest, the Smurfs village and Gargamel’s house. The park also contains 29 Smurf themed attractions to offer kids and their families an unforgettable and marvellous time.

Social darts is an activity that is growing and Flight Club is a fast growing concept with locations in the US and the UK, offering an experience which brings guests together for unexpected, ridiculous, joy. The concept reinvents darts for the twenty first century which includes a range of fast and exciting multi-player games that are built to bring people together and designed to keep you unexpectedly hooked. It allows people of all ability to come together to enjoy a new darts experience that includes bespoke cocktails and delicious sharing boards and immensely tasty pizzas.


Alongside darts, the different types of golf have seen a major resurgence on the leisure scene in recent times, and two concepts in particular are driving this renaissance, Puttshack and Topgolf.

Puttshack has rewritten the rules of mini golf and pits together modern tech with crazy courses and cool vibes with game faces for one fantastic experience. With three locations in the UK and another three in the US, the crazy courses on offer feature custom themed holes, interactive leader boards and a digital prize wheel where you can get hooked up. It also features world-class cuisine pre-game or post-game. From vegans to omnivores and cocktail connoisseurs, everyone is welcome to discover the excellent menu on offer.

Topgolf is a global sports entertainment company headquartered in Dallas, Texas with locations in the US, UK and Australia. This concept brings people together in meaningful ways through the experiences they create, the innovation they champion and the good that the company does. Beginning life as a simple idea to enhance the game of golf, Topgolf has grown into a movement where people from all walks of life connect at the intersection of technology and sports entertainment.


MAPIC 2020 have announced that the international retail property market will now take place entirely online via the new MAPIC Digital platform. This news comes after the physical gathering that was originally scheduled to be held on the 17-18 November in Cannes has had to be cancelled due to the impact of the Covid-19 pandemic.

LeisurUp 2020, the new international B2B event for leisure professionals, programmed to take place alongside MAPIC, will also be 100 per cent online as part of MAPIC Digital. The next physical editions of MAPIC and LeisurUp will take place in Cannes in November 2021.

The new online platform will be available to retailers, retail property and leisure professionals from all over the world via from 2 November to 31 December 2020. As part of the conference program for the event, a section of it will be live streamed across the 17-18 November (this can be seen in more detail on the opposite page), whilst another part of it will incorporate On Demand conferences that will run from 2 November.

“MAPIC Digital will bring the international retail real estate community and leisure specialists together to network, hold virtual business meetings, access online conferences and white papers and discover new city centres, retail and leisure projects,” says Nathalie Depetro, MAPIC Director. “The pandemic has had a massive impact on retailers and consumers’ shopping habits throughout the world. Now, more than ever, the international retail sector needs to come together to discuss today’s challenges and tomorrow’s retail solutions,” adds Depetro.


MAPIC Digital will offer a compact conference programme of 20 sessions that will feature high-level speakers including CEOs and senior executives. Entitled “Embracing collaborative retail: ready to change the rules?” the programme will be freely accessible to all on the platform and will focus on three key topics:


The speakers on this theme come from such destinations as Area15, a shopping complex in Las Vegas offering mainly entertainment and immersive activities, and Time Out Market. A session will also be dedicated to the French market and the requalification of suburban areas, plus a session on the Italian commercial landscape.

Outlets are also evolving towards mixed-use leisure spaces. Generally built outdoors, their format fits very well with current developments and the integration of catering and leisure spaces. Dedicated conference sessions include the participation of TORG (The Outlet Resource Group) and Salomon.



This is the new commercial standard that corresponds perfectly to new-style consumers. Collaboration and innovation are the key words – collaboration between all stakeholders in retail property but also by combining sales techniques, and innovation across the entire value chain, whether technological or societal, leading to more sustainability, improved customer knowledge, reduced costs, and increased traffic.

While no retailer can do without an e-commerce site today, DNVBs (Digital Native Vertical Brands created online, such as Sézane, Glossier, and Everlane) are increasingly looking for a real-world storefront.

This topic will be discussed during the conference on “Think physical retail, think different” with Michele Molon, EVP Omnichannel & Member of the Management Board, Swarovski, Carsten KELLER, Vice President for Direct-to-Consumer, Zalando and Benjamin Calleja, CEO & Founder, Livit Design.



This sector plays a central role in enriching and extending the visitor experience in shopping malls and living spaces. Sporting activities, branded events, games, and cultural activities are all good ways to help consumers engage with an experience they could not have at home.

Among the companies that will be speaking on this topic include The Smurfs, Bisounours, UCPA, Extreme International, Unlimited Snow, Wave Surfers, Magnicity, and Zamperla.

The next physical editions of MAPIC and LeisurUp are now due to take place in Cannes in November 2021.