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PROJECTS, TRENDS AND STRATEGIES

LATEST TRENDS IN ASSET AND CENTER MANAGEMENT

EDGE certification is a key part of Kaufland’s bold plan to slash CO₂ emissions across its vast real estate portfolio. From triple glazing to heat recovery systems, Dominik Uhe, Head of Investor Relationship Management at Kaufland International describes how a data-driven approach is transforming Kaufland’s properties into models of green retail – and why Kaufland believes sustainability starts with the building itself.

The winners of the 2025 Solal Marketing Awards were announced at an outstanding gala event at fashionable leisure venue Fabryka Norblina in Warsaw. The live event was the first celebration of the most effective and innovative marketing campaigns in the shopping center industry since the pandemic. A record-number of entries in eleven distinct categories were received, with finalists joining the event from countries right across Europe, Canada and South Africa.

Consumer behavior is changing: Price awareness meets experience, and higher quality is in demand. Between premium concepts that offer high levels of experience and the successful formats found in the discount sector, there is less and less room for what has long been known as the “mid-range segment”. ACROSS spoke to Lars Jähnichen, Managing Director of the IPH Gruppe, and Dr. Johannes Berentzen, Managing Director of BBE Handelsberatung, about the causes, effects, and opportunities associated with this development – with a focus on consumer behavior, space requirements, and the impact on locations and the real estate industry.

DEVELOPMENTS AND TRENDS IN THE OUTLET INDUSTRY

With over 120 international and Polish fashion and lifestyle brands, a vibrant F&B offering and a prime urban location, Designer Outlet Kraków launched with a celebratory ceremony hosted by KG Group and ROS Retail Outlet Shopping—marking a significant milestone for premium outlet shopping in southern Poland.

Florentia Village Istanbul is Turkey’s first luxury designer outlet combined with a modern full price retail park creating a unique hybrid retail concept. Located next to Istanbul Airport, the outlet aims to set a new benchmark for retail, leisure and entertainment in the region through its scale, accessibility, attention to detail, service and innovative dual-concept structure.

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STRATEGIES OF RETAILERS

Travel retail is an industry in transition, driven by a resurgence in travel activity, new consumer expectations, technological innovations, and a growing demand for sustainable concepts. Michael Ripfl, Sales Director for Nordics & Travel Retail at umdasch The Store Makers, provides an in-depth insight into current developments, long-term trends, and specific project examples. It becomes clear that what once began as the “sale of spirits and tobacco” has now evolved into a complex interplay of retailtainment, locality, and an innovative customer approach.

A radical transformation: As traditional retail declines and department stores shutter, cities are reimagining these spaces as vibrant hubs of leisure, culture, and community. From immersive entertainment in London to rooftop farms in Antwerp, this shift reflects more than just changing consumer habits – it’s reshaping urban life itself, explains Herman Kok, Associate Partner at DISCvision. Discover how tomorrow’s cities are turning shopping into experience, and malls into modern agoras.

Westfield Donau Zentrum, the Austrian capital’s largest shopping and entertainment center, continues to reinforce its position as a retail powerhouse with a major expansion of its fashion portfolio. The center welcomes international brands Stradivarius, Pull&Bear, New Yorker, and Pepe Jeans to its ever-growing mix, setting new benchmarks in the local retail landscape.

LATEST TRENDS

Let’s take a quick glance beyond the borders of Europe, as many markets hold much more promise than we might think. As businesses contemplate the next steps in their growth strategies, the question arises: when will we see new store openings in countries like Iraq, vibrant dining establishments in Pakistan, and ventures marked with flags in Tanzania or Kenya? Furthermore, why do Bangladesh, India or Saudi Arabia often remain absent from many brands’ master development plans? After years spent in international development, attending countless business meetings and conferences, Will Odwarka, Founder and CEO of Heartatwork Hospitality Consulting, and Member of the ACROSS Advisory Board, presents a candid perspective on this matter: Our collective bias and judgment often deter us from exploring these promising markets.

NUGA Castellana will be designed for “work, live and play”. The goal is to unify all spaces which are managed by PIMCO Prime Real Estate — Paseo de la Castellana 200-208, Félix Boix 4-8, Doctor Fleming 39-41, and Carlos Maurrás 7 (five residential units out of the 14 that make up the asset, alongside commercial spaces) — into a single block that blends cutting-edge design with the most advanced technology.

At Main-Taunus-Zentrum (MTZ), one of the largest and most successful shopping centers in Germany, ECE Marketplaces has realized a new destination within the center being a further development of the open structure and providing an additional USP of the center. In the middle of the open-air shopping center in Sulzbach near Frankfurt am Main, the new “Food Garden” creates a lively new urban center with a high quality, varied gastronomy offering in five free-standing restaurant buildings for a total of eight restaurant concepts, inviting outdoor terraces, and attractive green spaces.

The Main-Taunus-Zentrum welcomes another attraction: a new “Food Garden” opened in the shopping center in Sulzbach near Frankfurt am Main, planned and fully let after a construction period of around 15 months.

RETAIL TECHNOLOGY

Market analysts show that retail is becoming increasingly polarized: Consumers are shifting toward either high-end experiences or low-cost purchases, leaving mid-market retailers struggling. This divide affects both retailers and locations — with vibrant city hubs thriving while smaller towns face challenges.

In today’s evolving retail landscape, marketing automation is no longer optional, it is essential. Shopping centers, once purely transactional spaces, are now transforming into dynamic destinations for experience, entertainment, and community connection. However, in a world in which consumers expect relevance, immediacy, and personalization, how can centers deliver consistent, high-quality engagement without overwhelming their marketing teams?

As Asia stands at a pivotal moment for sustainable development, Nordic Innovation was in the spotlight at EXPO 2025 Osaka, as well as SusHi Tech Tokyo 2025, with leaders and companies sharing ideas on how technology can make cities more livable, resilient, and sustainable. The events emphasized the importance of ESG (environmental, social, and governance) principles in shaping the future of urban development, from green infrastructure to inclusive economic growth.

PLANS OF INVESTORS AND OWNERS

BIG CEE has signed a financing agreement with the European Bank for Reconstruction and Development (EBRD) worth 100 million euros. BIG CEE will use the funds for its development in the Balkans to build three new retail parks in Serbia, further expanding its network. In addition, part of the funds will be allocated to refinancing two existing retail parks.