For decades, the performance of retail real estate was measured in square meters leased. That metric no longer captures the
reality of today’s market. Consumers are not looking for places to shop; they are looking for destinations worth their time. Brands, in turn, can only thrive in environments that deliver those experiences.
The equation is simple: “When the tenant thrives, the asset flies.” Space alone is not enough. Experience is what makes an asset succeed.
FROM LANDLORD TO EXPERIENCE CREATOR
The role of the landlord can no longer be reduced to providing space. It must evolve into that of a strategic partner and curator of destinations, bringing together retail, dining, leisure, ESG principles, digital innovation, and community in a seamless way.
Experience as a Competitive Advantage
- Guest experience: Every step of the journey matters, from arrival to departure, every touchpoint shapes satisfaction, loyalty, and repeat visits.
- Brand ecosystems: Success is not about adding more stores; it is about curating a living ecosystem of international brands, local players, food, and leisure concepts that resonate with different motivations—shopping, eating, socializing, or simply enjoying time together.
- Sustainability and ESG principles: Experiences must also be responsible. This means embedding concrete measures such as circular economy practices in construction and operations, CO₂-neutral energy supply, and social value through partnerships with local vendors, start-ups, or non-profit initiatives.
- Digitalization as a transformation driver: Omnichannel ntegration, data and personalization in shaping tenant mix, and loyalty programs are now core tools. Smart technologies such as AI, IoT, and AR/VR create seamless, engaging, and efficient destinations, while digital infrastructure turns a shopping center into a “smart destination.” Importantly, digital innovation also supports sustainability goals through energy monitoring, smart building management, and digital community engagement.
- A living offer and iconic design: Programming, activations, and memorable spaces reinforce identity, but always in service of the visitor and the performance of the brands.
UBBO: A SHOPPING RESORT BUILT AROUND THE GUEST
In Lisbon, UBBO has become one of Europe’s first true shopping resorts. Its success lies not only in scale or visitation, but in the way it prioritizes guest experience: integrated leisure areas, diverse gastronomy, open-air spaces, and services designed to make every visit fluid and enjoyable.
For brands, this creates an environment where customers arrive ready to spend time—and spend more. The ecosystem approach is key: international names, local concepts, and leisure coexist in a balance that broadens audiences and multiplies opportunities.
UBBO in Lisbon has become one of Europe’s first true shopping resorts, offering a unique mix of retail, leisure, gastronomy, and open-air spaces designed entirely around the guest experience.
SILVERBURN: BRAND ECOSYSTEM SERVING THE COMMUNITY
In Glasgow, Silverburn demonstrates how relevance depends on a carefully balanced brand ecosystem. By combining leading international retailers with local concepts, food, and entertainment, it has become more than a shopping center, it is part of the city.
The focus is on the daily experience of the visitor, with a mix designed around lifestyle needs and community expectations. This ensures both brand competitiveness and customer loyalty.
Silverburn, Eurofund’s flagship in Glasgow, has evolved into a vibrant community hub where international brands, local concepts, dining, and leisure seamlessly converge to create a experience-driven retail destination.
SHARED BENEFITS
When experience, ecosystems, ESG, and digitalization drive strategy:
- Brands prosper, with stronger traffic and more engaged customers.
- Landlords strengthen their assets, making them more resilient, responsible, and valuable long-term.
- Communities benefit, with living spaces that generate pride, jobs, cohesion, and a positive environmental and social impact.
LEADING THE CHANGE
Adopting this model requires a new mindset. It is no longer about leasing square meters; it is about leading destinations. This means investing in innovation, continuously evolving the brand ecosystem, enhancing guest experience, and embedding ESG and digitalization into every decision, from energy efficiency and smart building management to inclusive programming and data-driven personalization. This ensures that assets are not only profitable but also future-proof.
In 2025 and beyond, success in retail real estate will not be measured by the space we lease, but by the experiences we create the ecosystems we foster, and the responsibility with which we deliver them. At Eurofund Group, we believe this is the path to ensure that brands thrive and, with them, the assets soar. Because in a world where space is no longer enough, experience, ESG, and digitalization make the difference.
Ian Sandford
President at Eurofund Group
Credit for all images: Eurofund
