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credit: Placewise

The Future is Automated: Unlocking the Power of Marketing Automation at Shopping Centers

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?

credit: ROS Retail Outlet Shopping

Construction Begins on Malmö Designer Village

FREY officially broke ground on Malmö Designer Village, a flagship retail destination set to become Scandinavia’s largest premium outlet shopping village upon its opening in 2027. The ceremonial groundbreaking event in Löddeköpinge, Kävlinge Municipality, brought together leaders from FREY, ROS Retail Outlet Shopping (part of the FREY Group), development and construction partners, and representatives of the local community.

Gilbert Menassa, Global Head of Strategic Communications at MK Illumination (left), Angelo Bonello presenting TESSELLIS at Westfield London (right). /// credit: Charles Emerson, MK Illumination

MKXART DEBUTS IMMERSIVE PUBLIC ART TRAIL“HERE WE GLOW” AT WESTFIELD LONDON

In close collaboration with Westfield London, MK Illumination UK curated an immersive public art trail under MKxART’s debut project “HERE WE GLOW”, featuring two internationally acclaimed artists: Liz West (UK) and Angelo Bonello (Italy). By connecting Westfield with two of the most respected public art talents in Europe, MKxART helped to position the center as a cultural destination beyond retail.

From left to right: Krzysztof Gaczorek, CEO of KG Group; Marek Koźmiński, Co-Founder of KG Group; Thomas Reichenauer, Co-Founder & Managing Director of ROS Retail Outlet Shopping; and Wojciech Pawłowski, Centre Manager of Designer Outlet Kraków. /// credit: ROS Retail Outlet Shopping

Designer Outlet Kraków Celebrates Grand Opening

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.

Markus Porvari, Founder and CEO of HyperIn, at EXPO 2025 Osaka. /// credit: HyperIn

Bridging Europe and Asia in Tech and Urban Sustainability

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.

Francesco Pupillo is MAPIC Markets Director /// Credit: MAPIC

MAPIC 2025: New Format, New Goals – Focus on Value for Money

For its 30th anniversary, MAPIC 2025 reinvents itself. It proposes a new face to its participants, not only in terms of length and events, but also in terms of companies’ ability to present themselves in other formats and meet expanding brands to an even greater extent than before. This is MAPIC CEO Francesco Pupillo’s team’s response to market changes and criticism. This year, matchmaking and dealmaking with international brands with a cross-border development strategy will again become more focused. This is precisely the distinguishing feature compared to nationally oriented trade fairs.

credit: Airport World

FIVE TRAVEL RETAIL TRENDS SHAPING TOMORROW’S AIRPORTS

By 2035, Gen Y will account for the largest share of global spending on air travel, which is why travel retail must do everything it can to remain relevant to this target group. Millennials’ demand for experiences is also shaping their purchasing and travel behavior, forcing retailers to rethink their store design and marketing strategies. Together with the subsequent Gen Z – whose values are guided by topics such as digitalization, authenticity and sustainability – these generations are not only influencing retail in general, but also the concept of the airport of tomorrow.

credit: Ken Gunn Consulting

NEW AGE OF INNOVATION DRIVES EUROPEAN OUTLET CENTRES

Retail outlet centres have seen a significant leap in retail and leisure brand growth in the past years with general sector growth set to continue, according to the Ken Gunn European Outlet Industry Review which ranks Europe’s top performing outlet centres and brands as well as the most improved.

credit: NextRivet

Data Sharing Begins with the Right Mindset

Data exchange in the shopping center industry is still in its infancy, states David Blumenfeld, Co-founder of NextRivet. While the benefits of data sharing between landlords and tenants are obvious, retailers are not enthusiastic about giving their landlords more insight into their business. For efficient data sharing, an honest and good lease relationship is essential. In this interview, Blumenfeld explains why data sharing is so important, but it requires a change in collaboration. Landlords are in the driving seat when it comes to data sharing. They have to prove the value of the data before demanding anything in return. The value of data is always the driving force.

founder and publisher of ACROSS Magazine (left), and Klaus Striebich, Managing Director of RaRE Advise and Head of the ACROSS Advisory Board (right). /// credit: ACROSS, Klaus Striebich

NEVER STOP ADAPTING AND CONCENTRATING ON THE TOP PRIORITIES

As the year draws to a close, Reinhard Winiwarter, founder and publisher of ACROSS Magazine, and Klaus Striebich, Managing Director of RaRE Advise and Head of the ACROSS Advisory Board, pause to reflect on the retail real estate industry’s current state. Although 2024 has shown many positives, the two industry experts are concerned about one thing: the possibility that many industry players will not be able to keep up with the speed of change.

credit: RegioData

Shopping Center Density: The gradual rise of Southeastern Europe

The shopping habits of Europeans are undergoing significant changes, which in turn are reshaping the retail landscape. While some countries continue to focus on large-scale shopping centers, other regions are making substantial progress, reveals RegioData’s latest report. A look at the current shopping center density in Europe reveals a pronounced north-south and west-east divide. Even within individual regions, there are significant differences in retail space density per capita.

Steffen Eric Friedlein is Managing Director Leasing at ECE Marketplaces /// credit: ECE Marketplaces

THE FUNDAMENTAL CONDITION FOR SUCCESS IN RETAIL:  NO STANDSTILL.

Steffen Eric Friedlein is Managing Director Leasing Services at ECE Market places and, as such, is a member of the prestigious MAPIC Awards jury. In an interview with ACROSS, the manager talks about why positive examples are more important than ever, especially in economically challenging times, what constitutes outstanding performance in the retail real estate industry, and how he and his team implement the principle of excellence across the ECE portfolio.

credit: BALFIN Group

Publisher’s Recommendation: All (Western) Eyes on TEG and Albania

The Balkans remain largely overlooked in our industry, despite the region’s significant growth. I have always been keen on highlighting developments that go underappreciated but hold remarkable potential. The Tirana East Gate (TEG) in Albania is one such gem. Backed by the BALFIN GROUP, a highly successful and innovative developer, TEG is a standout that deserves attention for its promising role in shaping market trends in the region.

Ibrahim Ibrahim is the Managing Director of Portland Design. /// credit: Portland Design

WHY AND HOW SHOULD BRICKAND-MORTAR RETAIL RETHINK FLOOR SPACE?

Retail is and always will be about four things – recruitment, transaction, fulfillment, and retention. The interesting thing is that transaction and fulfilment are increasingly migrating to the online sector. “Even though I am generalizing, and I suppose I am being slightly provocative, it seems that brands will increasingly occupy physical space for the purpose of recruiting and retaining customers,” states Ibrahim Ibrahim, Managing Director of Portland Design.

credit: ROS Retail Outlet Shopping

ROS Has Launched Its First AI Autumn Campaign

ROS Retail Outlet Shopping has created its first AI-generated campaign that will be used across its entire portfolio in seven European countries this autumn, becoming a pioneer and the first operator in the retail real estate industry to apply this technology in a campaign.

credits: ON running, saint laurent bebylone, freitag, pj.lobster, the (any)thing, veja

Ten Of The Coolest Stores In Europe

The General Store, an Australian consulting agency, presented the 50 coolest stores in the world at the World Retail Congress in Paris. According to the consulting agency, the so-called coolness factor is of great importance at the moment: in addition to design, service, and impressive experiences, creativity, cult status, and commercial viability were decisive factors in the evaluation.

Francesco Pupillo is the MAPIC Director

“GOOD SHOPPING CENTERS SEE THEMSELVES AS STAGES”

The most difficult times are behind us and retail has proven to be resilient, states MAPIC Director Francesco Pupillo. As such, this year’s MAPIC will once again be clearly focused on matchmaking and brands – especially dynamic brands that are part of experiential retail.

Andrew McVicker is Director, Pragma Consulting. /// credit: Pragma

Commercial Strategy For Mixed-Use Masterplans

The commercial benefits of accommodating multiple uses in one development are clear: If the offer and environment are tailored correctly, footfall – and therefore turnover and rents – can be increased. Nevertheless, there is a great reluctance to create true mixed-use developments due to the inability to truly understand the different requirements of different user groups, according to a joint report by Pragma and Benoy.

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Shaping Spaces: Top Placemaking Projects of 2025
Across the globe, developers and architects are reimagining what it means to create “retail space.” The projects featured in this special edition, selected by leading industry experts, represent more than just successful developments; they are blueprints for the future of how we live, shop, and connect.
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