by Cristina Santos, Executive Director, Property Management & Leasing of Sonae Sierra
In 2026, placemaking stands as one of the driving forces behind the transformation of European retail and urban spaces. What resonates most with me, and is vividly reflected in Sonae Sierra’s journey, is how our industry’s value now extends far beyond retail transactions.
Placemaking means creating vibrant, sustainable destinations that serve as genuine hubs of community life, places where people come together not only to shop, but to connect, learn, and experience.
The evolution underway is unmistakable. The most promising assets are those that become catalysts for local engagement, blending commerce with cultural, leisure, and essential services. At Sonae Sierra, we are reimagining our centres as true urban platforms, deeply integrated into the cities and daily routines of the people they serve.
This transformation demands a data-driven mindset. Real-time analysis of visitor behaviour enables us to deliver highly tailored experiences to both our customers and tenants. We are scaling up digitalization and harnessing artificial intelligence across our portfolio, not only to optimize operations but to anticipate shifting expectations and set new standards in customer engagement.
Fundamental to our approach is a commitment to responsible growth.
Sustainability is non-negotiable.
“Placemaking extends far beyond retail transactions.”
Our decarbonization roadmap and initiatives focused on social impact and strong governance underpin every decision we make. As regulatory pressures mount and consumer expectations evolve, our industry must show agility, embrace innovation, and forge meaningful local partnerships.
Looking ahead, the future of placemaking and our sector’s long-term prosperity, belongs to those who prioritize operational excellence, human-centric design, and resilient, community-focused values.
At Sonae Sierra, our mission is clear: to create thriving destinations that deliver lasting value for cities, partners, and people, now and for years to come.
