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Sebastian Guth is the Managing Director of 21Media. /// credit: 21Media

MARKETING CAN REDEFINE THE ROLE OF SHOPPING CENTERS IN A CHANGING RETAIL LANDSCAPE

The challenge is to transform the shopping center from a place of consumption to a world of experience that seamlessly combines leisure, entertainment, and shopping. In his guest article, Sebastian Guth, Managing Director of 21Media, explains the role of B2B and B2C marketing in the transition of brick-and-mortar retail and shopping centers.

Disposal of shopping center Espai Gironès in Spain

Espai Gironès is sold! The retail specialist advisor ambas Real Estate GmbH successfully advised Commerz Real AG in the sales process. The shopping center is a popular shopping and lifestyle destination located in the greater Barcelona area in the Province of Girona in northern Spain. With a total lettable space of approximately 40,000 sq m of retail, leisure and gastronomy spaces, the center is attracting more than 6 million visitors per annum and displays a positive KPI evolution compared to pre-Covid periods.

Susan Hagerty Bonsak is CEO of Placewise. /// credit: Placewise

EXPERIENTIAL RETAIL: SHAPING THE FUTURE OF SHOPPING CENTERS

Shopping centers—including multi-use, regional, luxury centers, and outlet malls—should always be looking for ways to increase traffic and maintain loyalty among existing shoppers, as well as attract new visitors. This article by Placewise CEO Susan Hagerty Bonsak delves into how experiential marketing can help centers evolve into vibrant community hubs. Let’s explore a hypothetical event, Sensory Spring Fest, which uses experiential marketing to create engaging activities, drive sales, and build strong community ties.

Limbecker Platz shopping center in Essen, Germany /// credit: ECE

Setting The Course For The Future Of The “Limbecker Platz” Shopping Center In Essen

The fashion chain Peek & Cloppenburg Düsseldorf has signed a long-term lease contract to become a new tenant in the Limbecker Platz shopping center in Essen. Union Investment and ECE are setting the course for the future of the center with the first extensive partial letting of the space in the former Galeria store, which is also set to benefit Essen’s city centre in the long term.

Gutterball (left) is the company’s family-orientated bowling offer, while Level X (right) combines multiple family entertainment concepts under one roof. /// credit: Lane7

LANE7: “WE ARE THE NEW SHOPPING CENTER ANCHOR”

The bowling concept is opening its first location in continental Europe with The Playce in Berlin. The British company’s appetite for expansion does not stop there. Tim Wilks, founder of the concept, explains in an interview why bowling, in particular, is a successful format, how he guarantees footfall for shopping center landlords and other tenants, and which markets and locations are on his list.

credit: RegioData Research GmbH

RegioData: Mega Shopping Centers In Europe

No other European country has more mega shopping centers than Spain. Of the total 640 shopping centers in Spain, 74 have a leasable area of 50,000 sq m or more. The total leasable area of Spanish mega centers amounts to approximately 4.1 million sq m. Germany, on the other hand, currently has “only” 48 such mega centers but boasts a larger number of mid-sized shopping centers between 30,000 and 50,000 sq m.

Food court design at CCA. /// credit: umdasch The Store Makers

umdasch To Design New Food Court At City Center Amstetten

The City Center Amstetten shopping center is planning a new food court area that will offer even greater culinary variety. umdasch The Store Makers, the Amstetten-based shopfitting and design expert, is responsible for the concept of the new food court.

credit: Lugner City

Austrian shopping center icon Richard Lugner is dead

The Austrian building contractor and shopping center operator Richard Lugner, who became famous for his appearances alongside Hollywood stars at the Vienna Opera Ball, has died according to media reports. Austrian media reported that the 91-year-old died in his villa on the outskirts of Vienna.

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.

Avion Shopping extension design, Umeå, Sweden. /// credit: Ingka Centres

Avion Shopping Center In Sweden Is Undergoing A Major Expansion

Since opening in 2016, Avion has grown to become one of northern Sweden’s most popular destinations for retail, leisure, and food experiences. Now, the next step is being taken when Ingka Centres begins the first phase of the expansion of Avion Shopping. As Umeå grows, the meeting place will be expanded by 12,000 sqm with the goal of continuing to be a vibrant local meeting place with positive experiences in focus. The project is estimated to cost approximately 31 million euros and will be completed in autumn 2025.

credit: Citycon

Key Factors Driving Quality At Shopping Centers

Why do we visit shopping centers? Is it merely for shopping, or are we seeking entertainment, a place to meet, or perhaps all of these experiences combined? Despite the diverse reasons that draw us to shopping centers, one expectation remains consistent across all visits: the demand for quality.

at ECE Work & Live (left), and Altmarkt-Galerie in Dresda, Germany (right). /// credit: ECE

Shopping Centers & Hotels: Experience As A Common Guiding Principle

Shopping centers and hotels have increasingly become complementary assets that together, particularly in city-center locations, form a mutually reinforcing symbiosis. Both asset classes are characterized by a variety of offers, service qualities, and experience factors. When combined, the result is an even better mix of uses and, therefore, a win-win situation for everyone involved, explains Torsten Kuttig, Director Hotel Development at ECE Work & Live.

at ECE Work & Live (left), and Altmarkt-Galerie in Dresda, Germany (right). /// credit: ECE

Shopping Centers & Hotels: Experience As A Common Guiding Principle

Shopping centers and hotels have increasingly become complementary assets that together, particularly in city-center locations, form a mutually reinforcing symbiosis. Both asset classes are characterized by a variety of offers, service qualities, and experience factors. When combined, the result is an even better mix of uses and, therefore, a win-win situation for everyone involved, explains Torsten Kuttig, Director Hotel Development at ECE Work & Live.

credit: RegioData

Shopping Centers in Europe: Only Eastern Europe remains dynamic

While the retail space of shopping centers* in Western Europe gradually expanded over many decades, it experienced a real boom in Eastern Europe in the 2000s. RegioData Research has compared the development of shopping center space in both European regions over the last 30 years in detail.

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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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