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marketing

Le Halo campaign at Westfield Mall of Scandinavia | © URW

Shopping Centers and the Attention Economy

As advertisers look beyond increasingly saturated digital channels, shopping centers are emerging as valuable media environments. New research suggests that physical retail destinations can capture consumer attention in ways that traditional digital advertising increasingly struggles to achieve.

HUMA IN SANKT AUGUSTIN – A PIONEER OF THE HYBRID RETAIL CONCEPT

The huma shopping center in Sankt Augustin is a unique development in the German retail sector: An established center has been successfully combined with a fully-fledged outlet area for the first time. ACROSS spoke with Dr. Maximilian Gutsche, Managing Director of the Jost Hurler Group, and Lars Jähnichen, Managing Director of the IPH Group, about the background, implementation, and market success of this model, as well as how it could be replicated elsewhere.

“WHAT’S THE SECRET TO OUTLET SUCCESS? EMPOWER THE TENANT”

In the evolving outlet retail landscape, tenant performance is more than a priority. It’s the engine of profitability. In this expert commentary, Rioja Estates’ Managing Director Giles Membrey lifts the curtain on why thriving tenants lead to thriving assets. From data-driven collaboration to precision in unit sizing, location, and customer experience, Membrey reveals how strategic landlord-brand partnerships are redefining retail success – one store at a time.

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.

Sebastian Guth (left), Managing Director of 21Media, and Charlotte Andersen, Marketing Director at Rødovre Centrum in Copenhagen, Denmark. /// credit: 21Media, Charlotte Andersen

Marketing expert discussion: “We want to create asset value together.”

Marketing is under pressure: While customer behavior is constantly changing, new channels are continually being added, and budgets tend to shrink, marketing managers need to be more innovative than ever. Diamonds are created under pressure, but pressure also causes errors. Across brought together two European marketing experts, Sebastian Guth (Managing Director of 21Media) and Charlotte Andersen (Marketing Director at Rødovre Centrum), to discuss the role of marketing, error culture, shrinking budgets, and working with landlords.

credit: Rioja Estate

WHY LANDLORDS SHOULD INVEST IN MARKETING

Inflation encourages consumers to go in search of even greater value for money, states Giles Membrey, Managing Director of Rioja Estates. Therefore, he argues, Outlets are becoming more attractive to costumers. Furthermore, also internet sales are a driver of Outlets.

credit: Marc Peter

THE GREAT COMEBACK OF PHYSICAL RETAIL REAL ESTATE

A crisis forces us to think in new and different ways. It is a challenge – but finally, almost always, it leads up to new ideas and helps to speed up the much-needed change, states Caroline von Westerholt, Head of Strategy & Repositioning of Retail Properties at Twenty One Media GmbH. She explains her biggest learnings from the current crisis.

Credit: Christian Stemper

Real Estate Marketing – Why Not Do It Better?

“The world keeps on turning, but marketing strategies have been the same for decades,” is the verdict of Bernhard Klein, Chief Marketing Executive of IMMOFINANZ, on traditional marketing efforts in the retail asset class. In his guest contribution, he outlines various opportunities and improvements with the help of software-based automation of sales and marketing processes.

THE ART OF WINNING

As the results came in from 25 independent Solal judges across Europe, the person co-ordinating the results was Alan Thornton, CEO of AL Marketing in London and Head of the European Solal Marketing Awards team. He shares his view on the winning entries and considers what Rodovre Centrum, the winner of eight awards, does right when it comes to outstanding marketing effort.

credit: HBB

HBB: Challenging Times Call for Ingenuity and Flexibility

Operational excellence is achieved when management is able to successfully strike a balance between innovative approaches and traditional corporate values. ACROSS spoke with HBB about tailor-made approaches to center management, why the consistent pursuit of the idea of community and close cooperation with cities is the most significant success factor, especially in turbulent times, and why pop-up stores amount to so much more than a means of concealing vacancies.

credit: AL Marketing

NEWLY DESIGNED EUROPEAN SOLAL MARKETING AWARDS 2022

Europe’s retail property sector was disproportionately impacted by the pandemic, pushing its marketing efforts to be more innovative than ever. The Solal Awards, launched by ECSP, recognizes marketing excellence in retail and leisure destinations right across the continent. The Solal Awards are now open for submissions.

Multi Poland: A Shopping Center as a TV Channel

Until recently, the main source of income for the owners of commercial real estate was the rental of premises and, to a more marginal extent; commercial stands or ‘Islands’. An active attitude by the property manager, however, can provide additional monetization. The provision of quality advertising exposures increases the long-term value of real estate assets.

Multi Poland: Marketing is a Key Value Driver for Real Estate Assets

In times of unpredictability, marketing spending is usually the first candidate for budget cuts. Marketing management in the commercial real estate sector must be highly focussed on the issues that are fundamental to the business of property owners which directly contributes to increasing their value.

How to Avoid Accusations of Greenwashing While Effectively Marketing Your Green Efforts

Many retail real estate companies are currently hesitant to promote their sustainability efforts. The fear of being accused of greenwashing if the location or company is not 100% sustainable outweighs the potential upside of leasing to green-minded tenants. Yet, there is a clear and simple strategy when it comes to marketing one’s sustainability efforts without fearing to be accused of greenwashing.

Ingka Group appoints Erika Intiso as Chief Sustainability Officer

Ingka Group, the largest IKEA retailer, has appointed Erika Intiso as its new Chief Sustainability Officer, effective 15 November 2026. She succeeds Karen Pflug, who will remain with Ingka Group until the end of the year, working alongside Erika to ensure a smooth transition.

Erika brings extensive leadership experience from across the IKEA value chain, spanning retail, commercial development and business transformation. Most recently, she has served as Country Retail Manager for IKEA in the Czech Republic, Hungary and Slovakia, where her responsibilities have included leading the sustainability agenda across the three markets.  In her new role, Erika will […]

The mall is already a media business. Most operators just don’t know it yet

Generatik, the Romanian indoor advertising technology platform behind The Mall Effect Index, makes the case that the real estate industry’s fundamental unit of value is shifting from square meters to audience.

The argument is grounded in three years of longitudinal data. The Mall Effect Index 2026 records a 64% real conversion rate for indoor advertising in Romanian shopping centers, against a stated purchase intent of 57%, a seven-point gap that the study’s authors call the Conversion Gap. Average spend per mall visit reached RON 383, up […]

QTU Records Highest-Ever Daily Footfall During Shopping FEST

QTU Tirana, Albania during Shopping FEST | © QTU

Shopping FEST at QTU in Tirana attracted more than 40,000 visitors on Sunday, October 11, setting a new single-day footfall record for the shopping center. Across the three-day event, October 9–11, participating stores recorded an average 20% increase in turnover compared with the same event last year. The event featured discounts of up to 70%, […]

CC Real Expands Into Urban I&L While Keeping Retail at Its Core

CC Real has built its reputation on retail real estate. Shopping centers and retail destinations remain a core pillar of the business. At the same time, the investment and asset manager is selectively expanding into Industrial & Logistics (I&L). ACROSS spoke with Dirk Sosef, Head of I&L Strategy & Research at CC Real, about the opportunity in Urban I&L, the importance of “boots on the ground” in Southwest Germany and why retail and I&L are more closely connected than they may appear.

ACROSS: CC Real is primarily known for retail real estate. Is the move into Industrial & Logistics a change of direction? Dirk Sosef: No. Retail remains a fundamental part of CC Real’s DNA and core expertise. Over many years, we have built deep capabilities in investing in, developing and actively managing complex retail assets. I&L […]

[ACROSS Placemaking Safari] Terminal Kadıköy – the Art of Recognizing Potential

Ece Demirpençe, General Manager of Akfen GYO, will be among the hosts of the ACROSS Placemaking Safari to Istanbul. As part of the Akfen team, she brought her perspective on architecture, placemaking and tenant mix to the development of Terminal Kadıköy.

ACROSS: Mrs. Demirpençe, you have been in retail real estate for a long period. When you approach a new project – how do you look at it? Ece Demirpençe: It is my strong belief that real estate development is fundamentally about seeing potential and creating value where others may not yet see it. I look […]

[ACROSS Placemaking Safari] Galataport Istanbul: Reconnect the City with its Waterfront

Meriç Aslibay, Leasing and Facility Management Director of Galataport Istanbul, on transforming a historic waterfront into a mixed-use destination where retail, culture, gastronomy and public space work together.

ACROSS: Galataport has transformed one of Istanbul‘s historic waterfronts into a vibrant mixed-use destination. What do you consider the project‘s greatest achievement? Meriç Aslibay: Over the past 20 years, Türkiye’s retail real estate sector has evolved in response to changing investment patterns, consumer behavior and technological advancements.  Our greatest achievement is opening to the public […]

[ACROSS Placemaking Safari] Istanbul Finance Center – an Urban Destination

Istanbul Financial Center is designed to bring together business, retail, gastronomy, culture and social life. Real Estate Management Director Demet Karakimseli explains the project

ACROSS: Mrs. Karakimseli, how would you judge the evolution of Türkiye’s retail real estate market over the past two decades? Demet Karakimseli: Over the past 20 years, Türkiye’s retail real estate sector has evolved in response to changing investment patterns, consumer behavior and technological advancements.  Beginning in the mid-2000s, the expansion of large-scale shopping malls […]

The Seasonal Illumination Planning Checklist for Shopping Centers

The first Christmas biscuits are already appearing on supermarket shelves, and soon the festive lights will be switched on too. But long before the first decoration is installed, the planning is already underway. For shopping centers, a successful seasonal illumination program involves much more than choosing attractive Christmas lighting. It needs to work across marketing, […]

60 seconds to napoli Opens at Outletcity Metzingen, Germany

Outletcity Metzingen is adding an international crowd favorite to its food and beverage mix.

On September 26, 2026, 60 seconds to napoli, one of Germany’s most successful pizza brands, opens its new location in the heart of the Outletcity. The modern concept stands for authentic Neapolitan pizza, handcrafted quality and a distinctive guest experience. Metzingen will be the brand’s 35th location. From Dortmund to international success Founded in Dortmund […]

H&M Expands and Extends at Rhein-Ruhr Zentrum, Germany

Rhein-Ruhr Zentrum (RRZ) has secured another important letting. H&M is expanding its existing space to more than 2,200 sqm and has signed a multi-year lease. The international fashion retailer has been present at the RRZ since 1992. With the expansion and the long-term lease extension, it sends a clear signal for the future of the […]

Westfield Hamburg-Überseequartier Expands its Tech Offering

Westfield Hamburg-Überseequartier is welcoming two further international technology brands: Dyson and Xiaomi. The new stores will strengthen the tech profile of this retail and lifestyle destination in Hamburg’s HafenCity and expand the offering to include innovative products and experience-driven brand concepts. With these new partners, Unibail-Rodamco-Westfield is responding to the growing trend amongst technology brands […]

Third German Asset Acquired by Redevco European Retail Parks Fund

Redevco European Retail Parks fund acquires third German asset: Elisen Park Greifswald in northeastern Germany.

Redevco, one of Europe’s largest privately owned real estate managers with assets under management of around €10.5 billion, is further expanding the portfolio of its Redevco European Retail Parks (RERP) fund by acquiring its third German asset, Elisen Park Greifswald in the northeastern Region of Mecklenburg-Vorpommern about 2.5 hours north of Berlin. The seller is […]

Adaptive Reuse: Rethinking the Future of Retail and Other Uses

Anastasia Stolzenburg of umdasch The Store Makers looks at adaptive reuse and the challenge of giving buildings a new role. With retail remaining an important part of the mix, the future may lie less in replacing retail than in creating stronger relationships between retail and other uses.

A former department store becomes housing. An empty office building turns into a hotel, healthcare facility or multi-tenant workspace. A redundant shopping center makes room for leisure, culture, gastronomy or community uses. Across European cities, buildings are beginning to acquire second lives as their original purposes lose relevance. The phenomenon is often discussed as a response […]

NEPI Rockcastle CIO Anca Nacu: “Retail Real Estate Is Here To Stay”

NEPI Rockcastle‘s first investment outside Central and Eastern Europe marks a new chapter for the company. Chief Investment Officer Anca Nacu explains where and why she sees future opportunities. ACROSS: NEPI Rockcastle has built a large retail real estate portfolio over the years. What are the key investment principles behind that expansion? ANCA NACU: I […]

Rethinking Leasing Strategy: Why Fit-Out Contributions Fall Short

Tine Aggerholm, partner in the strategy and foresight practice at Ajeto, argues that fit-out contributions are the price owners pay for not understanding the demand side, and explains the method she built to replace them.

by Tine Aggerholm Two of our centers sat less than two kilometers apart. On a map, they shared a catchment. In practice, they served two populations with almost nothing in common: different household economies, different weekday rhythms, different ideas of what a good Saturday looks like. Same country, five million people, and the values changed […]

VIA Outlets celebrates GRESB European Retail Sector Lead in 2026

VIA Outlets maintained its lead position in the ‘European Retail’ category from the latest 2026 GRESB results.

Achieving a 5-Star rating for the seventh consecutive year through a high score of 97.0/100, VIA Outlets outpaced the Peer Group average of 79.7 and the GRESB average of 80.9. Across ten of the 14 assessment categories, including Risk Assessment, Stakeholder Engagement, and Building Certifications, VIA Outlets once again secured the full 100 points. Across […]

NORMAL Expands into Romania: First Two Stores open at NEPI Rockcastle’s Mega Mall, Bucharest and Shopping City Timisoara

Danish retailer NORMAL has chosen NEPI Rockcastle’s Mega Mall, Bucharest and Shopping City Timisoara to spearhead its first entry into Romania, the brand’s 14th European market.

The two stores, spanning 311sqm GLA at Mega Mall Bucharest and 445sqm GLA at Shopping City Timișoara, opened their doors in early October. NORMAL offers a broad selection of more than 3,500 products of everyday items, including popular brands for personal care, cosmetics, household products, food and beverages. Ramona Marusac, Regional Head of Leasing at […]

Las Rozas The Style Outlets Awarded for its Renovation

Awarded for excellence in innovation and design, Las Rozas The Style Outlets redefines the modern shopping experience following its landmark 2026 refurbishment.

Las Rozas The Style Outlets, owned by Neptune — the joint venture between NEINVER and TIAA (Nuveen Real Estate’s parent company) — and managed by NEINVER, has been recognized at the 2026 AECC (Spanish Association of Shopping Centres)  Awards, the annual accolades presented by the Spanish Association of Shopping Centres and Retail Parks to celebrate […]

Eurofund Group and SIGNAL Open Revamped Parma Promenade Scheme, Italy

Leading mall in Northen Italy reopens following €39m redevelopment.

Following a €39m (£32.6m) redevelopment program, Eurofund Group and SIGNAL have re-opened Parma Promenade, the landmark retail and leisure redevelopment project in Northern Italy. The 51,000 sq m (approximately 549,000 sq ft) scheme was acquired by the joint venture and has since undertaken a transformation including the addition of a 15,000 sq m (more than […]

CBRE Study: Why Retailers are Betting on AI and Stores

European retailers continue to prioritize physical expansion despite a more challenging economic backdrop and growing investment in AI and digital capabilities. Nearly two thirds (65%) still plan to expand their store portfolios in the near term, creating the potential for up to 8,000 net additional stores across Europe, according to CBRE’s European Retail Occupier Survey […]

£516 Million Deal: Landsec Acquires Metrocentre, Gateshead, UK

Landsec announced that it exchanged contracts to acquire a 100% stake in Metrocentre, Gateshead, circa two miles from Newcastle city centre, from Tynehawk Holdings (Jersey) Limited for a net cash consideration of £516 million.

Based on in-place net rental income of £41 million, the net cash consideration of £516 million implies an in-place net rental income yield of 7.9%. At this price, Metrocentre offers an attractive combination of a high day-one income return, strong future rental growth prospects and an expected low double-digit unlevered IRR. The Acquisition is expected […]

German Galeria Files for Fourth Insolvency in Six Years

Galeria has filed for insolvency proceedings at Düsseldorf District Court, marking the department store operator’s fourth insolvency filing since 2020. The company said operations at its remaining 83 stores will continue for the time being. Around 12,000 employees are affected. Call for Clarity The latest filing follows a renewed deterioration in trading. According to dpa […]

ÖBB to Buy Back Vienna Wien Mitte Station

Supervisory board approves acquisition of the Wien Mitte complex.

The supervisory board of ÖBB-Infrastruktur AG approved the repurchase of Wien Mitte station today. ÖBB sold the property in 2005 to what was then the Bank Austria Creditanstalt Group, which later passed it on. The seller is now an investor group led by Morgan Stanley Real Estate Investing. The deal includes the shopping center and […]

Westfield Ruhr Park to Create New Open-Air Dining Destination

Unibail-Rodamco-Westfield (URW) is transforming the former food court at Westfield Ruhr Park in Bochum into a new open-air dining and leisure destination called Wald Terrassen. The 6,200-sqm project includes 850 sqm of outdoor terraces and will feature ten F&B and two retail units. Nine of the twelve units have already been pre-leased. New F&B and […]