Dirk Hünerbein is Senior Project Partner and Head of Retail at Drees & Sommer. Image: Drees & Sommer
Development

THREE RETAIL REAL ESTATE TRENDS THAT WILL CONTINUE TO DOMINATE IN 2018

What does the future of shopping look like? Dirk Hünerbein, Senior Project Partner and Head of Retail at Drees & Sommer, reflects on central trends in the retail real estate industry.

 

1. Merging of Digital and Physical

The boundaries between the digital and the real world are becoming increasingly blurred: we see online retailers opening pop-up stores in city centers, and shopping centers that offer their visitors augmented reality experiences and virtual tools. However, many commercial buildings still struggle to cope with fundamental problems around their digital infrastructure.

For instance, visitors to large shopping centers expect WiFi coverage throughout the building – this is now taken for granted. But implementation of a WiFi network is not straightforward. It is often costly, and a suitable model is required to organize the interfaces between the public areas and rented space: who pays for the expensive infrastructure?

 

Drees & Sommer was responsible for the project management on the Shopping Center Eiche project near Berlin, which was opened in September 2017. Image: Nils Krüger / Kaufpark Eiche
Drees & Sommer was responsible for the project management on the Shopping Center Eiche project near Berlin, which was opened in September 2017. Image: Nils Krüger / Kaufpark Eiche

 

Building owners are not always prepared immediately to invest in this area. They often see themselves as just the providers of a shell. However, without up-to-date equipment the building has no future. Users’ requirements are increasing – which brings us to the next trend:

2. Shoppingtainment – Everything Revolves Around the Customers

While in the past many shopping centers were, broadly speaking, geared towards the middle classes, nowadays the segmentation of customer groups has progressed much further. The question is no longer whether someone who shops at Prada is likely also to shop at C&A. The goods themselves are becoming less important; the key thing is the experience factor.

Modern shopping center concepts should therefore more than ever reflect the idea of the marketplace as a gathering place. To stand out from the competition, shopping centers have to analyze exactly, and develop an understanding of the needs of their target groups. Only then can they invent creative solutions to cater to their customers, whether by providing a special experience for children, a place for people to meet and have something to eat, or a stage for YouTube stars and their fans.

 

Opening of the Huma shopping center in Vienna: Drees & Sommer provided various services to support this project. Image: Drees & Sommer

 

3. Linking Up Different Asset Categories

Shopping is just one part of a general movement: people’s home, work and private lives are becoming ever more integrated. For instance, many people are shopping online – whether at home or on the train to work. This is creating new problems for urban infrastructure. Delivery vehicles carrying the goods ordered online now make up a significant proportion of the traffic in cities, and regularly cause congestion.

Even for large online retailers, what is known as the “last mile” is still a challenge. For this reason, there is a need for innovative solutions for urban logistics. In the future major realtors and providers, such as Amazon, will increasingly get closer to each other to develop new concepts together. The objective is to create integrated city districts that link up different types of asset categories, in order to generate added value for the customer, and ultimately for all stakeholders.

 


 

About Drees & Sommer

For more than 45 years, Drees & Sommer has supported public- and private-sector owners and investors in all aspects of real estate. Managed by partners and headquartered in Stuttgart, the company has 41 offices worldwide.

The focus is always on profitability, whereby Drees & Sommer promotes sustainable building to the greatest possible degree. “the blue way” is the approach that the company takes to all services.

In the retail sector, Drees & Sommer consultants, site managers and controllers have the necessary expertise and experience from over 500 successfully completed projects.

 


Follow @across_magazine on Twitter and @across.magazine.europe on Facebook, sign up for our ACROSS newsletter and subscribe to ACROSS Magazine.


 

Sign up for our ACROSS Newsletter. Subscribe to ACROSS Magazine.

Development MORE

“We Intend to Expand Our Portfolio”

Yurdaer Kahraman, CEO and Board Member of FİBA Commercial Properties and Member of the ACROSS Advisory Board, receives three to four purchase offers each month. He meticulously evaluates each offers.

Shop below, live above

Trei Real Estate recently celebrated its first topping-out ceremony for overbuild, a single-story supermarket in Berlin. Overbuilding measures for retail properties are generally on the rise.

A village for the world

The small Austrian village of Parndorf is known all over the world, from the UK to China. The outlet location’s rapid development staggers Parndorf’s residents and consumers alike. But what will the future hold?

Projects & Openings International

Set to open in August 2020, Line Investments & Property LLC has introduced Forsan Central Mall as an all-in-one shopping, dining, and entertainment destination designed around the concept of a bamboo forest that features a relaxing “garden in the city” ambience +++ The official opening of American Dream in East Rutherford, New Jersey took place on October 25, 2019 +++ The Marrakchi style of living is due to be celebrated via the opening of M Avenue: In the heart of the city, a new space for immersive and multi-sensory experiences will be created. A 500-meter open-air shopping area will be comprised of more than 120 stores

Projects & Openings Europe

October 17, 2019 marked the opening of YIT’s major project, which is comprised of Mall of Tripla +++ Commercial center Promenada Sibiu, owned by investment fund Nepi Rockcastle, opened its doors on November 14, 2019 +++ On November 28, 2019, Klépierre inaugurated the extension of Créteil Soleil in Créteil in the Ile-de-France region +++ Hamburg’s redos Group and Münster’s project developer HLG recently submitted their first building application for the revitalization of the Rhein-Ruhr Zentrum (RRZ) in Mühlheim an der Ruhr +++ At the end of October 2019, Immobiliare Grande Distribuzione SIIQ S.p.A. (IGD) opened a restyled mall in the Casilino in Rome

Moscow’s new playground

Dream Island will be Russia's first, and Europe’s largest, indoor theme park, with the first phase scheduled to open in the first quarter of 2020. Architects Chapman Taylor developed the masterplan for this project.