Shopping Mall Expert - October - December 2016 (05) by Paweł Tracichleb

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retail darwinism

and the important retail trends ISSN 2450-1433 | 14.99 euro

OCTOBERâ&#x20AC;&#x201C;DECEMBER 3/2016 (5) | shoppingmallexpert.com

The future of retail is shaped by changing behaviours, needs and demands

a modern vision of the park Interview with Zulfiqar Ahmed, General Manager Millennium Mall Quetta

What Westfield loves to do? Retail-partner philosophy Interview with Faisal Nadeem, Director and CEO at Dolmen Real Estate Management

Interview with Pushpa Bector, Executive Vice President and Head at DLF Mall of India

Interview with JOSIP KARDUN, Group Chief Executive Officer (CEO) Atrium Group and SCOTT DWYER (on the cover), Chief Executive Officer (CEO) Atrium Poland Real Estate Management

We are always looking

ahead

Shopping Mall Expert and the most important international retail events

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SHOPTALK 2017 19-22 March Las Vegas, USA shoptalk.com

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OMNISHOPPER INTERNATIONAL 2016 15-17 November London, UK marketing.knect365.com/omnishopper-intl

RETAIL DESIGN EXPO 2017 8-9 May London, UK www.retaildesignexpo.com

RETAIL BUSINESS TECHNOLOGY EXPO 2017 8-9 May London, UK www.retailbusinesstechnologyexpo.com

SMART STORES EXPO 2017 23-25 January Abu Dhabi, UAE www.smartstoresexpo.com WORLD RETAIL CONGRESS 2017 4-6 April Dubai, UAE www.worldretailcongress.com

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SEAMLESS AFRICA 2017 14-15 March Cape Town, South Africa www.terrapinn.com/exhibition/seamless-africa

CONTENTS COVER

We are always thinking ahead

Interview with JOSIP KARDUN, Group Chief Executive Officer (CEO) Atrium Group and SCOTT DWYER, Chief Executive Officer (CEO) Atrium Poland Real Estate Management

40 Retail-partner philosophy

Interview with Faisal Nadeem, Director and CEO at Dolmen Real Estate Management

34 The future of retail is shaped by changing behaviours, needs and demands Interview with Pushpa Bector, Executive Vice President and Head at DLF Mall of India

Mobile – the journey has begun

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Situated between two mega cities in Iran, Tehran and Karaj, Iran Mall is expected to serve a population of over 16 million who are either the citizens or tourists

Technology

What Westfield loves to do

XXI century may be called the era of technology. Beacons, mobiles, new marketing tools and advanced IT solutions are changing retail industry. Time and unexpected experiences become increasingly valuable. Without knowing of current trends is not possible to satisfy customers. Some of them you can learn in the article “Retail Darwinism and the most important retail trends” prepared by Terna Jibo from Portland Design. And how to harness the power of mobile marketing to drive sales you can check in the article “Mobile: the journey has begun”. As always we have for you some interesting interviews. I would like to recommend you a conversation with Vanessa Fourie, Brand Manager for Mall of Africa and with Pushpa Bector, Executive Vice President and Head at DLF Mall of India.

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Enjoy your reading. Agnieszka Nejman Editor in Chief

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Dordoy Bazaar – a shipping container shopping mall

52 Gadgets & Culture

EDITOR IN CHIEF: Agnieszka Nejman tel. + 48 (61) 415-51-24, contact@shoppingmallexpert.com

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The Editorial Board of the Shopping Mall Expert has a right to select the received material as well as to proofread and shorten the received texts. Unsolicited material will not be returned. All material published in the Shopping Mall Expert is protected by copyright. The Editorial Board is not liable for the content of advertisements and press releases. Non-contractual dissemination of publications is not allowed. Cover photo: Scott Dwyer, Chief Executive Officer (CEO) Atrium Poland Real Estate Management

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| OCTOBER–DECEMBER 2016

BETWEEN

MEGA CIT Situated between two mega cities in Iran, Tehran and Karaj, Iran Mall is expected to serve a population of over 16 million who are either the citizens or tourists. One of the key aims behind this prestigious development is to provide the growing young Iranian population with commercial, leisure and cultural centers and services. This is why the complex is being built in west of Tehran, a region with one of the youngest population distribution throughout the city

TIES

HE IRAN MALL project is vast. Indeed, it seems like a city on its own which could be easily recognized by the number of 20,000 spaces only for the parking facilities. As the symbol of Iranian huge capability, this complex covers an area of 1,950,000 SQM; therefore it can be claimed as one of the most gigantic international shopping malls of the world with more space allocated to a promotion of cultural, artistic and sport activities, as almost 70 percent of this place is used for non-commercial purposes and with a civil and cultural approach. One of the shiniest reflections of such a cultural approach is allocating a 60,000 SQM area only to an exhibition center, which will be an outstanding center in 4 floors on the rooftop of Iran Mall to host the international and national trade shows, fairs (both B2B and B2C), exhibitions, company/country-based shows, educational events and many of other professional events and gatherings. There will also be a luxury car showroom, perhaps one of the most attractive highlights of Iran Mall; the space is the manifestation of Iran Mall’s first policy, which is uniqueness. It is not just a pioneer to allocate its space of 5,800 SQM specifically for presenting the most brand-new cars in its unique, outstanding, superb car gallery but it will also be the only host to a presentation of the latest products of luxury cars, an exhibition of classic cars as well as holding various automotive events in Iran; whilst the Persian Garden, which lies at the heart of the complex, has been inspired by the rich heritage of Iranian– Islamic architecture and specially by the garden of Shazdeh Mahan in Kerman. This delightful space, with its rows of high Cypress and delightful water features is not just a simple indoor garden, but it’s a piece of the world-wide praised Persian arts in 13,000 SQM, which is designed in a flat shape, with 5 floors. The fashion court, designed in the shape of a diamond sets a shining space and a distinguished stage for showcasing and offering the latest designs of the world’s apparel industry, whilst the Crystal Atrium (3,100 SQM) and its eye-catching and brilliant lighting design provides an ideal space to stage significant luxury brands. Iran Mall offers an exceptionally superb sport services and facilities; Sport amenities and playgrounds of Iran Mall provide families and young generation with a place to have fun and enjoy exercising in a spectacular sport environment, focused on the aim which is to increase the quality of everyone’s life through improving the level of health, creating a happy and entertaining atmosphere, and making people enjoy physical activities. The ice rink, the one and only of its kind in Iran, is a roof, under which for the first time in Iran, the experiences of fun, sports and games can meet elements of technology, leisure and variety. With this distinctive feature, comes along a large TV screen, 500 seats for sport lovers, and a direct view from the food court, making this ice rink a convenient place for leisure and challenge. With the capacity to offer special seats and spaces to VIP guests, the ice rink and its whole state-of-the-art design enables us to carry out not only ice skating events but also use this space for any of creative events. On the Roof Garden area with specific squash facilities (2 glass backed courts in 260 SQM) and 2 tennis courts and an open tennis court (3,600 SQM), not only people are given a beautiful view of the Roof Garden area, rows of southern Alborz Mountains and the Persian Gulf Martyrs Lake, but also play these sports while being located near the provided café and restaurant services. The strikingly

ADVERTORIAL

significant swimming facilities are provided on both the Roof Garden and the 13th floor of the Iran Mall’s Hotel; outdoor and indoor swimming pools, spa, sauna, a gym, and a Turkish bath are created for providing the chances of treatment and health care for everyone all in one place in a total allocated area of 4,500 SQM. The Family Entertainment Centre of Iran Mall with 11,400 SQM on two separate floors, makes a chance for every age and person regardless of the weather conditions so that gaming and entertainment can begin but never end, as you can find many facilities such as a roller coaster, a laser tag area, kid’s theatre, electronic games championship, bumper boat, and etc. Iran Mall’s cinemas with a total area of 5,200 SQM, 12 screens, and their modern interior space, which have the capacity for 2,000 people and are equipped with the latest facilities, provide an enjoyable and exciting atmosphere for all of the family members as well as the national and international festivals and events. Iran Mall is a city of all you may desire; beside the distinguished opportunities of entertainment, shopping, sports and business available to people, numerous food and beverage options could be achieved throughout all of the mall, with its 2 separate food courts in an area of over 10,000 SQM and an area of 78,000 SQM allotted to various restaurants and cafes. Spread out through the G0, G1, G2, G3, and RG floor, you can find a menu of all the local Iranian foods and drinks as well as the international ones; and all is gathered in one place as its aim is to make a beyond extraordinary F & B memory. Iran Mall’s 5-star Hotel make a landmark development within the project, featuring a level of exquisite quality and luxury which could match the uniqueness of Iran Mall. This 5-star hotel

rsamizadeh@iran-mall.ir marketing@iran-mall.ir

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with 450 rooms of different types in 50,000 SQM of area, are located at the Eastern end of the Iran Mall Complex; This Hotel offer a generous and spectacular view of Alborz Mountains, which are magnificently stretched out all along the Northern area of Tehran and the project, as well. Designed as a distinctive feature within Iran Mall's complex, the hotel, offer countless amenities such as a 3000-seat amphitheater, meeting rooms, 7 restaurants, 1000-seat banquet halls and spaces, spas and treatment rooms, sports and entertainment facilities, free parking, and etc. and all are connected closely to the mall’s endless possibilities. Every industry needs a locomotive to pull its members along; generally in retail, shopping malls are the locomotive, “says Reza Samizadeh PhD, CEO and B.D of Iran Mall Commercial Co. (IMCC). “Given that Iran Mall is a super-regional mall of vast diversity, it can be a locomotive for the Iran retail industry, closing that gap between Iran and the international community.” There has been much interest from the international brands wishing to enter Iran and fulfil the needs of what is a young and dynamic market; “According to economic statistics, Iran comprises 50 per cent of the Middle East’s market and this share for Tehran is also 50 per cent of Iran’s market, and this potential is highly attractive to retailers and investors,” he adds. “Iran Mall will activate this potential.” IMCC also has a number of new malls in the pipeline, including Mashhad Mall, located on Sajjad Boulevard in Mashhad, the largest tourist city in Iran with an annual average number of 25,000,000 tourists. The other project of this company is located on Farmanieh Street in the most expensive area of northern Tehran which is called Farmanieh Mall and is expected to offer a large range of luxury brands. “We are developing our knowledge in the fields of mall management in Iran mall specifically as well as all of our company’s projects” explains Samizadeh. “The key drivers behind our success will include the existence of an integrated management based on ERP and CRM, the development of an extensive social network, our use of international consultants and scientific mall management,” he adds. “I truly believe that IMCC is set to become the biggest, most scientific and profitable mall operator in the Middle East, “smiles Samizadeh. “And we will not rely solely on mall management, but will also undertake master franchises and enter into joint ventures with famous brands yet to enter the Iranian market.” We predict to make the experience of exciting times which lay ahead and in the capable hands of the Iran Mall Commercial Co. 

NEWS

FAN MALLORCA SHOPPING

EMPIRE OUTLETS

FAN Mallorca Shopping will be a unique shopping, entertaining and living place with a very attractive commercial offering. The project developed by Carrefour Property Spain will be located in Palma de Mallorca. The new investment is promoted as the greatest shopping centre of the island. With 120 stores and 2500 parking spaces, customers will enjoy the best online and offline shopping experience, a 4D cinema, a spectacular food and beverage zone and leisure. Among the main tenants are H&M, Primark, Guess, Mango, Samsung and Decathlon.

Empire Outlets is a category-defining retail destination and New York City's first and only shopping outlet. It will be the retail centerpiece of New York City's newest entertainment district of Staten Island's waterfront. The world-class shopping destination is located at the base of the Staten Island Ferry Terminal. It will host approximately 100 shops, food and beverage concepts and a 190 room boutique hotel with a rooftop lounge, offering unparalleled views of New York City. The grand opening is set for November 2017. Fot. www.facebook.com

MALL OF ARABIA (RIYADH)

Fot. www.carrefour-propertydivision.com

DOHA FESTIVAL CITY Doha Festival City, Qatar's new and exciting leisure destination, is poised to reshape the entertainment and retail landscape of the region. Comprised of over 245,000 sq m of gross leasable area, the mall will be one of the largest in the Middle East upon completion, and will offer over 500 stores and dining options. The project will also house a state-of-the-art indoor and outdoor entertainment zone, including Qatar's first snow park, "Angry Birds", "Juniverse" and "Virtuocity" theme parks, and a VOX 4D cinema complex with 18 digital screens. The grand opening is scheduled for February 2017.

Developed by Arabian Centres, Mall of Arabia Riyadh will be the crown jewel of the country’s leading mall development company. The new investment will feature over 300 stores, a fivestar hotel with direct walking access to the mall, and an upscale residential complex. Mall of Arabia Riyadh will host not only popular shops, but also some of the world’s most desired premium and luxury brands. The opening is scheduled for 2018. Mall of Arabia Riyadh is set to become the new destination for the region. Fot. www.youtube.com

EDINBURGH ST JAMES Edinburgh St James is one of the UK's largest and most significant regeneration projects. On completion, Edinburgh St James will provide the Scottish capital with up to 93,000 sq m of prime retail space, five star hotel accommodation and will deliver up to 250 new private residential apartments. This will create a vibrant and exciting place to live, visit and shop in the heart of Edinburgh. Opening is scheduled for 2020.

Fot. www.facebook.com

Fot. www.edinburghstjames.com

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NEWS

STONY POINT FASHION PARK To attract more daily use consumers, Starwood Retail Partners plans to redevelop Stony Point Fashion Park into a more dynamic, experiential and intimate setting. SRP's $50 million redevelopment plans call for a progressive, all season, all ages environment for shoppers to socialize, relax, shop or play. With contemporary additions, like airy, landscaped courtyards, fire-pits, multi-use interactive fountains and comfortable social seating, Stony Point will appeal to a wide variety of needs – both for consumers and business owners.

Fot. www.scentregroup.com

WESTFIELD NORTH LAKES

ZERO 6 – AL JURAINA

BRICKELL CITY CENTRE

Zero 6 – Al Juraina is a retail development located in Juraina, Sharjah, UAE. The proposed Gross Leasable Area of the mall is approximately 14,000 sq m with a retail area of 11,000 sq m and a F&B area of 3,000 sq m, with outdoor and indoor seating areas on both the ground and the first floor. The retail area includes the cinema, a supermarket and a family entertainment centre. Tenantmix will provide a comprehensive range of products and services – from entertainment to healthcare, designer label fashion to groceries. Zero 6 – Al Juraina is a new generation community centre concept that is considered contemporary and social.

Brickell City Centre is Miami's largest mixed-use urban development from Swire Properties. It will not only be an upscale place to shop. It will also be a place to live and work. High fashion will be beautifully combined with high function, to create five impressive retail levels spanning 500,000 sq f. Crowned with the beautiful sculptural form, Brickell City Centre is set to become Miami's most glamorous urban theater: a place where brand experiences and an aspirational lifestyle are seamlessly co-created. Among tenants already are: Saks Fifth Avenue, Hugo Boss, Ted Baker, Baldinini, Giuseppe Zanotti, Sephora and Nars.

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WESTFIELD CHERMSIDE

Fot. www.jllproperty.com

The $355 million redevelopment of Westfield Chermside includes the construction of a second level gallery mall with around 95 retailers, which will connect with the upper levels of Myer and David Jones department stores, and a new entertainment and lifestyle leisure precinct. The new gallery mall is scheduled to open in April 2017, with the leisure precinct to follow some months after.

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1Fot. www.scentregroup.com

Fot. www.shopstonypoint.com

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Westfield North Lakes (Australia) serves a trade area population of close to 360,000 people. Anchored by major retailers, including Myer, Target, BIG W, Coles and Woolworths, the centre continues to experience strong sales growth year on year. In November 2015 the project opened with a new fresh food market, a casual dining precinct and a state-of-the-art children's playground. An Events Cinemas complex opened at Easter 2016 and a new project, currently underway, will add further stores in a new mall connecting the existing centre to a new IKEA-owned store, currently under construction. The project is due for completion by late 2016.

NEWS

PUMA PARTNERS WITH THE NEW YORK CITY BALLET Global Sports Brand PUMA announced that it would partner with the New York City Ballet (NYCB), one of the foremost dance companies in the world, as their official off-stage active wear partner. This new alliance furthers PUMA’s commitment to and efforts within the women’s training category, as well as in the arts and culture arena. Beginning in October 2016, a number of dancers from the Company will be featured in several PUMA creative and marketing campaigns that will highlight women in sports and culture. In addition, PUMA and the New York City Ballet will explore ways for PUMA to support a variety of NYCB initiatives, including the ballet company’s education, audience development and dancer health and wellness efforts.

Photo: puma.com

Photo www.uniqlo.com

IKEA OPENED POP-UP RESTAURANT IKEA, the Scandinavian chain, opened Do-It-Yourself restaurant in London, where the diners were the ones cooking. The Dining Club by IKEA featured a DIY restaurant where clients were chefs, an IKEA cafe serving Swedish delicacies, inspiring workshops, a virtual reality kitchen and a unique shop so clients could take home a piece of this experience. A series of inspiring workshops in The Dining Club was delivered by inspiring speakers across a range of topics. "We bond and connect over the everyday process of cooking meals together so to celebrate this firmly held belief, we are opening The Dining Club to bring people together to enjoy a meal from beginning to end. This will take place in an environment that reflects a homely kitchen, so you can host a dinner party for all of your friends” said IKEA's food manager, Ellie Pniok.

UNIQLO LAUNCHES NEW CREATIVE BRAND CAMPAIGN WORLDWIDE UNIQLO unveiled a new creative brand campaign to be introduced worldwide, a first for the company. The Science of LifeWear campaign highlights the company’s relentless commitment to quality, functionality and style through LifeWear – innovative high-quality clothing that is universal in design and comfort, and made for everyone, everywhere. The initiative is an important next step for UNIQLO in its ongoing mission to become a truly global and inspirational apparel brand. Through a series of brand and product films, plus supporting visual materials, The Science of LifeWear aims to ignite a dialogue on human attitudes toward clothing, observing how people live, behave and interact, asking through the lens of scientific curiosity, “Why do we get dressed?”. Filmed in urban settings in Japan to reflect company origins and brand authenticity, the campaign style, tone and messaging all highlight the UNIQLO passion for understanding functional and emotional needs in clothing of people everywhere. To develop The Science of LifeWear, UNIQLO partnered with Droga5, an awardwinning global advertising agency based in New York City.

Photo: www.ikea.com

STARBUCKS KOREA HOSTS BARISTA CHAMPIONSHIP FOR PARTNERS WITH DISABILITIES Learning that she was the winner of Starbucks Korea’s Barista Championship for Partners with Disabilities was a surprise for Banny M.H. Choi. “When I found out about this championship, I wasn’t sure if I could do it, but I decided to challenge myself,” said Choi, who has a hearing loss. “After winning this competition, I am confident that I can do anything regardless of my disability.” Starbucks Korea hosted the championship for the second consecutive year, as a way to recognize partners (employees) with disabilities. Choi and the remaining nine finalists were selected to participate based on recommendations from their district managers. During the competition, they were judged by three partners from the Starbucks Coffee Leadership and Operations Service Team on beverage quality, speed of service, cleanliness and latte art. As the victor, Choi received a trophy and a Starbucks Card loaded with 100,000 Korean Won (approximately USD$90.00). The company’s effort to hire and train people with disabilities has not gone unnoticed. In April, Starbucks Korea received the presidential award from the Korea Employment Agency for the Disabled and the Ministry of Employment and Labor. Photo: starbucks.com

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NEWS

NIKE CELEBRATED SUMMER OF SPORT IN BRAZIL WITH ART-INFUSED EXPERIENCES Celebrating the boundless inspiration of sport, Nike invited Rio’s residents and visitors to connect with summer’s premier competition via several pop-up experiences. “Rio Unlimited,” an interactive space in downtown Rio’s Praça XV, engaged visitors with a pioneering digital art installation — a 100-square-meter cube composed of multiple screens — created by a Brazilian artist and designer Muti Randolph – which compiled and projected a series of digital graphics exuding the ecstasy of competitive glory. "The concept of this installation is an evolvement of the experiences I've been developing on volumetric video displays, but for the first time with physical movement,” Randolph explained. “The system uses specially developed software that allows light to create three-dimensional animations, video and synchronized movements. Endless mapping possibilities enable dynamic variations of effects and settings." The summer’s performance innovations were also on display and those visiting “Unlimited Rio,” had an opportunity to create their own celebratory image, wearing the NikeLab Team Brazil jacket, to share on social channels. Shirt customization, complete with original artwork and phrases created by a Rio-born artist Bruno Big, invited guests to express their experience. In addition to “Unlimited Rio,” NikeLab transformed the third floor of the Nike Ipanema store into a rotating gallery aptly designated NikeLab Rio.

Photo: nike.com

BT OPENS LANDMARK NEW 'ALEXANDER BLACK' CONCEPT STORE TO SHOWCASE THE DIGITAL SHOPPING EXPERIENCE

Photo: press.selfridges.com

BT opened a new Alexander Black digital store experience in the UK to show retailers how they can transform their stores to meet the needs of digital consumers. Digital consumers like the personalised service and information they get online and now expect a similarly rich experience when shopping in physical stores – which still account for around 90% of retail sales. The new ‘Alexander Black’ store uses digital technology to sell fashion, homeware and grocery goods in a more exciting store environment, helping boost loyalty and grow sales. “People still really like shopping in physical stores but they want it to be much more like it is online: easy, personalised and entertaining. Alexander Black looks and feels like a real store and even includes a café to complete the shopping experience. It allows our retailer customers to get their hands on digital touch points such as a shop window display to show how they could interact with shoppers out of hours, a memory mirror with a 360 degree view for trying on new outfits, intelligent merchandise labels and a mobile app for the café. It integrates these solutions to blur the lines between shopping online and in-store, creating the seamless brand experience that digital consumers expect” says Hubertus von Roenne, vice president, global industry practices, at BT’s global services division.

SELFRIDGES UNVEILS WORLD'S FIRST FULLY-FLEDGED THEATRE WITHIN A DEPARTMENT STORE Selfridges opened the doors to The reFASHIONed Theatre, an intimate 122-seat auditorium on the lower ground floor of its London Oxford Street store. The cast featured in a brand new contemporary production of the play, Much Ado About Nothing, boasts a mix of exciting emerging British young actors, such as Daniel Boyd, and famous names including Shakespearian actors Simon Callow and Meera Syal. A collaboration between Selfridges and The Faction, one of the most exciting emerging young British theatre companies in the UK, The reFASHIONed theatre, will showcase a 5 week production of Shakespeare’s Much Ado About Nothing. The project marks the penultimate stage of Selfridges store-wide campaign, Shakespeare ReFASHIONED, celebrating the 400th anniversary year of the death of the world’s most famous playwright.

SHOPPING MALL EXPERT |

Photo: home.bt.com

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NEWS

MORENO VALLEY MALL MEMORY WALL Every visitor to the Moreno Valley Mall could have their picture taken in a specially designed area and post it to Instagram. But the pictures also served another purpose. All photos taken during the event have been put up on the wall along the main aisle of the shopping center. Before, the owners had struggled to enliven this part of the building. The initiative not only gave the mall a unique design, but also emphasized the importance of the shoppers. They were the ones who literally created the look of Moreno Valley Mall’s central part.

Photo: www.facebook.com/themallluton

GIANT SLEEPOVER AT THE MALL 150 children spent the night at The Mall Luton. Most of them belonged to local Scouts and Guides organizations, and the night was an opportunity for them to learn new skills. During the event, firefighters, police officers, EMTs and cadets offered the kids CPR, fire safety, and emergency training. As part of the event, the youngsters made an EAAA-themed collage, supported by the JNB Publishing company. “This is our first event of the kind – a sleepover for kids. Importantly, the night was not only about education, but also about supporting a charity,” said Lavinia Douglass, marketing manager at The Mall Luton. Both the young participants and the instructors paid £10 each to take part in the event. All funds raised were donated to the EAAA. The night’s events started at 7PM and ended the following morning. The kids all wore their pajamas, and were provided with supervision and refreshments.

Photo: www.facebook.com/MorenoValleyMall

ROYAL VICTORIA PLACE COMMEMORATES THE VICTIMS OF THE TITANIC DISASTER

Photo: royalvictoriaplace.com

Royal Victoria Place has hosted the world's first exhibition of unique photographs from the Titanic’s tragic maiden voyage. After this first exhibition, the collection is already booked for display in other locations throughout the US and South America. During the first three weeks, the exhibition attracted nearly 175 thousand visitors. Apart from the photographs, it also features artifacts such as a Titanic lifeboat nameplate, a pocket watch, and a Wallace Hartley record that survived the accident. The mall also displayed a commemorative plaque listing all casualties of the Titanic sinking, where flowers were laid by the town’s mayor. The 1912 tragedy claimed over 1500 lives.

ESCAPE ROOM AT MELBOURNE CENTRAL

INTU MANCHESTER TRAFFORD CENTRE FOR AUTISTIC SHOPPERS

Looking for new experiences, an adrenalin rush, a bit of a scare? An escape room has just been opened at Melbourne Central. The challenge is to escape a locked room by completing a sequence of tasks and finding hidden clues. All these lead to a box holding the key to the door — and your freedom. The launch of this new experience was accompanied by a number of events allowing shoppers to win a free escape room session.

How does a person on the autism spectrum experience a shopping center? People visiting the INTU Manchester Trafford Centre had a chance to understand that during an event in the National Autistic Society’s latest campaign. Autistic people going to shopping centers receive much more external stimuli than healthy individuals. Typically, their heart rate will double, their concentration will fail, and they will become confused and overwhelmed. To experience this sensory overload, visitors could don specially-designed footwear and headsets and take part in a simulation of a shopping center visit from an autistic shopper’s perspective. The purpose of the event was to raise awareness and understanding of autistic people’s behaviors. After leaving INTU Manchester Trafford, the project will tour 14 other INTU shopping centers.

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PART OF THE

Q&A

Inspired by the

AFRICAN C Interview with Vanessa Fourie, Brand Manager for Mall of Africa

Q&A

CONTINENT D

id you know that South Africa is the only country in the world to contain an entire floral kingdom? The Mall of Africa's elegant design was inspired by Africa's geographical features and landscapes. Its further four courts reflect the four points of the compass on the African continent: the great lakes in the east, the oil and trade of the west, the sand of the North African desert and the mineral wealth of southern Africa

The Mall of Africa is one of South Africa’s most exciting shopping malls. What was your inspiration to create this shopping centre?

The evolution of the design process was to provide not just a mall in Africa, but “the” Mall in Africa, something of greatness on the African Continent. Although the shopping centre is built in South Africa, the design inspiration for the mall and courts was drawn from the natural and geological beauty of the African continent. Although we are not the largest shopping centre, we are the largest single phase build to be built at one time in South Africa. Photo: Mall of Africa

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What is it that makes The Mall of Africa stand out in comparison to other shopping malls in the region?

Mall of Africa boasts spacious mall widths and high shop fronts featuring a wide-ranging line-up of the best retail on offer, all showcased with lots of natural light. The design combines international standards with contemporary architectural expressions, so in addition to being truly beautiful, it is also easy and enjoyable for shoppers to navigate.

The centre was opened only a couple of months ago. Are you satisfied with the number of visitors?

â&#x20AC;&#x17E;

The opening was a huge success in the number of visitors we had in the 5 days of opening, this being the end of the month as well as a long

I would say that the biggest challenges in the development process have been two fold. To hang on to the vision of the design of the mall that was set out at the very beginning of the inception with our client and to marry this vision with the budget constraints that arose as the project unfolded. The client wanted to create a landmark development but at the same time all had to be mindful of the feasibility and the return on the project. At the end of the day MDS Architecture and the rest of the professional team are appointed on the strength of being commercial and retail specialists and as the design vision had to be driven throughout the development phase, within the commercial aspects of the project. It is a very important factor when one has to remain focused on a single vision for over 4 years to bring such a project to fruition. Fortunately, the client is very involved in the day to day runningâ&#x20AC;&#x2122;s and has a vested interest in stream lining the commercial aspects of the development. The team endeavoured to plan, prepare, program and procure for the project in a manner that was mindful of the challenges the team and contractor knew would be faced in constructing such a large scale development in a single phase. In the last few months of the project these challenges escalated with the number of contractors, subcontractors and tenant contractors amounting to over 14000 people working on site at a given time. This required an extraordinary amount of planning and co-ordination to make the process as seamless and workable as possible. The fact that the mall opened on time on 28 April 2016 is a testament that the efforts and planning of the professional team and client were effective.

Tia Kanakakis

Architect from MDS Architects

Photo: Mall of Africa

Using natural elements like wood, stone, glass and concrete, the mallâ&#x20AC;&#x2122;s centre court takes inspiration from the forests of central Africa

Q&A

130 000 sqm of retail space

300 stores

6500

parking bays Photo: Mall of Africa

weekend which also contributed to the numbers we achieved over opening. Our local favourites Woolworths, Edgars, Game, Dion Wired, Checkers were some of the tenants who achieved and exceeded their set budgets for the opening. The success of the opening ceremony and the proceedings of the day were exceptionally remarkable. The Mall was officiated by Gauteng Premier David Makhura on Thursday 28th April 2016 which saw a total of 123 000 people visiting the Mall.

The mall is home to over 300 shops. How can you describe the tenant mix of your shopping mall? Mall of Africa also boasts a wide variety of restaurants, entertainment and services, neatly packaged into the largest single phase shopping mall the country has ever seen. Our flagships stores are: Checkers, Edgars, Game and Woolworths. They will be joined by leading South African brands from The Foschini Group, Mr Price and Truworths. We try to mix local and international brands such as: Armani Exchange, Helly Hansen, Asics, Zara Home, The Kooples, Under Armour, Mango Man, women’secret and Amsterdam-based Soap Stories. H&M, Forever 21, Forever New, River Island, Mango, Starbucks and Versace.

So what is your tenant selection strategy?

Mall of Africa’s carefully considered retail mix creates a unique experience that is a major attraction. It offers a well-balanced variety of local and international brands, services, speciality shopping, entertainment and eateries. There will be something for everyone, with 2.4 kilometers of shopping and an exciting selection.

What kind of attractions are prepared for clients?

Customers can enjoy a state-of-the-art nine-screen Ster Kinekor cinema complex with Imax, and an extensive selection of 12 restaurants, fast food stores, coffee shops and cafés.

How can they spend their free time in The Mall of Africa?

One of the many leisure highlights at Mall of Africa is a magnificent outdoor park with featuring an interactive musical water fountain. The park creates a seamless link between the surrounding Waterfall City and the Mall of Africa, crafting a pedestrian-friendly environment that includes a vibrant town square and beautiful landscaped surroundings.

Mall of Africa is located in Waterfall City. Does the location play an important role in the case of this shopping centre?

Yes, this landmark new R5-billion, 130,000 s qm super-regional mall is superbly situated in Waterfall City, with excellent access from Pretoria, Sandton and Johannesburg. In fact, it provides brilliant access for people from all over Gauteng and beyond.

How does this modern project interact with its surrounding environment?

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Mall of Africa is superbly situated in Waterfall City, halfway between Johannesburg and Pretoria. It is highly accessible, located adjacent to the Allandale Road exit off the N1 Highway, the first free-flow intersection of its size in Africa. Plus, Atterbury has undertaken major roads upgrades around the development to make it easy for shoppers to arrive at Mall of Africa’s 26 entrances.

The Mall’s architectural appearance is inspired by Africa’s geological features and iconic landscapes. Can you tell us more about the architecture of this shopping mall?

Mall of Africa’s architectural form, designed by MDS Architects, is inspired by the geological beauty the contenting but also leading trends in design element and customer flows – all making for an exceptional shopping experience. Using natural elements like wood, stone, glass and concrete, the mall’s centre court takes inspiration from the forests of central Africa. Its further four courts reflect the four points of the compass on the African continent: the great lakes in the east, the oil and trade of the west, the sand of the North African desert and the mineral wealth of southern Africa.

How would you describe the African shopping centre market?

The changes in lifestyle has had direct impact on shoppers and shopping patterns. Shopper expectations and demands have changed, especially as far as convenience, variety and shopping experience is concerned. Markets have changed; customers today are far less predictable and much better informed, consumers are increasingly more discerning when it comes to travel time and ease of access when deciding where to shop. 

EXPERT

RETAIL DARWINISM AND THE MOST IMPORTANT RETAIL TRENDS In the final half of this decade, we are witnessing seven trends that we keep front of mind when designing retail experiences and strategies for stores, brands and shopping centres. Taken together, they mark a real shift in customer expectations and behaviour in addition to retailer capabilities. I would go so far as to say we are living in an age of ‘retail darwinism’ – only the fittest, i.e. those that take these developments on board, will thrive

Death of the line ×3

New players

Data

There will be an increasing ‘death of the line’ on three levels. Firstly at a ‘micro level’ there will be a blurring of categories in-store. Customers will shop less by category and more by lifestyle, interests and social groups. At a second level the line between store and shopping centre will be less defined, creating a more open integrated experience between tenanted and public space. At the larger scale third level we will see the gradual death of the ‘hermetically sealed’ shopping zone that turns its back on the community. Such zones will be more open and integrated with the streetscape and urban grain.

Following in the footsteps of Amazon and a different cast of players will want to take physical space on high streets and in shopping centres. These will include online pure players, FMCG brands, media/broadcast brands and entertainment brands. However, their requirements may not be long leases in fixed ‘concrete boxes’ with glass frontages. They will demand programmable ‘soft’ spaces where they can create immersive ‘store sets’ (shoppable stage sets) to enact their brand stories. Traditional retailers can learn from these pioneers.

As technology enables us to measure all aspects of customer interaction, retailers and shopping centres will be able to leverage data to create new revenue models by behaving more like a media brand. They will be able to measure not just customer flow, but also gender, age, gestures, which displays customers stop at, in what direction they look and whether they cross the threshold. This granular data will be very valuable to retailers and brands: Shopping centres and retailers respectively will be able to create revenue from this. For centres in particular this development will be critical because turnover rent will be less relevant thanks to increasing numbers of transactions not taking place through the till in-store.

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EXPERT

The Collect Experience

Retailers as media brands

Digital signage

Click and Collect will become more popular as retailers incentivise customers to pick up goods in store. However, there is an opportunity to re-invent the ‘collect experience’. ‘Collect’ must be more than just an administrative process at the back of the store. It should be at the heart of the store experience, where customers can maybe enjoy a coffee, see new products and ideas, learn about the brand or their purchase and meet friends. This is an opportunity to offer customers a concierge type experience and ‘up-sell’. Also expect to see shopping centres innovating in this area for retailers. I would cite the ACE robot which we introduced for Aelia at Auckland airport as an example of how back of store pickups are being superseded by front of store service with a flourish.

Too often signage is instructional and process driven. In larger stores and in shopping centres there is an opportunity to create branded ‘way showing’ (as opposed to wayfinding) made up of signage elements, gestures, landmarks, landscaping, furniture etc. to create a branded communication ecosystem that helps customers navigate and orientate by building cognitive maps that are intuitive. As part of this, digital interfaces can create an enhanced experience with personalised content that can respond to social media for example: Interfaces where customers can broadcast messages and retailers and brands can create content that customers can respond to using mobile devices.

Integration of F&B and retail As shopping in physical stores becomes less about transaction and more about immersion into a brand, learning, personalisation, brand rituals, social networking and entertainment there will be a need to make shops more sociable and convivial. The integration of F&B in stores is a response to this to create truly hybridised shopping experiences based not on categories but lifestyles, interests and behaviours. Also how will shopping centres respond to requests for mixed use units and how will this impact their F&B tenants?

Terna JIBO Head of Strategic Insights at Portland He is a highly experienced research, cultural insight and trends specialist, with over ten years’ experience of directing domestic and international work for blue-chip clients. His vast research experience helps to put insight at the heart of the consumer experiences and commercial strategies created by Portland. Terna’s Strategic Insight Unit produces original, imaginative and usable research that solves problems, accelerates great ideas and drives innovative design solutions for brands, businesses and organisations worldwide.

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Photo: Fotolia

Q&A

FUTURE

THE

OF RETAIL IS SHAPED BY CHANGING BEHAVIOURS, NEEDS AND DEMANDS

Interview with Pushpa Bector, Executive Vice President and Head at DLF Mall of India

DLF Mall of India is a unique project. The essence of the mall is that of a destination, which encapsulates not just shopping, but a never-before food and entertainment experience, which is thoughtfully and craftfully divided in 5 zones. DLF Group's philosophy is to work on projects that positively impact the quality of life of the community and the DLF Mall of India project is built on that

Cybercity and Hub, DLF Promenade & DLf place Saket mall it was fitting for us to come up with a project in Noida that would create an impact on a large scale and be an icon for the entire Delhi NCR region.

If you were to describe DLF Mall of India using 5 words, what would they be and why?

The 5 words that best describe DLF Mall of India are: Destination – Mall of India is the first destination mall of the country that offers access to some of the best brands for shoppers, unique entertainment for visitors looking for an adrenaline rush and delicious cuisines for the discerning foodies. Digitally Smart – DLF MoI is designed keeping in mind the evolving retail landscape. The digitally-smart mall flaunts Digital Video Walls for truly new-age and modern advertising that captures maximum mindshare of the visitors. Augmenting the ‘digital mall’ experience are the digital directories that have been designed keeping best global practices in mind. DLF Mall of India also offers an interactive smart mobile app for an exciting, integrated navigation system. Eco-friendly – DLF Mall of India is the first LEED GOLD certified mall in North India.

Mall of India is promoted as the first Destination Mall of the country. What was DLF your inspiration to create this project?

At DLF Group, our philosophy is to work on projects that positively impact the quality of life of the community, and the DLF Mall of India project is built on that philosophy. We are committed to building high quality projects that are at par with the international standards and put DLF Group on a global map. This is one of the reasons we came up with the DLF Mall of India project. After the successful launch of projects, such as DLF WWW.SHOPPINGMALLEXPERT.COM |

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Q&A

INDIA

Photo: Mall of India

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Photo: Mall of India

Entertaining – DLF Mall of India has the largest indoor entertainment zone with options like Ski India, Smaaash, Funcity, Eat Food Lounge – food court, 7 star DT cinemas, Kids Candy Bar and much more. Convenient – The unique ‘Zoning’ concept is what makes the mall convenient, as it provides comfort and convenience to visitors coming to DLF MoI be it for shopping for international brands, Indian brands, food or entertainment.

DLF Mall of India was soft launched in December 2015. What are your expectations – how many clients will visit your shopping mall yearly? We did a soft launch of the mall on 15th December 2015. Even though the mall was soft launched, the response from customers was overwhelming. Once the mall is 85% operational, DLF MoI will receive 3 million visitors month on month. DLF Mall of India soft launched in mid December 2015 and saw the fastest ever build-up to launch with 250 brands in just 4 months. The mall houses over 330 brands in total, which will be opening within the next quarter. And we are expecting

330 brands

around 15 million customers to walk in at DLF Mall of India on an annual basis at a steady rate.

What is the total catchment of this project?

cinema seats

The catchment area of DLF Mall of India will be the entire Delhi NCR region, feeder cities located within 350 kms radius and travellers coming to Delhi NCR. Mall of India has a mix of a local and international feel to it. We have captured the local essence by getting the right mix of local brands across categories. At the same time, we have focused on providing an international experience to all the visitors.

25 000

You have mentioned that DLF Mall of India houses more than 330 brands. How did you build the tenant mix of your shopping centre?

anchor brands

2000

footfalls per day

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We have 18 anchor brands at Mall of India, namely Big Bazaar Gen Nxt, Home Centre, Forever 21, Zara, M&S, GAP, Lifestyle, Pantaloons, United Colours of Benetton, I Am IN, Hamleys, SMAAASH, 7 star cinemas, Eat food lounge – food court, Fun city and Ski India. The tenant mix was meticulously

Q&A

„ Mall of India formulated after conducting a market research and identifying customers’ needs. Hence the concept of ‘Zoning’ was launched to fill the need gap.

A recent survey showed that price is just one of the factors consumers take into account when making a purchase decision

Could you tell us more about this idea?

This is an unprecedented concept that DLF Mall of India has come up with in India to address the challenges of accessibility, comfort and convenience. As a mall developer, we at DLF Mall of India are making sure that consumers get the best experience along with ease and comfort of shopping. Thus, through our marquee project, we are going to introduce the unique concept of zoning in India that would offer an eclectic ensemble of retail offerings spread over five zones defined as Market Place, International Boulevard, The High Street, Family World and Leisure Land. Zoning is going to help our consumers make planned purchases and outings – all of which is going to be a real life experience for the consumers. Each zone is a mini mall in itself and is categorised in a manner that would help the consumers save time and efforts while catering to their specific needs. Market Place (Lower Ground Floor) houses the hypermarket and a home furnishing zone, along with value fashion players. The well detailed travelators allow for convenience and easy movement of trolleys for the shoppers. This level hosts Big Bazaar Gen Nxt and Home Centre as anchors. International Boulevard (Ground & First Floor) houses the best of international fashion & beauty brands. This zone includes the largest H&M store in the country with the entire range the brand has to offer, along with the flagship stores of Zara, F21 and M&S as anchor brands. High Street (second floor) offers cherry picked high street Indian-ethnic brands for wedding, occasion and Indian-ethnic shopping. The zone is anchored by Bombay Selections, and houses other cult brands like Meena Bazaar, Greenways, Perfection House, Kalpana Sarees, Zardozi, Anita Dongre, Anokhi, Tarini, Suvasa, etc. Family World (third floor) houses a zone for kids and casual dining offering 20 restaurants covering all popular cuisines. Anchored

Photo: Mall of India

by Hamley’s & Mothercare, Family World also houses the best from the world of food, like Shree Ratnam, Pirates of Grill, Mama Goto, Pizza Express, Soda Bottle Opener Wala, famous & cult – United Coffee House and many more. Leisure Land (Fourth & Fifth floor). The top two floors of the mall house the largest indoor entertainment zone of the country. Offering indoor entertainment that surpasses anything available in the country, is the mall’s unique and large-scale gaming concepts like Smaaash, Ski India (an indoor snow park modelled after Ski Dubai) and Funcity. The 7-star DT Star Cinemas also has a special treat for kids in the form of a unique auditorium for children with a specially designed kids candy bar. Leisure Land also includes a massive food court which offers refreshing mix of brands covering all popular food court cuisines.

What are the best attractions for clients and tourists, in your opinion?

DLF Mall of India has the largest indoor entertainment zone called ‘Leisure Land’ and is one of the outstanding offerings at the mall. It has some unique entertainment attractions, like the mentioned Ski India, Smaaash, DT Star Cinemas and Fun City. Ski India is one of the star attractions at MoI, it will provide one of a kind experience to the visitors and tourists coming to Mall of India. Smaash is known for its virtual gaming experience, and virtual cricket is a massive crowd puller. DT Star Cinema comprises of 7 screens with an impressive seating capacity of 2000 seats. The food court located on the third floor of the mall called the Family World caters to the taste buds. It offers over a whopping 20 casual dining options covering all popular cuisines. The zone boasts of names like Pizza Express, Pirates of Grill, Chili’s, Nando’s, Carl’s Jr., Dunkin Donuts, Pita Pit, Chi Kitchen, Soda Bottle Opener Wala, Cafe Delhi Heights, Coffee Bean & Tea Leaf, Pizza Hut, Zizo, Big Wong, Made in Punjab,

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Indian retail is projected to double to $1 trillion by 2020 from $600 billion in 2015

„

Swagath, Wendy’s, Big Chill, Mama Goto, Quickie by Punjabi by Nature, Shree Rathnam & United Coffee House. The mall over all offers over 70 food options – the F&B options present a combination of 51 Cafes and Casual Dining Restaurants and 22 F&B Kiosks.

I heard that one of the movie halls is completely dedicated to kids’ films. What other attractions and facilities are prepared for children and their parents? Malls have become an entertainment arcade for all age groups and kids are one of the important groups that we have focused on. We have a special treat for kids in form of a unique audi, a designated kids’ area and specially crafted menu to tickle their taste buds. The menu consists of mouth-watering candy selection. There is a lot of thought that has been put into creating a fun and fascinating ambience that are sure to hold kids spell bound.

How does Mall of India’s multichannel strategy look?

Multichannel retailing is the way forward in the retail sector in India and we have designed our strategy based on extensive market research conducted before the mall launch. A recent survey showed that price is just one of the factors consumers take into account when making a purchase decision. They also consider product assortment and their previous buying experience when making a purchase and often access information via various channels, such as mobile phones, computers and offline stores. We have created informative and interactive information access for the customers

Q&A

through our website and mobile app channels. As for the mall, we have made sure we provide as much information and tools for the customers to make well informed and calculated purchase at DLF Mall of India.

What is your aim for the first year of operation?

We are very optimistic about our first year of operation based on the fact that we have had an average of 25000 footfalls per day since our first phase launch in December 2015. The numbers are only expected to grow in the coming months.

How would you describe the India shopping centre market?

The organised retail in India or shopping centre market is slated to grow at 20% CAGR. The current market of organised retail in India is at 21% of the entire retail market in India. With growing income, increase in spending power and aspirational lifestyle in India, the market will only grow at an exponential rate.

How can retail industry change in the coming years? What are the most important challenges, but also new opportunities for shopping centres and retail chains? By the coming decade, we foresee a very vibrant and mature retail environment in the country. With the FDI in retail stepping in, there would be many international brands making a debut in India and which will consequently help in developing the quality mall projects in Tier I and Tier II cities. The retail industry will change more over the next 5 years than it did in last 20 years. The future of retail is shaped by changing behaviours, needs and demands of customers. Overall Indian retail is projected to double to $1 trillion by 2020 from $600 billion in 2015. The trend of mall business will go up the graph and these cities will get to see some of the best international quality retail destinations; the concept of million square feet malls will soon be catching up. 

Photo: Mall of India

FEUILLETON

„

There are predicted to be 4.77 billion mobile phones in use globally by 2017

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FEUILLETON

MOBILE The journey has begun

Consumers are increasingly using a variety of online and offline channels before making a purchase. The number of different crosschannel shopping journeys possible is almost infinite, but one clear trend is that whether they end up buying online or in a store, consumers like to begin their purchase journeys on mobile “Mobile is the new front door to Target,” the Chief Strategy and Innovation Officer for US-based general merchandise retailer Target, Casey Carl, has proclaimed. And when you look at Target’s metrics, you can see what he means. 98% of its customers shop digitally, three-quarters start shopping journeys on mobile devices, and one-third of clicks on Target’s mobile search marketing links lead to a store visit. Mobile – and more specifically mobile marketing – is driving both digital and store sales. There are predicted to be 4.77 billion mobile phones in use globally by 2017, and many retailers are finding themselves reaching the tipping point where more of the traffic to their websites comes from mobile devices than from desktop or laptop computers. So how can retailers harness the power of mobile marketing to drive sales? The first point to make is that while smartphones are a relatively new way of consumers receiving marketing messages, the marketing platforms themselves may be more familiar – email, search engine marketing, display and affiliate marketing etc all work on mobile. Data from UK retailers backs up the premise that mobile marketing is a growing driver of sales. E-retail industry body IMRG reports on the relative effectiveness of different marketing methods by device. In its latest Q1 benchmark report it highlighted that natural search results, paid search results (PPC) and email marketing are all drivers of sales which convert on smartphone devices.

Photo: Fotolia

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IMRG says £2.77 is earned through sales on smartphones for every £1 spent on PPC advertising in Q1 2016, up 17% on the previous quarter. And as the Target example shows, search engine marketing drives in-store purchase activity too, particularly on mobile when you can benefit from smartphone devices being aware of their exact location.

Research online, purchase offline In October 2015, Google announced that more than half of the searches conducted on its platform globally are from mobile devices. It has launched pay-per-click advertising products that encourage consumers to research online before purchasing offline (ROPO). This includes allowing retailers to feed Google their store stock data, so Google can serve paid search ads which show where a product being searched for is available in a store nearby. The link clicks through to a map showing the location of the nearest store and its opening times. Consumers can then visit the store (or purchase online for delivery or click and collect). Google also strongly advises retailers that their websites are mobile optimised too, as it prioritises sites in natural search results on mobile which present well on those devices. Retailers should also upload all store location information and store opening times to their Google profile, as they will display in the map in Google natural search results, and also directly when consumers search within the Google Maps app on smartphones. A focus on mobile search marketing is important, as it can amplify the effects of other marketing channels – such as TV, radio, outdoor or print ads. Consumers who see something advertised through one of these more traditional channels and want to know more will often turn to mobile search to find out more, and having relevant paid or natural search results is important to keep them on the journey to making a purchase.

The smart way to send emails

„

FEUILLETON

In October 2015, Google announced that more than half of the searches conducted on its platform globally are from mobile devices

89%

of Facebook users are active on mobile

80%

of Twitter users are active on mobile

Joanna PERRY Head of Marketing

Another tried-and-tested marketing medium – email – also works well for mobile if it is properly optimised. Email analytics provider Litmus monitors over one billion emails sent each month around the world, and for June 2016 says 54% were opened on mobile devices, 26% on webmail and 20% on a desktop client (such as Outlook). We at Practicology would always recommend our clients use a responsive email template (which means the design of the email changes depending on the device it is opened on), as templates designed to be opened on desktops do not display well on mobile. They should also consider when people are browsing on smartphones (such

Head of Marketing for strategic multichannel consultancy Practicology, which has a retail and consumer-business client base across the UK, North America and Asia Pacific. She spent more than a decade covering the retail, ecommerce and technology sectors as a business journalist, and now runs research programmes and leads other thought leadership activities for Practicology. practicology.com

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as while commuting, and while they are in front of the TV in the evening) when optimising the time of day they send marketing emails.

Social goes mobile A newer marketing platform that plays particularly well to consumers using smartphones is social. Advertising on platforms such as Facebook has been adopted by even the most mainstream of retailers, as the audiences of those social networks have expanded beyond millennials to the general population. Facebook has a global daily active audience of just over one billion – and it says that 89% of its users are active on mobile. Similarly, Twitter says that 80% of its active users are on mobile devices. Facebook has responded to this in a similar manner to Google, creating advertising products that tap into the location-awareness of the mobile devices its audience are using, to drive both in-store and online sales. This includes location-specific ads that promote nearby stores, and store locator ads, that allow Facebook users to search for the nearest store within the platform. Facebook is also able to analyse and share data with retailers on store visits made after seeing such an ad (as it has access to location information on its users), and also general demographic information of Facebook users who are in the vicinity of its stores. Retailers can view how many anonymous Facebook users were within a certain radius of their stores, as well as aggregate demographic information (such as age and gender) and whether they were residents or visitors. Of course, there are also many emerging mobile marketing platforms, that use location-based services or proximity technology (such as Bluetooth or iBeacons) to trigger marketing messages to a mobile device. However, while retailers should explore and test whether these newer options are right for their business and target audience, it’s clear that all kinds of shopper journeys can be supported through more traditional marketing mediums that are properly optimised for mobile consumers. 

Q&A

Photo: Dolmen Group

Interview with Faisal Nadeem, Director and CEO at Dolmen Real Estate Management

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Q&A

PAKISTAN

RETAIL-PARTNER

PHILOSOPHY The Dolmen Group is one of Pakistan's leading real-estate companies. Dolmen has redefined the Pakistani shopping experience. With the creation of major shopping malls across Karachi that attract a multitude of local and international retail brands, the Dolmen Group has pioneered organized retail in the country

The Dolmen Group is one of Pakistan’s leading realestate companies and has redefined the Pakistani shopping experience. Can you say that your shopping malls are something more than just shopping?

which has resulted in very strong associations with the retail industry and which helps us now and going forward.

How do you select new locations for your investments?

Of course! We envision shopping malls to do more rather than just provide a space for selling merchandise. We aim to provide an environment similar to a park where customers use the mall to spend time regularly, hold meetings, socialize and to provide them opportunities to learn something new. Our mall design and tenant mix ensures and regularly addresses the needs and convenience of children, senior citizens and disabled individuals.

The most important factors are accessibility, visibility and a good vicinity. Accessibility and ease of approach is particularly important as almost everyone drives a car, therefore it is imperative that the location offers good roads leading up to the property with a convenient and fast entry and exit.

The Dolmen Group was established in 1984 and has an extensive experience in the retail investments. What in your opinion is the biggest challenge in the development process?

What is the biggest asset of your company?

Our biggest asset are our relationships with the retail industry and retailers. We have been operating in this market and closely associated with the retail industry for the last 30 years. Regardless of the type of agreement, we strongly believe in keeping a ‘retailpartner’ philosophy rather than a ‘retailer- landlord’ relationship,

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Photo: Dolmen Group

Q&A

times and costs. However this has been improving over the last couple of years and hopefully will not be a major challenge in a few years.

The Dolmen Group cooperate with many well-known and popular retailers such as Mango, Next, Nike and Nine West. What is your tenant selection strategy for your shopping centres? In Pakistan customers are generally very knowledgeable about international retail since they travel abroad quite often and demand popular international retailers in the shopping centers. So there is a particular focus to satisfy that demand at the moment by introducing reputed international brands to the market.

And what is the right balance between smaller, regional and international retailers?

We have a very well defined tenant mix and we try to retain that as much as possible. Again

you have to make sure you make the basics correct and design the mix according to the customer tastes around where you are located, available space and what you are trying to achieve. Dolmen Mall Clifton for example is a regional shopping center so we have to have a mix of all and offer a variety of each, while Dolmen Mall Hyderi which is a community based center, focuses more on local retailers and on providing time saving and convenience.

What advice would you give to retailers who want to enter the Pakistani market?

Pakistan is one of the largest markets in terms of population and domestic consumption requirements and is full of opportunity. It has a very young and a very aware market which is now very brand conscious. It is very hard to comprehend the size and the demand of the market until you actually see it with your own eyes and I would advise retailers to have a visit of the market to understand its true potential.

Today we canâ&#x20AC;&#x2122;t forget also about the entertainment.

When we started doing shopping centers, there were very limited if any quality entertainment options in Pakistan. Realizing the importance of this, we decided to establish an entertainment destination brand by the name of Sindbadâ&#x20AC;&#x2122;s Wonderland. Such was the popularity of the brand that it is now present across Pakistan, both as part of shopping centers and as a standalone brand. Since then we have focused on introducing a number of food and entertainment outlets at the mall with Family Entertainment Centers and recently role play areas for children.

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Photo: Dolmen Group

Q&A

In your opinion, what guarantees success in today unstable economic and very competitive retail world?

Two things are very important in today’s time. First and most importantly you have to get the basics correct in terms of location, management, retail mix and marketing. Second, you have to interact with shoppers and retailers as frequently as possible. Information and decisions derived solely from reports presented in offices are a recipe for disaster.

Consumer behaviour has changed in recent years. It’s true. Consumer behavior has changed drastically over the last 5 years. The social and digital media boom has completely transformed how consumers are acquiring and perceiving information and how they are giving feedback. Also with the convergence of media and the frequency of international travel customer awareness and expectations

„

You have to interact with shoppers and retailers as frequently as possible. Information and decisions derived solely from reports presented in offices are a recipe for disaster

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Q&A

of brands has changed. Todayâ&#x20AC;&#x2122;s customers are more aware, more demanding and highly unforgiving if a brand fails to deliver.

How would you define the current momentum of the retail sector in Pakistan? What are the most important challenges and new opportunities for developers?

Pakistan is one of the largest markets in terms of population and domestic consumption requirements and we believe that the organized retail sector despite its phenomenal growth is still in its infancy and has a long way to go. There are enormous opportunities for both retailers and developers going forward. However amidst all the growth, being able to maintain good management and develop a good infrastructure is important to ensure that growth remains sustainable especially in a developing market. This can often be the undoing of companies who are not willing to put in that financial or time commitment from day one.

Do you still see the demand for new shopping malls and new retail brands in Pakistan?

Photo: Dolmen Group

Absolutely, looking at the market size, the population size and the available options at the moment, there is a huge vacuum of shopping malls and new retail brands.

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What are the most important things one has to bear in mind when opening a new shopping mall?

Location, location and location. Also ensuring that a strong management team is in place from day you start planning the shopping centre.

What challenges and issues keep you awake at night?

Pakistan is still a developing market for shopping centers and organized retail and the pace of developments is far ahead of the infrastructure and human resources available for the industry at this stage. This gap has to be addressed as soon as possible by the industry to ensure that the quality of delivery of service can be maintained and improved. ď Ż

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Organiser

Q&A

Josip Kardun, CEO Atrium Group

WE ARE ALWAYS Interview with JOSIP KARDUN, Group Chief Executive Officer (CEO) Atrium Group and SCOTT DWYER, Chief Executive Officer (CEO) Atrium Poland Real Estate Management trium Group is one of the leading owners, managers and developers of Shopping Centres A in Central and Eastern Europe. Currently, the Group’s

get better and you have more knowledge about the market. All these aspects make you stronger.

portfolio includes 61 shopping centres and retail properties in six countries. How do you think you managed to reach such a huge success in Central and Eastern Europe?

Atrium has 21 Shopping Centres in Poland. Here, at the end of the first half of 2016 Atrium assets accounted for about 58.2% of the total market value of the investment group. Why have you decided to invest so much and get involved in Poland?

JOSIP KARDUN: We were very early here and have created very good teams of people. We have learnt a lot because we’ve done everything together and knowledge is shared across the Group. We’ve always been focused in Central and Eastern Europe and our portfolio is now focused entirely on dominant centres. This specialism allows you to build your own momentum in that as you gain more and more experience, your people and the processes just

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SCOTT DWYER: Looking at the history of Atrium, we have been in Poland since the beginning. The reasons we are attracted to Poland include: it is a large market, almost 40 mln people, has a lot of big cities and the economy is fantastic; GDP increases, the process of urbanisation progresses, educated workforce, good organisation, strong legal system and low inflation. These are the main reasons we have a strong presence in Poland. Also its society:

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Q&A

Scott Dwyer, CEO Atrium Poland

THINKING AHEAD the number of people living in cities continues to increase, they earn more, they have reached a certain level of prosperity, thanks to the fact that the broader market is strengthening. Customers appreciate the quality of our centres, and they take up new trends very fast.

the car park from its current two levels up to the roof, freeing up more lettable space.

In March this year, the newly developed part of the centre Promenada, was opened, the corridor rebuilt and one of the largest H&M stores in Poland opened. What will be the subsequent stages of expansion of the shopping centre Atrium Promenada involve?

SCOTT DWYER: Between the new residential area, which is being built by Skanska, and the extended mall there is a fire road we are prohibited from building on. We are however in discussions with the city regarding a very interesting opportunity to bring back some public spaces and outdoor areas to the community. What we decided to do is to have more open areas on one side of the shopping center: cafes, restaurants, climbing walls, and green areas meant as community space. We want to develop a space for people to enjoy because, in the long term, the most important aspect of our business is society – they are what drive the economy. If you want to have a long-term successful shopping centre you need to have both. It’s important for us to be able to offer some form of a community centre – a substitute for their homes and areas where they feel comfortable. The weather in Poland is not always bright and sunny but when it is, people love to spend time

I heard that you intend to create a green area outside Promenada. Could you say something more about this project?

SCOTT DWYER: At the beginning of October we completed stage one, which entailed moving out to Ostrobramska. Mainly, we are relocating tenants which already exist in Promenada to the newly built part, for example, H&M, Go Sport and Jatomi Fitness. It is like a jigsaw puzzle. In this way we vacate some of the older shops meaning we gain some new lettable space to rent out to new tenants. By 2018 we intend to increase the area of all existing stores, relocating select tenants while introducing new ones. As part of our redevelopment of the Promenada we also plan to relocate

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Q&A

lack of time for quiet and long shopping, competition in the form of Internet shopping. You constantly need to be open to new challenges. What are you doing to adapt to new market requirements?

outside. When you look at other countries across Europe, you see that a mix of indoor and outdoor space is commonly incorporated into shopping centres, but this isn’t something that you often see in Poland. In order to withstand the seasons, we will have glazing, umbrellas, etc, and as the weather gets worse, we will relocate activities inside.

JOSIP KARDUN: In such central locations like Promenada, we try to create big meeting places. When complete, Promenada will have 90.000 square meters of space to rent, of which around 10% will be dedicated to dining and drinking. Basically, retail in shopping centre is now supported by online strategies and vice versa. The stores use online shops to help build a brand. So they support rather than work against each other. For a retail brand, a good location in the city centre and a good online store are two essential and complementary factors.

Is the reconstruction of CH Atrium Promenada the beginning of a larger strategy? Do you intend to develop other shopping centres in Europe and in Poland, according to some standard brand Atrium, or is it an individual project? JOSIP KARDUN: They are all individual projects but we have a couple of projects that are running now. In Warsaw, for example, Promenada and Targówek are being developed, extended or remodelled and we have plans to upgrade Reduta in the medium term. If you look over to the next 3 to 4 years we will invest €50 to 60 mln every year on average in expansion and upgrading of our shopping centres. The size of this commitment underlines our belief in Poland.

Do you plan to create some applications for customers, to find a place to park their car easily or to find a store in such a huge place like Promenada?

JOSIP KARDUN: Yes, we’re working on it and we will have such applications. For example, the one through which you can scan the name of the stores and receive information on various discounts and sales offered by them. We are currently really exploring and evolving the digital side of our business. We are not creating everything by ourselves, we are

The needs of customers and consumers are constantly changing: the ubiquitous digitization, the WWW.SHOPPINGMALLEXPERT.COM |

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Q&A

reactions of our customers to the new brands, restaurants, etc that we temporarily welcome to the centres, and will consider taking more permanent action based on their reactions.

How do you intend to encourage customers to come to Promenada in particular, and not to other centres? What factors beyond the obvious ones like location, may play an important role?

SCOTT DWYER: Promenda is a unique shopping centre where the majority its visitors come by public transport or by foot. It attracts a mix of people, whether they be very local or else New Promenada travel from different locations further afield, such as the south-eastern Warsaw suburbs, the east of Poland or will have the north, and 15% also drive to the centre from the Mokotów area. Promenada’s prime central location in addition to its compelling offering is what attracts customers to our centre. As Promenada’s offering sqm of premium further improves, and its location is strengthened retail space by regeneration, residential development and urbanization in the surrounding area, it will become an even more solid and appealing mall in the future, attracting a growing number of customers.

90,000

Society is getting older but in Poland few elderly people go to shopping malls, how are you going to convince them?

SCOTT DWYER: In 15 years’ time these “elderly” people are going to be my wife and I as a whole new generation assumes this position. This generation is from the latter end of the baby boomer era, and they are educated and will have more money than today’s elder community. Perhaps older people would come more willingly to the mall if they also offered more amenities such as a medical centre and somewhere suitable to meet friends for a coffee. A good example of this is Sweden – in the mornings, Swedish shopping centres are full of older people because they offer barbers, hairdressers, beauty salons, etc, all under the one location. On certain week days in Poland, shopping centres can be rather quiet so being able to attract an older demographic by offering them additional amenities and services would be a welcome way of increasing footfall.

observing the best solutions in Western Europe and we are going to implement those that best address the needs, interests and the lifestyle requirements of our customers.

What characterises Polish consumers? What are the expectations? How do you adapt to these needs?

Do customers from other European countries differ from those in Poland? If so, what are the differences between them?

SCOTT DWYER: An average consumer’s needs change from primary ones such as food to more sophisticated needs, such as shopping, as the broader country develops a more modern lifestyle and approach towards entertainment, food and fashion. We see consumers developing in line with the aspirations of the country, which have changed. It’s important that we adapt to this, so, as you see in our shopping centres, the grocery areas are being reduced while the fashion areas are increasing. This is affected by demographic factors. In particular the generation of „Millennials” who appreciate value for money and fashion while they also want to have all of their requirements in the one place. Polish consumers are very smart, very well researched and also quick to take up new technology and ideas. They are very well informed, not just about things related to Poland but also to the international world, the USA and Europe in particular. Given how large our shopping centres are, we are also going to take the opportunity to launch some ‘pop-up’ zones. We will observe the SHOPPING MALL EXPERT |

JOSIP KARDUN: Not very much. Personally I think that it is wrong to class Poland as an emerging market. It is a mature, developed industrial country. For example, Germany is richer than Poland but it was richer 80 years ago and will be richer in 20 years from now, but it does not mean that Poland is an emerging market. There will always be a richer country than yours; USA or wherever. The point is that no consumer in Poland is backward, none of you are buying a TV for the first time. You have bought what you need probably 15 times over already, so you buy for leisure, for fun, but not because you really need it. The same happens in Germany, France, UK, etc. So the market average does not grow very fast but, on the other hand, it’s stable and quite predictable, so much so that it is very similar to Western Europe. The difference is maybe 5% but the consumers’ mentality and attitude are the same.

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Q&A

„

Mr. Dwyer, you are Australian, what is the market of European and Polish shopping centres like in comparison to the Australian market?

Every consumer – German, Austrian, Spanish – wants to live like people in Spain and Italy, but they want to have security like they do in Switzerland

SCOTT DWYER: I have been working outside of Australia for the past 20 years. When I do go back to Australia I notice that the market is dominated by a couple of big retail centres such as Westfield, and this is the same in the UK. In actual fact, I am more Polish than Australian in the way I think and approach the management of our business – I’ve acclimatized to my local surroundings.

What assumptions are at the base of the development of Shopping Centres in Poland?

SCOTT DWYER: I think the root of successful shopping centre development is understanding customers’ needs. In Warsaw, the ratio of inhabitants to the number of retail stores is one the lowest of all large Polish cities. Lately, the market supply of retail space in Poland has been increasing by 5%. Promenada is now 20 years old meaning it’s definitely ready to be upgraded and make some changes. A good example of successful change taking effect is Atrium Targówek: when it was initially built it was located in the middle of a field, whereas now it is surrounded by a buzzing residential district, meaning the mall has since been adapted to its enhanced surrounding environment.

How do Shopping Centres in Poland look like compared to galleries in other countries? Do you see any differences? Do Polish customers have different requests? Is everything standardised nowadays, and does it not matter whether you are building in Poland or elsewhere? JOSIP KARDUN: Our centres in Poland are great, and I don’t think there is a big difference compared to other countries. The development of the shopping centre market in Poland and Spain is very similar. Why? Because it took German, French and UK markets 30 years to develop the shopping centres to the level we have now. The operators in Spain and Poland were able to then simply copy that model, which is why these markets needed less than 10 years to mature. Development cycles in Poland and Spain were much shorter and faster. One thing I learnt from globalisation: every consumer – German, Austrian, Spanish – wants to live like people in Spain and Italy, but they want to have security and order like they do in Switzerland. The same is for Polish people: everybody who earns good money can travel, has Internet so they can pick the lifestyle they want.

Is there still a place for the creation of new shopping centres in Poland, or is the market already so full that it allows only for expansion of the existing shopping centres? SCOTT DWYER: There is, because the economy is growing, wealth is growing and with that comes strong demand for retail. Retail is part of private consumption and has always represented around 30% of overall spend. If you look at the supply-side, shopping centres are going to split into being either bigger or more local. Those shopping centres in the middle will find it hardest to differentiate themselves from competition and retain customers.

Although you have a big part of the Polish market in your hands, the competition is not sleeping. What is so special about you?

Mr. Kardun, you are half Italian and half Croatian, you were raised in Germany, so you are a true European. You spoke a bit about shopping centres in Germany but could you compare the market of shopping centres in Poland with ones in Croatia and Italy?

SCOTT DWYER: We are expanding our portfolio. The average leasable area of our centres is increasing. We can offer unique solutions for our tenants. We have three malls in Warsaw and six dominant schemes outside Warsaw, which in itself is unique. Competitors are either in central Warsaw or not in Warsaw. We can offer tenants the best balance of either the capital city and larger cities across Poland.

JOSIP KARDUN: Croatia is a small country, there are much fewer shopping centres there than in Poland and these are in 3 or 4 important cities but the quality is of a similar level because, again, they copied. Italy is a little bit different because there is not much space. There are a lot of old cities which are listed, many buildings are protected, so shopping centres are more often in the suburbs. You can reach them by car which is bad for the retail in the centre. Unfortunately, a lot of Poland was destroyed in the war, which was a huge shame, but, as a consequence of this, from an urban planning perspective, there is a lot of space and this has been used to create central business districts and a lot of other developments. A lot of Italian cities are downtown, like Disneyland. So, even if you could build the shopping centre, how could you go there by car or public transport? There is no chance. So, it is a much more difficult market than in Poland.

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How do you create a good relationship with tenants? What is the strategy for such cooperation?

JOSIP KARDUN: What’s most important is that we have very strong key-account system. It means that we have central people who take care – as far as relationships are concerned – of our biggest tenants across the whole region. So, if some companies have a problem or want our help, they just have to contact one person who they know and will help them. We meet retailers centrally twice a year. It takes half a day and the whole portfolio is discussed. It is a one-stop-shop and then we work on the solutions internally so our the clients do not have to think about it. It works very well.

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Q&A

Along with chain-stores, do you allow the presence of small, unique shops in the centre?

JOSIP KARDUN: A legendary truth is that every retail brand started from one shop. So we love successful unique shops but the problem, or advantage, depending on your point of view, is that all successful shops will become a chain sooner or later and we end up defending ourselves because we “only” have chain stores in our shopping centres. I remember LPP when they had 20 stores. The reality is that the stores either die or are successful and if they are successful they expand and have 20–30-40 stores or more.

Is such a small amount of these individual stores the consequence merely of financial reasons (small businesses can not afford to rent in the centre), or are you simply focused on widely-known brands that are easily recognised by customers?

JOSIP KARDUN: The financial obligations are important, of course, but if someone is a good local player, we can see if adding a little bit of flavour to it or differentiation to our centres, we’ll give them a chance. It also gives us more competition in the future, especially in the dining areas. It is also important not just to have fast food, we have restaurants here and a lot of good local offerings and good restaurants have to be managed locally. We choose tenants based on a whole combination of facts, such as concept, the quality of operations, the rent and the financial strength of the business. This last element is one of the most important as it does not help me if I have a high rent on paper but I know the store or restaurant will not survive. We are not just developing the centre to sell it, we are keeping this centre forever.

We are a stock exchange listed company, so the problem will stay with us, we cannot give it to someone else.

Most of the tenants are foreign and Polish chain stores. And how is the relationship with Polish smaller companies?

SCOTT DWYER: Our business is local. We are very much engrained in our local markets and we also have an international team which manages international tenant relationships, meaning we can offer the best of the both worlds. We have a very strong local team that manages and retains relationships and we have a team in Amsterdam that manages international relationships. They work very closely together meaning that our local and international teams and clients are always fully up to speed on what is happening and we can support them in the best ways possible.

What is the percentage of Polish brands in your shopping centers? How does cooperation go with them? SCOTT DWYER: Sometimes it is hard to distinguish between what is Polish and what is international, because some of the international brands are actually operated through local franchises.

Q&A

I think more or less 60% of our tenants are international and 40% are local. We do not only have chain-shops, however; Promenada, in particular, is renowned amongst standalone unique designers and fashion brands. We have individual stores of one designer and some family local businesses within our portfolio. Some of our tenants have been with us for 20 years and still have only one shop.

Mr. Kardun, what do you consider as your greatest professional success, as CEO Atrium Group? Josip KARDUN Prezes Zarządu Grupy (Group CEO), Atrium Group Mr Kardun is Chief Executive Officer of Atrium Group from December 2014 (being COO and Deputy CEO in the period Feb 2014 – Nov 2014) and is a highly experienced retail property professional with a strong international operational and transactional track record and a deep and thorough understanding of Atrium’s core businesses in its regions of activity. Mr Kardun chairs the Executive Board of ICSC Europe since 2015 and is today a member of the Board of Trustees ICSC Global.

JOSIP KARDUN: I think that my biggest professional success was to ensure Atrium is much more granular and more experienced in its approach to becoming a real retail, real estate operator. It means integrating a lot of people, keeping good people on the board, then getting more experience. Taking care of working together – which is never easy with humans because you need a lot of sophistication and know-how to do the complicated things. 4 years ago Atrium was not able to do this and now it is a central tenet of how we do business. Sometimes I think to myself this cannot be possible and then I remember where I was with this company 3 years ago and where we are now and I am also very curious as to where this company will be in 2 years, and that’s what motivates me and the team – we are always thinking ahead.

Mr. Dwyer, what is your contribution and the biggest professional success since you became CEO Atrium Poland Real Estate Management?

SCOTT DWYER: First of all, Atrium always think long-term. Success is the goal of the whole team, not only mine. We – Atrium – always look to the future, which is demonstrated through our extension project. None of our successes could be achieved without the huge support of our fantastic team.

How do you build your portfolio? What is your business strategy? JOSIP KARDUN: The key decision is simply having good shopping centres in central locations in good cities with the least possible competition.

Are you focused in Warsaw on Promenada, Reduta and Targówek or are you going to buy or build new shopping centres in Warsaw?

JOSIP KARDUN: Our focus is on the three shopping centres we have already because we believe these are dominant assets of strategic importance within the Warsaw agglomeration. As a result, we want to give it as much time, effort and attention as required to leverage those centers to their best standard and offer possible. We would buy one more in Warsaw if a good opportunity appeared. Still, there are not many companies with three big dominant shopping centres in Warsaw, so we’re in a good place.

Scott DWYER Prezes Zarządu / CEO Atrium Poland Real Estate Management Sp. z o.o. Scott Dwyer is the CEO for Atrium Poland Real Estate Management responsible for the management of 21 commercial retail assets with a market value of €1.5 billion together with several substantial redevelopment projects. Prior to Atrium, Scott was Portfolio Manager for Heitman's European Private Equity group. Prior to Heitman, Scott was based in the Netherlands as General Manager for ING Real Estate's Development and restructuring activities where he oversaw numerous developments and standing investments throughout Europe. Before joining ING Real Estate, he was Managing Director of Central Europe for Unibail-Rodamco, responsible for the acquisition, development and management of over 500,000 square meters of quality retail space in eight countries.

In addition to the expansion of the Centre Atrium Promenada, what further investments do you intend to implement in Poland?

SCOTT DWYER: The next project will be at Targówek, where we want to enlarge the lettable area by 9,000 square metres. At Reduta we are planning to build a new cinema, and then Bydgoszcz and Białystok also have asset management initiatives in their pipeline.

What are your plans and development strategies for the near future?

JOSIP KARDUN: The expansion and strengthening of our shopping centres. The addition of 75,000 square metres of space for rent, including 60,000 sqm in Warsaw alone.  MARTA EWA WRÓBLEWSKA

Scott received a BB from the University of Technology, Sydney, and is a CPA.

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Materials established on the basis of information provided by and in cooperation with Atrium European Real Estate

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Q&A

WHAT WESTFIELD LOVES TO DO

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Q&A

USA

The Westfield World Trade Center was successfully opened in August 2016. This opening is a hugely important milestone in the execution of company’s strategy to create and operate flagship assets in leading markets that deliver great experiences for consumers, retailers and brands. We talked about this ambitious project with Katy Dickey, Executive Vice President of Corporate Affairs for Westfield Corp.

estfield World Trade Center was developed in a unique localization.

It’s true. Westfield has always been a steadfast believer in Lower Manhattan, having signed our initial agreement to take over operations of the World Trade Center retail in July 2001 – just three months before 9/11. We then reaffirmed that commitment in 2013, and the opening in August is a very meaningful time for our Company. Today, Lower Manhattan is one of New York City’s fastest growing neighborhoods and we are enormously proud to be a part of its revitalization and resurgence for the benefit of all who live in, work in and visit the area from near and far.

Do you think that this unique project could become one of the symbols of New York?

Yes. Westfield World Trade Center – situated within and surrounding the iconic Santiago Calatrava-designed Oculus – is the port of entry to one of New York City’s most exciting neighborhoods. In light of that, we have dedicated ourselves to providing a diverse and unparalleled retail offering, exceptional dining, full service/luxury amenities, state-ofthe-art technology, arts and cultural events and entertainment – all celebrating the distinctive character and vibrancy of New York and making Westfield World Trade Center a destination on weekdays, evenings and weekends.

Photo: Westfield

What is the total catchment of this project?

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Westfield World Trade Center includes the Oculus, along with street-level retail in 3 World Trade Center and 4 World Trade Center and the galleries that run across the World Trade Center campus – an area that is equivalent to approximately nine city blocks. It is home to 365,000 sq ft of retail, food and dining options -- and it is expected to be one of the most productive retail spaces in the world, serving an audience with more than $5.8 billion in annual spending power. This audience includes: Lower Manhattan residents, a group that has more than quadrupled in the last two decades, more than 300,000 commuters who will travel on a daily basis to and through Westfield World Trade

Q&A

„

Human interaction is still at the heart of what Westfield loves to do

Photo: Westfield

Center; and the nearly 15 million travelers expected to visit Lower Manhattan from around the US and the world by 2017.

Westfield Corporation is known worldwide as one of the world’s biggest mall owners. What do you consider to be the greatest asset of your new project?

from casual to upscale dining, as well as unique global gourmet experiences. Our offer includes the world’s beloved and largest Italian marketplace Eataly as well as one of the UK’s foremost steak restaurants Hawksmoor, international grocer Market Lane, Epicerie Boulud from renowned Chef Daniel Boulud and Minamoto Kitchoan.

Westfield Corporation is known from innovations. What kind of innovations are implemented in Westfield World Trade Center?

Westfield World Trade Center is located in the heart of Lower Manhattan and it is one of the most connected locations in the City. Its centerpiece, the Oculus, conveniently connect visitors to 11 different subway lines, the Port Authority Trans-Hudson rail system, Battery Park City Ferry Terminal, the World Trade Center Memorial Site, WTC Towers 1, 3, and 4, among other sites, including the Fulton Center transit hub (for which Westfield also operates the retail). It represent the most integrated network of underground pedestrian connections in New York City.

Westfield World Trade Center is a place of fashion, dining and culture. What can foodies expect? Westfield World Trade Center‘s food offering is one of the most exciting in all NYC, including a diverse range of options

Westfield World Trade Center reflects the best of Westfield’s extensive expertise in creating iconic, high traffic retail destinations that bring the physical and digital together and offers a range of services and amenities powered by state-of-the art technology. In addition, there are extraordinary digital screens that features everything from emerging artists showcasing the latest in new media (or film) to custom and interactive content. Another exciting innovation at Westfield World Trade Center is the first ever FordHub, an interactive urban storefront where consumers are able to experience Ford’s latest technology and learn about its mobility innovations.

How would you describe the U.S. shopping center market? What are the biggest challenges for shopping malls?

One of the biggest challenges facing the U.S. shopping center market is continuing to meet the evolving needs of today’s consumer. Westfield is leveraging opportunity to develop technologies that converge digital and physical shopping to enhance the consumer experience. Within that prism, despite tremendous advances in technology, human interaction is still at the heart of what Westfield loves to do. When done right, shopping centers can bring people together and give customers experiences that they simply couldn’t have anywhere else. Westfield’s investment in innovation and partnerships with its retailers on digital initiatives advances our goal of bringing customers the most unified, intuitive and personalized shopping experience possible in a transforming environment. 

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| OCTOBER–DECEMBER 2016

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LIFE&STYLE

Dordoy is open for business all year round, with just one holiday — January 1

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LIFE&STYLE

KAROLINA STANKOWSKA

Kyrgyzstan is a truly picturesque Central Asian country. Unheard of by many, this enchanting place has managed to avoid throngs of tourists, maintaining its primeval character

DORDOY BAZAAR A SHIPPING CONTAINER SHOPPING MALL

emphasized by the Kyrgyz themselves, their homeland’s primary resource is its nature. Majestic mountains cover over 90% of the country’s area, offering stunning sights. Other natural wonders include vast green pastures, grazed by sheep and horses, rushing rivers, crystal clear lakes, and splendid waterfalls. Thus, cities are not the main attraction of Kyrgyzstan – which is not to say that they have nothing to offer avid shoppers. SHOPPING MALL EXPERT |

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Vibrant, bustling bazaars, filled with an astonishing variety of goods are sure to provide visitors with an unforgettable experience and a better understanding of the Kyrgyz culture. There is virtually nothing you could not find there, from clothes and souvenirs, to school supplies, pots and bowls, and phone accessories. Bishkek is the capital and largest city of Kyrgyzstan. To this day, soviet spirit pervades its every corner. Its longest street is still named

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locals, Dordoy is also a major transshipment post for Chinese goods heading for Kazakhstan, Russia, or Uzbekistan. Turkey is another important source of supply. You can also find a variety of Kyrgyz-made products here, which tend to be more expensive, but are largely handmade, and therefore – unique. The latter are often traditional Kyrgyz items. In some stalls, you will see rows of white caps, with a high crown and beautiful ornamental patterns. These are kalpaks, the traditional Kyrgyz men’s headwear, an important part of the national identity and national costume. Other stalls feature eye-catching fabrics and shyrdaks, felt rugs in highly contrasting colors, such as red and green. The rugs are a common sight in Kyrgyz homes. Another regional product that can easily be found at Dordoy is komuz, the traditional Kyrgyz string instrument, made from a single piece of wood, usually juniper or apricot.

“Sovetskaya”, and the mere sight of its museums, squares, and buildings is enough to evoke the past. Still, Bishkek strives for modernity, with numerous European-style cafés, bars, and restaurants, as well as several shopping malls. Nonetheless, most shopping is done in bazaars, the most interesting one being Dordoy. It is quite far away from the city center, but cheap and convenient transport is provided by routed minibuses called marshrutkas. The great thing about this typical Kyrgyz means of transportation, apart from the low price, is the fact that drivers will pick you up or drop you off in the middle of an intersection as readily as in a bus bay. There is no timetable and the vehicles are always packed, but this is all part of the attraction – this is Central Asia, after all.

Anything you want

All you can eat

Dordoy is one of the world’s ten largest bazaars. Indeed, its size is so impressive that some visitors claim it could easily make a separate city. It is impossible to visit all the stands in a single day. Most of these are made out of double-stacked shipping containers, with the bottom one used for displaying the goods, and the top one for storage. The containers come in various colors — green, red, blue, and more — and their number, which has been growing ever since the bazaar’s opening in 1992, is hard to even estimate. More than just a marketplace for the

When you get tired of shopping, take the opportunity to taste some of the local delicacies that Dordoy has to offer. For a quick snack, try the delicious nuts, corn, or assorted dried fruit, including apples, bananas, apricots, and dates. Next on the list are manti – small dumplings with a meat and onion stuffing – and samsa – little pockets of pastry filled with beef or lamb and vegetables. Intense aromas will lead you to other specialties, including shashlik or the traditional noodles in a spicy sauce, called lagman. Meat is an essential ingredient in the local cuisine, and finding a dish without it is quite a challenge. One notable snack is kurut, a salty food loved by the Kyrgyz, but rarely appreciated by foreign visitors. It is worth trying, though, as it has quite a unique taste — and is also very cheap. Last, but not least, there is bread, which the locals treat with utmost respect. The flat round loaves are typically covered in intricate patterns. Different kinds are available all over the bazaar, though the main difference lies in the size and the decoration. Freshly baked, the bread is delicious all by itself, and is best washed down with a bit of maxim, a fermented wheat drink. This is a great way to cap off your day at the bazaar. 

12 som 0.17 dollars or roughly

Photo: Karolina Stankowska

is the price of a marshrutka ride that will get you from Bishkek city center to Dordoy Bazaar

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LIFE&STYLE

Gadgets &Culture FIDGET CUBE

www.kickstarter.com

Fidget Cube is an unusually addicting, high-quality desk toy designed to help you focus. Fidget at work, in class, and at home in style. How to use it? It’s simple. Fidget Cube has six sides. Each side features something to fidget with: click, glide, flip, breathe, roll and spin. There are really no limits to when and where you can use Fidget Cube. Use it while listening to a lecture, or while studying for that upcoming test. Use it in the next meeting you have to attend. Use it at your desk while working on projects. Enduring a lengthy commute and need to relieve some stress? Fidget away.

GOOGLE HOME

HOT IRON HOLSTER

Google Home is a voice-activated speaker powered by the Google Assistant. Ask it questions. Tell it to do things. It’s your own Google, always ready to help. Just start with „Ok Google”. A simple voice request triggers Google Home to play music, madeby.google.com podcasts or radio from services like Google Play Music, Spotify, YouTube Music, Pandora and Tuneln. Thanks to Google’s rich history in search, Google Home is ready for your questions. Get real-time answers including the latest on weather, traffic, finance, sports, local business and more. What’s more, with your permission, Google Home will learn about you and get personal. Google Home can retrieve your flight information, set alarms and timers, and even tell you about the traffic on your way to work.

Heat Resistant to 500o F, the Hot Iron Holster holds curling irons, flat irons and other hot styling tools. Your styling tools can be placed in the Hot Iron Holster while cooling down. You can use it at home, in a hotel room, or at the salon. The Hot Iron Holster clings to any smooth surface, doesn’t take up counter space, can hang from your counter or sink and can easily be folded and stored.

IKEYP

Price: $29.99

www.facebook.com/hotironholster

Price: $19

STOPSLEEP The anti sleep alarm StopSleep recognises the loss of concentration and prevents microsleep. In this way you can avoid the dangerous fatigue and save your life. How does it work? Anti-sleep alarm measures the conductivity of the skin (electrodermal activity – EDA). EDA reflects brain ww w.s top activity. The fact that the electrical conductivity of the skin sle ep. biz varies, depending on the activity of the brain was found about hundred years ago. The processing algorithm of the signal, which is used in the anti sleep alarm StopSleep is used in a reliable detection of the following states: falling asleep and reduction of reaction. Both are dangerous for the driver, and therefore generate anti sleep alarm StopSleep in these cases warning signals (sound, vibration). Price: $189

The iKeyp is a smartphone enabled personal safe that keeps medication private and secure, helps combat the prescription medication abuse epidemic and protects children, loved ones and communities from the dangers of drug abuse. The iKeyp was initially designed as a direct response to this epidemic, but in building the best medication safe constructors realized that the iKeyp is so versatile it can be used to store any personal items an individual might want to keep private and safe. The iKeyp is a next-generation personal safe designed to stop theft by providing an intelligent, secure, and private storage area to safely keep personal belongings, valuables, and prescription medications anywhere in the home, office or on-the-go. Price: $79

www.indiegogo.com

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| OCTOBER–DECEMBER 2016

LIFE&STYLE

JUST MARRIED

Exhibition Vienna, Austria The MAK presents the first retrospective on the Austrian designer Robert La Roche, whose distinct line of eyewear (Lunettes Robert La Roche) conquered the international fashion and film world. With a generous donation of 500 objects from La Roche’s company archive, the exhibition illuminates his unique oeuvre and unconventional path from advertising specialist to internationally celebrated eyewear couturier. A few years after drawing his first design, his glasses began appearing onscreen, worn by stars such as Meryl Streep, Kevin Costner and Arnold Schwarzenegger. Other prominent fans included Yoko Ono and Andy Warhol. The exhibition displays La Roche’s craftsmanship and branding creativity with a selection of glasses, design drawings, photographs, and advertisePhoto www.mak.at ments. La Roche produced eyewear frames whose textures and colors set new international standards. With equal attention to detail he directed his own marketing campaigns, some of which are now as legendary as the glasses themselves. From the 1200 models he created between 1973 and 1999, La Roche is now widely considered as one of the key designers of 20th century eyewear. Many of his “classic” frames have an enduring popularity, and his vintage models are still highly coveted.

Exhibition 2 June 2016 – 16 April 2017 Brussels, Belgium Exuberant or simple, a wedding dress always speaks to the imagination. It expresses all the emotions of a rite of passage. Wedding dresses have a symbolic meaning that reaches far beyond any other outfit. From the late 18th century until the present day, the exhibition in Museum of Costume and Lace presents more than two hundred years of bridal fashion. Bridal gowns enter into a dialogue with various objects, documents and testimonies that shed a light on weddings and their intriguing evolution.

“I WOKE UP DEAD AT THE MALL” Book By Judy Sheehan Shopping center as a place of action of a novel? The teen novel, I Woke Up Dead at the Mall was released by Random House on 22 March this year. The story takes place at the famed Mall of America in Minnesota. Last night, Sarah was a bridesmaid, dressed in hideous mango chiffon. Today, she woke up dead at the Mall of America, where she must work through the unfinished business of her unfinishable life. But Sarah is tied to life and the living in ways that surprise her, especially when she learns that the one person she loves back on Earth is in grave (yes grave) danger… An enjoyable read, not only for young people.

Photo www.judysheehan.com

Photo: www.costumeandlacemuseum.brussels

ROBERT LA ROCHE: PERSONAL VIEW

SHOCK WAVE: JAPANESE FASHION DESIGN, 1980S–90S Book By Alicia Drake Published in 2007, The Beautiful Fall has achieved cult status as a book that captures a period of liberation and hedonism in Paris and its riptide of intrigue, infidelities, addiction and heady creativity. The Beautiful Fall is a study of two men, Yves Saint Laurent and Karl Lagerfeld, their careers, their rivalry, their obsessions. It is an exposé of an era and the story of the two men who were its essence and its most singular survivors.

Photo www.aliciadrake.uk

„THE BEAUTIFUL FALL”

Photo denverartmuseum.org

Exhibition 11 September 2016 – 28 May 2017 Denver, USA Shock Wave: Japanese Fashion Design, 1980s–90s, showcases work by Japanese designers who started a fashion revolution in Paris. This debut exhibition by Florence Müller, Avenir Foundation Curator of Textile Art, Curator of Fashion, features 70 looks by powerhouse designers Issey Miyake, Kenzo Takada, Kansai Yamamoto, Yohji Yamamoto, Comme des Garçons and Junya Watanabe, whose impact on fashion still resonates today. Works on view illustrate concepts such as the intersection of tradition and modernity; the influence of pop culture motifs; molding the body versus hiding the body with oversized shapes; reinventing the traditional Western representation of femininity; collaborations between contemporary artists and fashion designers; and other diverse ways of challenging the fashion system. Shock Wave will demonstrate how Japanese designers confronted the work of European designers during the 1980s (such as Jean Paul Gaultier, Anne-Marie Beretta, Azzedine Alaïa and Thierry Mugler), while they inspired younger European designers (such as Martin Margiela, Helmut Lang, John Galliano and Dries Van Noten) in the 1990s.

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