Reports about the death of retail have been greatly exaggerated. Developers are breathing new life into older retail developments and creating next-generation retail destinations, transforming the traditional shopping experience. Today, the entire retail environment is undergoing a radical reinvention and transformation, particularly in the nature of space, experience, and transactions. We are seeing retail done fast, with the goal being a quick engagement to save time; simultaneously, we are seeing a focus on activation of space with the goal of creating experience and community, increasing footfall, and lengthening linger time. Retailers have also recognized the importance of their people in creating brand engagement and removing friction from the shopping journey, putting more emphasis on personal interactions. Last, in today’s market, owners and operators of malls and other physical retail properties are looking at creative leasing and space use that provide online, boutique, and startup retailers an entry point to testing brick-and-mortar and temporary pop-up stores and to address real-time shifts in season and in trends.

This session will examine how the whole retail food chain is addressing the “new retail” and how success is no longer being measured strictly through direct sales; why companies are now overlapping their marketing and real estate portfolios to engage with their audiences in new ways; and how “place” is becoming king.