#NextGenRetailSpaces: Creating vibrant retail destinations

This panel discussion at MRF 2024 explored the evolution of retail spaces, focused on entertainment-driven malls versus standalone concepts. Industry leaders discussed tenant diversity, consumer behaviour and future strategies in mall design, sharing insights on how to create vibrant retail destinations.

Ibrahim Abudyak, CEO and Co-founder, of The Smash Room, shared his journey of adapting to mall environments, noting, “We’re opening ‘The Smash Room City’ in response to demand, introducing themed spaces like an office setup where people can release stress.”

Sherif Eldebawy, VP of Leisure & Entertainment, Al Ghurair Properties (Glitch) emphasised, “Our entertainment anchor and food hall have raised occupancy to 98%, showing that diverse experiences are key to attracting footfall.”

Sulin Sugathan, President/Director of Retail at Royal Furniture explained, “In malls, cultural diversity drives customers, converting casual visits into spontaneous purchases beyond our primary furniture offerings.”

Eng. Faisal Al-Nasser, CEO of Alandalus Property highlighted the importance of tenant mix, saying, “A varied mix attracts the entire family, turning a mall visit into a mini-vacation, enhancing both footfall and sales.”

Scott Pryde, Principal and Middle East Mixed-Use Director, DLR Group focused on design, stating, “Thoughtful planning that integrates tenant diversity, active circulation and event areas ensures a vibrant, engaging retail environment.”

Tim Harrison-Jones, General Manager of LEGOLAND Dubai Resort talked about integrating hotels with retail and operating within the outdoor space, “We aim to create engaging experiences where kids can connect with LEGO. By providing various LEGO building activities, we increase their likelihood of purchasing from our shops. Events such as Halloween, National Day and Chinese New Year bring brand activation opportunities, enhancing guest interactions and driving sales. Our collaboration with LEGO’s global partnerships, like the recent F1 initiative, adds value and excitement to these experiences.”

Jacques Rheeder, Managing Director, Threads ME focused on the concept of short-term retail and mentioned, “Pop-ups are like nimble strike crafts compared to large, slower-moving brick-and-mortar stores. They’re quick to set up and manoeuvre, providing a cost-effective way to launch new products and reintroduce personal customer interaction, which is often lost in larger retail formats. Successful pop-ups can achieve 20-30% higher returns than permanent stores, especially when they capitalise on seasonal trends. In our model, we use pop-ups innovatively, placing them in schools during fee payment days to reduce pressure on our main stores while targeting specific audiences.”

Mustafa Khanwala, Founder and CEO, MishiPay highlighted the idea of technologically driving retail spaces and mentioned, “With Mishipay, we aim to bring the seamless online checkout experience into the store, ensuring a swift purchase for customers who know what they want while enhancing the discovery experience for those exploring. By empowering staff with technology and using interactive in-store elements, we reduce checkout delays, leading to a smoother, more satisfying shopping experience.”

Summarising the discussion moderator for the session Zeynep Sarsar, Associate Director – Retail, CBRE MENA mentioned, “Through our discussion, we highlighted the dynamic evolution of retail, from experiential elements and tech integration to the power of pop-ups and data-driven store design. It’s clear that the key to success lies in innovation, collaboration and consistently enhancing the consumer journey.”