Shopping Centers Today International

APR 2016

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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Page 46 of 63

du Louvre, in Paris) the idea of eating at the mall has become chic: In the Poly- gone Riviera project (yet another Unibail- Rodamco property), in Cagnes-sur-Mer, 26 tenants out of 150 are restaurants. One new mall in London has plans to push food-and-beverage allocation to 100 percent. This summer Roger Wade, the retail impresario of the Boxpark pop-up mall — a project built from recycled shipping containers — is bringing a food version of that mall concept the to the London borough of Croydon. That center will feature "80 containers packed with the most excit- ing and innovative independent food- and-drinks brands hot off the streets," says the press release. "Like Boxpark Shoreditch," the promotional says, "it's going to be a fertile community of brands packed with talent and attitude — the difference is that this time it's all about food, drink and events." I n P o l a n d , P o s n a n i a — a 100,000-square-meter mall that Apsys Poland is opening this fall, in Poznan — will offer about 40 restaurants and cafés along with 260 local, national and international retailers. Several factors are behind this trend toward more food spaces. First, eating and drink- ing are obviously realities that can be experienced only physi- cally, never online. "It is fair to say that e-commerce is one of the drivers," said Phipps. Food is "still one of the few areas that can't be delivered online. You can order, you can pay for your food online, but you still can't consume food through your phone screen." For Wade, certainly, the decision to focus his Croy- don mall solely on food was in part a response to the com- petitive challenge posed by e- commerce. "In an increasingly digital era where everything is available at the click of a mouse, we need to give people more," Wade said. "And we can do that by creating a place that's a joy to visit and makes you want to stay." Then, too, food is an important dif- ferentiator. Two-thirds of the respon- dents to a CBRE survey of 22,000 con- sumers in Europe, South Africa and the United Arab Emirates said that food- and-beverage offerings tend to have a big influence on their choice of shopping center. A strong food-and-beverage offer also encourages people to stay at a shop- ping center longer. Nearly half the re- spondents to that same survey said they would spend more time shopping if they could eat or drink as part of the visit. In the past, this shift might not have been considered great news for mall managers, as food operators often paid less rent, notes Phipps. But this has changed. Now, instead of being clus- tered in a food court, restaurateurs are leasing space all over the center, even venturing into prime territory in many cases, he says. S C T A p r i l 2 0 1 6 / S C T 47 Polygone Riviera, Cagnes- sur-Mer, France The polygone riviera, which opened in October, is one of the first large malls built on the French riviera in years. located in Cagnes-sur-Mer, a r i v i e r a r e s o r t t o w n , t h e p o l y g o n e i s a l s o U n i b a i l - r o d a m c o ' s f i r s t o p e n - a i r shopping center in France. A joint project with French p r o p e r t y g r o u p S o c r i , t h e 70,800-square-meter shop- p i n g c e n t e r f e a t u r e s 1 5 0 shops, 26 restaurants and a 10-screen multiplex. The center includes a per- manent open-air art exhibition of the work of 10 contemporary artists. Christophe Cuvillier, CEO of Unibail-rodamco, and Henri Chambon, chairman of Socri promotions, described the art program as part of a larger evolution of shopping centers into places where now "culture and consumption are brought together." So far, this mélange of cul- ture and consumption seems to be working out well: the polygone attracted upwards of 1 million visitors its first month. SCT A v i A p A M o s c o w

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