Experience the shopping centre of the future

Managing the shopping centre of the future will have more to do with content management using social media than with real estate. Shopping centres will be designed as strategies for engaging consumers to interact with brands in physical space. According to research commissioned by Westfield, an international shopping centres developer and operator (Unibail-Rodamco-Westfield since June 2018), five trends can be distinguished that have an impact on the shape and organisation of current and future shopping centres: 1. Rental and sharing With such companies as Uber or Airbnb, the sharing economy has become a fixture among consumers. Music or movies are no longer being bought but accessed on platforms such as Spotify or Netflix. Around 46 pct consumers between the ages of 25 and 34 would consider renting their favourite products rather than buying them. It’s not difficult to imagine shopping centres of the future selling subscription access to the product range of its stores. Accord