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20.12.2017 | Альбина Весина

In the fall , they count

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Stores are destined to become showrooms and brand messengers - the real stores of the future will focus on conveying impressions about the brand. Shopping has become an exciting, full of impressions brand engagement, because despite the speed and ease of access to online goods, the buyer in 2030 will still want to visit a real store.



Pure online commerce (pure play) is no longer an important part of retail– retailers recognize the all-encompassing and important role of real stores. Large retailers engaged exclusively in online trading will become the main owners of retail real estate (real stores).

Competition to attract customers' income will increase, and retailers will use this to make the consumer experience more attractive and educational. Contact with the consumer will be an essential condition for success in the future, CBRE is convinced.




A new generation buyer chooses shopping centers of a new format, such as Oceania, Metropolis, Vegas, Olga Yarullina believes. "They have a well-developed entertainment component (large cinemas, ice rinks, fitness centers, playgrounds for children, etc.), a pool of interesting tenants has been selected," the expert explains. – Old-format shopping malls significantly lose out to more modern ones and attract a smaller audience. About 25% of shopping malls across Russia were built more than 10–15 years ago and need to be reconstructed.


In particular, the Vegas Kuntsevo shopping center (119.5 thousand square meters) is the third project of Crocus in Moscow, which continues the concept of creating thematic zones. This time the inspiration was Italy, and a copy of the Colosseum was used in the design of the central atrium. In addition to shops, the shopping center has a large interactive outdoor recreation area X-Venture (3,000 sq. m. m) with a climbing wall, a velodrome and an ice rink. "This is exactly the format that attracts the audience now, so we can predict that gradually more and more developers will strive to create a shopping center with their own face, with unique features, spectacles and entertainment," Olga Yarullina believes.



According to S.A. Ricci's forecasts, next year, most likely, there will be a shortage of high-quality retail space, which is due to the slow commissioning of new shopping centers. "We also predict a further reduction in vacancies in the main shopping corridors of Moscow and the displacement of premium brand stores by more budget chains," lists Olga Yarullina. – ​The development of territories adjacent to transport hubs will continue, which will create prospects for the development of commercial real estate as part of TPU (for example, TPU "Rasskazovka", TPU "Seligerskaya", TPU "Cherkizovo"). The renovation program "My Street" in 2018 will go beyond the Garden Ring and extend to residential areas. After the landscaping, the renovated streets may attract new tenants.


Cushman & Wakefield agrees: construction activity will remain at a low level (comparable to 2017), market consolidation will continue, and the share of major federal and international players will increase. "But the recovery of the consumer market will gain a foothold," Tatiana Divina is convinced.

To be continued.


Text: Ekaterina Reutskaya