During the pandemic, we have seen more shops closing down in the city centers of major cities and an increased number of pop-up shops. Furthermore, most of us work at home and offices are empty. What is the wider impact of these changes on the cityscape and beyond?
We have experienced a dramatic change in our life patterns from leaving our homes daily to going to the office in the city, having lunch and even shopping during the day in one or more shops. This behavior suddenly changed to living, eating, working and shopping in your residential area. This of course means that the purpose of visiting the city center changes. Similarly, the demand on the neighborhood and area where you live changes. The so-called 15-minute place is beginning to emerge in the long term. In other words, everything you need must be within a maximum radius of 15 minutes from your home. The city center is changing to become more of an experience rather than shopping and work. Culture, service and the unexpected experience will play an increasingly important role for the city.

Over time, how do you think the marketplace will change character and what new needs and consumption behaviors do you see emerging?
As the area around your home becomes more important, the demand for a greater adapted offer in your surroundings increases. The place should reflect your behavior and needs. Libraries, dentists, restaurants, clothing stores, grocery stores, yoga studios. This, of course, requires greater knowledge of WHO lives in that particular area. Concepts like community rhythm, localism and retail incubator suddenly become interesting and relevant. The marketplace will not, in the traditional model, be mixed-use (a common expression for different types of tenants). A deeper connection is required: blended-use, a concept that includes tenants that fit the demographic profile of the consumer. Together, these tenants form a complete community that the visitor/guest wants to be part of. The marketplace thus gets a curated content.

Will we see a major store death?
The store as a concept is always relevant. The role of the traditional store has evolved in parallel from being a transactional place to an experience. Retailers that evolve in that direction will succeed. I, as a customer, might order the product via its e-commerce at home on the couch after a visit to the store. That space will instead become a marketing channel, a media platform and possibly a micro-store where the customer picks up the ordered product (instead of PostNord or the local grocery store, which today serves as a delivery point) for faster delivery.
I believe that the consumer longs for commitment, authenticity and experience. This places great demands on all actors who are part of the marketplace eco-system.