As the retail real estate landscape evolves, the industry’s leading platform must adapt accordingly—a reality that became evident following MAPIC 2024.
Francesco Pupillo outlines the goals for 2025:
“MAPIC is the most important showcase for players in the retail real estate sector internationally, particularly in Europe. To maintain this leadership, we must continuously evolve with the market. Despite our significant efforts to attract many more brands in recent years, we realized that the post-COVID retail environment has changed permanently. Before COVID, MAPIC welcomed around 8,000 participants in Cannes, including 2,000 retailers. In 2024, attendance was at 4,000, with 1,700 retailers. So, retailers are still coming, but international attendance has declined significantly. COVID accelerated many pre-existing trends. The most telling change is the near disappearance of new development projects in Europe, once the main draw for exhibitors. Companies are now focused on optimizing existing assets, regenerating urban areas, and developing mixed-use concepts. There’s less to ‘showcase’ in the traditional sense. As a result, participants now approach MAPIC differently.”
This shift demands a new narrative. If MAPIC is no longer primarily a stage for showcasing large-scale development projects, it must highlight its role as a matchmaking platform.
“MAPIC is Europe’s premier platform for connecting landlords and brands. While real estate and engineering services have had a presence in recent years, the message from attendees is clear: they come to MAPIC to meet brands and sign leases. That’s why MAPIC 2025 will focus squarely on retail leasing. Landlords will meet brands actively seeking space. Our main audience includes leasing teams, asset managers, and heads of development.”
A New Format and Timing for MAPIC 2025
One of the most notable changes will be to the event’s schedule.
“We received clear feedback that the timing of MAPIC was too late in the year. So in 2025, MAPIC will be held earlier, on November 4–6, which, we believe, is a better fit for all stakeholders. More importantly, we’re also shortening the event. Historically, the third day of MAPIC saw lower attendance. Visitors prefer a focused two-day format that maximizes efficiency and ROI. Accordingly, the exhibition area will now be open for two days (4-5 November). The third day (6 November) will be a private, invite-only event for 250 participants – a strategic dialogue between 200 industry leaders and Gen Z representatives from three partnering business schools. These younger voices will collaborate with senior professionals in strategy, general management, and marketing to explore the future of retail real estate.”
A Sharper Focus on Quality and Curated Matchmaking
“Our goal is to raise value while reducing costs. November 4 and 5 will be strictly business-focused, emphasizing high-quality leasing opportunities. It’s not about quantity, but the quality of the brands on-site. We are putting a strong emphasis on curation. There’s a high demand for new and exciting brands from around the world, particularly from Asia, North America, and Eastern Europe. We’re actively building partnerships and identifying relevant, expanding brands. We’ve already engaged with promising names from Korea and Asia, and I’ll be traveling to the U.S. in May to explore more opportunities. This global outlook sets MAPIC apart from other local events like SIEC, Retail Marketplaces, and MAPIC Italy. Our mission is to reflect the full diversity of retail and bring in expansion-ready brands along with their top decision-makers.”
A Rethink of the Exhibition Space
Another major transformation for 2025 is a redesign of the trade fair layout.
“One challenge at previous events was that attendees often sought brighter, more welcoming spaces outside the main exhibition center. To address this, we’ll open the upper floor of the Palais des Festivals, which offers natural light and sea views. This new area will feature flexible, modern meeting solutions – private tables, rentable by companies, in a relaxed lounge setting with food and drinks. We’ll also offer private business suites overlooking the sea. These alternatives complement traditional exhibition booths and provide cost-effective options for smaller businesses or visitors preferring a more informal atmosphere.”
Flexible Formats, Consistent Value
Pupillo is confident that traditional stands will continue to be in demand.
“Ultimately, our partners will choose what works best for them. Large companies with big delegations benefit from having a full stand where they can present their projects and host clients. That won’t change. The new meeting areas offer an additional, more affordable alternative for smaller players or those prioritizing informal networking.”
Strong Industry Support Already Confirmed
Key players are already on board, with more in discussion.
“We haven’t had any major cancellations regarding booth space so far – just a few adjustments in size or location. The companies we speak with want to see us adapt – and that’s precisely what we’re doing. Change is essential, and it must be clearly communicated. Our partners recognize and appreciate this. In the coming weeks, we will unveil more exciting updates to make MAPIC 2025 even more valuable for all participants.”
We remain in dialog – stay tuned:
This conversation is the starting signal for a MAPIC series on across-magazine.com. We will regularly present innovations, plans, and news from MAPIC. Follow for more!
