By Roger Goyk
Placemaking is always a challenge because there’s no one-size-fits-all solution. Each location demands a unique, carefully crafted strategy to transform it into a vibrant and memorable destination. Success depends on a deep understanding of the specific context, requiring significant resources and expertise. The main challenge lies in tailoring solutions that resonate with both local communities and visitors, which takes time, effort, and creativity.
Leisure operators now have a significant opportunity to move into city centers as cities embrace the “joy-conomy.” Traditionally located out of town, they’re now being welcomed as key elements of dynamic and exciting real estate. Landlords and investors increasingly recognize their ability to enhance the visitor experience and drive traffic, dedicating more space and attention to these concepts.
However, as leisure offerings expand, they risk becoming more homogeneous. What once thrived on unique selling points now often lacks distinctiveness, with many concepts blending together. Only brands that maintain a clear, compelling identity will stand out. Innovation and quality will be essential for sustained success.
Leisure concepts will leave a lasting impact on both street and mall landscapes. District developments, in particular, can no longer rely solely on traditional anchors like cinemas and fitness centers. Instead, social entertainment concepts—designed for families or adults—will play a critical role in attracting visitors, fostering connections, and creating lasting memories.
Moreover, developers will need to rethink conventional financial models, adopting more creative approaches to fund a diverse retail mix and support innovation.
To stay relevant, concepts must prioritize differentiation. Without a strong unique selling point, offerings risk becoming generic and forgettable. The industry must embrace creativity and innovation, ensuring every offering delivers something distinctive and exciting.
It’s encouraging to see a renewed emphasis on “fun” in the sector, bringing vibrancy and joy back into placemaking. This focus on enjoyment is an exciting trend that can redefine the industry’s future.
Roger Goyk
Roger Goyk is Director Retail at Brookfield Properties Germany, and Member of the ACROSS Advisory Board.
