Developers of shopping malls and large retail centres can no longer ignore leisure, the director of the International Retail Real Estate Market (MAPIC) has told CLAD.

Nathalie Depetro said that “the growth of digital e-commerce has pushed the need to make the physical shopping experience more amazing than ever before to remain relevant.”

MAPIC 2016, which takes place from 16 to 18 November in Cannes, is one of the world's biggest retail property trade shows. Over 8,000 people are expected to attend – among them more than 2,300 developers and shopping centre owners and 360 investment companies.

Architects, designers and operators from the world of leisure and attractions will also be in attendance trying to build networks and win projects.

For the first time, a 1,000sq m Trends Hub will be open to delegates. It will be split into three zones for exhibitions, conferences and pitching zones. Operators of bowling alleys, climbing walls, arcades, ice rinks, pop-up stores, amusement facilities, virtual reality experiences, wind tunnels, mazes, golf courses, laser quests and themed environments will be among participants trying to do business.

On 16 November, a series of talks will take place on the theme ‘Leisure & Shopping – Retail in the Wonderland’.

“There’s no doubt that shopping centres have become social places and family places,” Depetro told CLAD. “That means we need to represent more entertainment and leisure operators. A variety of leisure offerings is now crucial. You can no longer have one swimming pool or one trampoline. Diversity brings shopping centres alive.

“The popularity of e-commerce means the physical shopping experience has to be more amazing. Otherwise people will think ‘why should I buy something in a store if i can do it on my mobile?’ They want to have a big experience or something new, and leisure is really a huge component of this experience-making.

“Good design is crucial to this. We need architects and designers to create fun, interactive places where you can spend a few hours and feel comfortable. You can’t just design traditional stores anymore.”

Depetro added that networking events such as those held at MAPIC are crucial to developers planning to build new shopping malls, as “it is always easier to integrate leisure at the beginning of construction, rather than adding it later.”

She said that the Middle East, Russia and China are the fastest growing markets for leisure-filled shopping malls, with representatives from these regions among the delegates attending this year’s MAPIC.