In-Depth: With the Flavor of a Young Wine

By the end of November the XIII MAPIC forum has already come to an end. The reason for its success is not only in its long-term tradition, but also in the specificity of the organization. Firstly, the format of action, unlike the rather "dry" German ExpoReal, with its pragmatic and oriented work schedule, includes a certain component of a holiday and elements of show.

November in Cannes is almost always met with summer heat. November is the season of oysters and all restaurants and cafes on Kruazett embankment are ready to offer a huge choice of dishes made from fresh seafood. The opening ceremonies of the forum and the awards ceremony of the exhibition that traditionally take place in the most magnificent Carlton hotel, make the participants feel almost like Hollywood stars.

Secondly, the format of live dialogue with colleagues in easy conditions allows for the exchange of news and projects, and to reach understanding on disputable or yet to be solved questions more quickly.

Thirdly, it is difficult to think of a more successful place and time to carry it out. San Remo, San Trope, Nice, Monaco, Monte Carlo and Cannes are pearls of the Azure coast. All of them are a distance of 30-40 minutes by car. And also the forum coincides with an interesting holiday – Beaujolais Nouveau day. The holiday of young Beaujolais, which is celebrated on the third Thursday of November, brings additional color to the event.

As a result of all of this, MAPIC is not simply an exhibition. It is a unique opportunity to carry out business meetings and negotiations for a short time with many market participants such as developers, retailers, service companies, because despite a relaxed atmosphere, a strict rate of business is felt.

The people making the decisions, the faces of companies, the owners of business gather here. Often, to meet colleagues of such a level in Russia, it is necessary to carry out a whole number of co-ordinations according to personal work schedules and trips, to put on ears of secretaries and to appoint meetings 2-3 weeks in advance. Here for three days in absolutely comfortable conditions in several minutes you can hold a meeting at any level and make practically any decision for projects.

The structure of participants from Russia is also interesting. This year there were practically no authority representatives and officials, and this, in my opinion, is a big plus. An unpleasant impression was left of the organization of part of the Russian display at MIPIM this year when one visitor is necessary to exhibitors only, and after visiting of an exhibition by it interest to action disappears. Everyone wandered off to the shops. It was funny and sad in March to look at the empty stands, at the faces of foreign counterparts who did not understand.

MAPIC has proved not only to be a convenient platform for dialogue, but also to some extent a master-class for many participants. Here participants have the opportunity to not only look at the projects of Russian counterparts, but also to study the projects of European and American developers in detail. Today, after 3-5 exhibitions with active participation of Russian companies, it is possible to see how quickly we study. The majority of projects are just as good as the best European and American samples.

Owing to the activity of the Russian press, in particular Commercial Real Estate magazine and Vedomosti newspaper, dialogue with foreign counterparts has become easier and more convenient.

One tradition of the forum has become the "Russian breakfast," organized by IM Events with support from Commercial Real Estate magazine. Originally the format was a business breakfast for 50 representatives of Russian companies and 50 foreign. Having expanded, more than 200 people took part this year and it has become one more rather convenient tool for meetings and searches for partners. Representatives of the largest shopping center development projects in Russia were present.

Vedomosti’s traditional conference was less grand, but more informational. Within the 2-hour program there were two sections devoted to retail real estate and investments. Among the speakers were developers, advisers and retailers, which allowed participants to assess the situation in Russia from different directions.

As far as business results of the event are concerned, it is possible to note the following: two companies immediately announced the formation of new chains of shopping centers. Hermitage Construction Management announced its Jam Mall chain, which is planned to consist of six shopping and entertainment centers measuring 300,000 sq.m. Douglas Consulting plans to go to the regions with a new chain of shopping centers under the Serpantin brand. The program provides for the construction of shopping and entertainment centers in cities such cities as Petrozavodsk, Novorossisk, Cheboksary, Lipetsk, Smolensk, Bryansk, etc. A total of 10 projects were announced, with a total area of 560,000 sq.m. The chain will be incorporated by general architectural-design solutions.

It is difficult to calculate the results of the event and express them in absolute numbers - how many contracts have been signed, how many deals and projects. Today MAPIC is practically an integral part of our working process. And I think that despite the essential progress of Russian conferences and forums, MAPIC, all the same, remains the leader in both its imposing appearance, and by structure of participants.

The author is the director of the retail real estate department at Penny Lane Realty. The article was especially written for Vedomosti. Material in the Point of view section do not necessarily reflect the opinion of the editor.