The dynamic shifts taking place in the shopping center industry, coupled with the revitalization of spaces and offerings within these commercial hubs post-pandemic, have become prominent subjects in a myriad of news articles. This marks an exciting new chapter for this type of asset.

Multiplan, a key player in the country's shopping sector, has been at the forefront of innovation within its projects. In a conversation with REsource, Marcelo Ferreira Martins, Vice President of Operations at Multiplan, emphasizes the company's unwavering attention to shifts in consumer behavior. The company has strategically ventured into multi-use projects that transcend traditional shopping experiences. Moreover, as per the executive, investments in services and entertainment are giving a substantial boost to the overall sales across the shopping complex.

The immersive Van Gogh exhibition, held at MorumbiShopping (SP) in 2022, successfully drew more than 400,000 visitors and made a significant impact on sales, according to the executive. "The surge in sales for retailers within the mall was an impressive 98.7%, drawing a comparison between the 2nd quarter of 2021 and the same period in 2022, when the event was held."

Across at BarraShopping in Rio de Janeiro, the World of Pixar event garnered a crowd of over 200,000 visitors at the exhibition, with an additional 430,000 making their way to the exposition store in just a span of 60 days. The event is still ongoing, and other Multiplan malls are embracing the strategy of offering captivating immersive exhibitions.

The synergy of musical and gastronomic events has also played a pivotal role in propelling sales. "For instance, Parque Shopping Maceió achieved one of its most remarkable sales surges in June 2023, showcasing a 16% increase as compared to the same period the prior year, 2022. This success was particularly attributed to a lively June festival event replete with local delicacies, music, and dance," highlighted the executive.

As shared by the executive, Multiplan's malls are thoughtfully curated, offering amenities such as playgrounds, pet-friendly zones, cinemas, skating rinks, events embracing culture and art, and a multitude of other leisure alternatives. "In 2022, an impressive array of over 700 events, shows, child-friendly attractions, and distinctive initiatives opened our malls to the community. Focusing solely on the initial half of 2023, we've hosted 504 events, with more than half of them being freely accessible."