MAPIC 2025 condenses to two days as organisers double down on deal-making focus
MAPIC, the global retail property conference held annually in Cannes, France, is undergoing a major shake-up as organisers condense this year’s main business programme from three days to two.
The move is designed to focus on deal-making and facilitate more efficient connections between landlords and retailers.
Francesco Pupillo, director of MAPIC, told Estates Gazette the decision was driven by market demand and shifting dynamics in retail real estate, with the era of big shopping centres giving way to smaller-scale mixed-use redevelopments.
MAPIC, the global retail property conference held annually in Cannes, France, is undergoing a major shake-up as organisers condense this year’s main business programme from three days to two.
The move is designed to focus on deal-making and facilitate more efficient connections between landlords and retailers.
Francesco Pupillo, director of MAPIC, told Estates Gazette the decision was driven by market demand and shifting dynamics in retail real estate, with the era of big shopping centres giving way to smaller-scale mixed-use redevelopments.
“We’re not in the golden age of 2000-2010 anymore, when the show was driven by hundreds of new shopping centre projects,” Pupillo said.
“Today, we are focused on transforming existing assets, and that means MAPIC needs to evolve too.”
The 30th edition of MAPIC this year, will run its core event across two days, 4–5 November, with a third day set aside for a new Gen Z-focused forum, Next Gen Retail by MAPIC, bringing together retail leaders and younger generations to debate the future of physical retail. The third day is by invitation only.
“We’ve looked closely at the stats, and very few people were staying for the full third day,” said Pupillo. “By condensing to two days, we’re intensifying business activity and helping landlords and retailers optimise their participation.”
The revamped programme will feature four matchmaking sessions and increased international representation, particularly from Asia and the US.
Organisers are planning “Meet the Retailers by Geography” sessions, where landlords can meet targeted delegations of brands from different regions.
“Last year, most vendors told us that 85% of the people they met at MAPIC were people they already knew,” Pupillo said. “That’s useful for consolidating relationships, but they are also asking us to bring new brands to the table – and we will.”
MAPIC has also adopted a new tagline: “The international retail leasing platform,” presenting a shift from a project showcase to a transactional hub.
“Retail is still a relevant part of the investment mix,” Pupillo said, “but the market has evolved, and so have our clients’ expectations. We’re not selling stands – we’re selling access to business.”
Other changes include scrapping the traditional gala dinner with an open-to-all awards ceremony on the first evening.
MAPIC will also introduce a new upper-level meeting space, moving from the Palais -1 to Riviera 8. This space will have a flexible private table option offering a more affordable solution for brands and landlords.
Despite the push for efficiency, MAPIC’s location in Cannes is staying – for now.
“Cannes works because it concentrates the right people in one place for two days straight,” Pupillo said. “There’s no other venue where you walk from meeting to bar to dinner and keep bumping into the people you need to talk to.”
Still, he acknowledged that rising costs are a concern, particularly for retail brands.
MAPIC is working to provide more affordable accommodation and flexible stand options to keep participation accessible.
With the theme of “Driving Value, Building Growth”, MAPIC 2025 will explore how retail real estate can adapt to today’s environment by enhancing customer experience, tenant mix and asset performance.
“We’re not going backwards,” Pupillo said. “We’re aligning MAPIC with the future of retail. And that future is all about business.”
Image © Mark Allen Group
