Outlook 2022: It is more important than ever to follow your audience

January 19, 2022

To recap the turbulences of 2021, experts from all across Europe have shared their experiences and learnings, what the placemaking industry has in store for this year, how it will reshape and ultimately transform. The consensus is clear: 2022 is the year of vibrant opportunities and great rebirth: mixed-use hybrids, omnichannel digitization, and sustainability. The future of retail is moving away from merely utilitarian purposes to focusing on the creation of emotionally inspiring places. Adapting to changed customer behaviors means to be bold and think in a more flexible way, to respond to demands, and consider what serves the community.
Grigory Pecherskiy
Managing Partner of ADG group
"I believe the most influential trends will stay the same: hyperlocal places, e-commerce development and focus on memorable experiences. Therefore, the industry will continue shifting towards those trends and will adapt to ever-changing restrictions. The pandemic affected the construction process, retailers became very cautious about new openings, but I expect 2022 to boost the recovery and slowly allow us to reach the planned figures. Nevertheless, the concept must change regardless, and this is a challenge and opportunity at the same time. It is more important than ever to follow your audience and instantly react to their needs and desires. It is obvious that offline experiences are still very valuable but only if you offer something convenient, entertaining, emotionally inspiring, and hyperlocal–these points are fundamental and will be shaping the industry for many years. At ADG group, we have been following this idea from the very beginning with our neighborhood centers project, but this year we also had to adapt and implement some changes, e.g. consider F&B relocation to make it more accessible and strengthen the focus on the quality of the time people spend in our places. I wish to all the industry a rapid recovery, bright ideas and the most loyal partners and audience. I sincerely believe that all is possible if we listen to each other, come up with creative, and flexible approaches and make quick and weighed decisions even in the most challenging times."
Read the full article at ACROSS Magazine, January 2022
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