In today’s rapidly shifting real estate landscape, the most successful assets are those that transcend their physical boundaries to become the heartbeat of their local areas. Gabriele Bertini, our guest author and a global leader in mixed-use development, shares his expertise on why “community” is the ultimate currency for the next decade of retail.
With over 25 years of experience leading iconic landmarks like Aviapark and Tashkent City Mall, Gabriele has consistently demonstrated that placing the customer at the center of the ecosystem—emotionally and socially—delivers unprecedented value uplifts.
Key take aways:
- Emotional Resonance as a Growth Engine: Community integration is profoundly emotional, not just strategic. By fostering genuine belonging, developers turn visitors into “passionate local ambassadors.” This triggers a word-of-mouth effect that remains the most trusted form of marketing, influencing up to 50% of purchasing decisions.
- The Power of Non-Transactional “Third Places”: To thrive, assets must offer structured pillars—like interest clubs and dedicated community “homes”—where people can recharge and connect. These environments evoke warmth and ownership, embedding positive emotions that make the physical space an irreplaceable part of daily life.
- Rewarding Advocacy, Not Just Transactions: Future-ready loyalty schemes must shift to rewarding active participation, such as attending events or co-creating ideas. When people feel “seen” through personalized communication and valued for their engagement, it strengthens the emotional bond, driving repeat visits and long-term asset resilience.
