22 March 2016 • London, UK
EUROPE’S ONLY CONFERENCE FOCUSING EXCLUSIVELY
ON COMMERCIALISATION AND SPECIALTY LEASING
EVENT GUIDE
ICSC Global Partner
ICSC European Partners
#SPREEshow
SPREE Europe
22 March 2016 • Business Design Centre, London, UK
Programme Planning Group
ICSC gratefully acknowledges the contributions of the members
of the Programme Planning Group who have dedicated their
time to develop the programme.
Conference Chair
Clara Maguire, We Are Pop Up
Members
Bianca Campos, Sonae Sierra
Eileen Connolly, MadisonSoho
Bryony Crowther, Asset Space Limited
Nancy Cullen, SpaceandPeople Plc
Sean Curtis, Velocity Marketing Consultancy
Tom Farley, JLL
Svetlana Gromova, IKEA Shopping Centers RUSSIA
Bastiaan Haghuis, Appear Here
Franka Lange, Retail Profile Europe
Julia Langkraehr, Bold Clarity
Sonia Martinez, CBRE
Ross McCall, McArthurGlen
Bill Moss, Westfield Shoppingtowns Ltd
Enrico Palestini, Cogest Retail s.r.l.
Mathias Sander, ECE Projektmanagement
Jackie Tracey, NewRiver Retail (UK) Ltd
Aldynai Yumbuu, JLL Russia and CIS
Event Gold Sponsors
Founded in 2005 by Imperial College graduate and current CEO, Ian Hobson, ChargeBox’s mission is to
keep the mobile world powered by bringing free charging to everyone who is on the go. They are now
doing so in 12 countries worldwide, counting clients such as Westfield, Hammerson and John Lewis.
In 2006, ChargeBox manufactured and delivered 100 charging stations across the UK. By 2015, they
manufactured 2000, half of which are exported to their international partners’ network. ChargeBox ensures
an optimal security and charging experience with products designed in the UK, built within a EU supply
chain and maintained by ChargeBox and its partners.
Innesco is a specialist agency with a strong heritage embedded in real estate and the built environment –
we have a deep understanding of the technical aspects of the sector, and crucially we understand how to
communicate these and add value. As a result we are trusted by both boutique investment firms and global
institutions as well as public sector bodies and professional advisors, supporting corporate initiatives or
projects – small and large. We work throughout the UK and around the world on some of the most exciting
and progressive projects.
We Are Pop Up is the new way to rent short term space. We’ve built a new way for brands and retail spaces
to speak directly and make money from retail space. The alternative to commercial property agents, we’ve
removed all of the hassle, allowing you to list, discover and book unique pop-up spaces in minutes. We Are
Pop Up is on a mission to build great High Streets, Main Streets, and cities. Today, we’re the world’s leading
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Media Partners
Dear Friends,
On behalf of the ICSC Spree Europe Planning Committee, welcome to the second edition of
SPREE Europe.
This year SPREE Europe will provide an invaluable opportunity to explore innovative ways
shopping centres are utilising space to grow revenue. The conference aims to address all aspects
of the €6bn global specialty leasing sector including top industry trends; innovative immersive
experiences; the rise of retail curating and how it can be leveraged to create a unique specialty
programme; creative uses for vacant space in shopping centres beyond retail such as urban
farming on rooftops; office space and industrial production.Tap into the knowledge of retail
entrepreneurs, brands, and thought leaders. SPREE Europe will lift the lid on innovative
approaches to space use, consumer engagement, brand development, and retail
business models.
As an additional benefit, you are invited to also participate in European Outlet Conference
sessions taking place concurrently with SPREE Europe. Please check the European Outlet
Conference details located at the rear of this guide.
We would like to thank the committee members and speakers who have made this event
possible. We look forward to meeting you and hope you enjoy the conference!
Patricia Norins
Staff Vice PresidentPublishing & Specialty
Retail, ICSC
Clara Maguire
Conference Chair
SPREE Europe Planning
Committee, Chief Operating
Officer, We Are Pop Up
Programme at a Glance
SPREE Europe
ICSC European Outlet Conference
Networking and Exhibition Room
Networking Drinks Reception
Room A, gallery level
Auditorium, gallery level
Rooms D-G, gallery level
Axis Bar, Hilton London Angel Islington
SPREE Europe • Event Guide
3
SPREE Europe
22 March 2016 • Business Design Centre, London, UK
Programme
SPREE Europe is running concurrently to the ICSC European Outlet Conference. Attendees are welcome to attend
sessions in both events according to their interest – European Outlet Conference programme details can be found
at the rear of this guide. Attendees of both events will have the opportunity to network with each other during the
network breaks.
09:00
REGISTRATION AND NETWORKING
09:30
Welcome Address
11:40
Retail Curating is quickly becoming a new
business strategy for brands as an increasing
number of consumers welcome carefully edited
merchandise to escape the overwhelming
number of choices available to them. Curated
retail ensures focused shopping and product
relevancy-it also provides consumers with
choices that will most interest them. This panel
will discuss the changing needs of brands in this
area and the exciting opportunity that exists for
landlords as a result.
Conference Chair & Moderator:
Clara Maguire, Chief Operating Officer,
We Are Pop Up
09:40
Keynote: 10 New Retail Rules
An overview of the macro trends impacting retail,
shopping centres and specialty retail.
Aaron Shields
Strategy Director Europe & Russia, Fitch
10:10
Arianna Cefis
Founder, AC HQ Ltd & Kings Road
Concept Store
Immersive Experiences
Elisicia Moore
Founder and Director, Petit Miracles
This fast-paced session will provide a snapshot of
the most innovative experiential retail in specialty
leasing.
Kathrine Heiberg
CEO reteam group & Mytiful Stores
Dr Maggie Atkinson
Think Thank Member, Kidzania
Moderator: Emily Wright
Features & Global Editor,
Estates Gazette
Rupert Pick
Planning Director & Co-Founder,
Hot Pickle
Lucy Johnston
Author & Brand Experience Curator
Moderator: Petah Marian
Senior Editor Retail Intelligence, WGSN
10:40
“Go Local” Future malls
In Europe, there is big consumer interest in “go
local” shopping centres. This session will focus on
how shopping centre developers can implement
this growing trend in specialty leasing and popup retail.
Philippe Castaing
Commerical and Community Director,
Pop Brixton
11:10
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NETWORKING BREAK
SPREE Europe • Event Guide
Rise of the Retail Curator
12:25
It’s all Just Space! Uses Beyond Retail
Beyond retail – what else can you do with
your space? Data centres, industrial production,
co-working space, urban farms. You’re not just a
retail landlord you own space. Two co-presenters
will share case studies of how shopping centre
developers are utilizing space in innovative new
ways to drive footfall and revenue.
Fabian Weinlander
Director Project Development,
UrbanFarmers
James Layfield
Founder & CEO, Central Working
Moderator: Matt Alagiah
Business Editor at Monocle
12:55
NETWORKING LUNCH
14:10
How I Grew my Brand with Specialty Leasing
15:40
Learn what the 2016 hot food trends are, how
food kiosks are being used to increase consumer
dwell time, dicussion on the role of food halls and
strategies to build a diverse food strategy in your
center.
Three brands explain how specialty leasing
has allowed them to trial new concepts and
grow organically. They will also share practical tips
on how developers can engage with
future brands.
Atholl Milton
CEO & Co-Founder, StreetDots
Jonny Burt
Co-founder, The Unit London
Jonathan Downey
Co-Founder, London Union PLC
Daniel Peters
Founder, BBSC
Dimple Lalwani
CEO & Founder, Social Belly
Sandro Abeille
International Expansion,
Chiquita Fruit Bar
Moderator: Richard Johnson
Award-winning food journalist,
consultant and founder of the British
Street Food Awards
Moderator: Dan Innes
Managing Director, Innesco
14:40
Understanding New Brand Behaviour
16:25
As shopping centre professionals, we have access
to plenty of data and insights on consumer
buying behaviour. However, two questions
often remain elusive on the brand side: what is
the psychology behind new brands and their
marketing strategies and how can we attract
more of them to our shopping centres? To answer
this question, a brand expert will peel back
the layers to help us understand this emerging
retailer.
15:10
NETWORKING BREAK
The Rise of F&B
Weak Signals of New Valuation Models
Gain a valuable financial perspective, from
industry experts, on the importance of building
a profitable specialty retail and commercialisation
program that adds to your centre’s valuation.
Jonathan Adams
Senior Director Valuation, CBRE
Peter Stoughton-Harris
Executive Director, CBRE
17:00
Closing Remarks
Conference Chair & Moderator:
Clara Maguire, Chief Operating Officer,
We Are Pop Up
17:15
NETWORKING DRINKS RECEPTION
Venue: Axis Bar, Hilton London Angel Islington
SPREE Europe • Event Guide
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SPREE Europe
22 March 2016 • Business Design Centre, London, UK
Speakers’ Biographies
Sandro Abeille
International Expansion, Chiquita Fruit Bar
Sandro Abeille has founded Microprint Italia, one of the first
franchising networks in Italy, and developed the Uniglobe
network as a Master Franchise of Uniglobe International,
the third largest world chain of travel agencies specialized in
business travel. In 2009, Abeille became Vice-president of
Fratelli la Bufala Group, a large Italian franchising chain well
known for its casual dining experience. In December 2013,
Abeille opened the first Chiquita Fruit Bar kiosk in Italy. There
are now sixteen flagship stores in the country and the target is
to open more than 150 kiosks in the next five years.
Jonathan Adams
Senior Director Valuation, CBRE
Jonathan is advisor to UK REITs, banks and property companies,
with over 10 years’ experience in the retail sector. Jonathan
leads a team of valuation surveyors specialising in shopping and
outlet centres and his key clients include British Land, Westfield,
Value Retail and McArthurGlen.
Matt Alagiah
Business Editor at Monocle
Matt Alagiah is Monocle’s associate editor and is currently in
charge of the magazine’s Business pages. On the radio, he is
the main presenter of Monocle 24’s weekly finance show The
Bulletin with UBS and can also be heard doing the newspaper
front-page review on daily news programme The Ten, a show he
also occasionally co-presents.
Dr Maggie Atkinson
Think Thank Member, Kidzania
Dr. Maggie Atkinson is a Director of iMPOWER Consulting
Limited, a management consultancy working with the public
sector. She was the first solo President of the Association of
Directors of Children’s Services (ADCS) in 2008-09 and chaired
the government’s national Children’s Workforce Strategic
Partnership, publishing the 2020 Children’s Workforce Strategy
in 2008. Atkinson is chair of London’s arts, culture and education
body, A New Direction; a trustee of the justice campaigning
body, the Michael Sieff Foundation, and a think tank member at
Kidzania London.
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SPREE Europe • Event Guide
Jonny Burt
Co-founder, The Unit London
Jonny Burt is the co-founder of Unit London, London’s leading
artist-led gallery space. Prior to launching the gallery business
with co-founder Joe Kennedy in 2013, Jonny was a self-taught,
practicing artist after graduating from Warwick University, where
he studied English & Theatre. Since the gallery’s inception three
years ago, Unit London is now based permanently in Soho, and
represents a global roster of leading contemporary artists. The
gallery is currently planning expansion overseas.
Philippe Castaing
Commerical and Community Director, Pop
Brixton
Philippe, a Brixton resident since he moved here from La
Rochelle, France 22 years ago has extensive experience in local
business. Prior to this he was a prominent figure in the Brixton
business community having set up and run both Opus cafe as
well as Upstairs. He brings a wealth of local Brixton community
and business knowledge to the team. He champions
sustainability in everything he does and for him this means more
than just green business.
Arianna Cefis
Founder, AC HQ Ltd & Kings Road, Concept
Store
Arianna Cefis is owner of AC HQ Ltd. which executes a number
of projects for its marketing and branding consultancy clients.
Cefis, who has strong marketing and digital media expertise,
has extensive experience in the pop-up space. On behalf of The
Sloane Stanley Estate, she manages The Concept Store, a new
generation of shop whose sole purpose is to serve as a pop-up
space, offering brands the opportunity to have a public face
over and above an e-commerce site or for foreign brands to test
the UK market.
Jonathan Downey
Co-Founder, London Union PLC
Jonathan Downey’s portfolio includes cocktail bars, night clubs,
private members clubs and restaurants in London and New
York, including the award-winning Milk & Honey and Danger
of Death, both part of The Rushmore Group. In 2015, Debrett’s
named Downey one of the 20 most influential Brits in food and
drink, as part of their annual ‘500 Most Influential’ list and in
the same year he was the recipient of the Lifetime Achievement
Award at Tales of the Cocktail’s annual Spirited Awards. In
2015, Downey launched London Union, with Henry Dimbleby,
co-founder of LEON restaurants and regular Guardian food
columnist. London Union aims to build a permanent, flagship
food market in the centre of London within the next four years
while continuing to transform empty spaces into dynamic street
food sites across the capital.
Peter Stoughton-Harris
Executive Director, CBRE
Peter Stoughton-Harris is the Executive Director in the Valuation
and Advisory Department, where he leads the retail valuation
team of 20 people as well working with other teams for a
number of clients in the UK and all over Continental Europe.
Kathrine Heiberg
CEO reteam group & Mytiful Stores
Kathrine Heiberg is CEO of reteam group; a member of ICSC’s
European Research Group, and Chairman of the Polish Council
of Shopping Centers Research Group. In 2015 Heiberg received
ICSCs Gold Medallion Award to acknowledge her significant
contribution to ICSC and the shopping-center industry. Invented
in 2014, Mytiful Stores AB is reteams’ response to the situation
where a landlord has too many empty locations. It operates 17
stores in three countries.
Dan Innes
Managing Director, Innesco
Dan Innes is Managing Director and Founder of Innesco.
2015 was Dan’s 21st year working in real estate and the
built environment. He has worked on well over 100 major
property schemes and developments across the UK, France,
Germany, Austria, Greece, Spain, Holland, Italy, Denmark,
Sweden, Norway, Russia, Poland, Czech Republic, Brazil, Egypt
and UAE. He started his career as a planning graduate for
Guardian Properties (now AXA) in ‘94. After working through
two agencies he left to establish the international marketingcommunications agency INNESCO in 2009.
Richard Johnson
Award-winning food journalist, consultant and
founder of the British Street Food Awards
Richard is an award-winning journalist/broadcaster from London,
and one of the world’s leading authorities on street food. He
is the author of Street Food Revolution, a columnist for the
Guardian, and a writer/presenter of The Food Programme on
BBC Radio 4. As the country’s leading expert on street food he’s
happy to eat his way round the world and pass it off as work.
Lucy Johnston
Author & Brand Experience Curator
Lucy Johnston is an author and brand experience curator, with
a 15-year background in global consumer trend analysis and
retail strategy. Since 2009 she has worked as a consultant and
produces events, exhibitions and pop-ups for a wide range
of participants — from startups to global brands, artists to
international media titles, charities to government organisations.
Clients have included WIRED magazine, Argent, Jaguar/Land
Rover, Apple, LVMH, Samsung, Telefonica, Accenture, Pan
Macmillan, Levi’s, Ford, Virgin Atlantic, Picador, Coca Cola,
Waterstones, Unilever, Diesel, Target, and more. Johnston is
author of Digital Handmade, which offers the first global survey
of the evolving digital artisan creative movement. And her
forthcoming book THE CREATIVE SHOPKEEPER will be out in
2017, taking a look at the booming independent retail sector.
Dimple Lalwani
CEO & Founder, Social Belly
Dimple Lalwani is the Founder and CEO of tech startup, Social
Belly, a platform that allows people to meet and connect with
others nearby through different activities such as dinner parties.
Dimple graduated with a hospitality and entrepreneurship
degree from Les Roches International School of Hospitality
Management in Switzerland. Since launching a prototype
in March 2015, Social Belly has experienced a tremendous
welcome and acceptance from Londoners, largely through
word-of-mouth recommendations.
James Layfield
Founder & CEO, Central Working
James Layfield is the founder and CEO of Central Working,
which provides businesses of all sizes with the environment,
community and support to thrive. Members have the option
of dropping in, using a permanent office or a collaborative
workspace. In 2015, Layfield was appointed as a London
Tech Ambassador by Mayor Boris Johnson, and he has also
served as EMEA Director of Membership for the Entrepreneurs
Organisation, a global network of 7,500 entrepreneurs. Layfield
became Virgin Atlantic’s youngest ever Managing Director
at 23, before going on to found five successful businesses
of his own.
Clara Maguire
Chief Operating Officer, We Are Pop Up
Clara Maguire is COO at We Are Pop Up, the world’s leading
creative retail network connecting brands and spaces to execute
short term rentals. She has worked in real estate for over twelve
years, with a specific interest in fractional use of space and the
future of work. Prior to joining We Are Pop Up, Maguire headed
the Branson Centre of Entrepreneurship at Virgin Unite, and
co-founded Architecture 00, a built environment design practice
and think tank.
SPREE Europe • Event Guide
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SPREE Europe
22 March 2016 • Business Design Centre, London, UK
Speakers’ Biographies
Petah Marian
Senior Editor Retail Intelligence, WGSN
An Australian by birth, Petah is a seasoned business journalist
who has spent her entire career tracking global retail trends.
Prior to joining WGSN she was Editor of online trade
publication Menswear Insight. She spent three years at the Just
Style group where she was News & Insights Editor following a
stint as News Editor at global intelligence business Planet Retail.
She has also written for UK trade magazines Retail Week and
Drapers. As WGSN’s Senior Editor of Retail Intelligence, Petah
works with a network of contributors from across the world, as
well as co-editing all of WGSN’s business and strategy reports.
Atholl Milton
CEO & Co-Founder, StreetDots
Atholl Milton has enjoyed a 20-year career in the food industry
working with Starbucks, Gondola Group and Jamie Oliver. He
launched the South African quick-serve brand, Bunnychow in
2013, which started out as a street food truck, and now has
a venue in Soho, with two additional locations due to open
in 2016. Along with co-founder Darren Callcott, Atholl has
also launched StreetDots, with the goal of making it easier for
traders to access great street food locations across London.
StreetDots has created partnerships with some of the biggest
landowners in the UK: British Land, Land Securities, CAPCO,
Westfield and Transport for London. Soon StreetDots will
be a technology platform with a service provision that will
provide long-term lets with short rotation through land-owner
partnerships.
Elisicia Moore
Founder and Director, Petit Miracles
Elisicia Moore is Founder and Director of Petit Miracles,
a registered charity that creates social value by providing
employability projects in vacant properties — rejuvenating
the high-street whilst unlocking creativity and increasing workrelated skills for at-risk people. The project has supported
over 150 long-term unemployed people and diverted over 50
tonnes of furniture from landfill. The charity won Best Charity
in Hammersmith 2015 and was recognized as the Short term
Retailer of the Year at the 2015 Sceptre Awards.
Daniel Peters
Founder, BBSC
Daniel Peters BBSC is the founder of BBSC, a premium retail
destination offering a curated selection of Best of British
menswear products from some of the UK’s most talented
designers and brands. Daniel is an experienced creative
consultant and production manager who has had the great
opportunity to work on high profile events and projects with
brands such as Burberry, Victoria Beckham, Calvin Klein and
Missguided. Across these brands and many more, he has
had the opportunity to work in house and on occasion in a
freelance capacity, crafting a concept and taking this through to
installation / launch.
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SPREE Europe • Event Guide
Rupert Pick
Planning Director & Co-Founder, Hot Pickle
Rupert is the Planning Director and Co-Founder of Hot Pickle,
a UK-based brand experience and licensing agency that
successfully straddles the worlds of experiential marketing and
brand venturing. Pick started his marketing career at Unilever,
and moved into the innovation space with? What If! Over the
six years at Hot Pickle, Pick has advised a number of world’s
leading consumer goods businesses, tackling projects from
Manchester to Melbourne. With projects such as the Magnum
Pleasure Store, he has demonstrated that immersive brand
experiences pay in more ways than one.
Aaron Shields
Strategy Director Europe & Russia, Fitch
Aaron Shields is Director of Strategy for Europe & Russia at
FITCH, a global retail and brand consultancy organization.
An authority on telecom, financial services and fast-moving
consumer goods brands, Shields joined FITCH in 2010 and has
since worked with clients such as Starbucks, Nokia, Vodafone
and UK supermarket, Morrisons. With a background in brand
strategy, new product and venture development, Shields
regularly contributes to media outlets such as Marketing Week,
Business Week, CNN, BBC, Al Jazeera and lectures at London
College of Communication.
Fabian Weinlander
Director Project Development, UrbanFarmers
Fabian Weinlander is Director of Project Development at
UrbanFarmers, an urban agriculture company. Weinlander’s goal
is to create efficient urban solutions in the best environment
possible. His work experience ranges from hospitality,
gastronomy, organic aquaculture, environmental education
development, international energy agencies and academic
research. Holding a Bachelor’s degree in Environment and BioResource Management from the University of Natural Resources
and Life Sciences Vienna, Weinlander’s focus is to mix, match
and combine the best of technical and socio-economic worlds
to create viable sustainable solutions for urban resource
demand.
Emily Wright
Features & Global Editor, Estates Gazette
Emily Wright is features and global editor of Estates Gazette
specialising in domestic and global real estate investment, the
TMT and start-up sectors and future of property design and
development around the world. She has secured interviews with
some of the biggest names in industry and politics including
Zaha Hadid, Sir Terence Conran and Donald Trump.
ICSC EUROPEAN
MARKETING
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Berlin, Germany
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