During the pandemic, we have seen several stores closing in the city centers of larger cities and an increased supply of so-called pop-up stores. Furthermore, most of us work from home, and the offices are empty. How is the cityscape affected in a larger perspective and as a result of these changes?
We have experienced a significant change in lifestyle from leaving our homes daily to go to the office in the city, eat lunch, and also take the opportunity to shop for something during the day in one or more stores. This behavior changed rapidly to instead living, eating, working, and shopping in your residential area. This naturally means that the purpose of visiting the city center changes. In the same way, the demand on the district and the area where you live changes. The so-called 15-minute place is starting to emerge in the long term. That is, everything you need should be within a radius of a maximum of 15 minutes from your home. The city center is changing to become more of an experience rather than shopping and work. Culture, service, and the unexpected experience will play an increasingly important role for the city.

Over time, how do you think the marketplace will change in character, and what new needs and consumption behaviors do you see emerging?
As the area around your home becomes increasingly important, the demand for a larger, more adapted range in your surroundings increases. The place should reflect your behavior and your needs. Libraries, dentists, restaurants, clothing stores, grocery stores, yoga studios. This naturally requires increased knowledge about WHO lives in that particular area. Concepts such as community rhythm, localism, and retail incubator suddenly become interesting and relevant. The marketplace will not, according to the traditional model, consist of mixed-use (a common term for different types of tenants). A deeper connection is required: blended-use, a concept that includes that the tenants fit in based on the consumer's demographic profile. Together, these tenants form a complete community that the visitor/guest wants to be a part of. The marketplace thus gets a curated content.

Will we see a larger store death?
The store as a concept is always relevant. The role of the traditional store has developed in parallel from being a transaction place to an experience. Retailers who develop in that direction will succeed. I, as a customer, may order the product via its e-commerce from home on the sofa after a visit to the store. That surface instead becomes a marketing channel, a media platform, and possibly a micro-warehouse where the customer picks up the ordered goods (instead of PostNord or the local grocery store that today functions as a delivery point) for faster delivery.
I think the consumer longs for engagement, authenticity, and experience. This places great demands on all actors who are part of the marketplace's eco-system.