Indeed, it was extremely unusual for the event to be held online only. Honestly, until September 2020, we assumed that it would still be possible to hold the exhibition offline. At that moment we wanted to combine two formats: a digital platform and face-to-face communication. Of course, even before the pandemic, we understood that we needed to be digital oriented. However, due to the pandemic, we only held an online event, which, despite all the fears, was very successful. At the same time, more than 3000 participants were online, who exchanged experiences and ideas. More than a thousand dialogues were recorded among the participants. Of course, we would have preferred personal communication, but it turned out that the online format allowed more people to take part in the sessions than the conference rooms in the Palais des Festivals would allow. The largest number of people in the hall is 250 people, and more than 400 people were present online.
However, I am convinced that replacing physical communication is unrealistic. This year, at the beginning of December, we will launch the project in two formats. Online - for those who cannot get to Cannes. We will also have a TV studio in the conference rooms, and the content will be broadcast on a digital platform. It will also host training programs, and all this will be available to customers all year round, 365 days. Now we, like retailers, are omnichannel. However, we consider it necessary for the industry to hold an event where everyone gathers in person once a year. The DNA of the show is face-to-face communication.
Last year, the MAPIC exhibition was held in an online format. Which is not typical for an industry where everyone is used to face-to-face contact. Share the results of last year's project. How successful was he?
How many people are you expecting this year?
We expect about 4,500 market participants to come. Currently, 700 retailers have registered. Half of them are from the entertainment and catering sectors. Back in 2018, we put a lot of emphasis on these sectors as they bring a lot of emotional experiences to consumers. After all, the consumer does not want only to buy, he wants to have fun, spend time with family and friends. And we understand that entertainment and food have become a bigger part of the tenant mix in many projects.
Is the industry going to return to dock-like numbers, in your opinion?
Business is being restarted in Europe, but of course, it will take time to fully recover. We feel that retailers are returning to development: they are looking for locations for new stores, not only in France. The entertainment and catering sectors are growing rapidly. I think we will reach 2019 numbers in a couple of years. Although, of course, after such a huge crisis, it takes time to rethink and restart.
How many companies have remained online with the opportunity to meet in person?
I am convinced that face-to-face communication is not an additional option, it is a necessity for our industry. I spoke with a huge number of market participants this year, and I could not imagine how happy they are to go back to face-to-face meetings. People want to see it, it is in human nature. But just digital will be a tool in order to watch more content during the year, learn, and stay in touch. But he will never replace personal communication, this is impossible. During the pandemic, we all sat at home and could not see people. At the MIPIM and MAPIC Italy events that we held this year, the participants of course restored business ties, but you could feel how happy they were to meet again. People hugged each other, they were glad that there was an opportunity to meet in person, have a cocktail, and get impressions together. Being together is the human basis for human behavior. I am not afraid that this will be erased with the development of online. Our Mapic Innovation Forum has doubled this year because malls and retailers need to be closer to the consumer, they need to serve customers with their new needs. However, companies are looking for options to be more than just online. Online retailers now want to find points for offline sales. We have a zone of online retailers this year looking to find a place for a pop-up, corner or traditional store, because they understand that it is not possible to be represented exclusively online. They tested the online marketplace, but realized that the consumer has a need for a physical experience.