Malls & Stores of the Future Conference

Retail is rapidly evolving from transactional to experiential, with connection, culture, and community at its core. Across the conference, a clear message emerged: the future of retail lies in creating places people want to be—not just places they need to shop.
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The conference opened with Lord Mayor Nick Reece reinforcing the importance of retail in shaping Melbourne’s urban and economic future. It was refreshing to see an enthusiastic mayor speaking about his city.
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Reid Nakou of The General Store explored the future of retail. Drawing on examples of global stores including Kith, Vans London flagship,11/11 Lincoln Road carpark, Tamburins, and Kettle Kids, he highlighted how leading brands are designing environments that prioritise culture, community, and experience. The concept of “fandom” was a key takeaway, where brands like Gymshark, Erewhon, and Hypebeast build strong communities through a blend of customisation, culture, and identity. The underlying message was clear: good design is good business, and a customer-first mindset is critical.
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Roundtable discussion highlights were the use of storytelling as a tool, as seen in the new MECCA flagship store, where signage is designed with the user in mind, balancing fast and slow shopping journeys while working within heritage constraints.
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Another session led by Entwined, focused on digital signage and the growing role of retail media. Digital is no longer a simple replacement for static posters, it’s a strategic tool that can influence behaviour, improve in-store conversion, and shape decision making. The discussion highlighted the importance of selecting the right digital assets for each environment, noting that touch-screen ordering can often outperform traditional service models.
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Anastasia Pelot of House of Context, unpacked what Gen Z and Gen Alpha mean for the future of retail. These generations are seeking spaces where they feel a sense of belonging, with transaction becoming a by-product rather than the primary goal. Examples such as Sephora in the US illustrated how retail spaces can support cultural rituals, transforming stores into destinations for experience and community. The idea that “the shelf is no longer the stage, the entire store is” was a defining insight.
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The 2-day event came to a close with highlighting the growing role of fitness and wellness as retail anchors, driving habitual visitation and repeat engagement. Brands like LSKD are redefining everyday apparel as part of a “7-day wardrobe,” while Lorna Jane’s move into wellness retreats signals a broader shift toward lifestyle driven retail. The importance of location and positioning was also emphasised as critical to maximising performance in this retail sector.
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Thanks, Melbourne, for the warm hospitality.

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