Marseille: why is it attractive for pop-up stores?
marseilles, the second largest city in France, is in full transformation. Long perceived as an industrial and port city, Marseille is now reinventing itself into an attractive hub for retail brands.. This transformation is the result of numerous factors, including gentrification, urban renewal projects, the positive impact on local trade and the increase in the purchasing power of residents.
Marseille: a “dynamic, effervescent” city center
Guillaume Sicard, President of”Marseille Center“, Federation of shops in downtown Marseille, described the city center at the end of summer as being”dynamic, effervescent” at the microphone of Maritima. For him, there is clearly something better:”This is positive, there is a decrease in the number of vacant premises (...) And we see many project leaders, from all over France, who come to try to make their mark in Marseille because it is a city that is just magical.”. Rebecca Bernardi, the elected official in charge of commerce, shares this observation:”The city center is clearly changing. As can be seen in relation to preemption, there are no commercial units available. As soon as one arrives on the market, it is taken by storm”.
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The new face of Marseille
Gentrification is a phenomenon that affects many big cities, and Marseille is no exception. Gentrification has a significant impact on local trade. The new inhabitants, who are often more affluent, have high expectations in terms of the quality and diversity of products and services.
Formerly overlooked neighborhoods, like La Joliette and Le Panier, are in the process of to become places popular with young professionals and creators. This transformation is reflected in an increase in convenience stores, trendy cafes and coworking spaces. Retail brands that set up in these neighborhoods benefit from a dynamic customer base and in search of new experiences. Les Pop-up stores, in particular, are a Great way to test the market And of Make yourself known with this new clientele.
Pop-up stores born in Marseille
In order to contribute to the revitalization, attractiveness and revitalization of city centers, the Marseille Metropolis has decided to promote the development of a qualitative commercial offer in fighting against the commercial vacancy and by bringing back onto the market premises allocated primarily to businesses that are not very present or decisive in metropolitan France. A desire that has resulted in particular in the development of “test shops”, hear” Pop Up Stores ”.
The system consists in allowing a project leader to test his business idea in a vacant space for a period of six months, renewable once, while benefiting from both a moderate rent and the support and support of the Marseille Metropolis. If the business becomes profitable, the merchant can keep the premises and the operation moves to another vacant cell. If not, the store is put back to the test. To date, the system has been deployed in 9 municipalities in the metropolitan area.
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marseilles is positioned as a attractive hub for retail brands thanks to his urban transformation, at the gentrification and to the increase in the purchasing power of inhabitants, thus offering unique opportunities for brands wishing to establish themselves in a dynamic and fast-growing city.
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