Marseille: why is it attractive for pop-up stores?
Marseille, la deuxième plus grande ville de France, esten pleine transformation. Longtemps perçue comme une ville industrielle et portuaire,Marseille se réinvente aujourd'hui en un hub attractif pour les marques de retail. Cette transformation est le résultat de nombreux facteurs, notamment la gentrification, les projets de rénovation urbaine, l'impact positif sur le commerce local et l'augmentation du pouvoir d'achat des habitants.
Marseille: a “dynamic, effervescent” city center
Guillaume Sicard, President of " Marseille Centre ", the Marseille city centre business federation, described the city centre at the end of summer as being " dynamic, effervescent " on Maritima . For him, things are clearly improving: " It's positive, we're down on vacant premises (...) And we see many project leaders, from all over France, who come to try to make their mark in Marseille because it's a city that is just magical ". Rebecca Bernardi, the elected official in charge of commerce, shares this observation: " The city centre is clearly changing. We can see this clearly in relation to pre-emption, there are no commercial units available. As soon as one comes onto the market, it is stormed ".
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The new face of Marseille
Gentrification is a phenomenon that affects many large cities, and Marseille is no exception. Gentrification has a significant impact on local commerce. New residents, often more affluent, have high expectations in terms of quality and diversity of products and services.
Des quartiers autrefois négligés, comme La Joliette et Le Panier, sont en train dedevenir des lieux prisés par les jeunes professionnels et les créateurs. Cette transformation se traduit par une augmentation des commerces de proximité, des cafés branchés et des espaces de coworking. Les marques de retail qui s'installent dans ces quartiers bénéficient d'uneclientèle dynamiqueet en quête denouvelles expériences. Lespop-up stores, en particulier, sont uneexcellente manière de tester le marchéet dese faire connaîtreauprès de cette nouvelle clientèle.
Pop-up stores born in Marseille
In order to contribute to the revitalization, attractiveness and redynamization of city centers , the Marseille Metropolis has decided to promote the development of a qualitative commercial offer by combating commercial vacancies and putting back on the market premises allocated primarily to businesses with little presence or a significant presence in the metropolitan area. A desire that has notably resulted in the development of "trial shops" , meaning " pop up stores ".
The system consists of allowing a project leader to test their 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 guidance of the Marseille metropolitan area. If the business becomes profitable, the trader can keep the premises and the operation moves to another vacant unit. Otherwise, the store is put back on trial. The system has, for the time being, been deployed in 9 municipalities in the metropolitan area.
Marseille is positioning itself as an attractive hub for retail brands thanks to its urban transformation , gentrification and the increase in the purchasing power of residents, thus offering unique opportunities for brands wishing to establish themselves in a dynamic and growing city.
