
Special
Paul Rodenburg of B@S (Brood@Spelen) Retail Consultants is a
specialist in retail, shopping malls and inner-city development.
‘The B and S in our name stand for “brood en spelen”, that’s
Dutch for the expression “bread and circuses”. It is a reference to
the emperors of the late Roman Empire who won the public’s
favour by showering them with entertainment, food and drinks.
That 2000-year-old approach has today grown into a complete
economy, the “experience economy”, in which shopping, dining
and entertainment, and arts and culture come together.’
The city has both: the
experience you create, and
the customer’s experience of
added value
‘Cities are dynamic, and over the centuries
have continued to reinvent themselves
to adapt to their time,’ says Rodenburg.
‘Simple market squares, with booths and
hawkers surrounded by inns, developed
into the city centres where the urban
dwellers, visitors and entrepreneurs of
today love to be. And even in the modern
online economy, the inner city remains
something indispensable. The city is,
parallel to and in concert with the online
world, a vital physical platform where you
can find something for everyone: shops,
restaurants, entertainment; home, work,
public space and the built environment.
The city is an experience writ large:
a place where memorable moments
happen, where people come together,
where experience becomes meaningful.’
Helping each other transform
‘The authenticity of the city environment
helps the parties in it to create new
experiences. Against this backdrop,
property owners provide the stage that
retailers need, the place where they
can act. Retailers, in turn, then play to
the needs of their customers, and by
doing that help the consumer to define
themselves and become who they are,’
says Rodenburg. ‘It is in the city that all
these ambitions and transformations
come together. Municipalities, property
owners and retailers who understand this
will win in the fight for the consumer’s
favour, with their unique locations,
unique buildings and unique product
ranges. Creativity is critical here. I see
myself as a driver of this transformation.
By connecting property, retail and the
consumer in the inner city, both locally
and online, to the experience economy,
we create physical added value in the
inner city, in the form of attraction and
transaction.’
Meaningful sustainability
‘The inner city as a physical platform
still plays an important role in what
we today sometimes refer to as the
“platform economy”,’ says Rodenburg,
‘and it will continue to do so into the
coming decades. I see an important,
logical connection between the city and
the online world. For property and retail,
this means having both a location and a
nationwide, even international, reach.
Alongside all the well-known national
and international chains, we are also
seeing a local and sustainable circular
economy emerging in cities. What
began as a second-hand online channel,
on sites like eBay, is now becoming
physically present. Small retailers, and
more recently more and more big ones
as well, are now focusing hard on local
and sustainable circular supply chains.
The city always wins!
For the time being, this trend still
mostly concerns clothing and furniture,
but in the coming years, we will see it
appearing in other segments, too. At the
same time, we are also seeing space for
old-fashioned craftsmanship returning;
tailors, woodworkers and certainly
establishments like breweries are on the
increase right now. All around these you
see new experience concepts emerging:
new shops, vegan dining and so on. City
centres are becoming more sustainable
and circular, offering an experience with
real meaning and driving a new local
urban economy,’ says Rodenburg. ‘Even
with the world at our fingertips online,
we are in some sense also going back to
the Roman era: the centre of town as a
nexus of retail and entertainment. It is a
real “back to the future” moment!’
VASTNED AT A GLANCE STRATEGY PROPERTY PROFIT PEOPLE PLANET FINANCIAL STATEMENTSKEY FIGURES 2017-2021 CEO MESSAGE TRENDS
VASTNED ANNUAL REPORT 2021