From the dress adorned with 700 cupcakes to a kilt made of pasta, Zoe Ellis-Moore explains why an element of surprise made the JLL Food in Fashion event at MAPIC 2015 so memorable.
When we go shopping, we no longer go just to shop, we go to meet our friends and catch up. Online is great, but you don’t get that special face-to-face interaction, the chance to look around and see what people are doing, what they’re wearing.
And when we do catch up over lunch or a coffee, people whip out their phones and take pictures of their food. Ten years ago you would have thought they were crazy! Food has now become a vehicle of self-expression.
For JLL, it’s more important than ever to create retail spaces and environments that support this fundamental change in our relationship with food.
Working together with Coverpoint, the specialist food and beverage consultancy, we have an even greater understanding about changing consumer behaviour.
Indeed, food and beverage outlets have doubled the amount of floorspace they have taken in shopping centres in Europe over the last decade, reflecting this change.
So when developing our event for MAPIC, held at The Majestic Hotel in Cannes on 20 November 2015, we knew that we wanted to reflect the impact that food and drink is having on retail, and highlight the opportunities to our clients.