3Generations examined
20Major shopping centres in the tenant-mix comparison
Beyond the shopping trip
Entertainment and supplementary education are two expanding categories within shopping centres. The research considers how different generations use these services and how demographic change affects the offer.
A changing mix
The study compares ten major Moscow centres and ten in St Petersburg. Between late 2021 and the second quarter of 2026, entertainment increased its share of occupied space from 13% to 14% in the Moscow sample and from 9% to 10% in St Petersburg.
Different audiences, different offers
The research connects visitor preferences with leasing and development strategy. Educational courses, creative activities and leisure operators broaden the reasons to visit, making the relationship between audience and tenant mix increasingly relevant.