LANDLORDS AS COMMUNITY BUILDERS: FROM GATEKEEPERS TO CURATORS
For many years, the role of landlords in retail was primarily focused on the fundamentals: securing tenants, managing leases, and ensuring steady rental income. Success was measured in occupancy levels and rent per square foot.
But the landscape is evolving. Today’s most forward-thinking landlords are no longer just providing space - they are stepping into the role of curators and community builders, shaping destinations that feel dynamic, relevant, and rooted in the communities they serve.
FROM TRANSACTION TO RELATIONSHIP
Traditionally, the landlord–tenant relationship was transactional, with engagement often centred on lease terms and renewals. In today’s climate, this isn’t enough. Consumers expect more from physical spaces, and retailers - particularly younger, digitally native brands - need support to test, trial, and scale.
This shift opens up an opportunity for landlords to act as partners: not only filling space, but cultivating ecosystems where brands can thrive, consumers can connect, and long-term value is created for all parties.
CURATORS OF CULTURE AND BRAND PIPELINES
Landlords now sit at the intersection of culture, commerce, and community. Instead of focusing only on established anchor tenants, the most progressive are experimenting with brand pipelines: introducing early-stage labels, experiential activations, and short-term pop-ups that often evolve into tomorrow’s flagship tenants.
In many ways, this mirrors the evolution of the great department stores. Selfridges, Harrods, and Liberty have long understood that their role is not simply to rent out concessions, but to curate a mix of brands, experiences, and cultural moments that make the store a destination in itself.
Property portfolios today face a similar opportunity - to operate like open-air department stores. By blending international names with independents, layering in food, culture, and events, landlords can create destinations that surprise and delight, driving repeat visits and long-term loyalty.
CASE STUDIES IN ACTION
Value Retail has pioneered this approach at Bicester Village, creating a curated discovery programme where emerging and international brands are introduced through limited-time formats.
This keeps the mix fresh, allows consumers to encounter something new on each visit, and positions the estate as more than a retail destination - it becomes a cultural and leisure hub.
In Marylebone, Howard de Walden has focused on placemaking at a neighbourhood scale. By carefully curating a mix of independent boutiques, food, wellness, and cultural experiences, they’ve fostered a sense of community that extends beyond shopping. The result is a high street that feels personal, distinctive, and deeply connected to the area’s identity.
St James Quarter has redefined what a city-centre retail destination can be by combining global brands with local independents, restaurants, leisure, and events. Their strategy puts experience at the heart, creating a multi-purpose hub that attracts both residents and tourists, while continuously refreshing the offer through flexible space for pop-ups and activations.
BUILDING TRUST THROUGH COMMUNITY
Communities are built on more than square footage - they come to life through shared stories, experiences, and values.
Increasingly, landlords are playing an active role in creating these connections by:
- Hosting events that bring people together.
- Supporting small businesses through affordable, flexible formats.
- Blending global names with independents, cultural activations, and food experiences.
Example - Grosvenor (Liverpool ONE): Grosvenor has turned Liverpool ONE into more than a shopping centre by embedding cultural programmes, working with local creatives, and positioning the estate as a civic hub. It attracts visitors not only to shop, but to experience and participate.
WHY THIS MATTERS
Consumers no longer see retail purely as a necessity - they see it as a choice. They decide where to spend their time and money based on how spaces make them feel. By stepping into the role of curator and community builder, landlords can transform empty units into destinations of discovery, loyalty, and connection.
The value of real estate is increasingly measured not just in rent per square foot, but in cultural capital, consumer engagement, and long-term brand relationships.
THE ROAD AHEAD
This reimagined role doesn’t happen overnight. It requires landlords to:
- Invest in digital tools that simplify short-term leasing and capture performance data.
- Work with partners and operators who can bring in diverse brands and activations.
- Adopt a curator’s mindset, ensuring spaces feel dynamic, purposeful, and relevant.
Those who embrace this shift will be well-positioned to thrive in the future of retail. Those who remain tied to purely transactional models risk falling behind in an increasingly competitive landscape.
Because at its core, the future of retail is about more than leases and footfall - it’s about community, belonging, and the experiences that bring people together.