MIPIM 2024: Navigating New Frontiers in Real Estate

Last week the curtains fell on the 33rd edition of MIPIM in Cannes. The real-estate mega event, a bellwether for the conference industry, welcomed 20,000 attendees and investors managing over EUR4 trillion of assets. Attendance at the event was down on previous years, with some delegates from the UK expressing concern at the optics of being on the Riviera, given the extent of the housing crisis back home. It was great to see that MIPIM had a strong sustainability and diversity focus, with more female speakers appearing across panels and steps taken to mitigate the environmental impact.

?EI’s analyst Matt Hines sifted through the agenda and post-show recaps to highlight what senior marketers said and the key talking points marketers targeting real estate development and investment should be aware of:

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Voices from the Marketing Vanguard at MIPIM:

Three marketing leaders spoke on the MIPIM agenda, each focusing on innovative new projects that are pushing the boundaries of construction. Each also looked beyond the bricks and mortar to shine a light on the transformational impact of real estate development, either cultural, environmental or societal.

Kiran Jay Haslam , Chief Marketing Officer at Diriyah Company delved into the transformative impact of the EUR57 billion ‘giga project’ to develop the city of Diriyah.

Mike Kazmierczak , CMO at Digital Energy, Schneider Electric spoke about their collaboration with JLL on reducing emissions, focusing attention on the need for an urgent industry pivot towards sustainability. This session shed light on the practical benefits of sustainability planning, from tenant retention to regulatory compliance, underscoring the financial viability of greener practices in real estate.

Clark Williams , Director of Marketing at NEOM, stole the show with a showcase of NEOM's Trojena development and ‘THE LINE’ cognitive city project, which is marketed as a revolution in urban living. This presented a vision of sustainability that goes beyond the environmental to include societal wellbeing, embodying the futuristic aspirations of the real estate industry.

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What were the top 5 talking points at MIPIM 24?

If you’re a marketer targeting real estate developers or investors, you’ll want to know what the hot topics were at MIPIM 24. Across the four days, these themes emerged that are set to define the future of real estate:

1.?????? Housing Crisis Solutions: From innovative housing models addressing the needs of divorcees to the embrace of co-living spaces, MIPIM showcased a range of solutions aimed at tackling the global housing crisis.

2.?????? The Great Reset in Building: With the recognition of a slowdown in construction, there's a concerted effort to plan meticulously for a future where sustainable and smart buildings become the norm.

3.?????? Cultural Capital: The link between culture and investment was highlighted, with cities rich in cultural assets seen as more attractive to investors. This connection emphasises the role of real estate in enhancing cultural vibrancy.

4.?????? Technological Transformation: The dialogue around artificial intelligence in architecture signifies a paradigm shift, where technology is poised to revolutionise how we conceptualise and construct spaces.

5.?????? NEOM: As a microcosm of future aspirations, NEOM's ambitious project underscored the scale of vision that the real estate industry is capable of pursuing, blending sustainability with innovation.

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MIPIM 2024 was not just about buildings; it was a forum for discussion on the future of living, working, and interacting within spaces. The event highlighted a collective drive towards a real estate industry that is more responsive, responsible, and reflective of the diverse needs of society.

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