Now in its 19th year, Expo Real returned to Munich last week with thousands of property and investment professionals networking on the conference floor to broker deals – testament to the positive sentiment and confidence underlying the property investment market in continental Europe – and a consensus of opinion that, despite Brexit, the UK market continues to offer attractive capital returns in the longer-term.
Indeed, nothing could slow down the speed at which delegates navigated the conference halls in search of brokering the next deal – not even a short-lived emergency evacuation of hall A2 could taint the excitement in the air.
Brexit and Donald Trump have clearly dominated the headlines of late and, for the most part, the discussions at Expo Real too, with many citing resilient investment inflows into both UK and continental European commercial property funds and pointing to the continued robustness of the occupational market. In fact, commentators at the event suggested that Trump may indeed be having an adverse effect on the U.S. market, and consequently giving Europe a leg up.
Logistics units in particular, which benefit from close proximity to large consumer markets, were in the spotlight as e-commerce businesses are set to offer even more bespoke and quicker delivery options for customers. Delegates were discussing how investors and developers must adapt their approach to meet the requirements of a sector undergoing radical change. If customers want purchases delivered in an hour, logistics units must sit at the edge of town or be strategically located with quick accessibility to several markets.
Innovation and urban development was also a key theme this year as investors, developers, city councils and occupiers agreed that there are cities across Europe with real potential to become incubator hubs for both established and emerging entrepreneurs. Marcus Fernhout, Executive Director of Cambridge Innovation Center (CIC), who spoke as a panellist at Property EU’s investor lounge insisted that locations with the right mix of money, ideas and talent would hold the most potential. The CIC, which provides flexible working spaces for entrepreneurs, has decided to set up its first European campus in Rotterdam – so the Dutch city seems to be the next tech hotspot to keep our eye on!
Having secured a suite of media interviews for client M&G Real Estate at Expo Real, Redwood was at the international industry event to manage media engagement and elevate profile on the international stage. With nearly a full page of coverage in Expo Real Daily News secured by the morning of Day 2, the campaign was in full swing, and journalists from all over continental Europe and the UK had the opportunity to meet spokespeople not readily available to interview in London.
The benefits of engaging with media at events such as Expo Real transcend the immediate coverage secured. It will ensure you are able to sustain your share of voice in core European media targets in both the mid and long term.
If you would like to discuss media engagement and international representation, please don’t hesitate to get in touch with one of the Redwood team.