Alive and multifunctional, this is the future of shopping centers

 

Shopping centers are undergoing significant evolution. From simple consumption destinations, they are transforming into multifunctional ecosystems where commerce merges with leisure, services, and increasingly, principles of sustainability and urban innovation. This metamorphosis is essential to keep up with new urban lifestyles and to create a positive impact on the communities where we operate.

 

At Nhood, we believe that shopping centers can and should play an active role in transforming cities. This commitment is anchored in a Triple Positive Impact strategy – Planet, People, and Profit. We work to ensure that each project under our management is not only functional but also sustainable, community-oriented, and economically viable.

 

A clear example of this approach is the Alegro shopping centers, assets we manage that are pioneers in Portugal. From implementing inclusive initiatives, such as the Silent Hour for people with autism spectrum disorders, to using 100% renewable energy, Alegro illustrates how a shopping center can go far beyond shopping, becoming a complete destination that integrates leisure, well-being, and sustainability.

 

Diversity and authenticity as fundamental pillars

 

The idea of shopping centers as small “cities” is gaining strength. These spaces, like cities, must respond to a diverse range of daily needs. Thus, in addition to retail and usual services, shopping centers have been integrating new formats, such as local markets and pop-up stores, which – along with a greater focus on leisure and culture offerings, with events, exhibitions, and community initiatives – enrich the visitor experience.

 

Moreover, “future-ready” shopping centers are increasingly investing in complementary uses to retail: in the case of Alegro, we can already find, for example, coworking spaces or medical clinics, which facilitate the completion of multiple tasks in one place.

 

Sustainability is another essential pillar in this evolution. The BREEAM In-Use certification, which all Alegro shopping centers managed by Nhood hold, demonstrates a clear commitment to energy efficiency, resource management, and the creation of environmentally responsible spaces. An example of this is the solar parks installed in all assets, allowing us to meet approximately 40% of our needs. Additionally, the integration of consumption monitoring models and the investment in more efficient technology have allowed all Nhood assets to record significant reductions, particularly in natural gas.

 

Experience, centered on people

 

It is equally essential that shopping centers adapt to digitalization and changing consumption habits. This means investing in innovation to provide a differentiated experience. At Alegro, we have introduced solutions such as Color ADD, a system that facilitates color identification for colorblind people, E-Power services, which use solar energy to charge electric vehicles, and the installation of playgrounds with immersive AR (Augmented Reality) and VR (Virtual Reality) technologies.

 

Of course, we know that the concept of “experience” goes far beyond digitalization. Comfortable, practical, and attractive spaces, combined with programming that surprises visitors, are essential to strengthen the relationship with brands and territories.

 

In Nhood’s vision, shopping centers can and should operate as catalysts for inclusion and community interaction. From partnerships with local producers to organizing family events, shopping centers can play a transformative role in creating social value. At Christmas, for example, it is already a tradition for the ice musical presented at Alegro Alfragide to be a magical moment for many families and school communities, who do not go a year without visiting us.

 

Through active listening and co-creation with the community, we also understand that inclusion and accessibility must be for everyone. As such, we have created children’s spaces with equipment adapted for children with motor disabilities, opened our doors to our four-legged companions, and created the Silent Hour, aimed at people with autism spectrum disorders.

 

Culture and art have also always been at the center of Nhood’s mission, with a focus on partnerships with local artists who bring a unique and original vision of the communities into our spaces through their works. The different murals and installations that can be seen in all Alegro Shopping Centers or the commemorative photography exhibition of Alegro Setúbal’s 10th anniversary are examples of this. Also, to encourage reading and circularity, Alegro Montijo created a space for free book exchange, the Book Booth, an initiative created in partnership with one of our tenants.

 

The focus on soft mobility reinforces this role. In the case of Alegro, it is reflected in services such as E-Power, for charging electric vehicles with solar energy, and the BikePod, with free lockers for storing bicycles. Also noteworthy is the implementation of bike lanes to promote soft mobility to and from Alegro.

 

Recognition, the result of innovation

 

In the case of Alegro and, by extension, Nhood’s management, this path to bringing life and multiplying uses generates recognition from the market, peers, and consumers. In 2024, Alegro became the first shopping center brand to be distinguished with a Superbrands seal in Portugal, a recognition that placed the Alegro brand on the level of excellence brands in our country and which greatly honors the dozens of people who bring it to life every day.

 

The secret is to continue reimagining the function of these spaces, creating solutions that respond to people’s real needs. At Nhood, we are committed to leading this evolution, ensuring that each project is not only relevant for the present but also resilient for the future.

 

Shopping Centers: the “cities” of the future?

 

Today, shopping centers are much more than consumption places. Increasingly, they will continue to establish themselves as meeting points, with differentiated experiences and a focus on the community. Spaces where people not only live in the present moment but also find solutions for everyday challenges.

 

At Nhood, we believe this is the right direction: creating shopping centers that not only keep up with new lifestyles but also inspire a more positive and connected way of living. There is no doubt that Alegro’s future will involve innovation in services and creativity in implementing new experiences. All this, always with the aim of surprising visitors and generating that smile that is, literally, the face of the Alegro brand.

 

At the end of the day, the mission is to transform square meters into living and diverse spaces, balancing local characteristics and global trends. In other words, spaces where you live in the here and now.