20 September
Maxim Karbasnikoff spoke at the NatMall 2022 conference
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On September 20 -22, NatMall Expo 2022, a retail real estate and retail conference, was held in Moscow. During these three days of the conference, industry experts were looking for answers to questions and challenges that have come to the fore in light of recent events: how developers and retailers can quickly change strategy, adapt to changes, maintain and increase business.

On September 20, Maxim Karbasnikoff, Director of property management at ADG group, spoke at the panel discussion “Successful shopping center: from a commercial idea to the effectiveness of the marketing strategies”. Based on the example of the neighbourhood centers’ chain “Mesto vstrechi” (“The meeting place”), Maxim Karbasnikoff shared his ideas on how to build relationships with business partners in turbulent times and why the role of a management company is now much more important than just providing space for rent.

In his opinion, the commercial real estate market has been greatly transformed over the past five years. The nature of interaction with business partners has also changed - relationships based solely on transactions (the tenant pays the landlord) are now in the past. “The modern approach implies the involvement of the landlord into the business of his partners and their constant support. This is the approach we take at ADG group. Today we are becoming a marketing agency for our tenants in order to increase their turnover and grow with them,” said Maxim Karbasnikoff.

Other participants of the discussion were: Dmitry Razzhevaikin, Director of Asset Management at Hines, Vsevolod Degterev, Head of the Portfolio of Auchan shopping galleries, hypermarket and supermarket NHOOD (Russia), Dmitry Revin, Chairman of the Union of Retail Real Estate Developers of the Republic of Kazakhstan, founder and co-owner of lifestyle malls Aport (Kazakhstan), and Anton Reutov, commercial real estate expert. During the discussion, the speakers exchanged their views on the development of the commercial real estate market in Russia and other countries. Concluding the session, the participants agreed that now the support of tenants by the landlord is a key success factor in the development of the business and its profitability.

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About the project

We reconstruct over 30 soviet movie theatres in densely populated urban areas of Moscow, transforming them into modern neighbourhood centres — the meeting places for business and customers. We aim at creating a comfortable environment with qualitative shopping and leisure opportunities at the doorstep of 10 million Muscovites, living in between of the Third Ring Road and Moscow Ring Road.