PROPERTY MANAGEMENT COMPANY

index

03050610121422

history

profile

the company

main references

new projects

services

case history

26282931323536

awards

international events

press review

clients

retailers

contacts

partners

www.svicom.com

Every day we deal with owners, developers, investors, retailers, consultants. We constantly provide not only professionalism and experience, but also commitment and passion that are out of the ordinary. Those who know us know...we work harder.

FABIo porreCA

history

Founded by Fabio Porreca in 1996, Svicom is an inde-pendent consulting company, leader in Italy in the real estate sector, specialized in retail in general and in shopping cen-tres in particular.Over all these years, Svicom has enjoyed constant growth in terms of organization, skills, turnover, reputation and cred-ibility in a frantically developing market.Thanks to its strong estate and liquid assets, Svicom guarantees safety and stability to all its clients and employees.With more than one hundred centres assessed, managed and leased and a skilled and

motivated team, Svicom is a dy-namic and versatile company, perfectly fi tted in the real estate scenarios, able to offer constant evidence of the experience ac-quired and the important results achieved.Svicom ensures a global stra-tegic overview of the projects entrusted from start to fi nish, in a close cooperation with its cli-ents, with whom it shares objec-tives and strategies.“Through our highly experi-enced team, we offer special-ized and tailored services to our clients to meet all their specifi c needs”.

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we work harderwe work

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www.svicom.com

profi le

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Born in 1969 at Fabriano (AN), after classical studies, Fabio Porreca graduates in Business Administration with Honors at the Bocconi University of Milan. Subsequently he obtains the qualifi cation as a chartered ac-countant. In 1996 he attends a one-year specialization course in Shopping Centre Manage-ment at the College of Estate Management at Reading Uni-versity (UK). Still in 1996, at age 26, he estab-lishes Sviluppo Commerciale after carrying out experience on the fi eld in important shopping centres and national retail com-panies. In 1997 he opens up the Mongolfi era Shopping Centre in

Foggia as its director, being the youngest shopping centre man-ager in Italy. In 1998 he leaves that role to concentrate on the manage-ment of Sviluppo Commerciale that opens up its second shop-ping centre. He is a member of the Board of Directors of CNCC, the Italian National Council of Shopping Centres. He is also Vice-presi-dent of the Confcommercio (as-sociation of main Italian retail-ers) and a Board Member of the Chamber of Commerce of Fog-gia. Married since 2002 with a theatre manager, he is the proud father of three wonderful chil-dren.

Fabio Porreca CEO

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An independent and constantly growing company

turn

over

Day by day Svicom tries to face and win the challenges pre-sented to it; therefore it looks at the future with renewed op-timism, the optimism of who believes in their own work and commits harder to achieve the result.

It’s 15 years since we have been an ideal partner, extremely competitive on the economic front and able to develop effectively the projects entrusted to us.

www.svicom.com

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the company

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A factory that produces quality services

Ours is an organization with a con-solidated team, characterized by reliable and motivated peo-ple strongly identified in the company mission. Continuous updates, complete preparation and company tours abroad allow us to widen our horizons and have a more and more international vision.

Thanks to a staff of more than 100 qualified professionals, Svicom constantly helps its Clients to optimise the performance of Shopping Centres and Retail Parks entrusted to it, through the best management of the efficiency/quality trade-off.

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proj

ects

Svicom is an important player in the leasing and shopping centres management, in the property management, in the re-tail real estate industry. With its own clients Svicom shares objectives and strategies always providing all its own profes-sionalism and experience.

An organization oriented to its core business

As main actors we have contributed to the de-velopment and success of several important shopping centre projects in Italy and abroad.

www.svicom.com

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the company

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Barimax Shopping VillageBArI (Italy)GLA 21.954

MongolfieraShopping CentreBArI SAntA CAterInA (Italy)GLA 26.723

Antica FornaceShopping CentreLuCerA (Italy)GLA 4.000

MongolfieraShopping CentreBArLettA (Italy)GLA 17.407

My LodiShopping CentreLoDI (Italy)GLA 10.500

MongolfieraShopping CentreFoGGIA (Italy)GLA 31.654

Multifunction Centre Le torri GIoIA DeL CoLLe (Italy)GLA 5.000

Aurelia AnticaShopping Center GroSSeto (Italy)GLA 16.000

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MongolfieraShopping CentretArAnto (Italy)GLA 32.900

BaribluShopping CentretrIGGIAno (Italy)GLA 34.000

MongolfieraShopping CentreBArI JApIGIA (Italy)GLA 24.456

Gran Shopping MongolfieraShopping CentreMoLFettA (Italy)GLA 35.000

Meraville Retail Park BoLoGnA (Italy)GLA 46.079

MongolfieraShopping CentreAnDrIA (Italy)GLA 29.920

GaleriaShopping CentretIrAnA (Albania)GLA 5.000

MongolfieraShopping CentreLeCCe (Italy)GLA 25.600

Dima ShoppingEmilia Levante Shopping CentreBoLoGnA (Italy)GLA 8.100

San SistoRetail Park S. ROCCO AL PORTO (Italy)GLA 8.278

main references

new projects Cleopatra MallCAIro (Egypt)

Varna TowersVARnA (Bulgaria)

TzumSoFIA (Bulgaria)

Monopolis Lifestyle CenterMonopoLI (Italy)

universo CentreSILVI MARInA (Italy)

Piceno Retail ParkASCoLI pICeno (Italy)

Stara Zagora Park Mall StArA ZAGorA (Bulgaria)

Multifunction Centre LecceLeCCe (Italy)

THE ARCHITECTURE AWARD (RETAIL)

EGYPT

Cleopatra Mallby Design International

THE ARCHITECTURE AWARD (RETAIL)

ARABIA

Cleopatra Mallby Design International

BEST RETAIL DEVELOPMENT

EGYPT

Cleopatra Mallby Cleopatra Group

SHAREHOLDING PARTNER OF

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/ leasing / administration / legal assistance / marketing / te

chnica

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valua

tion analysis

/ credit recovery / property man

agem

ent /

pilo

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opping centres management client

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Consulting

Leasing

Property management

Shopping centres management

Pilotage

Technical and administrative assistance

services

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Svicom carries assessments, analysis and studies on real estate for own clients.

It joins real estate promoters since the beginning of the project carrying out as-sessment on technical and administrative feasibility, on risks, analysing the context within which the shopping centre will be placed, the potential reference market and the competition. It supports the big institutional investors in their strategic choices through conve-nience and opportunity advices that lead to the fi nal choice in the investment.

WE HAVE BEEn GIVInG IMPULSE FOR YEARS TO THE PROJECTS OF THOSE WHO RELY On OUR reAL eStAte ConSuLtInG AnD RETAIL SERVICES.

ASSeSSMentS, AnALYSIS AnD StuDIeS on reAL ESTATE / DUE DILIGenCe

FeASIBILItY StuDIeS

ConCept OF THE SHOPPInG Centre proJeCt

ASSeSSMent OF InVESTIMEnT

Consulting

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services

Svicom follows leasing activity in all its phases: from the feasibility assessment, to the concept and layout analysis, to the identifi cation of merchandising mix on which the growth and development potential of the project depends. It makes the most to guarantee highest profi tability to the owners through the se-lection of reliable and qualifi ed tenants, the negotiation and the signing of con-tracts, the pilotage activity management and the perfectioning of administrative procedures for the opening of shops.

StuDY AnD AnALYSIS OF THE PROJECT ConCept

IDentIFICAtIon OF MERCHAnDISInG MIX

LeASInG

neGotIAtIon, ContrACtuALISAtIon AnD ACTIVATIOn OF ADMInISTRATIVE proCeDureS

Leasing

FOR EVERY PROJECT WE prepAre AnD IMpLeMent A SERIES OF ACTIVITIES AIMED AT An OPTIMAL LEASInG ACTIVITY.

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www.svicom.com

Propertymanagement

Svicom follows the life cycle of the shop-ping centre, ensuring the good trend of the estate asset and planning the expan-sion and refurbishment projects suitable to guarantee such objective over time. For this purpose it assists the clients - landlords, through a team specialised in providing services of property lease management, management of the shop-ping centre and service charges, credit management and collection, with some fi ve internal lawyers, re-leasing of vacan-cies, management of relationship with the tenants.

EXPERIEnCE In THE SECTOR AnD KnOWLEDGE OF PROPERTY AnD FInAnCe proBLeMS enABLe uS to IMpLeMent SuCCeSS StrAteGIeS For QuALIFIeD propertY InVESTMEnTS.

THE PROPERTY MAnAGer IS THE KEY FIGure In our ORGAnIZATIOn. HE HAS THE WHOLE VISIOn OF EVERY MAnAGeD proJeCt AnD IS ABLe TO FInD RIGHT SoLutIonS AnD StrAteGIeS to propoSe TO OWnERS

services

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In EVERY BUILDInG MAnAGED A STAFF OF PROFESSIOnALS WORKS In A COnTInUOUS SYnERGY WITH THE HEAD OFFICE TO GUARAnTEE THE BEST PERFORMAnCE TO THE CEnTRE / RETAIL PARK.

Shopping centre management

Owners can fi nd in Svicom an expert and reliable partner able to ensure an op-timal management of the shopping cen-tre through organised and experienced individuals qualifi ed in management, co-ordination and control; property man-agement; marketing; transactions and legal procedures; economic and fi nan-cial administration; reporting and analysis of shopping centre’s and single tenants’ trends. The daily challenge is to fi nd the best bal-ance possible between the employment of resources in the shopping centre de-velopment and the need for cost saving strategies.

propertY MAnAGeMent

CoorDInAtIon AnD ControL ACTIVITY

MArKetInG MAnAGeMent

TECHnICAL AnD MAIntenAnCe MAnAGeMent

velopment and the need for cost saving velopment and the need for cost saving strategies. velopment and the need for cost saving strategies. velopment and the need for cost saving strategies. strategies. strategies. strategies. strategies. strategies. strategies.

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www.svicom.comwww.svicom.com

Pilotage

Svicom carries out the technical assis-tance activity, on behalf of the centre’s owner, supporting the tenants in the opening of shops, both in the startup phase of the centre and also in the case of vacancy re-leasing. Therefore it’s responsible of the coordina-tion of the tenants’ technical needs com-patibly with centre reference and specifi -cation standards.It therefore ensures the pilotage for the building in respect of the technical and safety specifi cations of property and all the current regulations, completing the smooth and harmonic implementation of the fi nal fi tting of shops.

WE GUARAnTEE QUALITY, IMAGE AnD SECURITY TO RETAILERS FROM THE BEGInnInG UnTIL THE OPEnInG OF THE SHOPS.

GuArAntee oF reSpeCt oF TECHnICAL AnD ARCHITECTURAL SpeCIFICAtIonS For THE BUILDInG

CoLLeCtIon oF FIttInG proJeCtS

REVIEW AnD APPROVAL OF proJeCtS In AGREEMEnT WITH OWnERS

TECHnICAL ASSIStAnCe In WORKInG YARD

services

Technical and administrative assistance

Through a global vision of the initiative, Svicom is able to generate added value compared with the fragmented manage-ment of all the competences necessary to complete a project, facing the specific phases of the intervention organically. In this way, Svicom is able to offer specif-ic and targeted consulting services in the retail business preparatory phase profes-sionally joining constructors, promoters, private and public investors, LOD com-panies, real estate companies and funds.

ADMInISTRATIVE ASSISTAnCE WITH ISSue oF retAIL AUTHORIZATIOnS (regulation feasibility, relationships with local administrations, assistance to the promoter’s project managers for the preparation of technical material to enclose, etc.)

ASSeSSMent OF EnVIROnMEnTAL, ACouStIC, ATMOSPHERIC, GeoLoGICAL IMpACt

ASSeSSMent oF SoCIAL - eConoMIC IMpACt, on roAD SYSteM AnD trAnSport

FeASIBILItY StuDIeS oF retAIL reAL eStAte InTERVEnTIOnS

MArKet AnD CoMpetItIon RESEARCHES

GeoMArKetInG AnALYSIS

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Cleopatra Mall, promoted and developed by the owner Cleopatra Group (Egypt), aims to become the benchmark centre for shopping and entertainment in Egypt. Located in 6th October City, the largest residential expansion of Cairo, near the Giza Pyramids, this massive center will har-moniously combine architecture inspired by the splendor of the past with the modern design. The innovative project will be the fi rst shopping and entertain-ment centre open 24 hours a day. It will be inaugurated in 2012 and it will include a 5,000 sq. m. artifi cial lake that will hold aquatic shows, a luxury area, a fi ve-star hotel, offi ces, a spa, a nightclub, a cinema complex (with the fi rst 4D in the Country), a daycare centre, a mosque and a wide selection of fi ne dining restaurants, gastronomy shops and lake-view cafes. The 350,000 sq. m. project is expected to receive eigh-teen million guests in its fi rst year of operation.

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case history

Property assessment We traveled to Egypt and north-Africa to well assess the local market, analyzing the culture, tastes and needs of the target customers and then we focused on the Cleopatra Mall project development. We have checked several times, through repeated surveys, the potential of the centreís develop-ment area on the basis of com-petition in order to assess the actual opportunity of investment for the real estate property.

Concept development After a signifi cant market analysis, we tried to plan the best retail concept for the customers of Cleopatra Mall. This concept was developed in order to create a retail shopping destination, unique among the other retail malls in Egypt. The complete concept was bro-ken up into several focused retail areas, structured to increase the fl ow of traffi c and provide a com-prehensive retail environment.

Layout, fl oors and zones We defi ned the total project layout with careful identifi cation of merchandising mix, planning heterogeneous areas over more fl oors. Every single fl oor presents medium areas, various size units, zones and kiosks in keeping with the merchandise foreseen for each area.

Assessment and analysis of tenant mix The tenant mix setup is neces-sarily based on the total retail concept planned for the project and the assessment of place-ment into the local reference market. We have therefore envisaged a series of property alternatives and options for each single unit planned envisaging presence of international, national or local tenants who will decide to open up directly or through franchising operations.

Leasing and negotiation Defi ned the merchandising and business plan a complete search starts for international, national and local tenants interested in opening shops in the Cleopatra Mall. Deals are being selected and defi ned with the best business partners that can ensure the presence of important brands in the shopping centre for the fi nal success of the project leasing.

consulting and leasing

AZIONISTA DI

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shopping centre management

mall advertising campaigns

A charity initiative organized by Andria Mongolfiera Shopping Centre helped to reinforce the shopping centre’s re-lationship with the region’s shoppers and to raise money for an excellent cause. The shopping centre, one of the longest-serving centres in Svicom’s portfolio, the shop-ping centre and active for 10 years, decided early in 2010 to consolidate its reputation as an active sponsor of social initiatives in the area. The result was a charity event raising money for St. Han-nibal of France Oratory, al-

lowing the religious order to fit a new kitchen for its good works. However, this wasn’t a simple fund-raiser, but a fun event allowing Italian ‘mammas’ to showcase their talents: invit-ed to tell their video recipes, a judging panel picked the best from 400 entries collected not only from the local catch-ment area, but also from far-ther cities. The winner was announced on Mothers’ Day.

www.svicom.com

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case history

shopping centre management

Svicom has already reached the hearts and minds of its consumers in some of its centres with some ingenious events. A “guerrilla marketing” initiative in its Gran Shop-ping Mongolfi era Mall in Molfetta brought in new consumers and created a

For Mongolfi era Shopping Centre of Lecce, Svicom team thought about an am-bient marketing activity to enhance its brands, giving them visibility in occasion of the launch of new collections. the objective was to be no-ticed thinking of a way that escapes the conventional communication rules. What better location, for a spec-

tacular communication, if not the heart of one of the most beautiful Italian cities and main catchment areas of the mall? Lecce and its people were the elements that gave life to the idea. Therefore a morning in Autumn, the City woke up with seven objects apparently left by a good gi-ant: 7 huge sculptures, repre-senting each a merchandis-ing category (pullover, shoe, perfume, can, little cup, ipod, bag),personalized with the brand of the shopping cen-tre and the brands present in the gallery. An impact way to communicate the retail of-fer, involving the target to be

buzz on social networks throughout the region. Hun-dreds of realistic mannequins wearing clothes available in the mall were positioned, one night, everywhere creat-ing a real “event” in the cities. It brought in new shoppers attracted by the clothes on the dummies and curious to fi nd out more about the mall. Moreover, encouraging peo-ple to take photos of them-selves with the fi gures, in ex-change for a free ice-cream in the shopping centre, an-other interesting result of this initiative was a wave of

tagged images and a lively Internet presence, with an almost viral effect.

protagonist of a tv commercial in a second phase and play rigorously in dialect of Salento! The target answered to the initiative positively taking part in crowds and going back then into the shopping centre to watch themselves again. An activity caried out outside the mall that brought people into the mall, but above all that got itself talked about.

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www.svicom.com

ICSC SOLAL MARKETInG AWARDS 2010fi nalist with three projects

ICSC SOLAL MARKETInG AWARDS 2011fi nalist with three projects, two of those awarded with the Solal Silver Award

DIFFERENZIAMOCI

THE LARGEST MUSSELS PEPPER DISH IN THE WORLD

INCONTRI (POCO)SCONTATI

MAXXISCULPTURES

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awards

CNCC ITALY AWARDS 2009 Award for the project in support of the environment “Differenciamoci” (MonGoLFIerA

SHOPPInG CEnTRES)

Award for the Guinness World Record “The largest mussels pepper dish in the world” (MonGoLFIerA tArAnto)

Merit for the repositioning campaign “Vivi il Centro da Protagonista” (BArIBLu)

CNCC ITALY AWARDS 2008 Merit for the launch and the opening of the shopping centre (MonGoLFIerA tArAnto)

CNCC ITALY AWARDS 2007 Finalist for the social initiative “Facce da Mongolfiera” (MonGoLFIerA BArI SAntA

CAterInA AnD JApIGIA)

CNCC ITALY AWARDS 2006 Merit for the social initiative “Festa della Pace” (MonGoLFIerA

BArI JApIGIA)

CNCC ITALY AWARDS 2010 Award for the advertising campaign in support of sales “Incontri (poco) scontati” (GRAn SHOPPInG

MonGoLFIerA MoLFettA)

Merit for charitable initiative “Yummy mummy!” (MonGoLFIerA AnDrIA)

Strategic Marketing for the success of our malls

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international events

The international market for retail real estate

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press review

taken a step forward: we have Bulgaria,Albania and Egypt in particular in our sightswith the prestigious Cleopatra Mall project.”The shift to a leaner and better business hasbeen achieved in all sorts of ways, as Mr.Porreca reveals. Its been of particular impor-tance to the company to focus on its key stake-holders, from retailers to consumers, to notonly cement trust but to keep ahead of thecompetition. One key element of this strategyhas involved a focus on new technology to

achieve better working relationships all round.Mr. Porreca also stresses that fitter doesn’thave to mean smaller.“Themost important decisionwemade duringthese difficult years was investing rather thancutting. This, of course, was made possiblethanks to the economic and financial stabilitythat we enjoy.We have invested in strengthen-ing the organisation through a quantitativeandqualitative growthof our human resourcesthrough training in specialised courses andstudy tours; in information technology throughthe implementation of a new propertymanagement software; in quality, through theestablishment of a quality department thatallowed us to obtain ISO 9001 certification.”Aspects such as awillingness to embrace tech-nology, and an acute awareness of the interna-tional language of certification, has helpedSVICOM Sviluppo Commerciale complete themove to becoming a major global player thisyear. Unlike some of their Italian competitors,whohave limited themselves toexpanding justa few hundred kilometres beyond Italy’sborders, Mr. Porreca and his team haveembraced the challenge offered by a handfulof key emerging markets in the shape ofBulgaria, Albania and Egypt. This latter territo-ry, where SVICOM Sviluppo Commerciale isleasing the Cleopatra Mall, presents someexciting opportunities for the internationalteam working on the scheme. OwnersCleopatra Group (Egypt) have engaged thetalents of architects Design International (UK)for the 350,000 sq m project. Its leasingcompany, DI Leasing Ltd., is a joint ventureheld by Design International (UK), SVICOMSviluppo Commerciale andMulticapital (MA).“Although Italy remains our primary geograph-ic area, we place great emphasis on interna-tionalisation which allows us to grow andabove all have a global vision,” Mr. Porrecaunderlines. “It gives us an access to the best

practices at an international level to take thebest of what the market offers, to get to knowa larger number of leading players whetherthey are tenants, developers, consultants. InEgypt, through DI Leasing Ltd - in whichwe areshareholders, alongwithDesign International -we are commercialising the Cleopatra Mall, ashopping centre with more than 100,000square meters GLA, which has just won twoprestigious Arabian Property Awards as BestRetail Development and Best Project Design ofthe Year.”Cleopatra Mall aims to become the bench-mark mixed-used shopping and entertain-ment site in Egypt with a raft of innovativesolutions. Located in 6th October City, thebiggest residential growth area in Cairo - near

Trying to look for positive outcomes from theglobal economic downturn has taxed even thefinest economists and analysts of late. In Italy,as across the rest of Europe, the fallout hasbeen harsh. Yet despite the irreparabledamage suffered by the financial markets, thepicture for real estate is quite different. Itscyclical nature means that recovery, no matterhowslow, is takinghold; andevenmore impor-tantly, the companies still standing this side ofthe crisis are all winners in their own way.

SVICOM Sviluppo Commerciale, the Italian-based shopping centre consultant andmanag-er, is one such business. As CEO Fabio Porrecaexplains, they haven’t merely survived thedownturn, buthaveemerged fitter thanbefore.“We’re regarding the end of 2010 with well-founded optimism, the optimism of those whoare conscious of having performed well, afterexiting from a period of economic weakness ina stronger position than before,” he explains.“In the markets, one can breathe a positive air

again; not an irrational and often unfoundedenthusiasm, but a rational confidence inmarket recovery. For SVICOM SviluppoCommerciale, 2010 was the year in which wecompleted our reorganisation; consolidatedour presence in the Italian market; and carriedout a rebrandingwhich shouldmakeour brandclearer and more understandable in a globalmarket. It’s also been the year in which ourorganisation’s quality has been certified, andinwhichourplans for internationalisationhave

Retail / Management and consultancy

Local championswith a global vision

Established in 1996, SVICOM Sviluppo Commerciale is one of the leading consultancycompanies operating in Italy in the real estate industry, specialising in retail in generaland in shopping centres in particular. With more than a hundred projects managed andleased over about 15 years of activity, and a skilled and motivated team, CEO FabioPorreca explains why they are one of Italy’s winners despite the recent downturn, andexplains their bold moves abroad with activities in Bulgaria, Albania and Egypt too

advertorial

The Cleopatra Mall, Cairo

Galeria ETC, Tirana

REurope Number 70 - November 2010 5352 REurope Number 70 - November 2010

Innovation, efficiency and fast reaction times are the key responses of Fabio Porreca, CEO of Sviluppo Commerciale, to the market's requests. Professionalism and competence have become indispensable qualities...

Sviluppo Commerciale

Today, in a tense moment for the market, the most attentive andcapable operators are looking for new and more efficient solu-tions to affront the situation. In the real estate sector, the bestresponse for property management companies surely lies in theactive management of their assets, an approach which tries tokeep the values of investments high through innovative and effi-cient strategies which are subject to an attentive and deepanalysis of the market for shopping centres, from both a tenantand consumer point of view.

One company which is making a name for itself in this area isSviluppo Commerciale, one of Italy’s leading companies in thesector of retail real estate, as Fabio Porreca, CEO of the business,explains in an exclusive interview. Independence, determinationand competence are all hallmarks of Sviluppo Commerciale,which has been partnering owners of shopping centres for morethan 13 years with its leasing and property management services.A strongly performing business, with a low turnover in terms ofpersonnel, this factor guarantees the company’s retention of the

Focus OnRE RETAIL - November 2009 5554 RE RETAIL - November 2009

Eyes of Tirana – an imposing building, 85 metres high, with a strong architectural impact destined for retail, bars,restaurants, offices and residential. Its location is exceptional: at the “centre of the centre” of Tirana in PiazzaSkanderberg

Monopolis – one of the first and most important Lifestyle Shopping Centre projects in Italy, its a veritable citadel forshopping and free time with a wide-ranging and complete offer (anchor stores, food centres, shops and services, gamesand entertainment areas and much more) in a wholly innovative format

Active managment is retail’s selling point

DALLEAZIENDE

Dopo ogni crisi si generano nuovi equi-libri. Anche questa volta sarà così. Do-po due anni che hanno messo a duraprova il mercato del retail real estate,ora si inizia a vedere una seppur lentaripartenza. Il livello di fiducia degli sta-keholders è tornato a crescere e si guar-da al futuro con rinnovato ottimismo.Sul versante dei consultants, il nostrospecifico settore, i fattori critici di suc-cesso saranno sempre più: la capacità digenerare valore aggiunto; l’integrazionetra una reale conoscenza del territorioed una profonda comprensione delletendenze del mercato a livello interna-zionale; l’efficienza in termini di conte-nimento dei costi di gestione; la specia-lizzazione e l’indipendenza; la capacitàdi adattamento della propria organizza-zione agli specifici bisogni del cliente.Dal canto nostro come Sviluppo Com-merciale abbiamo operato nel corso del2009 una radicale riorganizzazioneaziendale, al fine di fronteggiare meglioi cambiamenti in corso ed essere prontiad esercitare un ruolo da protagonistinella nuova scena del retail real estate.Abbiamo progettato ed implementatouna nuova struttura organizzativa chefa perno sulla figura dei Property Ma-nager, responsabili del progetto e refe-renti del cliente. A supporto dei PM visono i singoli dipartimenti che svolgo-no funzioni chiave per il conseguimen-to di performance ottimali. In partico-lare abbiamo: rafforzato il dipartimentoLegal e Credit Recovery che può conta-re, unico caso nel nostro settore in Ita-lia, su 5 avvocati interni; sviluppato ildipartimento Leasing in termini di ri-sorse, qualità e produttività; puntatomolto sul marketing, con risultati og-gettivi come dimostrato dai 3 premi na-zionali assegnati a Sviluppo Commer-ciale al CNCC ITALY AWARDS 2009.Sappiamo bene che prevarrà chi saprà

allo stesso tempo ricercare ed attrarrenei propri centri nuovi tenants,brands e format di livello internazio-nale, ma anche selezionare ed inserirela parte più qualificata dell’offerta delmercato locale.Noi di Sviluppo Commerciale faccia-mo da sempre dell’integrazione tra lapresenza dei tenants più qualificatidel settore e la migliore espressionedell’offerta del territorio una nostramission. Nati nel 1996 da un’espe-rienza locale, abbiamo sin dall’inizioapprofondito la conoscenza delle ten-denze del mercato dei centri commer-ciali a livello internazionale. Attual-mente siamo nel pieno di un proces-so di internazionalizzazione che civede coinvolti su diversi fronti: condue centri gestiti e altri due progettiin commercializzazione abbiamo or-mai consolidato la nostra presenza inAlbania. Nel 2009 abbiamo avviatol’attività di leasing e property mana-gement di alcuni progetti in Bulgariaattraverso la partnership strategica

con il gruppo bulgaro Iris Trade Pro-perty Management.Ma il lavoro di maggiore prestigio chestiamo seguendo a livello internazionaleè senz’altro il Cleopatra Mall al Cairo inEgitto: un centro commerciale mixed-use, con oltre 300 unità distribuite su100.000 mq di GLA. Un progetto in-novativo, caratterizzato da un merchan-dise e tenants mix targettizzato e artico-lato per aree omogenee e con un freshfood market di 4.000 mq, un’ampia lu-xury zone, una forte componente di fi-ne dining, leisure e entertainment. Il piùimportante sviluppo immobiliare inNord Africa con un bacino di 18 milio-ni di abitanti. In questo progetto Svi-luppo commerciale è shareholder e par-tner strategico di D.I. Leasing, nellacommercializzazione del Mall.

Lo sguardo oltreconfine

Il Cleopatra Mall – Cairo (Egitto)

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13 - Maggio 2010

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Dopo ogni crisi si generano sem-pre nuovi equilibri. Anche questa volta sarà così. Dopo

due anni che hanno messo a dura pro-va il mercato del retail real estate, si comincia a vedere una ripresa, seppur lenta. Il livello di fiducia degli stake-holder è tornato a crescere e si guarda al futuro con rinnovato ottimismo.Certo, il mercato non è, e non sarà più, quello che ricordiamo prima del 2008, caratterizzato da diversi ele-menti di distorsione e irrazionalità: prezzi troppo alti, yield troppo bas-si rispetto al reale valore del prodot-to, situazioni diffuse di over-renting, politiche di sviluppo con logiche di breve periodo. Prevediamo rilevanti cambiamenti che riguarderanno tut-ta la filiera dei centri commerciali: in-vestitori, società attive nella gestione di beni immobiliari commerciali, pro-motori, insegne, consulenti.

sPECiAliZZAZioNE E PERsoNAliZZAZioNENel primo caso (versante “investment”) prevarranno operatori specializzati, più attenti ai fondamentali e alla qua-lità e orientati al lungo periodo attra-verso strategie di asset management non circoscritte a logiche meramente finanziarie. Assisteremo all’espulsio-ne di conduttori (insegne nelle galle-rie) inefficienti o marginali, al raffor-zamento delle catene e dei negozi più qualificati e affidabili, e all’ingresso nel mercato di nuovi marchi. Saranno pre-miati i centri nei quali le relazioni tra proprietà e gestione finanziaria del be-ne, da un lato, e tenants dall’altro, ri-sponderanno a logiche di partnership piuttosto che di contrapposizione.Sarà vincente l’attitudine a ricercare e implementare soluzioni creative e in-

novative in ogni aspetto dello svilup-po di un progetto: dal concept al ma-ster planning, dagli aspetti architetto-nici fino a quelli più specifici nella vi-ta del centro commerciale come com-mercializzazione degli spazi, marke-ting, direzione. Le attività legate al-la scelta del tenant mix si fonderanno sempre più su logiche basate su spe-cializzazione, tematizzazione e perso-nalizzazione. Si assisterà allo sviluppo di nuove for-mule all’interno delle gallerie, formu-le che già adesso si possono vedere in alcuni centri: dalle luxury zone all’in-tegrazione tra casual dining e fine di-ning; dalle gourmet e market hall a forme avanzate di strutture destinate all’intrattenimento e al tempo libero. Nei prossimi anni vedremo sem-pre più progetti a destinazione mista (commercio, uffici e residenziale), re-cuperi di aree urbane e riqualificazio-ne di edifici storici. Il tutto caratteriz-zato dalla massima attenzione alla so-stenibilità ambientale. Eire 2010 sarà un importante appun-tamento per verificare lo stato di salu-te del mercato.

Nel 2009 Sviluppo Commerciale è ra-dicalmente intervenuta sull’organiz-zazione aziendale, per fronteggia-re meglio i cambiamenti in corso. La nuova struttura organizzativa fa per-no sulla figura dei property manager, responsabili del progetto e referen-ti del cliente. A loro supporto vi so-no i singoli dipartimenti che svolgono funzioni chiave. In particolare, il Le-gal e Credit Recovery che può conta-re, unico caso italiano nel nostro set-tore, su 5 avvocati interni. È stato poi potenziato in termini di risorse, qua-lità e produttività anche l’ufficio Lea-sing. Nata nel 1996 da un’esperienza locale, Sviluppo Commerciale ha ap-profondito la conoscenza degli shop-ping centre a livello internazionale: con due centri gestiti e altri due pro-getti in commercializzazione, Svilup-po Commerciale ha ormai consolidato la sua presenza in Albania. Nel 2009 ha avviato l’attività di leasing e pro-perty management di alcuni progetti in Bulgaria attraverso la partnership strategica con il gruppo bulgaro Iris Trade Property Management.Il progetto di maggiore prestigio che sta seguendo a livello internaziona-le è senz’altro Cleopatra Mall al Cai-ro: un centro commerciale mixed-use, con oltre 300 unità distribuite su 100.000 mq di Gla. Questo progetto, il più importante sviluppo retail in Nord Africa con un mercato di 18 milioni di abitanti, sarà presentato nella cornice di Eire 2010 insieme a D.I. Leasing, società inca-ricata della commercializzazione del Mall, che fa parte di Gruppo Design International, e di cui Sviluppo com-merciale è azionista e partner strate-gico.

Fabio Porreca

I cambiamenti riguarderanno tutta la filiera

Fabio PorrecaCeo di Sviluppo Commerciale

02

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clients

...they have already chosen us to make their projects great:

We are the ideal partner that can give impulse to your ideas and projects.

We and our costumers are all going to wear the same jersey, we play on the same side.

DEGID’EUGENIO

BARGHI

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retailers

We believe that success will come to those schemes, those re-tailers and those stores that are capable of helping consumers enjoy the shopping experience - also a lifestyle experience - of-fering them a break from daily stress in a relaxing, pleasant and exciting environment, involving all the senses. This is the philosophy which our leasing and management style is based on and that characterises our style, giving us a key role in quick market evolution.

The “shoppingexperience”

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contacts

Fabio porrecaCeofabio.porreca@svicom.com

Roberto SantucciHEAD OF DEVELOPMEnT roberto.santucci@svicom.com

Rachele VigilanteHEAD OF PROPERTY rachele.vigilante@svicom.com

Corrado Di PaoloHEAD OF LEASInGcorrado.dipaolo@svicom.com

partners

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www.svicom.com

SVICOMIRISTRADEPROPERTY MANAGEMENT

Every day, Svicom provides quality services to its clients. We are a certified quality organization, Indeed, through our quality department, we are proud to have obtained from IQNet and its partner CISQ the international certifica-tion ISO 9001:2008 as quality management system for provision of devel-opment, leasing, shopping centre management and property management services in the retail real estate sector.

SvicomQuality Management System

ISO 9001:2008

via Manzoni, 1720121 Milantel. +39 02 720 081 26

via Nomentana, 29900162 Rometel. +39 06 84 155 41

viale degli Aviatori, 12671122 Foggiatel. + 39 0881 65 94 11fax + 39 0881 65 94 90

info@svicom.com

www.svicom.com

ConsiglioNazionale deiCentri Commercialimember of

ISO 9001:2008