The IQS Business Foundation organized at the IQS Auditorium the conference “Luxury, Experience and Emotion: The Extraordinary Evolution of The Bicester Collection”, delivered by Michael Goldenberg, Group Corporate Director of Value Retail and Managing Director of the company in Spain. The event was introduced by Dr. Salvador Borrós, General Director of IQS, who highlighted that La Roca Village is today “much more than a shopping destination”, and that it has established itself as an international benchmark combining tourism, territorial development and innovation in the creation of experiences.
IQS Hosts a Conference on Luxury, Experience and Emotion by Michael Goldenberg
Goldenberg opened his address by reviewing the origins of the Value Retail model, which trace back to the Two Rodeo Drive project in California, the forerunner of an architectural and experiential retail style that would later give rise to Bicester Village in the United Kingdom, and subsequently to expansions in European cities such as Barcelona, Paris, Madrid, Milan, Munich, Frankfurt, Brussels and Dublin. He also explained the entry into China, with projects such as Shanghai Village and Suzhou Village, following the natural evolution of luxury brands in that market.
During the conference, Goldenberg described the four pillars underpinning the The Bicester Collection experience:
- The real estate, with spaces designed to be memorable and tied to local architecture, such as the iconic buildings of La Roca Village.
- The retail, with 1,500 boutiques and 500 brands, combining global names, local talent and digitally native brands.
- The hospitality, developed with the École Hôtelière de Lausanne, adapting hotel standards to the retail environment.
- The experience curation, integrating quality gastronomy, art, gardens, VIC spaces and visual elements that heighten the visitor’s emotion.
Goldenberg stressed that, even in a context where online commerce is growing, the physical experience remains irreplaceable: after the pandemic, people “wanted to touch products again, enjoy the atmosphere and share moments”. For this reason, Value Retail has reinforced personalisation, events, gastronomy and spaces dedicated to its highest-value visitors.
The speaker also presented recent projects such as Belmont Park Village in New York, a hybrid concept that brings together retail, sport and entertainment alongside the UBS Arena, reflecting the model’s evolution towards hybrid spaces capable of drawing audiences through the complete experience.
Another notable aspect was the global philanthropic programme DO GOOD by The Bicester Collection, with local-impact initiatives, artistic collaborations and the Unlock Her Future project, focused on supporting young women in emerging markets.
The Q&A session covered topics such as the accessibility of the Villages, the B2B relationship with brands, the behaviour of international tourists and the connection with younger generations. Goldenberg explained that the out-of-city location is deliberate so as not to compete with full-price stores and to turn the visit into a destination in itself. He also noted that first experiences with a brand at their Villages generate a loyalty that is subsequently carried back to the visitor’s home market.
At the close, when asked what he enjoys most about his work, Goldenberg highlighted the team culture and the passion of the people who are part of Value Retail.
The event concluded with refreshments and a networking session hosted by the IQS Business Foundation.