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On January 30, 2020, Unibail-Rodamco-Westfield awarded the three most innovative retail concepts in Spain during the 1st “Gran Premio Retail” grand finale.



The Gran Premio Retail was launched in 2019 to foster innovation in retail. Dedicated to start-ups and entrepreneurs who innovate in the retail sector, the competition offers promising new concepts the opportunity to develop within the Group’s shopping destinations in Spain. The Grand Premio Retail builds on the success of the Grand Prix Commerce, created in France 13 years ago.

This first Spanish edition attracted over 50 start-ups, with concepts focused on innovation, customer experience and sustainability. The eight finalists were selected by a jury of entrepreneurs and retail experts, including Muntsa Vilalta – General Director of Comerç and Director of the Consortium of Commerce, Crafts and Fashion of Catalonia (CCAM), Gabriel Jené Llabrés – President of Barcelona Oberta, Marisa Selfa – CEO of ECOALF, and Lluís Martínez Ribes – marketing professor at ESADE business school.

CrossFit and Training accessories specialist Fittest Freakest was the night’s big winner. Organic and natural cosmetics brand Wai Wai and fashionable watchmaker Button Watch respectively took home the 2nd and 3rd prizes. They will receive a global grant of €300,000 to finance their opening – for a store or a pop-up location – in one of our flagship shopping destinations in Barcelona: La Maquinista or Glòries.




With the Gran Premio Retail, Unibail-Rodamco-Westfield demonstrates once again its commitment to shaping the retail of tomorrow by giving young brands access to the most attractive locations.

“As leaders of the industry, we encourage retailers to continuously challenge themselves, and introduce fresh concepts and new experiences. Thanks to the Gran Premio Retail we have identified many innovative projects and daring entrepreneurs that will shape the retail of tomorrow. We are opening the door to new talents, and presenting them with a unique opportunity to develop their concepts in our shopping centres.”

Benoît Dohin, Regional Managing Director Spain and member of the Jury



Innovation is part of our DNA. By sourcing new ideas and concepts, we aim to stay ahead and anticipate what is next in a continuously evolving industry. The Grand Prix Commerce and Gran Premio Retail are can’t-miss events for retail entrepreneurs, and a springboard for the most innovative projects in the business.

Applications for the 14th edition in France will open on March 25, 2020. Stay tuned!