“What do your tenants really want?” A question that changes everything

Last week, the 7th edition of Big Up, organized by businessimmo.com, once again confirmed its status as a must-attend event for real estate professionals.

More than just another conference, the event created a space for meaningful discussions around a question that has become central: what do tenants really want?

Offices, retail, logistics… all asset classes are undergoing rapid transformation, driven by evolving uses, expectations, and business models.

Data & trends: understanding ongoing market shifts

The morning opened with an in-depth analysis of major market trends, offering a cross-perspective between the United States and France, led by Caroline Ceccaldi (CBRE) and Gaël Thomas (Business Immo).

These insights highlighted structural shifts already underway: evolving office formats, retail transformation, new logistics requirements… all strong signals reshaping real estate strategies.

Understanding usage to make better decisions

Another key highlight was the discussion around real demand, featuring Roman Coste (Groupe Kardham), Cyril Blanchet (Prologis), Fabrice Fubert (UP! Real.Estate), and Christel Zordan (Société de la Tour Eiffel).

Through concrete feedback, they shared on-the-ground perspectives on the evolving expectations of companies and users:

• more flexible spaces
• adaptation to new ways of working
• increasing demand for services
• transformation of retail formats

One thing is clear: real estate must now be designed and managed with usage at its core.

Innovation as a response to new challenges

The “Big Solution” session perfectly illustrated this shift, with short, impactful pitches: three solutions, five minutes each, followed by live analysis.

Three complementary approaches were presented:

• 1’PACT, led by Cédric Borel (A4MT), rethinking landlord-tenant relationships by integrating usage, energy performance, and circularity from the outset
• Yourban.ai, presented by Amélie Jariel, enabling the anticipation of consumer and retailer expectations through data
• STORM Real Estate, with Guillaume Heemeryck, bringing greater transparency and efficiency to the logistics market

During this session, Yourban.ai stood out by winning the Audience Award, highlighting the growing interest in data-driven approaches that help anticipate demand and support decision-making, particularly in retail.

A sector and its professions in transformation

The event also provided an opportunity to reflect on how real estate professions are evolving, notably through discussions with Emmanuel Cazier and Nathanaël Trouiller (Haussmann Executive Search).

Asset management, advisory, and investment roles are increasingly integrating new skill sets, particularly around data and artificial intelligence—reshaping both practices and talent expectations.

A collective momentum driving change

Big Up #7 confirms a clear reality: real estate is undergoing deep transformation—and this shift is being built collectively.

Between major groups, startups, and industry experts, these exchanges are fostering a more agile, collaborative, and usage-driven vision of the sector.