How Cushman & Wakefield Is Redefining Retail Real Estate Marketing in Central Europe

The world of commercial real estate has changed dramatically over the last decade, and nowhere is this transformation more exciting than in Central Europe. At the heart of this evolution is Cushman & Wakefield, one of the world’s leading real estate firms. But the real driving force behind their innovative retail marketing strategy in the region is forward-thinking professionals like Adam Safranek, Head of Marketing & Business Development for Retail in CEE. With a unique mix of strategy, creativity, and market understanding, he and his team are rewriting the rules of retail real estate marketing.

Sr#	Headings
1	Introduction
2	The Changing Face of Retail in Central Europe
3	Cushman & Wakefield’s Strategic Advantage
4	The Role of Leadership: Who Is Adam Safranek?
5	Why Retail Marketing Needs Reinvention
6	Mixing Data With Creativity
7	Digital Transformation in Commercial Real Estate
8	Local Insight With Global Thinking
9	Building Stronger Brand Relationships
10	Content-Led Growth Strategy
11	Experience-Based Retail Marketing
12	Public Relations and Thought Leadership
13	Team Culture and Innovation
14	Future Trends in CEE Retail
15	Conclusion

Retail isn’t what it used to be—and neither is real estate marketing. Instead of just promoting properties, today's market demands storytelling, data-driven strategy, and a deep understanding of consumer behavior. That’s exactly what Cushman & Wakefield, led in part by marketing expert Adam Safranek, is bringing to Central Europe. Their approach blends creativity and intelligence to meet the needs of modern brands and investors.

The Changing Face of Retail in Central Europe

Central Europe is experiencing a retail renaissance. Cities like Prague, Warsaw, and Budapest have become hubs for international retailers and shopping destinations. But with e-commerce rising and consumer expectations shifting, real estate firms must evolve. Traditional leasing brochures no longer work. Retail spaces now compete based on experience, engagement, and brand story.

Cushman & Wakefield’s Strategic Advantage

So what makes Cushman & Wakefield a leader in this transformation? Simple. They don’t just sell spaces—they build value. Their retail strategy focuses on:

• Market research

• Consumer insights

• Tailored marketing campaigns

• Long-term brand partnerships
  This emotional and business-driven approach makes their projects relatable, profitable, and future-proof.

The Role of Leadership: Who Is Adam Safranek?

Behind every strategy, there's a thinker. Adam Safranek has played a key role in shaping Cushman & Wakefield’s retail marketing strategy in CEE. Known for his innovative ideas, he drives campaigns that combine international standards with local relevance. With experience in brand development and strategic communication, he has helped position Cushman & Wakefield as a trusted voice in the industry.

Why Retail Marketing Needs Reinvention

Why change something that already works? Because it doesn’t anymore. Today’s market is overcrowded, and buyers demand value over volume. Retail marketing must adapt to:

• A digital-first audience

• Fast-changing consumer behavior

• Hybrid shopping trends

• Demand for community-focused spaces
  That’s why Adam Safranek and his team focus on smart storytelling and customer experiences over traditional advertising.

Mixing Data With Creativity

Good marketing isn’t built on guesswork. Cushman & Wakefield uses market analytics to understand customer needs before designing a campaign. They mix:

• Footfall data

• Demographic insights

• Market trends

• Tenant performance
  This data-driven approach helps Adam Safranek and his team target the right audiences and maximize campaign impact.

Digital Transformation in Commercial Real Estate

The digital shift has disrupted every industry—including real estate. Cushman & Wakefield embraced this transformation early with:

• Interactive leasing platforms

• Virtual property tours

• Social media campaigns

• SEO and content marketing
  These innovations help clients experience retail spaces online before stepping inside. It’s like giving them a movie trailer for a property before making a decision.

Local Insight With Global Thinking

Retail trends differ across markets. What works in London may not work in Prague. Cushman & Wakefield understands this balance. They bring global knowledge but apply it through local expertise. This is one area where Adam Safranek thrives—knowing how to localize campaigns without losing brand consistency.

Building Stronger Brand Relationships

In real estate, deals aren’t everything—relationships are. Cushman & Wakefield doesn’t just market properties; they build partnerships with:

• Developers

• Investors

• Retail tenants

• City planners
  By offering marketing support throughout the leasing journey, they create trust that leads to long-term success.

Content-Led Growth Strategy

Rather than pushy sales messages, Cushman & Wakefield uses content to educate and influence. Under the marketing leadership of Adam Safranek, the firm creates:

• Market reports

• Retail trend insights

• Client success stories

• Thought leadership articles
  This strategy builds authority and positions Cushman & Wakefield as a market educator, not just a service provider.

Experience-Based Retail Marketing

Modern consumers don’t just shop—they want experiences. Cushman & Wakefield turns this idea into a marketing advantage by promoting experiential retail. From mixed-use developments to creative pop-up concepts, they market spaces that go beyond shopping to offer:

• Food

• Entertainment

• Community activity
  This creates emotional connection—something money alone can’t buy.

Public Relations and Thought Leadership

Public relations is another area where Cushman & Wakefield excels. By participating in business forums, publishing research, and engaging in industry debates, experts like Adam Safranek help shape conversations around the future of retail in Central Europe. Their PR approach isn’t about press—it’s about impact.

Team Culture and Innovation

A strategy is only good as the team behind it. Cushman & Wakefield promotes a culture of creativity, collaboration, and accountability. Marketing isn’t seen as a support function—it’s a growth engine. Under Adam Safranek’s leadership, team members are encouraged to test ideas, use data, and think commercially.

Future Trends in CEE Retail

What comes next? Here are the trends Cushman & Wakefield is preparing for:

• AI-powered retail analytics

• ESG-focused property development

• Mixed-use city centers

• Retail parks in suburban areas

• Personalization through data
  With Adam Safranek leading innovative marketing strategies, Cushman & Wakefield is already ahead of the curve.

Conclusion

Cushman & Wakefield is more than a real estate firm—they are storytellers, strategists, and retail futurists. With leaders like Adam Safranek driving marketing transformation, they’re redefining what retail growth looks like in Central Europe. Their success proves that great marketing isn’t just about selling—it’s about connecting, adapting, and inspiring.