Kristin Willerström, our Senior Regional Director for the Nordics, sat down with Fastighetsvärlden to discuss how MIPIM benefits relationship building which support projects across our global portfolio.

The beginning of March not only heralds the start of Spring, but it also sees the international real estate industry turn its attention to the South of France as thousands of property professionals descend on Cannes to attend MIPIM.

The annual international real estate conference attracts over 20,000 delegates from across 90 countries and sees industry experts discuss investment opportunities from Sydney to San Franscisco.

Pembroke attended this year and Kristin Willerström, our Senior Regional Director for the Nordics, sat down with Fastighetsvärlden to discuss how MIPIM benefits relationship building which supports projects across our global portfolio.

1. What do you hope to gain from MIPIM?

For me, MIPIM is an opportunity to widen my lens to gain a genuinely international perspective. It’s one of the rare settings where you can meet connect with such a diverse mix of global investors, city leaders, and developers in such a concentrated period of time.

On a practical level, it’s also an incredibly efficient way to gather real-time market intelligence from banks, brokers, consultants, and investors — a true “temperature check” on where the industry stands and where it’s headed.

2. Did last year’s MIPIM generate results for Pembroke?

Absolutely. Last year’s event led to several follow‑ups and new relationships that we’re still developing today. For us, MIPIM is often the spark — the place where a first conversation begins and then grows once we’re back in our local markets.

It’s also a powerful opportunity to share and gain knowledge about the European real estate landscape in a very concentrated setting. You can collect perspectives from multiple stakeholders in just a few days — something that might otherwise take months.

We also use MIPIM to showcase projects across our global portfolio. This year, that includes RGNT in central Stockholm, where we’re having targeted conversations with prospective occupiers and their advisers. It’s an ideal platform for raising awareness and exploring new opportunities.

3. Is MIPIM mostly about networking, or can real business be done there?

It’s very much both.

For Pembroke, MIPIM is an excellent platform for beginning new relationships. It’s not unusual for us to use the week in Cannes as a natural first touchpoint with prospective partners. Several important relationships have started at MIPIM,and then continued within our local markets.

This approach has proven consistently successful for us over the years.

4. Why is it still important for the industry to attend MIPIM?

Because we’re all navigating the same global challenges — interest rates, geopolitical uncertainty, sustainability requirements, and shifting patterns in how real estate is used and valued. MIPIM gives us a shared space to compare notes openly with people from very different markets.

The ability to tap into such diverse market intelligence — from investors, lenders, consultants, and peers — in such a short period is extremely valuable. It brings context, direction, and sometimes even clarity in an environment that is often complex and fast‑moving.

5. Do you think MIPIM will return to the era when 1,000 Swedes attended?

I’m not sure we’ll see those numbers again, but I’m also not convinced that’s the right measure of success.

Today, MIPIM feels more focused and more intentional. People arrive with clearer objectives and better‑prepared conversations.

For me, the value is in the quality of discussions — not the volume of attendees.

Read the full story in Swedish here – https://www.fastighetsvarlden.se/notiser/mipim-har-visat-sig-vara-mycket-framgangsrik-for-oss/