Barcelona has been recognized as European Capital of Local Retail 2026, establishing itself as a European benchmark in promoting a competitive, sustainable, and socially cohesive retail model. In this session, Marco Bianchini, representing the OECD, will present the main findings of the study carried out on this pioneering initiative and share a strategic vision of the role of small retail in urban transformation.
The keynote will highlight the most notable achievements of the European Capital of Local Retail and the flagship initiatives launched to boost the visibility of local retail, improve its competitiveness, attract and retain talent, foster social cohesion in neighborhoods, and strengthen Barcelona’s international profile as an innovative local retail ecosystem.
Drawing on an analysis of Barcelona’s experience, the session will identify key success factors, challenges, and transferable lessons, offering tools and inspiration to other European cities interested in strengthening their local retail ecosystems. A space to reflect on how local retail can act as a driver of urban resilience, economic revitalization, and community building amid the major social, economic, and digital changes facing European cities.
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