Digital transformation, the growth of e-commerce, and changing consumer habits are redefining the way we shop, interact with brands, and experience our cities. In this context, local commerce remains a key driver of economic activity, social cohesion, and urban identity.
To explore the challenges and opportunities facing the sector, Madrid Investment Attraction is hosting a new edition of MIA Talks under the title “Cities with Soul: The Future of Local Commerce in the Omnichannel Era.” This event will bring together retail experts, institutional representatives, merchants’ associations, and leading companies to discuss the future of urban commerce.
The event will take place on June 26, 2026, at Madrid’s Galileo Cultural Center, beginning at 9:00 a.m. with attendee registration, followed by the official opening by representatives of the Madrid City Council.
At 9:45 a.m., the keynote address will be delivered by Laureano Turienzo, President of Exporetail Madrid 2026 and one of Spain’s most influential voices in the retail sector. Under the title “If Your Business Looks Much Like It Did in 2020, You Have a Problem,” he will examine the rapid pace of change in consumer behavior and how businesses must adapt to a reality shaped by omnichannel retail, customer experience, and innovation.
Turienzo will discuss the new drivers behind consumer purchasing decisions and explain why some retailers are succeeding in differentiating themselves and growing in an increasingly competitive environment.
Starting at 10:15 a.m., the conference will continue with the roundtable discussion “The Commerce That Builds Cities: Innovation, Community, and the Urban Future,” structured around two discussion panels.
The first panel will feature Domingos Esteves, Co-founder of FWD Advisors and Coordinator of the Expert Committee of the Spanish Retail Association; Begoña Perlines, Manager of the Barrio de las Letras Merchants’ Association; and Ainhoa García López, Director of External Relations at MERCAMADRID. Moderated by José Manuel Fernández, Coordinator of the Commerce Committee at Madrid Foro Empresarial, the discussion will address topics such as commercial revitalization, public-private collaboration, and the competitiveness of urban environments.
The second panel will focus on long-established businesses that have successfully adapted to market changes while preserving their identity. Participants will include Enrique Martínez, CEO of Vallekas Encurte and Beki Aperitivos; Carlos de Lemus, Managing Partner of the iconic chocolatier La Pajarita; and Julio Moreno Sanz, Director of Pastelería Mallorca and President of the Salamanca District Merchants’ Association. The session will be moderated by Natalia Peiro of Madrid Futuro.
Panelists will share their experiences in digital transformation, customer loyalty, innovation, and adaptation to new consumer habits, as well as discuss the role local commerce plays in creating more dynamic and attractive cities.
The event will conclude with a networking coffee session beginning at 11:15 a.m., designed to encourage the exchange of ideas and foster new opportunities for collaboration among businesses, institutions, and professionals.
Through initiatives such as MIA Talks, Madrid Investment Attraction continues to promote spaces for reflection on major urban and economic challenges, advancing a city model that combines innovation, competitiveness, and quality of life, with local commerce serving as one of its main engines of development.
📅 June 26, 2026
🕘 9:00 a.m. – 12:30 p.m.
📍 Galileo Cultural Center (35 Fernando el Católico Street, Madrid)
🎟️ Free admission with prior registration · Register here
