"There will be hybrid spaces, they won’t be a particular category, I think they’ll be where categories come together. There’ll be lots of brand partnerships. They may be anchored by food and beverage, so it’s sociable. It certainly will be places that are geo located and gamified, so it’ll be places that are centred around a brand that has a tribe of customers that link to that brand digitally through social networking and something happens as a reward in this space after some gaming application. So there’ll be lots of things going on, this connectedness digitally with their customers. And the culmination or part of that digital physical journey will be in this space."