The future of retail and inner cities are closely linked. This requires new approaches and collaborations. In a joint research project of the research group Creative Media for Social Change of Amsterdam University of Applied Sciences and Knowledge Center Creating 010 – of Hogeschool Rotterdam (where our ENSUT members Melanie Domeni and Paul Rutten work) the synergy between retail, culture and urban development has been investigated . The result of this research has now been presented in the publication “Connection as a key to inner-city quality”. The publication provides numerous starting points for collaboration and the creation of a positive inner-city experience.”