Joshua Strauss and Scott Zinovoy, co-founders of retail and entertainment real estate firm Dreamscape, have joined JLL as executive managing director and senior vice president. The two veteran brokers will lead JLL's experiential retail, entertainment, and mixed-use leasing initiatives.
Strauss and Zinovoy built Dreamscape into a focused player in the retail and entertainment sector before joining the global brokerage giant. Their arrival at JLL signals the firm's commitment to expanding its footprint in experiential and entertainment-driven retail, a sector that has gained momentum as landlords and tenants prioritize destinations over commodity retail space.
For landlords and developers, the hire strengthens JLL's ability to broker high-profile entertainment and mixed-use projects. Strauss and Zinovoy's track record in placing experiential tenants means better deal flow and creative leasing strategies for property owners looking to attract destination retailers. For tenants in the entertainment and experiential retail space, JLL now offers direct access to brokers with deep relationships and specialized market knowledge in a niche that demands expertise beyond traditional retail brokerage.
The move reflects broader market shifts. Experiential retail, entertainment venues, and mixed-use developments have become essential for urban and suburban real estate success. Landlords can no longer rely on traditional anchor tenants. Instead, they need concepts that drive foot traffic and create cultural moments. Strauss and Zinovoy's expertise in this space positions JLL to capitalize on this trend.
For competing brokers, the hire raises the bar. Recruiting specialized talent from successful boutique firms into larger platforms has become standard practice as mega-brokerages consolidate market share. JLL's move strengthens its retail practice against competitors like CBRE and Cushman & Wakefield, both of which maintain robust entertainment and experiential retail teams.
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