ATRIUM PROMENADA won the golden statuette for “Customer Services” in this year’s global ICSC SOLAL MARKETING AWARDS. The project, realized by Valkea Media, defeated a total of eight other projects submitted in this category. The jury expressed its appreciation for this creative and innovative retailtainment space that was installed in Atrium Promenada during the period of redevelopment of its main mall. The ICSC Solal Marketing Awards are one of the most significant and prestigious awards in retail marketing. The award ceremony took place at the Awards Gala in Amsterdam.
Atrium Promenada, the flagship asset of the Atrium Group, has been undergoing a metamorphosis since 2015, taking on worldwide trends and innovations that have emerged in the marketplace. As part of a multi-phase redevelopment and extension, work carried out in the centre has been progressing without closing down the part of the asset under redevelopment. Atrium Group has successfully turned the hardest challenge associated with the current phase – namely, the upgrade of the main gallery in the mall that has been continuously taking place in the heart of the centre for nearly 18 months – into an opportunity to introduce an innovative interactive project that adds a new perspective to the space in shopping centres. The use of a creative and proactive approach to the redevelopment has allowed Atrium to create a temporary attraction – an Alley of Wonders.
The Alley of Wonders is a concept that has been purposely designed and built as a space for recreational activity and fun. It was designed and carried out by Valkea Media. Interactive houses have been positioned along the main gallery of the mall. Drawings of the houses were created by Kasia Cerazy, the renowned illustrator of children’s books. Houses from the “Mary Poppins” books have been incorporated into interactive games, tasks and screens, creating an inspirational space to learn through the use of games in three fields: “art”, “games and playing” and “knowledge”. The Alley of Wonders is a new dimension of retailtainment – children, young people, or even the whole family can spend their leisure time in the shopping centre communing with art and science through games. This amazing setting and unique educational attractions develop sensitivity, aesthetics, creativity and knowledge in a special way.
The Alley brought to life a new dimension of community space while at the same time forming an attractive and efficient link between two operating parts of the shopping centre that have been separated by a 200-metre section of the mall under refurbishment.
The Alley is now ceding its space to flagship shops and fashion boutiques featuring the latest concepts in retail. Their opening will be unique in terms of architecture and atmosphere with the Alley of Fountains being constructed in the spacious main gallery. Several attractions from the Alley of Wonders will be made available in another place within Promenada, in the vicinity of a new food court.
The competition attracts the best retail marketing projects from Europe and South Africa. The campaigns are assessed in terms of its unique nature and concept, efficiency and effectiveness of reach. The best projects set a benchmark throughout the industry.
Atrium Promenada is the largest and the most modern shopping centre in the eastern districts of Warsaw. There are over 180 shops and services available to visitors. All these are located on 44.3 thousand sqm of retail space. The wide range of fashion stores with prestigious brands such as Zara, United Colors of Benetton, Vistula, Bytom, Max Mara Weekend, LIU JO, Marella, Olsen, Royal Collection, Simple, Stefanel, Tru Trussardi, Wittchen, H&M, TK Maxx, Pandora, Apart, W. Kruk, Lanoro, Triumph, Calzedonia, Intimissimi, Etam, Sephora, Douglas, The Body Shop, MAC Cosmetics, L’Occitane, iSpot and Rosenthal. There is also an Enel-Med clinic, Dr Irena Eris Beautician Centre, Zdrofit Fitness Club and Cinema City with 13 auditoria. Atrium Promenada offers over 1.7 thousand parking spaces.
Atrium European Real Estate Limited
The Atrium Group is one of the top owners, operators and developers of shopping centres in Central and Eastern Europe. At present, the Group’s portfolio includes 46 shopping centres and retail properties in six countries, with a market value of €2.6 billion and a gross leasable area of approx. 1.1 million sqm in total. In 2017, Atrium generated gross rental income of €198.7 million. The company is listed on the Vienna Stock Exchange and Euronext Amsterdam under the ticker ATRS.
Atrium in Poland
In Poland, Atrium has 21 shopping centres with a total gross leasable area (GLA) of 517,400 sqm. In 2017, Atrium generated income of €100.345 million in Poland. There are nine key Atrium assets located in Poland. These include: Atrium Promenada, Atrium Targówek and Atrium Reduta in Warsaw, Galeria Dominikańska in Wrocław, Atrium Felicity in Lublin, Atrium Biała in Białystok, Atrium Koszalin, Atrium Copernicus in Toruń and Focus in Bydgoszcz.