In the heart of Bucharest, at the foot of Piața Unirii, stands a symbol of the past struggling to survive in the present. Unirea Shopping Center, known for generations simply as Magazinul Unirea, carries the story of a Romania that has radically transformed, while the building itself seems stuck between eras.

A history of prestige and grandeur

Designed by architect Gheorghe Leahu and inaugurated with great pomp on September 2, 1976, in the presence of Nicolae Ceaușescu, the store was considered the “flagship of Romanian commerce.” The building impressed not only with its size—32,000 square meters in the central body—but also with its innovative concept for that period. In the 1980s, two additional wings were built, expanding the total area to 84,000 square meters.

After the Revolution, Unirea entered a new golden age. It became a magnet for international brands entering the Romanian market: Sony, Panasonic, Adidas, Nike, and even Romania’s first McDonald’s all opened here. For an entire generation of Bucharest residents, Unirea was synonymous with elite shopping and Sunday strolls.

The decline of a landmark

The 2000s marked the beginning of the end. The rise of modern malls—with air conditioning, underground parking, and spaces built to Western standards—gradually turned Unirea into an outdated relic. The food court on the top floor was the last feature drawing customers, but even that faded away.

The pandemic delivered the final blow. Major brands such as Zara, Bershka, Altex, and Diverta left the building, and by 2025 even H&M had shut its doors. Today, only McDonald’s, KFC, and a handful of small jewelry and phone shops remain on the ground floor, while most of the space stands empty.

Why brands are leaving Unirea

The reasons behind the exodus highlight the broader transformation of Bucharest:

• Rent levels unjustifiably high compared to the condition of the building and its customer flow
• Outdated infrastructure, including poor air conditioning and supply chain difficulties
• Fierce competition from modern malls offering a full shopping experience
• A damaged public image, as the building has not seen major investment in over two decades

Can Unirea be saved?

In 2025, Unirea Shopping Center resembles more a museum of retail than a functioning mall. Still, its exceptional central location and vast surface remain valuable assets that could be revitalized through a radical reconversion.

Experts suggest that its only chance of survival would be a complete transformation—perhaps into a mixed-use hub combining retail with offices, housing, or even cultural institutions. Until then, Magazinul Unirea stands as a monument of a bygone era, waiting for its story to be rewritten.

Key facts:

• Romania’s first McDonald’s, opened in 1995, is still operating in the same location
• The building gained a multi-story parking extension in the 2000s
• The majority shareholder remains Nova Trade, owned by the Adamescu family