Real estate consultancy Colliers Romania has been appointed to coordinate the repositioning process for both Unirea Shopping Centers, in Bucharest and Brașov. The mandate includes developing a new concept study, redefining commercial space layouts, and attracting a new tenant mix tailored to current market dynamics and the unique potential of each location.

The Bucharest site—once the capital’s largest and most iconic shopping center—is set for a full-scale transformation. The owner’s objective is to convert the existing structure into a modern, multifunctional space, moving beyond its traditional retail identity centered on fashion. The future concept will integrate a diverse range of functions and services, including restaurants, cafes, rooftop bars, as well as spaces for culture, sports, entertainment, and potentially co-working or office areas, reflecting the evolving expectations of urban consumers and tourists in the city center.

The repositioning will be implemented in phases, starting with the Splai Wing, followed by the central area and then the Călărași segment. This strategic effort comes amid broader shifts in consumer behavior and the significant expansion of Romania’s retail market over the last 20 years.

The redevelopment also coincides with a major structural rehabilitation project in the Piața Unirii area, where the city is undertaking essential infrastructure work expected to last approximately two years. With renovations targeting the Unirii platform—an essential component of the capital’s urban fabric—this presents both a logistical challenge and a rare opportunity to reimagine one of Bucharest’s most visible and heavily trafficked areas.

Until the late 1990s, Unirea Shopping Center in Bucharest was the only large-scale mall in the capital and a landmark for local shopping. Over the past two decades, however, the city has seen a rapid increase in the number of malls and retail parks—now exceeding 50—which has fragmented consumer attention and pushed people toward more localized or thematic retail formats.

Despite this fragmentation, the Unirii area continues to attract high foot traffic due to its central location and proximity to major points of interest, including the Old Town, Parliament Palace, public institutions, hotels, and office buildings. With more than 500,000 residents in the surrounding districts and a growing number of visitors, the area remains a focal point for both commerce and tourism.

"Unirea has always been more than just a shopping center—it’s a symbol for Bucharest and for many Romanians," said Alexander Adamescu, Chairman of the Board of Unirea Shopping Center. "As the city center undergoes major changes, we believe it’s the right time to redefine this space. We want Unirea to become a vibrant, current, and attractive destination again—combining retail with culture, lifestyle, and modern expectations. That means bringing in new concepts and working closely with existing tenants who share our vision.”

The transformation also reflects Bucharest’s growing appeal to tourists. In 2024, Romania recorded 2.4 million foreign visitors, a 13.5% increase year-over-year, alongside a robust domestic tourism market. The Unirii–Old Town–Parliament corridor remains one of the city’s top destinations, fueled by its mix of landmarks, leisure options, and events. Colliers sees this as a major opportunity for the commercial and hospitality sectors in central Bucharest.

"Shopping centers in Bucharest have changed significantly in recent years. In this landscape, a building like Unirea—with its central location and strong accessibility—needs a fresh identity that reflects global retail and lifestyle trends," said Simina Niculita, Head of Retail Agency at Colliers Romania. "There is huge potential, and we’re confident many local and international operators—including brands not yet present in Romania—will want to be part of this transformation."

Colliers emphasized it will work closely with the owner to develop commercially viable, urban-integrated concepts that ensure the centers remain relevant and appealing to modern consumers and investors alike.

In parallel, Unirea Shopping Center Brașov will also undergo a full repositioning. The building currently hosts two fitness operators and a rooftop restaurant-lounge. Renovation work is set to begin soon, with a reopening targeted for late 2026 or early 2027. The plan is to turn the space into a flexible, multifunctional urban center aligned with new patterns in consumption, mobility, and daily life.

With rapid economic and real estate development over the past 15 years, Brașov has become one of Romania’s most dynamic cities, drawing residents from both the city and surrounding areas. Centrally located, just steps from the main train station, the building benefits from high visibility and accessibility, serving a metropolitan population of over 300,000.

"The repositioning of the Unirea centers in Bucharest and Brașov is a strategic urban regeneration project. We aim to create flexible, open spaces that serve real community needs and keep pace with a city in transformation. Our goal is to turn these locations into meaningful urban destinations with a lasting positive impact," Niculita concluded.

Written by Alina Oprea | 30 iunie 2025, 12:46