Shopping centres can turn into real social meeting points - especially in the summer

ESG in real estate is most often associated with solutions that minimise the environmental footprint of buildings. Meanwhile, an equally important area of sustainability measures is social responsibility - that is the impact of buildings on their users and local communities. This is an area of opportunity for shopping centres to lead by example. Their lifestyle character should incentivize landlords and property managers to offer something exciting, promote education, health and charity events. The best time for such measures is undoubtedly spring and summer when we enjoy being outdoors and look for interesting leisure options,

says Paulina Bauer, Head of Asset Services Retail, Cushman & Wakefield.

In the Plejada Summer Zone we wanted to create a place that inspires, brings different generations together and provides a comfortable space to enjoy summer. This is why we teamed up with the Rób Dobro Foundation to develop a calendar of initiatives to enhance the offer of the Summer Zone. One of them was a Senior’s Festival. The event included creative workshops and a dance evening which I hope gave our visitors a lot of joy and new experiences. I am confident that such measures will make shopping centres more inclusive and enrich the lives of local communities,

says Paula Bartosik, Marketing Manager, Asset Services, Cushman & Wakefield, acting as the property manager.

Plejada Sosnowiec is evidence that not only can a shopping centre be a place to shop, but it can also create space that will integrate local communities and allow them to spend free time actively and creatively. The Plejada Summer Zone has become a symbol of shared moments, smiles and positive energy during summer days,

adds Paula Bartosik.

For the youngest we organize, among other things, ‘Holiday Patio’ workshops which include outdoor games and competitions that stimulate imagination and encourage children to learn. Additionally, every other Friday we invite customers to a neighbourhood dance in the open air. Our ‘Entertainment Patio’ is not only a dance party, but also a cultural event and a relaxing leisure activity. A special menu prepared by F&B outlets within the Patio enhances a customer experience,

says Dorota Będzak, Marketing Manager, Asset Services, Cushman & Wakefield, acting as the property manager.

This project takes into account the needs of whole families. Such solutions also help shopping centre landlords build loyalty by transforming traditional retail schemes into spaces that deliver unique experiences. The Patio has positioned Ster in Szczecin during the summer months as a place where customers can do shopping and spend time actively with their families while enjoying nature and creative fun,

adds Dorota Będzak.

Each shopping centre managed by our team has its own specific features. This is why we take a customised approach to developing a calendar of activities for each and select attractions that will align with the needs of a local community. In addition, it is important to carefully analyse the results of such measures to identify which best address the needs of customers and what should be improved or added to future events. As consumers’ needs are constantly evolving, shopping centres must continue to reinvent their offers to keep pace with changes,

concludes Sylwia Wiszowata-Łazarz, Head of Marketing, Asset Services, Cushman & Wakefield.