The social responsibility of shopping centres, or rather their impact on how local communities live and operate, will increase in importance as landlords and tenants become ever more committed to pursuing ESG goals. What does it look like in practice? A good example is the focus on creating social meeting and leisure points within retail schemes. Such measures have been recently taken in Plejada in Sosnowiec and Ster in Szczecin. Both shopping centres have created green summer spaces holding regular meetings and events for customers from various age groups.
“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 and 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.
Plejada Summer Zone brings generations together
The Plejada Summer Zone at the Plejada Shopping Centre – a large space serving as a kids’ play area and a comfortable outdoor breakout space in green surroundings – was opened in June and immediately caught the attention of customers. It became a place for socializing and hosting various theme events.
“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.
Other important items in Plejada’s summer calendar included a meeting with YouTuber “Hejka tu Lenka” for the youngest visitors to the shopping centre and a series of Home Makeover meetings and workshops which embodied the concept of the Summer Zone as a place bringing together different generations and passions.
“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.
Ster Shopping Centre invites inhabitants to its summer Patio
The Patio at the Ster Shopping Centre in Szczecin combines a flower garden and a chillout zone with a colourful kids’ play area offering lots of attractions.
“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.
The Patio represents an innovative approach to retail properties, positioning Ster as a place that offers more than just a shopping experience.
“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 selecting 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 addresses 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.
