By now all the malls are fully decked out in festive decorations – when did these go up and until when will they stay in place?

By late November or early December, the Christmas tree takes centre stage in Romanian cities and at all our assets. And yes, by now the malls are filled with winter holiday cheer, Christmas lights are up, the skating rink is open, carolers are singing, Santa Claus is receiving children’s Christmas letters in person, and the stores are stocked with seasonal items. The fairytale atmosphere is maintained in all the malls until middle January, but each mall has its own theme. In Iulius Mall Cluj it’s Circus Christmas this year, while Iulius Town Timișoara has a Christmas tree with a train engine at its base, driven by a teddy bear who drives around passengers. In Iulius Mall Suceava, the Cosmic Christmas has Santa Claus arrive aboard an intergalactic spacecraft, while visitors to Iulius Mall Iași are enjoying a classic Christmas setting.

Atterbury Europe places a premium on environmentally responsible measures – how does the policy accommodate this time of year when people expect to see lots of tinsel and decorations in the malls?

Our extensive portfolio of projects, spanning four major Romanian cities in different regions of the country, enables us to transfer the most successful themed décor between the shopping malls. A lot of work and creativity are invested in these decorations and we are delighted that we’re able to surprise not only our clients in Iași, but also those in Suceava, Timișoara, and Cluj-Napoca. This is also a way for us to be sustainable, while also keeping things fresh.

One of the pillars of our sustainability policy is supporting educative initiatives, and our Christmas campaign this year is: “Be kind, but not just for Christmas.” Today’s youngsters are our future clients and we want a beautiful, educated and refined Romania, where all generations can live together in peace and harmony, and where the value system handed down from generation to generation can last another thousand years. The campaign is a series of videos that challenge people to be more attentive, more empathetic, and more appreciative of those around them not only during this time of the year, but year-round.

Are there standard festive marketing plans across the portfolio and how are these adapted according to what the different cities require?

The Christmas tree and festive lights, decorations and carols playing in the background are rolled out in all our assets, along with reward campaigns for shoppers, fairs with ideas for handmade gifts, and kiosks selling traditional seasonal goodies.

Iulius Town Timișoara has a lot of outdoor entertainment on the skating rink opened in early December, as well as in the amusement park in Iulius Gardens, with bumper cars and a carousel. Also, because Timișoara has been European Capital of Culture for 2023, Iulius Town has hosted some of the activities that close out the celebrations, including the spectacular “Light Up the Sky” display with 250 synchronised drones, and a concert by acclaimed rock bands.