Across Belgrade and beyond, the festive season has arrived in full swing. This year, UŠĆE, BEO and Mercator Shopping Centres reveal unique holiday concepts crafted to inspire joy, creativity, and connection. With immersive installations, interactive gifting experiences, children’s workshops, and community moments woven throughout, Serbia’s malls have become lively festive landmarks.
UŠĆE Shopping Center – Welcome to The PLACE
UŠĆE introduces a bold new identity, “The PLACE”, signalling its evolution into a hub for gathering, creativity and shared experiences. Following extensive renovation, the “Welcome to The PLACE” campaign invites visitors into a refreshed, multi-sensory holiday environment.
The GIFTS – A New Holiday Tradition: From 1–30 December, a striking New Year’s installation welcomes visitors. Shoppers who spend 4,000 RSD or more can submit creative holiday wishes, with a jury selecting one inspiring daily winner – a festive twist that blends storytelling and surprise.
The HO-HO-HO Studio: From 6 December to 11 January, this interactive space lets visitors record holiday messages, film TikTok reels, snap imaginative photos and even create content with Santa. It has quickly become a favourite for families and creators.
Children’s Workshops: Every weekend, young visitors enjoy gingerbread decorating, figurine crafting, colouring, painting and writing letters to Santa – hands-on festive fun for all.
Ušće New Year’s Run 2025: Held on 14 December with the Belgrade Marathon, this 5 km community run features refreshments, medical support, medals, an after party and festive gear, reinforcing UŠĆE’s role as a centre for active living and celebration.
A Holiday Town for All: An ice rink, Christmas market and open-air festive atmosphere round out the season, turning UŠĆE into a winter destination where memorable moments unfold.
BEO Shopping Center – A Celebration of Gifting
BEO’s 2025 campaign centres on the joy of giving. Under the slogan “BEO Calls, Come for the Gifts”, the mall becomes the city’s most exciting gifting hub from 13 December to 13 January.
The BEO Gift Machine: The interactive game table and ball dispenser offer prizes ranging from TVs, iPads and Dyson products to BEO gadgets and seasonal surprises. Its playful, gift-themed design amplifies anticipation and festive spirit.
A Month of Festive Moments: BEO welcomes families with a children’s carousel, Santa photo zone, a grand opening parade with performers and stilt walkers, and warm, modern décor centred on gifting. Each visit feels celebratory and personal.
Mercator Shopping Centre – Holidays My Way
This season, Mercator marks its 23rd anniversary with two festive programmes.
23rd Birthday Celebration (12–14 December): Special discounts, prize opportunities and interactive challenges animate the mall. Visitors who complete three tasks in 23 seconds can win a smartwatch, and the weekend concludes with a performance by beloved artist Bojana Stamenov.
New Year Project: Holidays My Way (20 December – 9 January): Mercator’s central square becomes a whimsical winter train station with an Elf Post Office, Polar Express route and three themed stations. Children write letters to Santa, and parents join a final gift-giving event where Santa hand-delivers presents. Weekend workshops and musicals immerse families in festive magic.
A Festive season That Brings Serbia Together
From gifting machines and creative studios to joyful workshops, parades and performance-filled weekends, Serbia’s malls have built lively destinations where people reconnect and celebrate in their own way. This Christmas, UŠĆE, BEO and Mercator reaffirm their role as vibrant centres of community, places where joy, wonder and togetherness take centre stage.
