There’s no doubt that Atterbury Europe’s success in all the territories we operate in is closely interwoven with having the best local partners. In Serbia the many accolades won by BEO Shopping Center in Belgrade, a joint investment of Atterbury Europe and MPC Properties, underlines the value of these partnerships.
Most recently, BEO Shopping Center received a commendation in the New Development category up to 45 000 sqm in the prestigious European Council of Shopping Places (ECSP) Awards 2023. But quite aside from winning such formal recognition, the centre has become an invaluable shopping destination for the people of Belgrade and it is hard to imagine a time when it was not there.
And yet, the mall only opened its doors in 2020, in the midst of a global pandemic. The municipality of Zverzdara in which it is situated, is one of the biggest in Belgrade, occupying almost the entire eastern urban part of the city. But before BEO, there had not been adequate shopping resources to service this community, and the opportunity of this location was spotted by Atterbury Europe and MPC Properties.
The site that was selected is well connected with public transport from different directions, and only 800m away from Belgrade’s most important artery, the E75 highway. There is a catchment area of around 786 000 people living within a 20 minutes’ drive radius.
An investment of over 110 million euros was agreed on, and we set out to create a premium shopping destination that would elevate the retail experience in the capital. The result was a brand-new mall with over 44 000sqm of gross lettable area over 130 000sqm, spread over three floors and two underground parking levels.
Understanding what makes BEO Shopping Centre so successful starts by looking at the careful planning of every corner of this ground-breaking mall. As you enter on the ground floor, you’ll find the strategically placed key anchor tenants, such as the biggest food supermarket, occupying over 2 000 square metres.
The first floor has the spacious central square, designed to be the mall’s gathering point. It is visible from the uniquely designed food court, which is the main attraction on the first floor, with two terraces and more than 13 modern restaurants offering everything from fast food to fine dining. The multiplex cinema with eight high-tech screens is also situated on this entertainment level.
All the most popular fashion brands can be found in BEO, including the famous German fashion brand Peek & Cloppenburg which opened its first ever store in Serbia here. BEO has an innovative commercial approach that keeps things fresh by combining permanent stores with pop-up shops, and international brands with local designs and labels.
The mall is also known for its modern appearance, which follows the latest architectural and retail trends, featuring loads of greenery and natural light , more open spaces and spacious common areas. Everything is designed to be inviting and relaxing, inspiring visitors to stay longer and enjoy shopping.
Looking to the future, the mall’s commitment to sustainability is reflected in the implementation of our ESG strategy. The focus is on improving its environmental footprint with a set of rules that aims to get BEO to the point of being carbon negative and water positive and to reduce its waste to zero. There are eight charging stations for electrical cars, 20 bicycle parking spaces, with parking and charging stations for e-bicycles and e-scooters in the pipeline. Water consumption is monitored throughout the centre, and usage is reduced by implementation of elements such as sensor taps and rainwater harvesting.
The recycling policy is aimed at transforming waste into reusable materials. BEO recycles more than 96 tons of cardboard and 5 200kg of glass every year.
BEO is already recognised by the community of Belgrade as the favourite shopping destination for its location, but also for its support of diversity and inclusion which is delivered through numerous socially responsible initiatives. And it will endeavour to continue to deliver various benefits to the society, to promote prosperity and ultimately success to all.
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