In this joint reflection, Altus Swanepoel (Head of Asset Management) and Roux Gerber (Head of Development) from Atterbury Europe look back at the ideas, challenges and milestones that have defined BEO’s first five years, and how the centre continues to evolve as a vibrant retail and community hub for Belgrade.

What was the vision for BEO at inception of the development?

BEO is a word widely associated with Belgrade itself. If you say “BEO” to someone in Belgrade, they’ll almost certainly think of the city. From the outset, the idea was to ensure that BEO Shopping Centre became an integral part of the Belgrade community.

This began with a community competition to name the new shopping centre in the Zvezdara municipality, specifically the Mirijevo area. Community members were also involved during the design phase, contributing artwork for feature walls, ceilings and tiling patterns. The mosaic floor design of the main square, the wallpaper around ceiling voids and the feature walls near the ablutions all originate from local designers’ input.

BEO was named by Belgrade, designed with Belgrade and now enjoyed by Belgrade – making it truly “Belgrade”. The vision of creating a shopping centre integrated into the community has certainly been achieved.

What role did Atterbury Europe play in the design and development of BEO Shopping Centre?

BEO Shopping Centre was developed through a 50/50 joint venture between Atterbury Europe and MPC Properties. MPC acted as the lead local partner, while Atterbury Europe contributed international experience in retail design principles. Together, the teams formed a strong development partnership covering the full spectrum of skills needed to deliver a modern retail and entertainment destination.

However, reaching this milestone was not without challenges. Permitting processes, COVID-19, adverse weather, difficult construction conditions and anxious tenants all added complexity. Despite this, the result was not only a successful, modern shopping destination but also a development shaped through meaningful community involvement.

The international design awards received are welcome recognition, but the true reward lies in the satisfied and loyal customers who experience BEO daily – BEO changed BEO for a better BEO.

 How have the goals and vision for BEO been realised over the past five years?

Since opening amid the difficult circumstances of COVID-19, BEO has become a place where Belgrade feels welcome, energised and urban. Our vision was to create a destination offering a unique experience with every visit.

Weekends are filled with new concepts in sport, entertainment, education and rewards programmes. Visitors feel at home in “their BEO”, and our management team remains active and responsive to ensure we listen to and support the BEO community.

Major campaigns such as Our Birthday, Christmas, Summer, New Year, Back to School and other community projects continue to embed BEO as more than a shopping venue, it is a place of belonging. A well-balanced tenant mix supported by innovative marketing and rewards initiatives has made BEO the destination of choice for Belgrade.

Which anchor brands have become the biggest draws, and how has the tenant mix evolved since 2020?

Since opening in mid-2020, BEO has become home to brands that appeal to visitors of all ages. Peek & Cloppenburg selected BEO for its first store in Serbia. Disciplina, a local urban brand, has its only Serbian store in BEO. Chuty’s, the country’s first Thai restaurant, also opened here.

Alongside these unique offerings, strong multinational tenants such as Reserved, H&M, Maxi, Gigatron, Mohito, Fashion & Friends and dm contribute to a tenant mix that blends global and local influences. The result is an authentic, modern and diverse shopping experience.

BEO’s uniquely designed food court has also become a major anchor and a destination in its own right. It was one of the reasons BEO won multiple prestigious awards, including Best Retail Architecture, Best Interior Design and Best Project in Eastern Europe 2020.

How has BEO Shopping Centre impacted its catchment area in terms of economic activity, employment and urban regeneration?

BEO has made a significant contribution to the local economy through direct employment and through partnerships with tenants and local brands. Events, brand festivals and support for small businesses have stimulated economic activity in the area. For example, the Balkan Cheese Festival takes place twice a year, bringing local producers and visitors together.

Architecturally, BEO emphasises open malls, greenery, terraces and a central square designed for mixed commercial and public use, creating a new social hub for the community.

The centre also hosts CSR and community activities, reinforcing its local relevance. Multiple awards from the International Property Awards, including “Best Retail Architecture” and “Best Retail Interior”, reflect its design quality.

In sustainability, BEO has excelled:

• LEED EBOM Gold certification (2023)
• WELL Health-Safety certification for the third consecutive year (2024)

“Atterbury Europe and MPC formed a partnership that delivered far more than a shopping centre — it delivered a community hub.” Roux Gerber

Which innovations or features add unique value to visitors, and which have been adapted over time?

Our strength lies in spontaneity and an urban-lifestyle approach aligned with a community that identifies as part of the BEO family. We focus on video content, digital engagement and influencer collaborations that authentically showcase the centre’s offerings, strengthening brand affinity and a sense of ownership.

We organise events for all ages, from music and education to gaming weekends, sports competitions and children’s movie premieres. Past activations include an Arctic-themed project featuring interactive exhibits and cultural insights, as well as the “First Kids on Mars” project where children explored the Solar System and learned about space exploration.

Each activation aims to create meaning and emotion. Innovations in design, digital interaction and sustainability are continuously refined based on feedback from visitors and tenants.

What are the plans and priorities for the next five years to ensure BEO stays relevant?

BEO is “the modern guy from the neighbourhood”—always one step ahead, with fresh ideas and a distinctive approach. Located in the heart of a well-established urban community, loyalty and belonging are vital. We have heard the community’s call for more authentic offerings, greater choice and more family experiences.

We are listening.
We will continue to innovate.
We are developing new offerings.
We aim to expand experiences in the years ahead.

Priorities include new retail and leisure offerings, more events and activations in sport, education and entertainment and the adoption of new technologies that enhance digital interaction and personalise the visitor journey. With AI increasingly influencing engagement, BEO will embrace this evolution.

Our long-term goal is to continue improving the visitor experience, making BEO a place to relax, get inspired, have fun and spend meaningful time. Strong partnerships with tenants will continue to support campaigns that carry meaning, energy and emotion.

BEO will remain the cool, approachable and energetic part of the city, a place where something is always happening and where everyone can simply be themselves.

BEO is today what the community of BEO has made it.