Making lemonade from lockdown lemons
Trade in Cyprus has been exceptionally challenging due to lockdown regimes, however, the community of Nicosia has been celebrating their newfound freedom of movement this month by exploring the new Mall of Engomi. General manager Julian Smith gives the background.
It is two months since we last checked in on Mall of Engomi, when the first opening phase was planned for end April – has that taken place as scheduled? What were your challenges in getting to this point?
We opened the mall, as scheduled, on Thursday 22 April. This was mainly to facilitate some of our retail tenants reopening for the Orthodox Easter period (1st May) here in Cyprus. Unfortunately, due to the increase in COVID-19 cases here in Cyprus, all nonessential retail was again closed for a third time from Monday 26 April and only reopened on 10 May. Essentially, we opened and were forced to close almost immediately, missing Easter sales altogether.
We believe two new stores have opened? Which were they?
Alongside our anchor stores – supermarket chain Sklavenitis and DIY superstore Superhome – both of whom continued trading during the redevelopment of the mall, we reintroduced fast fashion brands Oviesse (OVS) and Next, who returned to the first floor of the Mall of Engomi, having traded previously on the ground floor.
Were there particular marketing activities around this reopening, and are you satisfied at the outcomes?
We had anticipated the potential for a third lockdown and so had specifically briefed our agency to ensure that we had a nimble campaign, able to be switched off or on at a moment’s notice depending upon the circumstances. This meant a focus on digital media, online and radio, all of which can be live immediately or stopped equally as quickly, if necessary. Now the situation is better and clearer we will develop a more long-term campaign utilising outdoor and adapting the creative to reflect the new additions to the scheme as they open.
How has the community of Nicosia responded to the new-look mall so far? What feedback can you share?
Because of the circumstances it is a little early to understand the response. Certainly, the response to the exterior design and new branding has already created a “wow” factor locally, but certain restrictions remain with regards to indoor eating and so we have been unable to open our food-court which was always the main thrust of the redevelopment in terms of an additional offer to the scheme. Our vision was to create a food offer that will be completely different to anything else here in Cyprus and we will be able to properly gauge consumer response once we can launch it. We hope the restrictions will lift on 1 June and we will be able to operate both indoor and outdoor seating.
Now your anchor tenants are in their new stores, and the last portion of the redevelopment is taking place, how is this ongoing process affecting the other tenants in the mall? Are there particular measures in place to mitigate the noise and dust that accompanies redevelopment, or is all that under control?
This is an on-going process and we are working with both the main contractor while they complete the project and our on-site team of soft service providers to ensure as little disruption as possible. However, tenant fit-outs are a reality in any mall and so long as they are properly managed with, for example, noisy or dusty work taking place outside of trading hours, often new tenant introductions can go almost unnoticed until they are finally unveiled and the hoardings come down!
Is there still space in the mall? What is the outlook for when the grand opening takes place?
Due to all the reasons above and the current market conditions, we still have some boxes to fill. However, we are already close to 85% let and we are confident that when the food court opens, the impact will be such that this will ensure that any units we do have left are filled. Due to the situation with retail lockdowns, we have taken a phased approach to opening. Easter – for certain tenants. Food court, hopefully on 1 June. Other retail tenants by 1 July. We hope, therefore, to have an inauguration (restrictions on events allowing) sometime in July.
