UŠĆE Shopping Center: Speed, Sustainability and Shopping Thrills

At UŠĆE Shopping Center, summer was all about combining fun with footfall. A voucher reward campaign encouraged shoppers to spend more and win back value, while a central-square installation created selfie-worthy moments for Gen Z visitors.

August turned up the excitement with a show-stopping Formula 1 car built entirely from LEGO bricks – a five-and-a-half-metre-long spectacle complete with interactive stations. Guests could test their reflexes, build their own mini cars and even drive a remote-controlled replica of the Mercedes F1.

Sustainability also took centre stage at EKO FEST, held in partnership with the University of Belgrade and local associations. Over 30 interactive activities taught children and families about recycling, biodiversity, and innovative eco-solutions – proving that science and play make a powerful duo.

BEO Shopping Center: Big Characters, Bigger Experiences

BEO Shopping Center opened summer with an iconic blue splash – a Smurfs-themed festival featuring creative children’s workshops, influencer activations and the premiere of the new Smurfs film, complete with the film’s voice actors in attendance.

Later in July, the energy shifted to the central square with “Wipe Out”, an adrenaline-packed game that challenged participants to dodge rotating obstacles. Free participation with the presentation of one or more receipts, the activity drove tenant sales while drawing large, enthusiastic crowds.

August layered in more family fun with a Gaming Weekend, offering everything from retro consoles to VR and esports tournaments, while the BEO Towel Giveaway campaign rewarded shoppers with limited-edition summer merchandise. To round things off, a Back to School “Virtual Journeys” installation blended physical play with VR, AR, and AI-powered adventures – creating one of the season’s most innovative experiences.

Mercator Centar: Adventures for the Next Generation

At Mercator Centar, summer meant hands-on, family-friendly fun. A summer maze installation gave children the chance to explore, while parents guided them remotely using walkie-talkies. Each maze exit led to themed quizzes, creating a light-hearted blend of learning and play.

September’s Back to School project taps into nostalgia with a vintage classroom photo corner and a giant chalkboard “Wish Wall” where visitors write goals for the new school year ahead. Alongside workshops, demo classes, and interactive hopscotch trails, the campaign highlights Mercator’s role as a place where shopping meets education, creativity and connection.

Looking Ahead

With such a dynamic summer behind them, Serbia’s shopping centres are now rolling into autumn with food festivals, cultural showcases and seasonal shopping weekends on the horizon. From immersive tech-driven experiences to community-focused education and entertainment, these activations show how Atterbury Europe’s retail destinations are redefining what it means to spend time at the mall.