The basis for the ambitious mixed-use project began with the construction of the shopping center. BIG FASHION Belgrade was opened in April 2017. It is the first modern shopping and entertainment center in the old part of Belgrade and offers a variety of flagship stores, including retailers new to the Serbian market, and the most modern cinema, in line with the latest international standards. The shopping center offers 32,000 GLA and nearly 750 parking spaces.
The shopping center was acquired and rebranded during the final construction phase, one month before the opening. BIG Fashion is a premium brand of BIG SHOPPING CENTERS, which is exclusively dedicated to enclosed shopping centers that offer more premium stores than open centers and retail parks.
This project was more than just an opening: It symbolically marked the beginning of BIG CEE’s expansion into Serbia and the Balkans. The opening of the shopping center was significant at the time as the tenant mix included a huge Zara store as well as many other Inditex brands. It also became the location of the first Reserved store in Serbia, large formats of H&M, as well as attractive brands such as Intimissimi, Calzedonia, Tezenis, Sephora, many sports brands, McDonald’s, KFC, and numerous others.
Today, BIG FASHION Belgrade is one the largest shopping center in the old part of the town, with a direct catchment area of over 500,000+ people. Since the opening of the shopping center, it has become the focal point of this part of the Serbian capital and has established itself as a gathering place for people and changed the dynamics of the entire wider area in the most positive way.
THE SECOND PHASE: INTRODUCING MIXED-USE
The company acquired an adjacent plot of land next to the shopping center. In addition to the shopping center, BIG has planned a unique mixed-use concept that combines a retail center, residential space, and also office space in the future. In December 2019, BIG officially opened the first part of the project: the BIG Belgrade retail park, which covers an area of 14,500 sq m and has 590 parking spaces. The retail area includes the first Decathlon store in Serbia, Babylon Park, an almost 2500-square-meter indoor amusement park, Jysk, and many other stores from the household goods sector, supermarkets, etc. This project was and is unique in its size and offer for the Belgrade market.
The retail park has enabled large store formats to complement the shopping center, allowing visitors to simultaneously shop for fashion, IT, sporting goods, and food, as well as use service companies (banks, fitness studios, mobile phone providers, hairdressers, etc.), and much more. The location has attracted people from all over the city and the wider area due to the unique mix of tenants. To date, it is, for example, the only shopping center to offer Decathlon and Zara in the same location. Both retail spaces are fully occupied.
In addition to the existing BIG FASHION shopping center, BIG CEE will finalize a unique multiuse concept that combines a retail park, residential and office areas.
THE THIRD PHASE: INTRODUCING RESIDENTIAL
In order to raise the profile of this part of Belgrade, BIG began building the first phase of apartments in 2022. 186 apartments were built, which were completed, sold, and handed over in 2023. The apartments are located directly above the retail park. Another, second phase of the residential construction project will begin in 2025, with an additional 390 apartments planned. There is a plan for 3rd phase and upon that completion there will be over 1000 apartments.
To complete the offer, BIG CEE will also construct a 15,000-square-meter office building. Construction is also scheduled to start in 2025. Once completed, the entire project will comprise a total leasable area of around 50,000 sq m of retail space, more than 15,000 sq m of office space, and nearly 1000 apartments.
IMPACT ON THE AREA
This area of Belgrade was once known for many price-sensitive categories, but the completion of the BIG project has upgraded the status of the entire area and turned it into a growth engine. The BIG CEE project has been followed by many other projects, especially in the residential sector.
The city authorities recognize and understand the intention of BIG to upgrade the area, and they have further developed and improved the infrastructure of the area. By creating such a strong and large hub, which currently accommodates approximately 50,000 GLA + 186 apartments, the location has and will continue to make a significant contribution to the positive development of this part of the city, the entire neighborhood, and the city itself.
