Riviera Centre in the Spirit of Gdynia Modernism – Apsys Poland Introduces a New Creative Line for the Largest Shopping and Entertainment Gallery in Pomerania
The Riviera Centre in Gdynia, managed by Apsys Poland, is introducing a new creative line. This is part of the repositioning process for the centre, resulting from a comprehensive development strategy for the property. The central theme of the communication for this largest shopping and entertainment centre in Pomerania, in terms of GLA area, is Gdynia modernism.
The new creative line responds to the centre's new positioning. Inspired by Gdynia modernism, it aims to emphasize Riviera's connection to the city's heritage, which contributes to its uniqueness. The centre's communication focuses on bold colors, geometric shapes multiplied in a way characteristic of modernist art, and also uses outlines of iconic buildings in Gdynia. The distinctly fashion-oriented character of the new creative line underlines Riviera's broad portfolio in this category. The copy is based on wordplay, referencing seaside associations. The new visual communication for the facility was created by Valkea Media agency.
– The changes we are starting to implement at the Riviera Centre are a response to new challenges in the retail property market, the needs of tenants, customer expectations, and social trends. They pertain to the shopping offer, amenities, and events that we provide for our clients, and soon also the centre's design – says Aleksandra Słowińska, Director of the Riviera Centre. – In line with the exceptional, modernist character of Gdynia, which forms the basis of the new positioning of the Riviera Centre, we are building unique quality that differentiates us in the competitive Tricity retail market. Shopping centres today serve various roles – alongside shopping and entertainment, they are an important element of social life, acting as spaces for meetings, relaxation, and places where one can find many practical services. Riviera is such a place for Gdynia and Pomerania. We want to build closer and deeper relationships with the local community – based both on communication using recognizable visual codes with which our customers can identify, as well as values important to the residents of Pomerania, such as comfort, accessibility, and inclusivity, as well as engagement in events and initiatives important for the city and the region's inhabitants. The ambitions of the Riviera Centre are perfectly summarized by the brand claim: City-People-Meetings.
An important theme in the communication is the fashion offer of Riviera, which is continuously expanding. At the end of May, the brand Molton joined the tenant portfolio, and in the upcoming months, more openings of women's and men's clothing stores are planned. A new addition is the free "Shopping with a Stylist" service, which has been available to clients since April.
The introduction of the new line is accompanied by a branding campaign conducted under the slogan City-People-Meetings, as well as the Show Your Glow event, featuring fashion shows, workshops, and panel discussions, including topics on Gdynia modernism, the impact of space on quality of life, and healthy eating.
A Place for Art and Community Meetings
A strong connection to the city is being built not only at the level of visual communication. The centre's management aims to create a valuable space for leisure, meetings, and local community activities. This is reflected in collaborations with local institutions and associations that the Riviera Centre has established in recent months.
– We have partnered with the Traffic Design association, which is engaged in comprehensive activities in the fields of art and design in public spaces. The results of this collaboration will be visible in the centre within the coming months – says Magdalena Czupryńska, Marketing Director of the Riviera Centre.
Riviera has also become a strategic partner of the Gdynia Modernism Trail and a partner of Gdynia Design Days, one of the most prestigious events in the field of art and design.
– As part of our collaboration with Gdynia Design Days, a project titled "Information Bubble" will be realized in the centre – adds Magdalena Czupryńska. – This interactive installation will provoke reflection on life in a world where we are bombarded with excessive information and stimuli. This cooperation shows that a commercial facility can work credibly and attractively with cultural institutions, helping them reach a wide audience from very diverse backgrounds and age groups.
The installation will be located in the Riviera Centre lobby near the main entrance and will be accessible during the festival.
About Riviera Centre
The Riviera Centre in Gdynia is the largest shopping and entertainment centre in Pomerania, offering city and region residents the opportunity to shop and spend leisure time for over 10 years. With a rental area of 71,000 m², it houses nearly 250 retail outlets and 25 dining establishments. Key tenants include brands such as Auchan, Helios Cinema, Zdrofit, TK Maxx, and Media Markt. The property also houses the Citizen Service Centre, a branch of the City of Gdynia office, where several hundred residents handle their official matters every day.
The Riviera Centre has 1,700 of its own parking spaces.
The owner of the Riviera Centre is Union Investment Real Estate GmbH, based in Hamburg, Germany. Since October 2023, the property has been managed by Apsys Poland.
About Apsys
APSYS is one of the leading operators in the commercial real estate sector in Poland and France. The company operates in the segment of retail properties, mixed-use projects, and residential investments. Established in 1996, the firm operates as an investor, developer, leasing agent, project manager, and property manager.
Apsys has always been a company with a vision and ambition to execute unique projects, creating iconic places of significance that become permanently embedded in the urban fabric. Since 2022, the company has been guided by the slogan “Together, a Different City is Possible.” Apsys aims to leverage the potential of cities more responsibly, influencing their transformations while considering environmental needs, stimulating social and economic development, and jointly creating a comfortable environment for people based on dialogue with stakeholders. The strategic goal of the company is to improve cities and create exceptional places that make everyone’s life more beautiful.
With extensive experience and specialized knowledge, all activities, regardless of the size and location of individual properties, are tailored to client needs. Among the company's largest investments are Manufaktura in Łódź and Posnania in Poznań. Apsys Poland currently manages over 1,000,000 m² of GLA in 15 shopping facilities located in 12 major cities. Apsys is also involved in a residential investment - Solea Apartments at Wyścigi in Warsaw's Mokotów and the Ogrody Staromiejskie investment in Wrocław
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