null

Boosting trade in Warsaw’s city centre

Print Link opens new window
Boosting trade in Warsaw’s city centre
Boosting trade in Warsaw’s city centre

The City is launching a pilot project to increase the attractiveness of the city centre in the eyes of prospective tenants and clients. The first to undergo redevelopment will be Marszałkowska St. and Jerozolimskie Ave.

The middle part of Marszałkowska St., from Zbawiciela Square to Dmowskiego Roundabout, and the eastern section of Jerozolimskie Ave., from Dmowskiego Roundabout to De Gaulle Roundabout, will be the testing grounds for the pilot project designed to boost trade in the city centre.

These locations are parts of Warsaw’s main transport routes. At the same time, these are areas where the number of municipal real property assets is significant, which is crucial for the successful implementation of the pilot project,” said Michał Olszewski, Deputy Mayor of Warsaw. “This project is part of our wider strategy to restore Warsaw’s city centre to make it friendly and favourable to diverse lifestyles and various ways of spending free time. These changes will be accompanied by efforts to improve the quality and aesthetics of public space, to make it more user-friendly for both locals and tourists.”

This strategy is the follow-up of a survey which was carried out at the request of the City authorities between May and September 2018 by JLL, an expert consulting firm. The firm’s recommendations are to modify the urban character of the pilot area, its real-property policy, and other factors to support the development of trade.

The survey included three investigations. The first asked consumers about their opinions on trade activities in the city centre. The second focused on retail chains, which are prospective tenants, with a view to identifying desirable directions of changes and potential barriers to growth. Finally, the third step was to analyse the footfall.

The factors identified by the expert firm as potentially conducive to the growth of the trade sector included increased footfall and development of an elegant-looking, high-quality green public space. In addition, the City should establish a consistent strategy for real property management in both these locations. As regards the selection of tenants, this would be based not only on rent-related aspects, but also on the desire to enhance the quality and unique character of the offered services. What is also crucial is the impact the tenants will have on street life, and the attractiveness of shop windows. That last matter will certainly require consultations with marketing experts.