Colliers Romania to Oversee Repositioning of Unirea Shopping Centers in Bucharest and Brașov

Colliers Romania has been appointed to manage the strategic repositioning of the Unirea Shopping Centers in Bucharest and Brașov—two landmark retail destinations with a combined surface of over 96,000 square meters (80,000 sqm in Bucharest and 16,000 sqm in Brașov).

The mandate covers concept development, redesign of the commercial areas, and the attraction of new tenants that are aligned with today’s market dynamics and the unique profile of each location.

This initiative comes at a time of notable shifts in consumer behavior in Bucharest, influenced by two decades of continuous retail development and changing urban habits.

At the same time, the Piața Unirii area—home to the Bucharest mall—is undergoing a major structural rehabilitation, with large-scale infrastructure works scheduled by the authorities over an estimated period of two years.

The redevelopment of the Unirii platform, a key component of Bucharest’s urban infrastructure, not only paves the way for a retail repositioning but also offers the opportunity for a new beginning in one of the capital’s most visible and trafficked areas.

Adapting to a New Era in Urban Retail

Up until the late 1990s, Unirea Shopping Center Bucharest was the city’s only large-scale mall and a central reference point for local shoppers.

Over the past 20 years, however, the retail landscape has expanded rapidly, with more than 50 malls and retail parks developed across Bucharest and its surrounding areas. These changes have gradually reshaped consumption patterns, shifting customer preferences toward convenience-driven or themed retail concepts, located closer to residential areas or workplaces.

Despite this transformation, the Unirii area has continued to draw high visitor numbers due to its ultra-central location and proximity to major city landmarks such as the Old Town, the Palace of Parliament, key public institutions, hotels, and business hubs.

Piața Unirii Metro Station, the city’s main transport interchange with three intersecting subway lines, recorded close to 30 million annual passengers back in 2015—a number that has likely grown in the years since.

A Mixed-Use Future for Unirea Bucharest

The property owner’s vision is to transform Unirea Shopping Center Bucharest into a modern, multi-purpose destination that goes beyond the traditional fashion retail model.

The new concept will incorporate a wide mix of functions and experiences—ranging from restaurants, cafés, and rooftop bars, to cultural, sports, and entertainment spaces.

Plans also consider the inclusion of co-working hubs or conventional office spaces to cater to the growing demands of urban consumers and central-city tourists alike.

Piața Unirii holds strong long-term potential, supported not only by its location but also by the high population density within Bucharest’s central ring, home to over 500,000 residents. This urban base is further complemented by steady footfall from nearby office buildings, public institutions, schools, and an increasingly vibrant tourism sector.

In 2024, Romania welcomed 2.4 million international tourists—a 13.5% increase year-on-year—on top of strong domestic tourism. The Old Town–Unirii–Parliament Palace axis remains one of the capital’s most visited and dynamic districts, thanks to its mix of cultural attractions, events, and leisure options.

This growing momentum is expected to boost tourist numbers further over the medium term, in line with regional capital city trends. As such, central Bucharest’s hotels and retail properties stand to benefit significantly from the upward traffic.

Phased Redevelopment and a New Vision for Brașov

Colliers will work closely with the property owner to define new retail concepts that bring greater diversity, relevance, and urban integration, aiming to turn both assets into attractive destinations for consumers and investors alike.

The repositioning strategy will be implemented in phases, starting with the Splai Wing of the Bucharest building, followed by the central zone and the Călărași segment.

In parallel, Colliers will coordinate the full repositioning of Unirea Shopping Center Brașov, which currently hosts two fitness operators and a restaurant-lounge on the top floor.

The property will undergo major renovation works, with reopening scheduled for late 2026 or early 2027. Plans aim to reshape the space into a multifunctional urban hub, aligned with new trends in consumer behavior, mobility, and lifestyle.

Brașov stands out as one of Romania’s fastest-growing cities in terms of both economic and real estate development over the past 15 years. New retail and service concepts continue to attract steady demand from both local residents and those living in surrounding areas.

The shopping center’s central location—just steps from Brașov’s main train station—ensures strong footfall and accessibility, serving a population of over 300,000 people.

(Photo: GoogleMaps capture)