A Round on the Rocks

Unlike other malls that look to help their shoppers escape the winter blues, Arena Centar (Zagreb, Croatia) embraced this season’s cold weather by opening Ice Bar Zagreb, “the coolest bar in town”. Located on the outside entrance by Dalmatia Square, the temporary attraction made from 16 tons of ice, challenged guests to test their physical limits. Open from 10 a.m. though 11 p.m. daily, from December to February, guests had the chance to drop by and chill out for an entrance fee of $5. With a standard temperature of -10oC (14oF), gloves were available for those suffering from the shivers. As part of the shopping center’s Advent offer, organizers upped the cool factor with an exciting light display.

Designed as a fun experience for all ages, visitors lounged in chairs made from ice and sipped on glasses made from ice for a maximum of 30 minutes. To tie in the holiday theme, the following ice sculptures could be found inside: snowman, polar bear, Inuit, Ice God, and ice slide. By offering a daily performance about the story of Father Christmas and two Santa snowflakes, organizers earned the interest of local schools and scheduled a number of group visits.

With all materials coming from Finland and the presence of seasonal heavy wind patterns, Arena Centar faced a couple of logistical challenges

in terms of assembling the bar. However, once completed and ready for show, coverage from national media outlets and tourist sites led to positive turnout and feedback. With more than 14 percent of the center’s annual visitors made up of travellers, tourist sources and sites are an integral part of Arena Centar’s overall marketing strategy.

Just before the opening date of Ice Bar Zagreb, New Europe Property Investments (NEPI) acquired Arena Centar. In addition to the change in ownership (the largest single asset transaction in South East Europe to date), a recent press release notes the shopping center’s strong performance over the past year. More specifically, reaffirming its lead position in the sector, growing the in-store turnover by 10 percent and attracting more than nine million visitors.

“We plan to further increase the value of the property and offer the public a flagship, unparalleled shopping and entertainment destination by bringing new fashion brands and upgrading entertainment offers,” said Marius Barbu, asset manager, NEPI.

“We intend to add 6,000 sq. m. (64,583 sq. ft.) GLA [and plan development around the shopping center with new facilities with the intention of better integration with the neighboring Arena Zagreb].”


Apr.
2017
Posted in Special Events
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