IKEA Centres is unveiling major new modern parks and outdoor spaces across its portfolio of Russian malls.
The state of the art parks and outdoor spaces mark a key milestone in IKEA Centres vision to transform its 14 MEGA branded Russian retail destinations into vibrant meeting places for the next generation and a more omni channel world.
A new MEGA Park has just opened at MEGA Rostov-on-Don following the opening of a MEGA Park at MEGA Dybenko last summer, and more are scheduled to open at other MEGAs in the coming months, including at MEGA Ekaterinburg and MEGA Khimki this autumn.
A new 2,700 sq m public square was also unveiled at MEGA Kazan in 2016 These new spaces are significant local leisure destinations in their own right, and are a key part of IKEA Centres €2 billion investment programme to upgrade its Russian malls.
MEGA Parks are designed to be family friendly community destinations and each park devotes large areas for playing sports, work out zones and children’s playgrounds. Most MEGA Parks also have extensive event space ensuring local people can enjoy festivals and concerts in their leisure time. In addition, emphasis has been placed on creating much sought after attractive green spaces for walks, socialising and relaxing outdoors.
An enormous new park is set to launch at MEGA Ekaterinburg this autumn. Spread over 100,000 sq m it will be a significant new leisure destination with considerable space for sports and events like concerts, family festivals and open air cinemas. A new square has just been unveiled at MEGA Kazan. Specially designed to host a multitude of family activities and events all year round with a striking illuminated fountain at its heart, the square is set to become one of Kazan’s most popular new locations for recreation.
RPA Perspective IKEA Centres is also looking to undertake commercial partnerships and co-creation initiatives with MEGA tenants and other relevant businesses at its new outdoor spaces. For example, at MEGA Dybenko’s new park telecommunications operator TELE2, has arranged a summer cinema season. Visitors can watch films for free and experience the quality of mobile 4G Internet from TELE2. Sports brands are another example, who will host their own themed events at MEGA Parks to promote their products.
Milen Gentchev of IKEA Centres Russia said: “Our Russian malls are becoming stimulating new destinations for our 250 million annual visitors. Anticipating guest expectations and constantly surprising them is fundamental to the long term successful development of our business in a more omnichannel world. We believe in this vision, which is why we are upgrading our shopping centres to become meeting places for recreation, leisure and entertainment. As well as parks we are incorporating new F&B, cinemas, open air cafes, kids play areas, flexible workspace, and are extending malls to further improve our tenant mix.”
Upgrade works to transform MEGA malls with extensions and refurbishments are also well underway. Earlier this year, it was announced that MEGA Adygea-Kuban located in southern Russia near the Black Sea will receive a major extension. The GLA of the shopping centre is being more than doubled to 190,000 sq m, along with a new lakeside alfresco dining concept for the 14 million people who visit MEGA Adygea-Kuban every year.
