Colliers Romania has been appointed to coordinate the repositioning process for two shopping centres – Unirea Shopping Centre in Bucharest and Brașov – both considered emblematic landmarks of urban retail. The properties have total areas of over 80,000 and 16,000 square metres, respectively. The mandate includes conducting a concept study, redefining the commercial spaces, and attracting new tenants that align with the current market context and the specific characteristics of each location.
This collaboration takes place against the backdrop of significant changes in consumer behaviour among Bucharest residents, influenced by the continuous development of the retail market over the past 20 years. At the same time, the Union Square area is undergoing extensive structural rehabilitation, with major works announced by the authorities and expected to last for about two years. The interventions in Unirii Square, a key element of the city’s infrastructure, present not only an opportunity for commercial reconfiguration, but also a fresh start for one of the most visible and frequented areas in the capital.
Until the late 1990s, Unirea Shopping Centre in Bucharest was the only large-scale shopping centre in the capital and a popular retail destination. Over the past two decades, however, the market has expanded rapidly, with more than 50 shopping centres and retail galleries developed in and around Bucharest. This expansion has gradually changed consumer behaviour, shifting preferences towards proximity-based formats and themed concepts located closer to home or the workplace.
Although Bucharest’s commercial landscape has diversified significantly, the Unirii area continues to attract a high volume of visitors due to its ultra-central location and proximity to major landmarks such as the Old Town, the Palace of Parliament, public institutions, hotels, and office buildings. Piața Unirii metro station, where three metro lines intersect, is the city’s main transport hub and recorded an annual passenger volume of almost 30 million in 2015 – a figure that is most likely even higher today.
“Unirea has always been more than just a shopping centre — it has been, and continues to be, a landmark for the people of Bucharest and for many Romanians. At a time when the city centre is undergoing major changes, we believe this is the right moment for a new chapter in the life of this space. Our aim is to make Unirea vibrant once again, offering attractive, up-to-date services that bring together a mix of functions and meet the expectations of today’s urban audience. We are planning a full transformation and a repositioning that is both relevant and innovative. As part of this process, we are looking for new retailers and concepts, while also working closely with existing operators who share our vision and are open to aligning with our ambitious redevelopment plans”, said Alexander Adamescu, Chairman of the Board of Directors of Unirea Shopping Centre.
The owner’s objective is to transform Unirea Bucharest into a modern, multifunctional space that goes beyond the traditional fashion-focused retail model. The new concept will offer a wide range of amenities and services, including restaurants, cafés, rooftop bars, and areas dedicated to culture, sports, and entertainment. The project also includes plans for co-working spaces and conventional offices to meet the growing demands of urban consumers and tourists in the city centre.
The Unirii area is highly attractive not only because of its central location, but also due to the high population density within Bucharest’s central ring, estimated at over 500,000 inhabitants. In addition to this urban population, there is a constant influx of people generated by offices, institutions, educational establishments, and increasingly, tourism. In 2024, Romania attracted 2.4 million foreign tourists, marking a 13.5% increase compared to the previous year. This figure does not include domestic tourism.
The Old Town – Unirea – Parliament Palace area remains one of the most popular destinations in the capital, thanks to its wide range of attractions, events, and leisure activities. Over the medium term, this trend is expected to generate a significant increase in tourist numbers, a pattern already observed in other regional capitals. Hotels and commercial spaces in central Bucharest are among the main beneficiaries of this growing influx.
“The attractiveness and functioning of shopping centres in Bucharest have changed significantly in recent years. In this context, a building like Unirea Bucharest — with its ultra-central location and excellent accessibility — needs a fresh infusion of ideas: up-to-date concepts that align with international retail and leisure trends. The potential is considerable, and we are confident that many local and international operators will want to be part of this project, including brands that are not yet present on the Romanian market”, says Simina Niculita, Head of Retail Agency at Colliers România.
Colliers will work closely with the landlord to develop new retail concepts that enhance the diversity, relevance, and integration of the centres within the urban fabric. The goal is to transform both centres into attractive destinations for the public and investors alike. Given the substantial size of the Bucharest building, the repositioning process will be carried out in phases: it will begin with the Splai wing, followed by the central area, and finally the Călărași segment.
Meanwhile, Colliers will coordinate the full repositioning of Unirea Shopping Centre in Brașov, which currently houses two fitness operators and a restaurant-lounge on the top floor. The building is set to undergo extensive renovations, with reopening estimated for late 2026 or early 2027. The plan is to transform the centre into a multifunctional urban space that aligns with modern trends in consumption, mobility, and lifestyle. Brașov is one of the fastest-growing cities in terms of economic and real estate development over the past 15 years, with new retail and service concepts continuously attracting residents from both the city and surrounding areas. The building’s central location, near the train station, provides a major advantage through easy access and consistent footfall, serving a population of over 300,000.
“The repositioning of the Unirea Shopping Centres in Bucharest and Brașov is a strategically important project that combines real estate expertise with a vision focused on urban regeneration. Our aim is to create open, flexible spaces that respond to the real needs of local communities and remain relevant in a constantly evolving city. We envision these centres becoming vibrant destinations that positively contribute to urban life. We are honoured to play a role in revitalising these key landmarks in Romania’s commercial landscape”, concludes Simina Niculita.
