Kraków - Serenada

WHAT’S NEW IN kraków?
WHAT’S
NEW IN
KRAKÓW?
Poland, the
largest consumer
market in CEE
38 million
Kraków
Highest population in Central
and Eastern Europe with 38 million inhabitants.
Evenly distributed population:
26 urban areas with over 200,000 inhabitants,
and 6 urban areas over 1 million inhabitants.
+45% GDP
Stable and dynamic economy: +45% GDP
growth over the last 10 years.
Є 205 billion market
Constant and sustained growth of consumer
spending: Є 205 bn by the end of 2011,
+ 60% over the last 10 years.
GDP growth 2012: +1.9%
Poland: Europe’s 6th largest economy
The only EU country with GDP
growth in 2010: +3.8%
Poland’s Second City
2nd largest urban unit - 1.2 m inhabitants
and more than 759,000 inhabitants
within the city limits.
2nd university city - Over 212,000 students,
i. e. 10 % of all students in Poland,
studying at 23 universities and colleges
2nd economic centre, supplying its
value-added hi-tech industries
with an abundant and skilled workforce.
Regional Business Centre
Kraków Technology Park has attracted
companies such as Motorola, Honeywell, Linde
Gaz, Google, Air Liquide, Shell, Philip Morris and
HSBC (production plants, regional headquarters
or business process outsourcing centres).
44 hungry
markets waiting
for their formats
Largest agglomerations
Urban areas of Poland are diversified
with city markets developing
at different speeds. Market Maturity Mapping
reveals the situation.
Mid sized towns
Largest urban units covering almost 3m people in each region
5 largest cities
Cities with populations of between 500 000 – 1 000 000
Secondary agglomerations
Regions with urban units covering more than 300 000 people in each region
Cities with populations of more than 100 000
Regions of urban units covering 200 - 300 000 people in each region
Smaller towns
Towns with populations between 70 - 100 000
6 top competitive markets
demand the newest retail formats
(differentiation phase).
20 established markets
with basic retail expect an increased
offer (consolidation phase).
18 emerging markets are ready
for further development
(development phase).
Kraków:
the lowest retail density
among the 5 largest cities.
Purchasing power per capita (Index, country average = 100)
44 top destinations
SHOPPING CENTRE MARKET DEVELOPMENT
160
150
Warszawa
140
DIFFERENTIATION
130
Szczecin
Lublin
120
Kraków
Olsztyn
Katowice Agglo.
(Upper Silesia)
110
Rybnik
Agglo.
Siedlce
Elbląg
100
Konin
90
Ostrowiec
Wielkopolski
Inowrocław
80
Ostrowiec
Świętokrzyski
Gniezno
Starogard
Szczeciński
Kalisz
Częstochowa
Włocławek
Poznań
Płock
Opole
Łódź
Radom
Toruń
Gdańsk
(Tri-City)
Białystok
Zielona
Góra
Koszalin
Grudziądz
Wałbrzych
Gorzów
Wielkopolski
Legnica
Słupsk
Kielce
Piotrków
Trybunalski
Rzeszów
Tarnów
Nowy Sącz
70
Bydgoszcz
BielskoJelenia Biała
Góra
Lublin
Piła
Wrocław
CONSOLIDATION
DEVELOPMENT
60
0
100
200
300
400
500
GLA density per capita (sq m/1000 inhab.)
600
700
Source: GfK 2012
SERENADA
Kraków
- the new beating
heart of the city
Join an existing
retail & entertainment
destination
Already 8 million
visitors a year!
Existing retail & entertainment
20 fashion mix anchors
and a wide variety of
events
Serenada brings a complementary offer of highstreet fashion, providing the space for display of
the leading 20 fashion mix anchors for the whole
family. Many events and entertainment
are planned to ensure lively customer flow.
Shopping destination with 60,000 GLA
The future largest shopping
destination totaling 100,000 sq m GLA
Right in the middle of the most
populated districts of Kraków
All the leading 20 fashion-mix
anchors under one roof
15% less GLA in the north
Kraków retail profile:
60,000 GLA missing
in the north
70% of the entire city population who live
in the north have at their disposal only
55% of the GLA. 423 sq m GLA/1000 inhab.
retail density in the north versus 498 sq m
GLA/1000 inhab. in the south.
Retail density is 15 % lower in north of Kraków!
The disproportion of the number of meters of
GLA makes the northern districts a perfect
place for the new schemes.
9
MAYLAND Project
Shopping Centres
94
A4
Kapelanka – 23,000 sq m GLA, 42 units – 1st generation shopping centre anchored by a Tesco
hypermarket with a limited convenience mall
•
Galeria Kazimierz – 37,000 sq m GLA, 142 units – urban mall focused on up-market fashion brands and
entertainment & leisure
•
Solvay Park – 14,800 sq m GLA, 47 units – compact urban shopping centre focused on home and leisure
•
Bonarka – 91,000 sq m GLA, 227 units – largest in Krakow, modern multilevel shopping centre focused on
personal sector tenants and anchored by an Auchan Hypermarket, Cinema City and Leroy Merlin DIY
•
Bronowice – 57,200 sq m GLA, 150 units – modern shopping centre anchored by an Auchan Hypermarket
with a two - level gallery
e
ic
w
zo
os
Pr
7
6
77
Krakow
Plaza
c
hu
www.globe24.pl
ka
Plaza &
Galeria
878
S7
Rzeszów
9
Bonarka Wiel
ic
ka
Zakopianka
Wielicka
A4
94
4
Graffica
wo
No
Witosa
7
Galeria
Nowa
Huta
Tesco
Tarn
ów
966
964
•
Park
Solvay
nsk
a
Zakopianka – 56,000 sq m GLA, 80 units – large retail zone with shopping centre anchored by a Carrefour
hypermarket with double mall and a retail park with Castorama DIY, Cinema City, Decathlon and midsized home sector tenants
M1 Krakow
Stw
Galeria
Rzeszow
rz
Millenium Hall
mie
o
d
an
SNova
Kapelanka
Z ak
opia
•
780
ne
Wielicka – 25,000 sq m GLA, 30 units – old fashioned retail park with a Tesco hypermarket with a limited
mall and OBI DIY
o
pa
•
Czyzyny
Pilotow
Galeria
Kazimierz
780
Pasaz
Rzeszow
ko
Witosa – 8,350 sq m GLA, 13 units – 1st generation shopping centre anchored by a Carrefour hypermarket
with a limited service mall
Bora-Kom
oro
Za
•
44
Futura Park – 34,000 sq m GLA, 129 units - Factory outlet centre and a retail park with an Alma
supermarket and personal mid-sized tenants
774
•
Galeria
Krakowska
Balice
Krokus
g
Galeria Krakowska – 55,200 sq m GLA, 261 units – strong urban downtown shopping centre with upmarket fashion brands
A4
SerenadaReal
ie
•
IKEA Krakow
osza
Pilotow – 18,000 sq m GLA, 12 units – old fashioned retail park with an Alma supermarket and home and
garden outlets
a
A4
•
ad
Nowy Swiat
Bronowice
sk
w
Kraków Plaza – 36,000 sq m GLA, 97 units – 2nd generation specialized shopping centre focused on
entertainment & leisure
nr
e
wic
Kato
3
•
7
95
Czyzyny – 32,000 sq m GLA, 78 units – old fashioned shopping centre anchored by a Carrefour
hypermarket and Leroy Merlin DIY
MAYLAND
project
9
•
4
Futura Park
Factory Outlet
79
94
M1 – 50,500 sq m GLA, 114 units – after extension in 2011 modern shopping centre anchored by a Real
hypermarket, Praktiker DIY, MediaMarkt and a large fashion mall
4
o
•
79
C
Krokus – 37,000 sq m GLA, 57 units – 1st generation shopping centre anchored by a Real hypermarket with a limited mall and an OBI DIY
ce
z
us
In the north of Kraków most schemes were opened before 2002. These are only hyper-market-anchored
shopping centres with basic convenience and home equipment offers (Czyżyny, Krokus, M1). Modern offers
are definitely concentrated in the downtown area, with Galeria Krakowska being the only potential distant
point of attraction.
Kiel
om
Radzawa
s
War
lk
O
Serenada has been located at the heart of this scheme to
Shopping
upgrade and complete the offer of the Olsza zone
with aCentres
range
of tenants typical for the consolidation phase of the market.
•
Jasionka
7
In the northern districts 4 hypermarket-anchored schemes
MAYLAND Project
share the market: Czyżyny, M1, Krokus and Bronowice.
86
A4
30 min
The Centre
Proven
catchment area
of є 3.0 bn
Captive Zone
Population:
Retail market: Convenience:
Personal: Home: Leisure&Entertainment: Competitive Zone
Population: Retail market: Convenience:
Personal: Home: Leisure&Entertainment: Conquest Zone
Driving time zones:
Population: Retail market: Convenience:
Personal: Home: Leisure&Entertainment: For Serenada, a 45-minute driving time zone covers a retail
market with purchasing power of € 3.076 bn, and as many as
1.3 m consumers.
A better outlook for future consumer spending and
competition impact is presented by the catchment areas’
new methodology.
The Centre
TOTAL
Population:
Retail market:
Drivetimes
Convenience:
Consumer spending
CAPTIVE ZONE:
Personal: 15 minHome: Leisure&Entertainment:
277,728 inhab.
€ 701.4 m
€ 325.8 m
€ 189.0 m
€ 80.9 m
€ 105.7 m
323,728 inhab.
€ 781.5 m
€ 382.2 m
€ 200.3 m
€ 90.9 m
€ 108.1 m
363,870 inhab.
€ 847.0 m
€ 428.2 m
€ 209.8 m
€ 98.7 m
€ 110.4 m
965,326 inhab.
€ 2,330 m
€ 1,336.2 m
€ 599.0 m
€ 270.4 m
€ 324.2 m
30 min
Wolbrom
9 000
Zones
15 min
Drivetimes
1st – Captive
30 min
2nd – Competitive
45 min
15 min
3rd – Conquest
Zones
30 min
Skała
4 000
1st – Captive
45 min
2nd – Competitive
Wolbrom
9 000
Zones
3rd – Conquest
Skała
4 000
Działoszyce
Miechów
1st – Captive
1 000
12 000
2nd – Competitive
Skalbmierz
3rd – Conquest
1 000
45 min
Kraków
Kazimierza
Wielka
The immediate area of the densely populated eastern
residential districts, where a proposed scheme will provide
Zones
la arge and diversified market offer. It should compete
effectively against the most important centres serving this
1st – Captive
area: M1 (50,000 GLA), and Plaza (38,000 GLA). Thanks to the
strongest fashion combined with other retail units and unique
2nd – Competitive
leisure elements, we expect to draw ca. 33% of the available
fashion brands market in this zone.
759 000
6 000
Słomniki
Skała
4 000
4 000
Proszowice
Skawina
6 000
3rd – Conquest
COMPETITIVE ZONE:
24 000
Kraków
The zone covering the remaining left bank of the Vistula in
Krakow, as well as northern outskirts is a perfectly connected
to the location of the Serenada Zone. Within this area the
most popular centres in Krakow operate Galeria Krakowska
(55,000 GLA) and Galeria Kazimierz (36,000 GLA), therefore
the market will be shared and Serenada will take ca. 12%,
while half of the market will be utilized by the two mentioned
central schemes.
759 000
Kalwaria
Zebrzydowska
5 000
Kraków
Sułkowice
6 000
759 000
CONQUEST ZONE:
Niepołomice
10 000
Skawina
24 000
Wieliczka
21 000
Driving Time Zone 15 min.
Population: Retail Market: Driving Time Zone 30 min.
Population: Retail Market:
Driving Time Zone 45 min.
Population: Retail Market: 445,684
€ 1,129 m
Bochnia
Skawina
24 000
1,301,391
€ 3,076 m
5 000
2 000
Driving Time Zone 15 min.
Kalwaria
Zebrzydowska
Population: 445,684 inhab.
Driving TimeDobczyce
Zone 30 min.
Population: Retail Market:
5 000
Retail Market: € 1,129 M
30 000
Kalwaria
Zebrzydowska
Świątniki
Górne
888,009
€ 2,189 m
6 000
888,009
€ 2,189 M
Driving Time Zone 45 min.
Population: Retail Market: Sułkowice
6 000
Sułkowice
6 000
Myślenice
18 000
Świątni
Górne
17
000
Brzesko
2 000
www.globe24.pl
The zone covering the opposite river bank in Krakow and
remote northern outskirts. Existing strong centres in south
Krakow: Bonarka (90,000 GLA) and Zakopianka (55,000 GLA)
strongly draining this area, limit the scheme’s performance
in the south, although the northern part of this zone is not
influenced by other strong competitors. We expect to draw
ca. 9% of the fashion market from this zone.
9 000
45 min
Drivetimes
The Centre
Serenada
Wolbrom
1,301,391
€ 3,076 M Myśle
18 0
Already the
retail destination
in northern Kraków
Serenada benefits fully
from its excellent location,
showcasing a considerable
fashion and leisure offer,
attracting consumers from the
neighboring, prosperous and
densely-populated residential
area and consumers from the
entire northern part of the city.
Structuring customer flow
Serenada is the complementary facility of
the retail and entertainment scheme which
structures further the internal customer flow
within it:
• multilevel car park of Serenada optimizes
the customer flow on every level of the
gallery
• dedicated pedestrian access to every
level of the centre manages customer
inflows.
Serenada profits from its
first-rate transport infrastructure:
• car access is provided by a major road
linking the city centre with Nowa Huta,
• local road serving the surrounding
residential districts,
• the destination is already an established
point of the city infrastructure with 10
regular bus lines,
• new tram line is planned and even
possibly a metro line in the future.
Housing
development
Do
bre
erza St.
sterza
go Pa
go
Pa
erza St.
go Past
St.
parking
St.
Aqua
Park
Dobre
pedestrian access
direction
Pasterza
go Past
Dobrego
Dobre
Strzelcow St.
Main entrance to Serenada
from the Krokus Mall
St.
Delivery of Serenada 42,000
sq m GLA, creates the largest
retail and entertainment
destination in Kraków with
more than 100,000 sq m GLA.
The best roads to join
Perfect location
ans
ka
Serenada is to join the large
retail and entertainment
destinations in Kraków with:
• OBI DIY (12,000 sq m GLA)
• REAL hypermarket (18,000
sq m GLA)
• Krokus Gallery
• Multikino cinema and
Aquapark.
The largest retail
& leisure scheme
Kub
i
Already 8 million
visitors a year
In the hive
of retail activity
Dobre
deliveries
opping
Sh
Krokus
bus stop
Bora
t
Airpor rway
oto
& A4 m
ntre
City Ce
e
Katowic
Centre
o St.
skieg
orow
Kom
go St.
owskie
omor
Bora K
Housing
development
Nowa
Housing
development
w
zeszó
/R
Lublin
/
a
t
u
H
ste
rza
St.
SEE
MORE!
Passage between Serenada and Krokus Mall
Internal skylight
Internal skylight
Serenada, the
beating heart
of the city
100,000 sq m GLA
With Serenada having 42,000 sq m GLA, the
GLA of the Olsza zone increases to 100,000
sq m. The project will double the retail area of
the existing retail destination, housing mostly
popular fashion and leisure brands. It will
upgrade of the the entire zone to a universal
commercial complex.
20 fashion mix anchors
Situated next to the Krokus convenience centre,
Serenada brings a complementary offer of
high-street fashion, home equipment and sports
& leisure. It provides the space for displaying
all the leading 20 fashion mix anchors for the
whole family. With live entertainment and a
wide variety of events a lively customer flow is
ensured.
Eating spree
The largest food plaza in Kraków - 2,200 sq m GLA
- will cater to the tastes of all leisure visitors
of the nearby facilities and Serenada itself.
Thus, it is sure to attract not only families from
the neighbouring districts or weekend family
shoppers but also customers from the nearby
business park, seeking to relax and enjoy a
pleasant location to eat out.
Efficient vertical circulation
Efficient vertical circulation at each level of
the shopping arcade helps visitors to explore
all of them for the benefit and pleasure of an
enjoyable shopping experience.
Internal skylight
Kraków
upper LEVEL
lower LEVEL
P
Aqua
Park
pedestrian flow
from housing development
P
Aqua
Park
Aqua
Park
ntre
ing Ce
hopp
okus S
Kr
Pedestrian flow
pedestrian flow
from Aquapark and Multikino
s
Kroku
P
COMFORT DOORS
P CAR PARK
ESCALATOR
tre
City cen
pedestrian flow
from Real Hypermarket
P
deli
e
very
Katowic
Parking places: 1032
K
entre
ping C
Shop
rokus
ELEVATOR
car park
upper level
P
TRAVELATOR
rowskiego
Bora Komo
BOUDOIR TOILET
car park
lower level
lower
level
ntre
ing Ce
Shopp
uta
Nowa Hn
Lubli
upper
level
St.
car park
medium level
rowskiego
medium level
Bora Komo
St.
areas by activity
CONVENIENCE:
Daily shopping
- Grocery, food
& drinks shops,
laundry & tailor
services, mobile
phone retailers,
other services
PERSONAL:
Apparel &
beauty - fashion,
shoes & leather
goods, jewellery &
accessories, health
& beauty retail
and services
HOME:
Interiors furnishings,
decor, household
appliances, home
accessories &
garden
ENTERTAINMENT /
LEISURE:
Multimedia &
cinema, sport &
fitness, books and
entertainment,
bars & restaurants
common area
MID LEVEL
Kraków
SERENADA
IN DETAIL
Total GLA (sq m):
Levels:
Units:
Parking spaces:
Full parking capacity
on site:
Car park levels:
Catchment area
(inhab.):
Retail market:
Food court
Efficient vertical flow
42,000
3
170
1,100
3,280
6
1m
Є 2,330 m
Join an existing retail &
entertainment destination
with 8 million visitors per year
WHAT’S NEW IN kraków?
MAYLAND REAL ESTATE
ul. Puławska 427
02-801 Warsaw
Tel: +48 22 546 98 00
Fax: +48 22 546 98 98
www.mayland.pl