Integrated Shopping Centers As Initiators Of The City Centre

Urban Renewal:
Good Practice Examples From Poland

Marija Cvetković 1
Prof. Aleksandra Djukić, PhD 2
Branislav Antonić 3

Summary: Today's development of cities is often associated with development of shopping

malls on the suburbs of the city, taking over roles of public spaces and considered one of the
causes of the disappearance of shopping functions in the historical city, which directly affects
the decrease in activity and the general deterioration of the historic city. In this paper
shopping centers integrated in historical core of the city are considered as a positive example
of modern consumer space. On the one hand, modern activities are combined in this center,
where the purchase is made in a practical and pleasant environment. On the other hand, they
are becoming an integral part of historical city environment, encouraging the revival and
renewal of this sensitive part of the urban core. There are few examples of successful
integration of shopping malls in the historic cities of Serbia. In spite of this, one can find
examples from Eastern Europe, which has also undergone major socio-economic changes in
the post-socialistic transition. In this paper three examples of examples of good practice from
Poland are selected, where situating shopping center in pedestrian zone or their proximity of
the historic city contributed to the maintaining of activities and people, thus to the
preservation of city values. The use of urban recycling of existing industrial facilities is
considered as a special value of examples. The aim of the paper is to encourage consideration
that shopping centers are not in conflict with the urban core by ‘definition’, and to present
through the best practice that carefully located and well-integrated shopping centers can
contribute to the promotion and regeneration of historic urban and architectural heritage.

Keywords: Integrated shopping mall, urban renewal, pedestrian environment, urban

regeneration

1
Marija Cvetković, University of Belgrade – Faculty of Architecture,Belgrade, Serbia, marija.cvetk1@gmail.com
2
Prof. Aleksandra Djukić,, PhD, University of Belgrade – Faculty of Architecture,Belgrade, Serbia,
adjukic@afrodita.rcub.bg.ac.rs
3
Branislav Antonić, University of Belgrade – Faculty of Architecture,Belgrade, Serbia, antonic83@gmail.com
1. INTRODUCTION

In this paper, the role and importance of the shopping centre integrated into historic urban
core are observed. Retail as the main feature of a shopping centre, is in the essence of the
formation of historic city (Benevolo, 1995). It has got noticeably different functional and
physical features in contemporary shopping centres. The streets and (market) squares in
historic city were traditional places for retail during many centuries. Their domination in this
field is considerably minimised by the construction of huge shopping centres – shopping
malls. On the one side, modern activities are combined in new shopping centres, and
shopping is practical. Thus, many people visit these centres. However, the character of
shopping centres is not traditional – shopping has been transformed from rational activity to
fantasy and irrationality. These modern spaces of consumption thereby are not limited on
“classic” retail; they are becoming the spaces of identity, because it becomes more important
for one to be noticed in them and to enjoy its ambient, where someone buys becomes as
important as what someone purchase. (Petrović, 2009).
Shopping centres 4 are American ‘invention’ that has globally spread out around the World,
especially during the 1960s, in the era of economic progress. Formed as an artificial center,
arisen at the edge of the urban sprawls of American cities (Crawford, 1992), it does not
corespond to European cities by its structure. The countries with harsh climate, such as
Canada, have reasons for the replacement of open public spaces with shopping centres.
Countries at European South with warm climate are still more resistant to American ‘attack’
and its artificial forms of consumerism. Nevertheless, the number of such centres is increasing
here. In post-socialist countries, additional transitional shift has happened, which has brought
the American principle of concentric aggregation in the shape of contemporary shopping
malls (Nagy, 2001). Only the strongest and biggest shopping malls survive; those which are
smaller and local ones, transformed from department stores, are losing pace.
This phenomenon is visible in Serbia today. Typical examples from Belgrade are the former
department stores and small shopping centres from the 1970s and the 1980s in Banjica,
Banovo Brdo, New Belgrade (“Old Merkator”) or the department stores of “Robne kuće
Beograd” chain. They initially were the leaders in consumerism. At the same time, shopping
streets and the main city squares still keep their significance, having the great number of
users/consumers. The findings of the survey (Đukić & Cvetković, 2016), in which the
relation of consumers towards the identity of shopping centres and “classic” shopping streets
in Belgrade are investigated, showed that open urban spaces are still important for many
respondents and that they are concerned regarding the loss of the identity of historic urban
core.
Shopping malls are usually seen as one of the main factors of the disappearance and decline
of the role of shopping streets in historic urban core. In accordance with this, they take the
role of the space for socialisation from open public space; however, with controlled entrance
and stay. Numerous facilities from central historic core discharge and disappear, leaving
many shop windows empty. One of major reasons for this is inappropriate location of these
shopping centres in urban fabric. At contrary, there are many examples where shopping

4
During the 1950s, the construction of shopping centres accelerated. From 100 centres in 1950 their number
reached 3,700 in the next 10 years. They also became bigger and more complex architectural structures. The main
attractiveness of early, suburban centres with supermarket was the concentration of retail in one place, as well as
big car parks.
centres are successfully integrated in historic urban core. They confirm that it is possible to
integrate a shopping centre intro pedestrian zone in the core in the way to achieve a synergy
between old and new, traditional and contemporary.
This paper explores how the urban recycling of old industrial buildings and complexes in
historic urban core can be used during this integration. Urban recycling is a process in
urbanism, where neglected buildings and complexes regain their all function or obtain new
one through their renewal, side by side with the process of their integration in surrounding
(Gligorijević, 1999). It includes the use of already used building material, the reuse of the
entire buildings and the adequate change of their functions (Vaništa Lazarević, 2003). It will
be presented by three case studies – three shopping centres form major Polish cities – which
are considered as successful ones.

2. RESEARCH PROBLEM – SHOPPING MALLS

Shopping malls, as the “normal” shopping centres of big format today, represent a certain
kind of isolated and comfortable utopian world. In the last decades, they are starting to
dominate the cores and peripheries of cities as visual symbols for the retreating of productive
facilities from consumptive ones 5. They even become to figure as traditional centres in
suburbia. 6 Victor Gruen 7 proposed a mall as the basic unit of urban planning, where it should
become a multifunctional urban centre (Gruen, 1954). His intentions were the redefinition of
a contemporary city, where a suburban shopping mall is the new core of the future
development (Gruen and Smith, 1960). V. Gruen identify shopping as the part of great
network of human activities, claiming that selling would be better if commercial activities
will be integrated into various cultural ones. 8 Despite his vision, Gruen’s ideas have never
been fully realised; they were modified by the tenets of profit 9. Therefore, shopping malls
were initiators for modern habits of consumerism, completely redefining American ways of
shopping and retail (Ritzer, 1999). Nicholas Jewell notices that, considering content and
shaping, shopping malls are becoming an “alternative to historic urban core … although it is
probably more precise to say that they are competitors” (Jewell, 2001). It is obvious that this
urban development makes a competition between traditional the historic centre of y city and
shopping centre. In the other hand, shopping centres can be embedded and built in the historic
centre with galleries, parks, and patios, which enables integrated pedestrian environment.
They can create a synergy between interior and exterior, aside commercial space. In line with
it, the aim of the paper is to check if selected examples of integrated shopping centres from
Poland functionally and physically satisfy and support the vitality of the open public spaces of
surrounding historic urban core.

5
They are colloquially called as ‘cathedral of consumption’.
6
The society of consumerism has developed the concept of “a city within city” through the different forms of
retail and multifunctional complexes. Similarly to the context of historic urban core, “new” cities are encircled by
newly-built urban fabric. This is the mutation of the utopian dimension of a city, because “Shopping is an ultimate
pleasure and “UŠĆE” shopping centre – new centre of city – is the most desirable destination which offers the best
in one place” (www.usceshoppingcenter.com/sr/page/ 1/o-nama).
7
Victor Gruen was an architect/author of the first shopping malls.
8
V. Gruen observed the design of shopping malls as the way of production of new urban centres or, as he called
them, “shopping cities”. He encouraged designers to include more activities in the programme of shopping malls,
adding them cultural, artistic and social events.
9
V. Gruen was disappointed by the way in which his idea was exploited by the owners of shopping malls – it
named this deformation as the ‘land-wasting seas of parking’.
3. METHOD

The aforementioned data is a base for the establishment of criteria to analyse the level of
integration of three selected shopping centres in their urban environment. These centres are
located in the historic cores of three big Polish cities: Łódź, Poznań and Gdańsk. In line with
this, the chosen research method is multi-case study. Research unit is a shopping centre as a
complex connected with its surrounding – the public space of a historic urban core. Selected
shopping centres are not the same by principal characteristics: the centre in Gdańsk is
relatively small; the second one in Łódź is much bigger, comprising the entire complex in one
urban block. The case from Poznań is in the middle – it consists of several buildings which
make the part of urban block.
Research criteria are derived from the general criteria of integration by the theory of urban
recycling (Gligorijević, 1999; Vaništa Lazarević, 2003; English Partnerships, 2007; Đukić
and Vujičić, 2015). Before their elaboration, it is important to underline that some criteria of
integration are already included during the selection of cases 10 - all of them are located in
historic urban cores. This fact concurs with the first criterion of urban recycling – macro-
location in city fabric (Gligorijević, 1999). Although all cases were at the periphery of historic
city during their construction in the era of early industrialisation, after years of city growth,
they are located in present-day urban centres (Vaništa Lazarević, 2003).
The other criteria of integration by the theory of urban recycling are proposed for the further
analysis (Gligorijević, 1999; Vaništa Lazarević, 2003; English Partnerships, 2007; Đukić and
Vujičić, 2015):
CRITERION No 1 refers to the assessment if new function(s) are necessary for a recycled
space, since it is always recommendable to try to revitalise the previous function(s).
According to the sources, this is done if the current function was outdated or degraded;
CRITERION No 2: The selection of new function for a recycled urban space means that it
should be better integrated by this process in its surrounding. In the case of integrated
shopping centres, it is expected that their function and content do not significantly deviate
from their environment;
CRITERION No 3 pertains to the respect of valuable built heritage in recycled space. This
includes the preservation and renewal of old buildings and open spaces, as well as the used of
traditional building materials and techniques during their renewal;
CRITERION No 4 is related to the integration of recycled urban structures and complexes
into already vibrant spaces, rich by facilities and attractive to users, to wide and strength the
importance of both this structure/complex and its environment as a final aim. This is
particularly applicable to the urban areas with a lot of pedestrians.

4. CASE STUDIES

The choice of Polish cities was not without reason. First, similarly to Serbia, Poland is also a
former socialistic country and it carries the same “transition” elements in the development of
commercial buildings and shopping centres. On the other hand, the post-socialist transition in
the case of Polish cities has been faster and less harsh than in Serbia, thus it can be selected as
a role model. Second, the Polish cities suffered great destruction during the Second World

10
The criteria which target macro-urban level
War. After decades of renewal, they are good examples for all processes of urban renewal and
revival of historic city cores, including the process of urban recycling.

4.1. Case 1: Stary Browar (old brewery) in Poznań

General information: 11
- Built: 1844-1880
- Renewal: 2003-2007
- Area: 130,000 m²
- Position: tangential to the main pedestrian street
- In 2006 and 2007, Stary Browar project has received numerous prestigious awards and
was named the best medium-sized shopping mall in the world.
The complex consists of two parts: (1) The old building of military court from 1880, which is
recycled into a modern hotel today, and (2) The old complex of “Huggers” brewery from
1844, which is recycled into a shopping centre. In includes the old brewery, the facility for
drying the malt, the business premises and shops. New buildings are built and embedded into
the existing complex. A new wing with six floors and three underground levels was opened in
2007. It covers the area of 57,000 m² and it includes enclosed courtyard that connects the two
wings of the old brewery. Therefore, this space is very appreciated by users during
wintertime. Old brewery today bears a strong architectural spirit. It is achieved through the
combination of red brick facade and modern elements of glass and steel, which accents the
identity of the area as a former industrial complex.

Fig. 1 and 2: Poznań, Stary Browar: interior (author: A. Đukić) and the position of the
shopping centre to the main pedestrian street – Półwiejska (author: M. Cvetković)

CRITERION 1: Buildings were significantly destroyed in a post-war period. Nevetheless,

they continued to be a beer factory till 1970. The initial function was obsolete for present-day
historic core. After the closure of the factory in the 2002, one part of the complex was used
for theatrical performances. The recycling of ruined industrial complex was conducted in
2003. The complex is designed for culture, business and shopping: the atrium (east wing), an
art gallery and a shopping centre (west wing). There are often operas, exhibitions, festivals,
film screenings, dance performances etc.

11
Data was collected from a professional visit to the city as well as the official web-site
(http://www.starybrowar5050.com)
CRITERION 2: All spaces are concentrated around a common circular central courtyard
(Rundbogen), typical for the period of industrial architecture of the 19th century. The
advertising slogan of this centre is “Fifty percent of the business, fifty percent of the art”,
balancing two components to experience artistic spirit on a daily basis, where business and
commerce are its complementary element. All these purposes are in the tradition of the
historic core.
CRITERION 3: The appearance and style of the complex do not resemble a traditional
shopping centre. Its design respects the old buildings, which are easily recognisable and
visually prominent. In addition, the “spirit” of a historic industrial complex is retained by the
use of existing materials 12, in combination with the modern elements of glass and steel,
embedded into the structure in a manner to keep the identity of the old industrial complex.
CRITERION 4: Complex is tangential to main pedestrian street of historic core – Półwiejska
Street (700 m in length). This situation supplements and enhances the existing content of this
street, which has become one of the most popular places for socialisation in the city.

4.2. Case 2: Manufaktura, Łódź

General information: 13
- Built: 1871-1901
- Renewal: 2001-07
- Area: 270,000 m²
- Position: 200 m from the main pedestrian street, in vicinity of city park
This huge complex of textile industry was founded by Israel Poznańsky in 1871. After the
factory was closed and recycled into “Manufaktura” centre, it contains more than 300 shops,
cafes, restaurants, etc. This commercial part occupies 12,000 m². Nevertheless, the complex
also includes a hotel, 3 museums and huge open space for multifunctional purposes. The
surface of this second biggest complex in Poland is 270,000 m², including 9.000 m² of
renovated monumental buildings of the industrial complex, 9,500 m² of newly built area and
a spacious square on 3,000 m2.

Fig. 3 and 4: Łódź, Manufaktura: inner square and preserved old buildings (Author: B.
Antonić) and the position of the shopping centre to the main pedestrian street – Piotrkowska
(Author: M. Cvetković)

12
the original bricks from the original industrial complex
13
Data was collected from a professional visit to the city as well as the official web-site
(http://www.manufaktura.com)
CRITERION 1: After the nationalization of all factories in Poland after the World War II, and
the loss of financial stability in the1980s, the existing textile factory closed. At the end of the
1990s, the ruined factory complex was sold, and after five years of renewal, Manufaktura
centre was opened in 2006. Likewise to the first case, this old industrial complex is located in
the historic city core with a lot of built heritage. Therefore, the initial function (textile factory)
could not be preserved for contemporary use.
CRITERION 2: Revitalization project included the introduction of the facilities which will be
complement to the role of historic core. Therefore, the combination of different functions is
used: culture (3 museums – art museum, science museum and city museum, cinema), retail
(shops, restaurants, cafes, etc.), recreation (skate park, climbing wall, fitness, ice skating ring,
beach), open space and greenery for socialization and a parking lot, which complements the
traditional historic town centre.
CRITERION 3: The revitalisation had an aim to preserve the ancient atmosphere of this place
and the Manufaktura is thereby dominated by genuine industrial architecture, with
unplastered red brick buildings. The complex’s trademark is the old, five-storey spinning
mill 14 in Ogrodowa Street, built in 1877-1878. In 2009, a four-star Andel’s hotel opened. The
other buildings in the complex were reconstructed in the same authentic manner. The
exception to this approach is the main shopping hall, which is a new structure, mainly made
from glass and steel. But it is lower than the surrounding brick buildings, and therefore, it
cannot be seen from the outside, maintaining the authenticity of the historical spirit of a city.
Despite the latest technological solutions were implemented in the recycling project, the
original historical structure of the place has been preserved. The old-fashioned atmosphere of
an industrial complex in “Manufaktura” is preserved.
CRITERION 4: The Manufaktura centre is multifunctional complex which comprises a art
centre, a shopping mall, and a leisure complex. It is situated in the proximity of historical city
core and the main pedestrian street - Piotrkowska Street (4.2 km in lenght). This street was
customised to vehicles from its early beginnings. During industrialisation era, it became the
centre for retail and entertainment – the whole life of industrial agglomeration was
concentrated there. The street lost their significance after the World War II. City authorities
tried to revitalise it during the 1990s. Nevertheless, the importance of the central part of the
Łódź faded during this decade due to the opening of several shopping centres at city outskirts.
Only after the recycle and revitalisation of the old textile factory into Manufaktura centre, the
redevelopment of the historic core of Łódź and its main symbol, Piotrkowska Street, was
obtained. Hence, new shopping centre has supplemented and expanded the existing functions
of open public space.

4.3. Example 3: Gdańsk Główny shopping centre, Gdańsk

General information: 15
- Built: 1900
- Renewal: 1990, 2017
- Area: around 1,000 m²
- Position: 600 m from the main pedestrian street
14
which explains the name of the complex
15
Data collected from on-site research by one of the authors
CRITERION 1: The buildings in this complex were initially built to support the main
function of a major railway station which was opened in 1900. Some objects have lost its
original functions, and during reconstruction in 1990s they were recycled and repurposed as
commercial and service functions.. Modernization of the station began in 2017 and provides
the reconstruction of underground communications below the square Przydworcowego.
CRITERION 2: In addition to the facilities necessary for functioning of the railway station
(cashier station information, etc.), station is complemented by a variety of shops and
restaurants. The main station hall is connected on one side to the platform, while the other
side is connected to shopping center. In the former post office building, which is located in
the immediate vicinity are located KFC and McDonalds and a small shopping center with
various offers. Hotel, gym, conference rooms and retail space in the former building of the
railway will be opened by the end of this modernization of station.

Fig. 5 and 6: Gdańsk Gdańsk Główny shopping centre: square and preserved old buildings
(Author: M. Cvetković) and the and the position of the shopping centre to the main pedestrian
street – Dluga (Author: M. Cvetković)

CRITERION 3: All old buildings, initially created in the combination of neo-baroque and
renaissance elements, are reconstructed in this manner. Newly-added elements (mainly
pedestrian corridors) are located underground and they are invisible thereof. During the
reconstruction of the entire complex of city railway station, the identity of a historic city was
not compromised. In the early 1990s, during the general overhaul of the train station, a two-
level hall was built for shops. This did not prove popular among citizens and this structure
was demolished in 2003.
CRITERION 4: Railway station is located next to a busy road in the immediate vicinity of the
historical core of Gdańsk, but a little bit further from the main pedestrian street then other
analysed cases. However, it is well-connected to active urban surrounding. When all buildings
proposed by the project in progress will be completed, this shopping complex would get
missing facilities and it would become an viable element in historic urban core.
 5. RESULTS

According to the data presented on selected shopping centres, the following observations can
be made:
CRITERION Stary Browar, Manufaktura, Gdańsk
Poznań Łódź Główny,
SHOPPING CENTRE Gdańsk
C1 – Were new functions necessary, Completely Completely Partially
i.e. could the old/initial functions be true true true
preserved?
C2 – Are new functions integrated to Completely Completely Completely
surrounding? true true true
C3 – Has built heritage been respected Completely Partially Completely
during the process of urban recycling true true true
and after it?
C4 – Does a real connection to vibrant Completely Completely Completely
and active urban surrounding exist? true true true

6. CONCLUSION

The identity of an urban place is a changeable issue and it depends on the changes of major
factors in space: users, customs, economy, values, aesthetics, and culture (Đukić, 2011).
However, the identity should be preserved to make this urban space alive and vibrant.
The explained case studies from Polish cities support this statement – the process of urban
recycle has revitalised not only the space which was directly recycled, but also the wider area
of surrounding historic urban core, recovering their traditional identity of a central point in
city. Although the given cases present just one of many possible approaches to simultaneously
reuse and to renew abandoned industrial spaces and nearby historic urban core, they were
implemented in the similar post-socialist environment with many “transitional” elements of
uncertainty and fast changes.
In accordance to acquired results and conclusions, the most important tasks for Serbian cities
are:
- The main task is to respect the environment of a historic urban core in its all aspect
(functional, physical, social, economic). To achieve these intentions, the enactment of
more precise rules for the “contextualization” of new shopping facilities in national
legislation and local planning documents is crucial. The methods and criteria of urban
recycling can be useful to determine and establish these rules. However, this is much
bigger process, which requires in-depth work;
- The aforementioned process is not finished with the construction and opening of a new
facility. Permanent monitoring of the influence of already open shopping centres on their
surroundings is necessary. This process must be flexible and up-to-date due to the
changeability and complexity of the human “feeling” on space. It depends on humans/
observers and their abilities to perceive and differentiate space and forms. Urban spaces,
as locations for exceptional possibilities to modify context, are exactly the right spaces
where these multiple meanings can become evident (Lynch, 1981).
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[3] English Partnerships. (2007) The Brownfield Guide: A Practioners Guide to Land Reuse
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procesu urbane obnove / Keeping the Identity of the Main Streets in Vojvodinian Towns
in the Process of Urban Renewal (doctoral dissertation), Faculty of Architecture,
Belgrade.
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GmbH, INOVA software engineering, Banja Luka.
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[7] Gligorijević, Žaklina. (1999.) Urbo reciklaža - metod i primena u urbanističkom
planiranju / Urban Recycling – method and use in urban planning (Magister
dissertation), Faculty of Architecture, Belgrade.
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[9] Gruen Victor, Smith Larry (1960). Shopping Towns USA: The planning of shopping
centers, Reinhold, New York.
[10] Jewell, Nicholas. (2001). “The fall and rise of the British mall”. The Journal of
Architecture, 6, pp. 317-378.
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Интегрисани тржни центри као покретачи урбане обнове
историјског градског језгра:
Поуке примера добре праксе из Пољске

Резиме: Изградња великих тржних центара на градској периферији утиче на

данашњи развој градова. Преузимајући примарну улогу трговине од традиционалних
трговачких улица у историјским градским језгрима, тржни центри умањују
трговински значај ових отворених јавних простора. Стога се обично сматрају
једним од узрочника нестајања функције трговине у историјским деловима града.
Овај процес посредно утиче на смањење активности и опште пропадање
историјског града. У овом раду се разматра трговински центар интегрисан у
историјско језгро града као пример савремених потрошачких простора. На тај
начин се тежи спајању напред истакнутих противречности. Са једне стране, у
овим центрима су комбиновани савремени садржаји, куповина се обавља практично,
па су веома посећени. Са друге стране, они су смештени у историјском граду, па су и
даље саставни део његовог окружења, а њихова живост подстиче оживљавање и
обнову овог осетљивог дела урбаног ткива. Данас нема много примера успешне
интеграције тржних центара у историјске градове Србије. Упркос томе, могу се
наћи примери из источне Европе, која је такође прошла велике социо-економске
промене током пост-социјалисттичке транзиције. У раду су изабрана и приказана
три примера добре праксе из Пољске, где се смештањем новог тржног центра у
пешачке зоне или њихову близину у историјском граду допринело задржавању
активности и људи у његовим просторима, а тиме и очувању његових вредности.
Посебна вредност код датих примера је и употреба урбане рециклаже постојећих
привредних објеката. Циљ рада је да се кроз пример позитивне праксе подстакне
разматрање да тржни центри не морају бити у сукобу са историјским градом, већ
да се кроз њихово позиционирање и интегрисање у историјски град може допринети
његовој афирмацији и регенерацији.

Кључне речи: интегрисани тржни центар, урбана рециклажа, индустријски

комплекси, пешачко окружење, урбана регенерација