Creating the Image of a Shopping Center in Urban Revitalization Processes
Creating the Image of a Shopping Center in Urban Revitalization Processes

Author(s): Jacek Trębecki, Slawomir PALICKI
Subject(s): Economy
Published by: Икономически университет - Варна
Keywords: commercial buildings; retail buildings; revitalization; promoting shopping centers
Summary/Abstract: One of the trends in developing shopping centers is to expand their functions in accordance with local conditions and the expected effect on its image. The article presents how it is possible to connect shopping with cultural functions on the basis of one of the most recognizable shopping centers in Poland - Stary Browar (‘Old Brewery’). What is more, the success of such an enterprise might have a positive effect on the neighborhood, contributing to the revitalization of cities, causing social, economic and aesthetic changes. The authors drew attention to the fact that such a success has also negative effects due to the fact that the revitalization of one part of a city might entail negative consequences for another part which was previously performing commercial functions.

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