The success achieved in terms of traffic rewards the great work done on the marketing of Officine Storiche
The inauguration of Officine Storiche in Livorno on 14 September 2023 marks not only IGD’s completion of the biggest development project in its pipeline, but also the conclusion of the significant work done on marketing aimed at giving life to an ample and complex structure that once housed the city’s historic boatyards.
We spoke with Laura Poggi, IGD’s Leasing, Marketing and CSR Director, about the main results achieved recently and the next appointments on the agenda.
Why did the marketing of Officine Storiche absorb so much of your team’s energy?
Firstly, because of its great size and the variety of merchandise we wanted to include. If we look at the entire Porta a Mare project in Livorno, Officine Storiche, in fact, houses more than 42 residential units, a retail section of more than 16 thousand square meters which we divided into five mid-size stores, 21 shops and a 4,700 square meter fitness center. This is a multi-use retail space: not just shopping, but also entertainment, restaurants and leisure activities. The work to completely restructure and redesign the spaces begun in 2019 moved slowly, with a few delays caused by the pandemic: any pre-letting had to, consequently, be adapted to the timing which was different than planned originally and intensified noticeably in the last year. Our goal was to provide a stimulating and innovative commercial offering, which enhanced the historical heritage of this area creating a new destination located between the waterfront and the historic old town, capable of attracting the residents of Livorno, as well as visitors from outside the city. A challenge that we accepted with enthusiasm, but which required hard work.
Are you satisfied with the results achieved?
I would say, yes. We have already achieved a high level of occupancy in the mall, around 95%, considering the stores that are operational and those under contract. We have a high profile tenant mix, with several Italian and global retailers who decided to open their first stores in the area at Officine Storiche. We also signed a lease with a leading anchor retailer, Primark: the well-known Irish fast fashion chain decided to open its second store in Tuscany inside our space. In the second part of 2024 we will, therefore, be able to count on a name with great appeal. We are also very proud of the fact that Primark’s decision to become part of our tenant portfolio implies that our Officine Storiche has been recognized as a “top location”.
Can you give us names of other brands that are already present or will be opening at Officine Storiche?
Of course. In terms of clothing, in addition to Primark, we have JD Sport and Original Marines. Culture, jewelry and free time are represented by Pandora, Blue Spirit, Librerie.coop, Giochi Preziosi, Dmail and Just in case. The food and beverage offering satisfies different tastes and needs with Starbucks, McDonald’s, Pokè Sun Rice, La Piadineria, Calavera, Billy Tacos, Amodo Bakery, Alice Pizza, Gelato Sicily and Pan di Nino. As for the personal care/health segment, we have a Douglas beauty store and Ottica Lama. The more than 1,700 square meters dedicated to entertainment houses Wappy, with an innovative proposal for different ages, from an arcade to a virtual arena, from a bowling alley to party zones. The offer is completed with Tonic, a fitness center of more than 4,700 square meters which opened its doors on 4 November.
How was traffic in the first few days following the inauguration?
It was very satisfying, with more than 110 thousand footfalls recorded in the first four days following the opening. A success that is ongoing as in the first month and a half of operation we have recorded the presence of approximately 440 thousand people.
Now that the marketing of Officine Storiche has been successfully concluded, what is next on the agenda for your team?
On 23 November we will inaugurate the restyling carried out at the Porto Grande Shopping Center, in the Marche region, while we are continuing with the activities involving Centro Leonardo in Imola, one of our key assets. We are also preparing for our participation at the 2023 edition of MAPIC in Cannes, retail real estate’s most important international event: between 28 and 30 November we will be at the stand R7.M1 of Palais des Festivals et des Congrès in order to meet global retailers and present our retail spaces in the best light possible.
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