The reconstruction of UŠĆE Shopping Center has brought modernization and transformation in line with global standards – from new façade designs and terraces overlooking Kalemegdan to innovative green and technological solutions that elevate the visitor experience. This project not only changes the appearance and functionality of the center but also reaffirms MPC Properties’ commitment to sustainability, innovation, and creating spaces that connect shopping, socializing, and community care.
In an interview for BIZLife, Pinar Yalçınkaya, CEO of MPC Properties, emphasizes that the goal of the reconstruction is for UŠĆE to become a lifestyle destination rather than just a shopping space, with a strong focus on sustainability and innovation.
The reconstruction of UŠĆE Center is a major undertaking. What is the main goal of this project, and what changes do you want visitors to notice once everything is completed?
Over its 16 years of operation, UŠĆE has built the image of a shopping destination that constantly brings innovations in all aspects – from tenant selection to entertainment for visitors. The main goal of the reconstruction is for UŠĆE to continue being one of the favorite gathering spots, now in a more modern, open, and comfortable environment. Visitors are already enjoying a more functional space, richer in content and connected to its surroundings in a completely new way. If you haven’t already, make sure to visit our new Gastro Zone, which offers a view of Kalemegdan and the confluence. We want every visit to the center to be a unique experience – a blend of shopping, socializing, enjoying the space, and engaging events.
The new façade and terrace opening towards the river provide a completely different experience. Who is this change primarily intended for, and what does it mean for the image of the entire MPC portfolio?
UŠĆE is now a true symbol of its location, thanks to the new terrace. Enjoying a meal with a view of the old town is truly a special gastronomic experience. When it comes to the design of the space itself, this change is primarily intended for our visitors, who deserve spaces that meet world-class standards. The ground-floor stores facing the park create a bridge between urban life and the natural environment, which is important to the modern visitor. This project further strengthens MPC Properties’ image as a leader that brings innovation and creates destinations that shape lifestyles rather than just commercial spaces.
Innovation and technology are becoming key topics in the real estate industry. Which solutions do you think most transform the way we build and manage spaces?
Managing spaces today essentially means managing users’ needs. Modern spaces reflect fast-paced lifestyles, so the biggest transformations come from smart building management systems, sustainability, and digitalization of user experiences. This means that today we don’t just build structures – we build platforms that communicate with their users through energy-efficient systems, user-friendly apps, and flexible spaces. Our UŠĆE business complex is a great example. In addition to UŠĆE Tower Two, our newest office building built to the highest modern standards, we have recently renovated UŠĆE Tower One. Among other improvements, the entrance lobby has been redesigned with a multifunctional screen and a community corner. A smart elevator system has been introduced, reducing waiting times and taking users directly to their destination. Moreover, the UŠĆE BeeZ Square, located outdoors within the complex, represents the heart of our green strategy – a space that hosts community events and will increasingly become a hub for business, creativity, and wellbeing.
Sustainability has become a key topic. How does MPC plan to contribute to greener and more responsible business practices through projects like this?
We were pioneers of green building more than 10 years ago, and we continue to nurture that commitment today. Our approach is based on integrating sustainability into every step – from material selection and efficient energy and water systems to creating spaces that encourage community care for the environment. Our latest GRI Report, available on our website, proudly presents the results of our green initiatives. The goal is for MPC to contribute to reducing the ecological footprint and to demonstrate, through projects such as the UŠĆE Eco Fest, that responsible business can go hand in hand with outstanding design and quality.
Jovana Cvetković, Director of Development, Technical Operations and Innovations at MPC Properties, highlights the challenges of carrying out reconstruction while the center remained operational, and particularly emphasizes the innovative ecological air purification system developed in collaboration with the Mihajlo Pupin Institute.
UŠĆE is getting a completely new look. Which part of the reconstruction excites you the most, and what will visitors notice first when they enter the center?
UŠĆE Shopping Center has been transformed into a modern, open, and multifunctional space with natural light, biophilic design, and elegant interiors, offering panoramic views of Belgrade. It now features modern retail areas, diverse dining concepts, creative and entertainment zones for children, and landscaped green spaces. Everything is connected by improved signage and vertical communication, creating a vibrant and pleasant experience for visitors. The most exciting part is, without a doubt, the opening of the terrace overlooking the old town, as well as the brand-new façade that brings light, transparency, and a sense of connection with the surroundings. Visitors will immediately notice a different feel – more natural light and spaces designed for lingering, not just passing through.
The project was carried out while the center was fully operational. How did you manage to organize the works without disrupting daily life and visits?
First, it’s important to emphasize that the reconstruction of parts of UŠĆE Shopping Center is the largest project of its kind in the region. There hasn’t been another project of this scale carried out while the center remained open to the public. It was a major challenge, but we carefully planned each phase and worked in stages to minimize disruption. We paid special attention to safety, accessibility, and visitor comfort. It wasn’t always easy, but we knew the effort was worth it – today, we have a visibly improved center where everyone can enjoy more than before. We also succeeded thanks to the patience and support of our tenants, making this project a true example of successful stakeholder collaboration.
You also tested innovative anti-pollution solutions. Which ones proved most effective, and could they become a permanent practice?
The smart air pollution control system installed on the plaza in front of UŠĆE Shopping Center is an innovative example of ecological innovation in Serbia. The project was implemented in February 2024 by MPC Properties in collaboration with the Mihajlo Pupin Institute, supported by UNDP and the Ministry of Environmental Protection. The system is entirely energy-neutral, using renewable energy sources from its immediate surroundings – such as wind and kinetic energy generated by vehicles. Technologically, it consists of wind turbines positioned in the UŠĆE complex area and special floor panels in the center’s garage that collect kinetic energy when cars drive over them. The collected energy powers air purification devices, which automatically activate when the concentration of PM10 particles exceeds 50 micrograms per cubic meter, with the threshold adjustable via software. The project has significant ecological and social impact, promoting environmental protection, supporting the Green Agenda, and contributing to a more sustainable urban environment.
When you think about the future of construction, which changes in material selection or building approaches do you see as most important?
Key changes relate to sustainable materials, circular economy, and efficient construction processes. Recycled and renewable materials are being increasingly used, and construction is moving toward reducing resource consumption and CO₂ emissions. I believe the future lies in combining innovative technologies with a responsible approach to the environment, where every building is designed to be energy-efficient and long-term sustainable. It’s important to note that during the reconstruction process, we worked with certified suppliers and used sustainable materials, reaffirming our commitment to green building principles.
Uroš Blagojević, Property Management Director at MPC Properties, points out new store formats and features that transform UŠĆE into a place for gathering and spending time, enriched with brands and events that add extra value for visitors.
New spaces, such as the winter garden or open ground-floor areas, require different maintenance approaches. How are you preparing for these challenges?
The winter garden is a new segment on the third floor, located between the terrace and the Gastro Zone. This modernly designed garden serves as a resting area for our visitors. Its maintenance follows established cleaning and upkeep protocols, ensuring these spaces remain pleasant and safe throughout the year, without compromising aesthetics or visitor comfort.
Store formats are changing, with more new concepts and technologies emerging. How does this affect the daily functioning of the center?
This is an endless source of inspiration in our discussions with tenants. We’ve seen in practice, during reconstruction, how our partners – Zara, Massimo Dutti, Zara Home, Oysho, Fashion&Friends, Buzz, Adidas, LEGO, Women’secret, and others – have redefined the in-store shopping experience through the most modern concepts. For example, Zara introduced a new dimension of shopping with self-checkout systems, and around 60% of tenants in the center have redesigned and upgraded their stores. We are proud of all the collaborations that brought fresh concepts, in line with UŠĆE’s trendsetting tradition. A new children’s cluster and family zone are also coming soon to complement UŠĆE’s offering. We adapted spatial layouts, provided tenant support, and upgraded technical systems so that all concepts – from traditional stores to high-tech spaces – could function seamlessly. UŠĆE’s new energy comes from iconic brands like Cosmo, Taco Bell, Belodore, Jungle Baby, Victoria’s Secret, BOSS, Bottega, and others, offering visitors an even richer experience of shopping, gastronomy, and entertainment.
The center is also creating new spaces for gatherings and events. How important is that in modern retail, and how do you expect it to affect visitor behavior?
Shopping centers are no longer just places for shopping – today, visitors seek added value and ever-changing experiences. New spaces for gatherings and events create this added value and make people come back, as the center becomes a place of socializing, fun, and inspiration. We expect visitor habits to evolve so that UŠĆE is recognized as a destination for spending several hours – a place where, beyond shopping, visitors can enjoy new gastronomic experiences and creative or educational activities that turn everyday life into something unique. Many visitors may not yet know that UŠĆE BeeZ Square hosts beehives, an urban garden, and a vegetable patch, all contributing to environmental preservation in various ways. We are very excited about all upcoming initiatives that focus on the wellbeing of every member of our MPC community.
Energy efficiency and smart solutions are being discussed more and more. What has MPC implemented so far, and what has produced the best results?
UŠĆE Shopping Center holds the LEED Gold certification, which proves that we manage this facility according to the highest standards. We have implemented smart energy management systems, LED lighting, water consumption sensors, and advanced HVAC systems. The best results were seen in significant energy savings and more efficient resource management, bringing both financial benefits and a smaller environmental footprint. While we build experiences for our visitors, we also ensure that those experiences take place in spaces that care for them and their future.
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Source: BIZLife
Photo: Miomir Milić, David Mićić