polish commercial center beer factory

7/25/2019 polish commercial center beer factory

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STARY BROWAR SHOPPING, ART AND BUSINESS CENTRE(OLD BREWERY)

BRAND

ART

QUALITY

ENERGY

CULTURE

FASHION

Mission:To create a modern and unique commercial centrethat provides a variety of services meeting the

expectations and needs of the inhabitants ofthe vibrant city.

Strategic Goals:

To achieve and maintain the leading position inserving inhabitants of Poznan region andtourists by provision of the high quality

commercial offer based on reliable andrecognisable brands, high operational

standards, exposure to creative and vibrantpromotional events focused on contemporary art.

WHERE ART MEETS LIFEThis idea was born 8 years ago. Although some of its goals areachieved, the source of inspiration that makes us strive for moreis still there.

Grazyna KulczykOwner of Stary Browar


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STEPPING INTO THE CITYS LIFE

SHOPS

PARK

DEVASTATED OLD BREWERY PREMISES

MODELLING THE CITY

I PHASE

2000-2003

II PHASE

2003-2007

III PHASE

FUTURE

ART

SHOPSSHOPS

PARK

ART / CITY

SHOPSSHOPS

ART PARK

ART STATION

ART COVER

Step by step devastated plot

in the city centre has beenacquiring a new look. Thechallenge was romantic,

actions pragmatic. In 2007,Stary Browar has reached

potential of the vibrant city,which has tuned into citysrhythm and joined peoples

everyday life. Some say StaryBrowar has already become

Siena of Central Europe, weare more venturesome: we are

working on turning a park intothe Art Parkwith the Museum

of Contemporary Art filled inwith modern sculptures.


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CITY IN THE CITY

Red stands for commercial spaces

Orange means Art

Yellow indicates paths with

artistic stopsGreen covers the park of StaryBrowar city prospective Art Park

G. Kulczyk handmade sketchof the project idea


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LOCATION IN THE CITY CENTRESTARY BROWAR BEATS THE CITY HEART RHYTHM

Poznan city:

The fifth largest city in Poland populationof 566 500people

The lowest unemployment rate 3.9%(June 2007statistics)

90 000business entities

25 universities and high schools with133 000students

Important junction of international andinterregional roads, midway between Warsawand Berlin

International Airport providing directflights to many European cities

The highest credit rating among Polish citiesassessed by Moodys Investors Service.

Stary Browar location:

The very city centre

Access for 0.5million people withina 10-minute drive and 0.8million withina 30-minute drive

Ca 221 000people (39%of the city entire popu-lation) in the close neighbourhood

Walking distance from the Old Market Square

Dense network of arterial roads and routes ofpublic means of transport

Vicinity of the Poznan financial city and

universities.


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STARY BROWAR SPREADING THE WINGS

March 11 ,2007

the grand opening of theextended Centre of doubled space

3retail floors and 3 underground levels

57 000square metres of overall space

25 000square meters of retail space

110new retail and service units

73 000people on the grand opening day

Stary Browar the landmark of Poznan

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STARY BROWAR FUNCTIONAL VARIETY AND SYNERGY

(6) Villa restored old brewery office building converted into anexclusive boutique

(7) Clock Tower with two bells striking every hour

(8) Plwiejska 32 mixed used building with H&M store and office spacerented by financial institutions and legal office.

The entire complex is made up of several buildings:

(1) Atrium opened in 2003 with 4 retail floors,2 office floors and a 3-storey rooftop parking

(2) Courtyard of Art internal piazza with glasspromenade linking the Atrium and the Passagebuildings surrounded by former brewerybuildings, the Gallery and the Clock Tower

(3) Passage opened in 2007with 3retail floorsand a 3-storey underground parking

(4) Malt House and Kettle House renovatedbuildings, currently occupied by twomulti-level restaurants, music club,performance studio with theatrical and concertstage and exhibition spaces

(5) Gallery exhibition space and a bookshop withart and architecture publications

Plw

ie

js

ka

Str

ee

t

Ratajczaka

Street

Kosciuszki Street

PARKCOURTYARD

OF ART

PASSAGENEW WING

Ingress tothe car park

1 PHASEstATRIUM

2

7

3

1

8

6

5

4


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STARY BROWAR FROM THE PAST TO THE PRESENT

1876

Huggers brothers came to Poznan fromWirtemberg (Germany) and started constructionof the brewery

To 1905 systematic expansion of the HuggersBrewery

The Second World War the brewery managed byGermans, but brewing continued till 1944

1944 the brewery buildings changed intomilitary bunkers

1945 the brewery buildings taken over byKompania Piwowarska and beer productionrestarted and continued till 1980

1980 the beer production closed, thebuildings started to deteriorate

1980-1997

start-up of soft drinks productionand warehousing

End of 1998till 2001 the site acquisitionprocess by Fortis developer of Stary Browar

2000 Fortis prepared plans of the oldbrewery revitalisation

November 5 , 2003 the grand opening of thefirst wing called Stary Browar Atrium

March 11 , 2007 the second phase of StaryBrowar was open for public

Stary Browar has transformed the city centre.The scheme development was based on refurbishment and extensionof neglected industrial building of old brewery.

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STARY BROWAR THE ICON OF ARCHITECTURE

In May 2006, Stary Browar was announced thePolish icon of architecture. Experts honoured20schemes constructed after 1989as the most

significant achievements of Polish contemporaryarchitecture. Rewarded buildings signify Polishchanges and transformation period and symbolise

the spirit of their times.

Architects: Przemyslaw Borkowicz i Piotr Barelkowski Studio ADSDesigners: Michal Cierkosz Diagram; Ryszard Kaja; Adam Garnek

Architecture:

Stary Browar derives from the 19 century industrialarchitecture of old brewery. Historic buildings have beencarefully renovated and the design of new ones is based on brick,glass and metal as homage to the original architecture of the place.The architecture of Stary Browar is a fine merger of breadth andauthors acknowledgment of tiny finishing details.Stary Browar is conspicuous for its harmoniously uniteddistinctiveness: Atrium and Passage, the Chessboard Square, theRotunda, the Courtyard of Art and Ratajczaka Campo will guide you

through the Centre.

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STARY BROWAR ARCHITECTURE


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STARY BROWAR ARCHITECTURE


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STARY BROWAR THE SHOPPING CENTRE

Stary Browar is distinguished by itscomprehensive offer based on fine and

recognised brands. There are over 200shops,restaurants and a multiplex cinema. The total

tenants list records over 220companies.

European brands: Van Graaf, Zara, H&M,Intersport, Douglas, Sephora, Max Mara,

River Island, Nike, Motivi

First and only shops in Poznan: Marella,Diesel, Tru - Trussardi, Patrizia Pepe,

Marc Cain, Escada Sport, Stefanel

Good Polish brands: Solar, Deni Cler, W.Kruk,Almi Decor, Empik, Reserved, Vistula

Introduction of new solutions: two high-profilesupermarkets Piotr i Pawel and Alma

Brands thematically arranged: kidscare passage,IT corner

Stary Browar is ranked as one of the most popularshopping place in Poland. Stary Browar for Poznan

means the same as Harrods for London


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All shops in Stary Browar are designed and finishedin line with the most contemporary trends in theinterior design. Standardised design of glassfacades and signage elements result in harmony andcoherence of the Centres interior.


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Igor Mitorajs Moons Smile_01

Leon Tarasewiczs pillars_02Wojciech Kujawskis the Tankard_03

Mr. Kozouzus Penyo henyo myomyonmyo_04

Adam Garneks Metal Eastern Egg_05

Stary Browar - the place living the art of life.There are plenty of works of art, featuring the mostpicturesque meeting spots.

STARY BROWAR THE ART CENTRE


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ART IN STARY BROWAR

MarchJune 2007 GK Collection exhibition of the biggest private art

collection in Poland showing the wide spectrum of modern Polish

and international art

November 06January 2007 exhibition of Jan Berdyszak

2006 Old Brewery Modern Dance performances, workshops

November 2006 FOCUS BERLIN festival of German alternative music and cinema

September 2006 THE IMPLICIT exhibition of diploma works in photography

May 2006 OBEDIENCE, GAMES AND PLAYS exhibition of Dorota Nieznalska

May 2005 ART POZNAN Art Fairs

Stary Browar is a venue of important culturalevents: exhibitions of modern paintings and

photography, promotion of modern sculpture. StaryBrowar stages modern dance performances, promotesthe off cinema pictures, music and theatrical

performances

The most significant events:


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ART IN STARY BROWAR

GK Collection_01

Malta International Theatre Festival _02

Emanuelle Seigners concert _03

ADHDs performance in the Malt House Stary Browar _04

UNESCOs exhibition _05


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STARY BROWAR THE MEETING PLACE

14 cafs, coffee bars, ice cream shops,chocolaterie boutiques

15 restaurants serving Italian, Chinese,

Polish, Mexican, Turkish cuisines

Summer beer gardens in the park and in the

Courtyard of Art

Music Club on the underground levels of the

historic Malt House for fans of chill-out

music and clubbing

Multiplex with 8 cinemas showing the most

recent productions, film marathons, and

special shows

Jazz concerts Chris Botti, Michal Urbaniak,

Koop, Emanuelle Seigner & Ultra Orange,

Ive Mendes

Artistic workshops

Fashion shows

Kids Club with Little Artists Fellowship, Club

of Little Discoverer and Stories of the Old Oak


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STARY BROWAR PROMOTIONAL ACTIVITIES

EXAMPLES OF THE RECENT PROMOTIONS

1.Less stands for more. Go to Stary Browarand get Volvo Summer Sales Promotion 2007:

Brochure of summer sales offer inserted inthe local newspapers and handed in shops

Coupons for the Main Prize draw

Radio spots and contests

Outdoor campaign, press advertisements,visual communication in the Centre

Summer in the Courtyard of Art summer

film festival and music concerts

2. Children of the World Childrens Day June2007

Embassies of four continents:

The Asian embassy taught origami and Asian fighting styles

The South America embassy presented Latino dances and capoeiramartial art

The African embassy played ethnical drums and instruments

The European embassy portrayed our closest neighbours

3. The grand opening of the new wing:

Guinness World Record in drinking beer from the worlds biggesttankard in the Courtyard of Art

The stage on the Chessboard square with live broadcasts fromall shops

The star concert


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BRAND STARY BROWAR MAGAZINE

Every quarter Stary Browar

issues BR& magazine. It is

a life-style publication

devoted to personalities,

styles, trends and tastes. It

writes of marvellous people,

presents art, depicts

customers and advises them of

good design, books, records

and cuisine. BR& recommends

places worth seeing, people

worth meeting, and things

worth buying. BR& providesits readers with interviews,

reviews, stories, sometimes

cartoon, always excellent

photos.


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Stary Browar commits annual marketing reportsurveying customers perception of StaryBrowar, its brands as well as customers

expectations.

CUSTOMERS PERCEPTION OF STARY BROWARCustomers attitude to Stary Browar is positive

and very personal. Stary Browar symbolisesrefined and harmonious union of tradition andmodernity, prestige and cosiness, uniquenessand affordability. Stary Browar is perceived

as a dynamic and innovative brand, thoughslightly snobbish.

CUSTOMERS PERCEPTION OF STARY BROWAR OFFERHigh-quality, novelty, variety. Shopping in well designed, spaciousand carefully finished place.

CUSTOMERS OPINION ON SHOPPING IN STARY BROWARStary Browar offers more than just shopping; it is a journey inquest for exclusivity, inspiration and exceptionality. Stary Browarupgrades mere shopping to the feel of adventure.

PROFILE OF STARY BROWAR CUSTOMEROur customers highly value their individuality and follow their ownpreferences and tastes, they strive for social respect. Althoughthey listen to opinion of authorities and trend setters, they arenot blindly influenced by them. They aim at striking balance betweentaking risk and staying on the safe side, between prudence andrecklessness.

CUSTOMERS OF STARY BROWAR

Customers profile based on marketingsurvey of March 2007


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STARY BROWAR our customers

2005 9million customers

2006 9.7million customers

2007 12.5million customers*

* estimate

STARY BROWAR

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Winn

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polish commercial center beer factory

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