I don't do inventions

His tenure at Galeria Mokotów was an unequivocal success, though it was also his first stab at managing a retail centre. Now Yoram Reshef faces a new challenge: that of converting the former Reform Centre into a bustling place for meeting, shopping and fun. Blue City, in other words.

Some say that your attempt to turn the Reform Centre, (on Al. Jerozolimskie), into a profitable shopping centre, borders on the impossible, and that you are trying to resuscitate a corpse.

- It's a very difficult mission but that doesn't mean that  it's impossible. Unfortunately, I am battling with people who have a direct interest in expressing such views and it would be a lot easier to build a brand new shopping centre, than to convince some people that Blue City will succeed. I am fully aware of what I am getting myself into, and nobody forced me to do it. I had a decent job with a good salary at Galeria Mokotów but when I met the new Reform Centre investors, I decided to leave GTC because of the free hand I'd have here, the choice of specialists who would work on the project and some companies from my list had worked Galeria Mokotów. Some potential tenants have expressed a genuine interest in the project and one of these is the operator of a leisure centre, though I would like to stress that it is not the company owned by Michael Jackson, whose plans for Reform Centre were once well-known. We are talking to a Canadian group, MagiCorp., which has already begun researching the Polish market for development possibilities. They even visited the newly-opened centre recently, though they didn't sign a contract.

What has been your exact position in the Reform Company since November 1st?

- I have been promoted to Chief Executive Officer of the Reform Company, which is now involved in the Millennium Plaza office building, before that Reform Plaza, the Blue City retail and leisure centre and, until recently, Reform Centre. It was mainly the people involved in the project who convinced me to make the move. The Chairman of GTC's supervisory board, Eli Alroy, asked me if I wasn't sorry about leaving the crowded halls of Galeria Mokotów and I told him that although Galeria had become part of my life, I tend to get more attached to the people I work with than to halls which, of course, can change owners any time. Until yesterday, Galeria was owned by GTC and today half of it belongs to Rodamco. I have learned from experience that when a manager has the strength and will to act, he should accept any interesting challenge.

Is there a connection between your leaving GTC and the fact that Rodamco will take over the management of Galeria Mokotów in 2003?

- It was not my main reason but it had some influence on my decision. As I said before, I have confidence in the people I work with and I must be able to trust my  employers. It is possible that, had GTC remained the only owner of Galeria Mokotów, my attitude would have been different. The mission I have embarked on is extremely challenging but I am certain of its potential, especially given the people who want to work with us. DZT, which is now in charge of leasing Blue City, didn't even want to talk to the Reform Company some time ago. Now they want to participate, having recognized what it can do and not only in terms of financial gain. Speakman, Pablo Laguarda and Ed Jenkins, who were all behind the Galeria Mokotów project, expressed their strong belief in the Reform Centre's success once they'd seen it. I believe this supports my decision, as I don't believe that they are only interested in money.

zWhen is Blue City going to open?

- No later than Spring 2004 but hopefully earlier.

I have the impression that Blue City's problem does not lie in funding or staff but the stereotypes which formed as the result of poor management by the previous owners.

- I don't agree. The trickiest stage, that is framing the concept, is behind us now. Now it's time to design the interior and arrange for a good group of tenants. The next big step is to persuade companies to rent from us, as there won't be a queue of tenants waiting outside our door. It must be said that we will be offering very reasonable rents: 20-30 per cent below the average rate.

Have you considered the rivalry between Blue City and your older child, Galeria Mokotów?

- Julio Iglesias' son and his father are contemporary performers, and they both do very well, so I hope the Blue City 'baby' will also. Anyway, we aren't really competitors even  geographically, though Blue City might compete with Złoty Tarasy, which is why we are planning to launch ahead of them. What we are not clear about is Reduta on the other side of Al. Jerozolimskie but that's a different sort of shopping centre, based on a hypermarket, something we don't have in our plans.

Where did you learn to manage shopping centres?

- Galeria Mokotów was the first centre I had any dealings with.

Did you have anything to do with retail before that?

-Nothing. I spent my whole life working for large organizations, which had nothing to do with that business. But I learned there how to manage people with a smile, as well as handle large investments. At GTC, though, there was one valuable lesson: 'Do not play inventor'. All the 'marvels' have already been dreamed up, and if you do not know something, go and see the person who does.