Blue City
How will Blue City depart from the Reform Centre blueprint? According to Yoram Reshef, who thinks that the previous investor had the wrong idea: in every way.
The complex will consist of 60,000 sqm of retail and 5,000 sqm
of leisure space. The retail area, which will hold approximately 200 shops, will
be divided into four theme sections: 'The Village', 'The Strip', 'The Boulevard'
and 'The Market Place'. The division will accentuate the diversity of the retail
outlets and facilitate the customers' orientation in the building. Moorespeakman
will be responsible for the tenant mix and promise a number of novelties, such
as interior design shops.
The main leisure-section tenant, the MagiCorp., will open the multimedia family
leisure centre. In Mr.Reshef's view, cinemas and ten-pin bowling are no longer
enough to attract customers, and MagiCorp. have something else up their sleeve,
although they've kept quiet about it until now. No hypermarket is envisaged, (though
no final decision has yet been made), but a three-star hotel and a number of
offices will be located on the top floors of the building and DZT Zadelhoff Tie
Leung will probably take charge of leasing space.
The Blue City logo has already been designed and features its central dome, one
of the most characteristic elements of the structure.
The reconstruction and adjustment budget of the centre totals USD 50 mln and a
tunnel under Al. Jerozolimskie is being constructed. Blue City is to be launched
in Spring 2004, though the investor would like to open it earlier, ideally
before the opening of Złote Tarasy by ING Real Estate and Arcadia by Cefic. In
Mr. Reshef's view, it is the ING RE project which poses the biggest competitive
threat.
