It was the beginning of the 1990s and capitalism was taking root in the land of the Vistula. Poles were just getting used to the colourful world of advertising. Who among us does not remember the famous Procter & Gamble ad that promoted two-in-one products? Vidal Sassoon, the famous hair stylist who died only a few months ago, and who - some say - changed the world with a pair of scissors, also introduced us to Wash & Go shampoo and conditioner
Even though it was one of the first direct marketing campaigns in Poland, and based on sending out Wash & Go samples, it failed to make the desired impact on sales - but the method soon caught on. Nowadays two-in-one products are all the rage, especially if time-saving and convenience is what you are after. The same reasoning is now being adopted by the developers of a number of new shopping complexes, although these should probably be called multi-functional because they are not limited to retail. A well thought-out complex should include a hotel, office and conference space, and a railway/bus station. However, when concocting such a mixture, the developer should remember to use the right proportions to make it easy to swallow for an eventual investor. Is it really worthwhile putting the effort into mixing the ingredients? And which are the best ones to use? The answers can be found on the pages of this issue.
