Belgrade Waterfront Gallery

Sales Centre, Belgrade, Serbia

We have had the privilege of working with long time partners Brash Brands on the concept for the Belgrade Waterfront Sales Centre. The new Belgrade Waterfront development planned for the heart of Belgrade will include the tallest tower and largest shopping mall in the region, and a lively mixed use quarter connecting the old city to the a new riverside hub.

‘Belgrade Waterfront takes urban renewal to new heights—a smart city for a future that combines commerce, culture and community. Built around the tallest tower in the region, this monumental master-planned district will bring new life to an otherwise under-utilized site, and to the city as a whole. This lively mixed-use quarter, resting over the river, will bring further pride and passion to the city’s new heart. Connected with the historic town by an efficient tram network, the new centre will become a hub for businesses of all kinds, with a focus on technology and design. Belgrade Mall, the region’s largest, is a magnet for shopping, entertainment and tourism, while new performance venues cater to culture and the arts. Riverside restaurants and cafés keep the whole area buzzing day and night as locals and tourists stroll along the promenade—the natural destination for big public celebrations. The mix of districts, medium and high-rise buildings, and extensive green spaces create a lively new destination that will draw both new residents and international visitors. Belgrade Waterfront – a truly mixed-use environment that will usher in a new era of prosperity for the Serbian capital.’

The building chosen to accommodate the sales centre was the historic Belgrade Cooperative building built in 1907, so it was important to be respectful of its heritage at the same showcasing the vision for the city’s future.

Serbian Prime Minister Aleksandar Vucic and Mohamed Alabbar launched the Belgrade Waterfront scheme at the sales centre earlier in the year.