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Viru Centre’s largest renovation in history: 86 new stores and concepts


Following a major renovation, Viru Centre reopened with 86 new stores and innovative concepts for visitors. Classic retail is complemented by a unique Food Street and a Beauty Sphere that brings together beauty and health services. Viru Centre has invested nearly 20 million euros in the renovation, with the centre’s tenants contributing an additional 15 million euros to renovate their stores. The renovation covered 90% of the centre’s premises. The revamped centre is focused on introducing fresh brands, providing supportive services, and enhancing the quality of the customer experience.

Gertti Kogermann, CEO of Viru Centre, states that the success of a modern downtown shopping centre is based on the careful selection of brands, a high-quality customer experience, and convenient shopping. “We have listened to our customers and made changes to the selection of stores, brands, and services to better suit their needs. The positive impact of the renovations is already evident in the business results of many retailers, whose sales efficiency has increased by almost a third,” Kogermann rejoiced.

Taavi Ojala, Chairman of the Management Board of AS Kapitel and a member of the Viru Centre Council, acknowledged that Viru Centre has been a true leader among Tallinn’s shopping centres since its opening in 2004. “To maintain its leadership position, we supported the management’s initiative to launch the renovation project for the centre a few years ago, during a very challenging time when various restrictions were imposed on shopping centres. The multi-stage renovation project has presented numerous challenges, but the excellent team at the centre, working in collaboration with the tenants, has successfully implemented it. Viru Centre is and will remain one of the main attractions in Tallinn, with a selection, quality, and shopping experience that is hard to surpass,” said Ojala.

According to Gertti Kogermann, the renovations at Viru Centre go beyond what meets the eye, as the focus is on providing customers with a good space and experiences. “The interior of Viru Centre has been refreshed, the overall atmosphere is cozier, and 39 concepts have undergone a complete transformation, such as Kaubamaja with its three worlds and Rahva Raamat, which holds the title of the world’s best bookstore. Customers will also be surprised by new offerings from Massimo Dutti, Mango, The BodyShop, Grenardi, Sportland, and Euronics. The centre features 47 brand-new stores and service points, including unique offerings in our region like ARKET, IDeal Apple Premium Partner Lounge, adidasOriginals, Nike, Pinko, Jo Malone London, and many others,” listed Kogermann.

Under the renewed roof of Viru Centre, there is now a Food Street with 15 restaurants and the accompanying Tammsaare Terrace, as well as the Beauty Sphere dedicated to well-being and health. To enhance one of the best shopping experiences in the Baltic region, more convenient and logical pathways have been designed, and the different sections and floors of the centre have gained new connections through escalators and elevators. To enhance the spatial experience, green columns adorned with thousands of live plants have been erected, and natural oak parquet flooring has been installed on the second floor to create a cozy atmosphere. The solution of vertical plant columns, specially designed for Viru Centre, is unique in the world. Visitors can enjoy new picturesque views of Tallinn’s Old Town. Even the restrooms have been completely renovated. The renowned Swedish architectural firm Wingardhs carried out the interior design of the center, with the Estonian architectural firm 3+1 assisting in its implementation.

Viru Centre also pays attention to environmental conservation – as the only shopping centre in the Baltics, it holds the highest level of sustainability with a LEED O&M Platinum certification. All renovation works in the center were carried out in accordance with the strict principles of circular economy, recycling, and sustainability set by LEED. For example, the atrium floor features recycled marble tiles from the previous flooring. The technical systems of the shopping center and their automation control were also completely renovated.

How it all happened can be seen here.

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