“On is here to offer much more than commerce. We are here to offer leisure, a lot of leisure”introduces Antoine Frey, CEO of the Frey group (1)owner (2) du Shopping Promenade Riviera, ex-Polygone Riviera.
It must be said that to readjust its offer, the center management launched studies and consulted more than 1,000 people. “Visitors and non-visitors expected even more leisure activities, more offers for children and increased catering, particularly in the evening”says the director of the center, Arthur Bailly.
The strategic shift was therefore inevitable. In place of Printemps, a SpeedPark will be installed in December 2025. This brand of indoor leisure complexes will offer karting, bowling, laser game, billiards, karaoke, arcade games and a quiz room. Another brand, Botanic, will cede its premises, during the second half of 2025, to Fort Boyard Aventures, an immersive game to live the experience of this successful game show. “We want to make this shopping center the leader in leisure and entertainment in the Alpes-Maritimes. (…) We want to offer the most sustainable and strongest experience to our visitors”insiste Arthur Bailly.
And to continue: “Our desire is also to offer free leisure for families around the main entrance facing the casino. We will create a monumental play area and equipment for the little ones. We will also double the installation of playing fields. petanque.”
“Create a new dining area”
In order to generate additional turnover for neighboring businesses, Shopping Promenade Riviera will “create a new catering area on the upper part to be able to meet two objectives: create a complementary offer to SpeedPark, since leisure and catering really go well together, and respond to a need for how to reconnect these moments of sharing with nature “explains the director of the center. Six to eight restaurants will be created over 1,500m² by the first quarter of 2026.
“Shopping Promenade Riviera is the flagship of the Frey group. It is the site on which we deploy all our intensity, all our attention because it is the most important investment we make at the group level”invokes Antoine Frey. To accomplish this transformation, the specialist in open-air shopping centers is investing 28 million euros. “There will be no increase in rent for traders. This investment was already budgeted”reassures the CEO of the group.
JD Sports, Pull & Bear and Bershka expand
But in this transformation there is no question of forgetting what is at the heart of its activity: commerce. “We decided, in agreement with certain brands, to accentuate this fashion positioning, in particular by creating a new flagship (3) around the JD Sports brand”says Arthur Bailly. Its sales area will be multiplied by three. Same strategy with Pull & Bear and Bershka which are increasing the size of their stores by 55% and 40% respectively. “The departure of certain traders makes it possible to introduce others or to redeploy existing traders who no longer have the concepts in line with their strategy”develops the director of the center. And to present: “Our ambition is obviously to continue to offer a range of services. The pharmacy will thus expand and go from 500m² to more than 850m².”
With its new strategy, Shopping Promenade Riviera intends to consolidate the number of its visitors… 6.5 million in 2024.
1. One of the leaders in commercial real estate specializing in open-air shopping centers.
2. The Frey group took over Polygone Riviera at the end of 2023 from Unibail-Rodamco-Westfield.
3. Flagship.
“We want to leave our mark”: goodbye Polygone Riviera, hello Shopping Promenade Riviera
Polygone Riviera no longer exists since Tuesday. Place at Shopping Promenade Riviera. “We want to leave our mark, our brand and symbolize this dynamic. This is what we want to bring to this site by changing its name”enthuses Antoine Frey, CEO of the Frey group.
And to continue: “ This name symbolizes what we offer, it’s a walk.”
But the manager is not under too many illusions: “It will certainly take time for people to get to grips with the name. But they will equate it with the promise of a redesigned shopping center… And with that feeling which is exactly what we're looking for: shopping, taking a stroll with family in a nice place and come back with a memorable experience in mind.”
