G City Promenada has been a trendsetter among Warsaw’s shopping centres for years – investing in technology, culture and modern solutions that respond to customers’ needs. It proves that it is more than just a shopping centre. It is a space where shopping meets art and where everyday life gains a dimension of inspiration. The latest collaboration with photographer Alexander Malachowski (@hashtagalek) shows that functional architecture can become a work of art in itself.
For years, Warsaw’s Promenada has remained one of the highlights on the map of the capital’s right bank. It is a shopping centre that not only responds to the shopping needs of its residents, but also consistently builds its position as a space open to culture, creativity and innovation. The latest collaboration with architectural photographer Alexander Malachowski (@hashtagalek) fits perfectly into this strategy, showing the Promenade in a completely new, artistic light.
Art in the everyday
Historically, Promenada was known as one of the first modern shopping centres in Warsaw, with an excellent range of fashion brands among its tenants. This is what became the basis of inspiration for the team of architects who decided to create a ‘Grand Magasin’ for Warsaw.
The architecture of Promenada is distinguished by its modern form, which is dominated by simple lines, geometric shapes and large glazings introducing natural light into the interiors. They are particularly reminiscent of the exclusive, grand department stores built in Western Europe in the 19th century, such as ‘Le Printemps’ in Paris. The materials used – glass, steel and concrete – give the space a lightness and transparency, while emphasising its urban character. Like the prototypes from Western European capitals, the Promenade is characterised by the same quality of natural light and elegance in detail.
By harmoniously combining natural textures with industrial accents, the building fits in with the aesthetics of a modern metropolis, while creating a welcoming backdrop for art, design and the daily lives of visitors.
Malachowski’s photographs, known for his unique approach to geometry and perspective, highlight the modernist architecture of the centre, bringing out its rhythm, proportions and play of light. In this way, the Promenade becomes not only a retail space, but also a gallery accessible to everyone who visits on a daily basis.
However, this is not the first initiative to connect the Promenade with the art world. In recent months, the iPoster platform and the National Museum in Warsaw invited the centre to collaborate on the ‘Gallery in a Gallery‘ project, in which selected works of art were presented on the Promenade’s digital screens. The aim of the initiative was to bring art closer to a wide audience and to encourage Poles to visit museums and art galleries more often. The project was inspired by the results of a survey which showed that shopping malls are regularly visited by far more people than cultural institutions.
In turn, the centre became home to the Promenade Digital Art Space in 2024. This is an innovative space for immersive visual experiences, created thanks to a unique 3D LED screen on the wall and ceiling of the centre, opening up completely new possibilities for displaying artistic and advertising content.
The centre of right-bank Warsaw
Promenada is constantly evolving in response to customer expectations. The centre will soon undergo redevelopment, which will include a new space for the first PRIMARKin this part of Warsaw .
For the residents of Praga, Gocław and Saska Kępa, Promenada has for years remained a natural choice – it is here that they most often do their shopping, meet with friends, enjoy the food on offer and participate in cultural events. Promenada is therefore not only a shopping centre, but also an important element of the social and cultural fabric of the right bank of Warsaw.
Innovation and potential for brands
Compared to other G City shopping centres, Promenada also stands out for its technological boldness. The state-of-the-art LED screen on the building’s façade and the immersive Promenada Digital Art Space create a space not only for the presentation of art, but also for the realisation of non-standard advertising campaigns. These are solutions that provide brands with a completely new quality of communication with their customers – striking, engaging and difficult to miss.
Cooperation with Aleksander Małachowski is another step in building Promenada’s image as a place that goes beyond the framework of a classic shopping centre. It is a space where shopping intertwines with inspiration and the everyday with culture. G City Promenade becomes a place where architecture meets art – and where every visitor can experience this encounter with their own eyes.
For more information about the event, visit the centre’s website.
photos: Aleksander Malachowski hashtagalek
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