Thursday, October 14, 2021


Promenada Novi Sad, the biggest shopping center in Serbia, has opened an innovative concept “The Empty Shop” in partnership with the Red Cross Vojvodina. 

As its name suggests, The Empty Shop features empty shelves and hangers, which will allow the mall’s visitors to fill it up with donated clothing.

This concept was introduced by NEPI Rockcastle, the owners of the shopping center, where they have already tested out this concept within their existing shopping centers in Romania.

The aim is to encourage shoppers and visitors to donate unwanted items in order to help disadvantaged members of the local community. 

The Empty Shop Promenada Novi Sad

The Empty Shop on the ground floor of Promenada Novi Sad will be opened every day from 12 to 20h. It will close on the 5th of October 2019. 

“With the introduction of The Empty Shop, our visitors will have the chance to donate their clothing to charity by simply entering a store. I would like to take this opportunity to invite all visitors, on behalf of myself and Promenada Novi Sad, to take a look through their wardrobes and join our cause to collect unused clothing, which will be donated to the most vulnerable citizens across Vojvodina, through our partnership with the Red Cross,” stated Darja Kustudija, Marketing Manager of Promenada Novi Sad.

The Empty Shop Promenada Novi Sad

“Across the 45 Red Cross organizations in cities and counties, clothing donations are organized on a regular basis. Promenada Shopping Center is now joining us in our efforts to give back and support those in need, without compromising their dignity. The donations need to be in a good, clean condition, just like the clothing sold in stores,“ stated Book Mitrašinović, Secretary of the Red Cross of Vojvodina. 

The Empty Shop concept had been previously launched in shopping centers across Romania, including Promenada Mall in Bucharest. In 2018, The Empty Shop in Promenada Mall collected 73 tons of clothing articles donated in two weeks. 


Promenada Novi Sad, opened on the 15th of November, is the largest shopping center in Serbia. The mall was developed by NEPI Rockcastle, and represents an investment of 128 million EUR for the first phase of development.

With a total area of 150,000 sqm, including 48,000 sqm of rentable space, Promanada Novi Sad increased the shopping center supply in Serbia by 25 percent.

The mall brings around 150 tenants under one roof including Inditex brands (Zara, Bershka, Stradivarius, Massimo Dutti, Zara Home, Oysho, Pull & Bear) and LPP’s brands Mohito, Sinsay, and RESERVED.

Retail SEE Group
Retail SEE Group publishes articles about the retail real estate market and distributes it to the international business community subscribed to our newsletter. If you would like us to cover a story about your project, company, or brand please contact us.
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