The largest shopping centre in the Karlovy Vary region is undergoing reconstruction

Varyáda, the largest shopping centre in the Karlovy Vary Region, is currently undergoing renovation as well as construction completion while in full operation. The shopping centre remains fully open during the reconstruction and the construction work is divided into several phases. 

Martin Malý, Marketing and Communications Director at EPG Global Property Invest, answered our questions. 

When was the final decision to reconstruct the shopping centre Varyáda made? What arguments prevailed?

After 19 years, the shopping centre needed to be reconstructed, the range of brands and services expanded, and the food court modernized. We have been discussing the completion of Varyáda for several years. Unfortunately, the final decision was first postponed by Covid followed by expensive building materials and energy, and last but not least by inflation. Nevertheless, everything came together and we decided to modernize Varyáda at the beginning of 2023, when the entire project was ready. The overall argument for completing Varyáda was the lack of services as well as the demand for a larger range of brands, which was impossible without expanding the existing centre. There we responded to the demand of tenants who wanted to come to the Karlovy Vary region.  

Is the reconstruction proceeding while in full operation and in several phases?  

The completion of the Varyáda shopping centre comprises three large parts. The first one is the completion of the northern part (the rear wing of the building), which has already been partially handed over for utilization providing ready-to-use premises to a new Albert hypermarket and its full operation as of 29th September, and two other parts – Květiny Novák and the Karlovy Vary supplier of fresh baguettes, Rad’s Baguette. A completely new food court with 10 restaurants for a total of 260 visitors, a side entrance and a completely new arcade opened this year, at the turn of November and December.

That means that there are also the second and the third phases planned, right? How difficult is it to bring everything into accord?

The second phase should be completed and opened next summer through a completion of the southern part in the place of the existing car park, where there will be the first multiplex cinema in the region, additional retail units and a new entrance passage to the future Varyáda. The third stage, which will take place at the beginning of 2025, includes the modernization of the existing part of the centre, in which the existing tenants will also participate. Some brands will remain in the same location, but their interior elements will be renovated. Other units will be relocated to newly created or modified premises. The transformation will also include, for instance, floor tiling, lighting and relaxation zones. I think that reconstructing and completing a medium-sized shopping centre while in full operation is a big challenge in itself. However, with a team of professionals – whether on the investor’s side or on the side of the building operator, which is CBRE – everything is going according to plan. Of course, we adopt various anti-dust and anti-noise measures that we have already tested in our other shopping centre Central in Most. In the last three years, the centre there has undergone a complete modernization while in full operation.

The original area of Varyáda was 18,000 sq m with 80 shops and a food court. How will the overall layout change after the reconstruction?  

The centre’s area will be increased by a full third and in the total area of 27,000 sq m, Varyáda will offer over 110 shops, including a range of new brands, restaurants, services and film entertainment. They will open the first multiplex in the region offering six screening rooms in an area of 2,500 sq m and almost thousand seats. There will also be a new non-stop car wash with eight washing boxes at the entrance to the building. 

The new entrance passage and side entrance for easier accessibility, as well as an outdoor terrace, will fundamentally change the concept of the building.

The new side entrance will represent a great novelty for both the locals and other customers from the region. It will be intended for those who want to buy groceries in the hypermarket or have a snack in our food court. Apart from the aforementioned outdoor terrace, there will also be two drive-in restaurants in this part. 

What assortment will the brand offer be expanded by? Can you name some of the brands?

When it comes to the Karlovy Vary region, we know that customers want more men’s and women’s fashion, which I can promise now. We will also expand the offer for men and women by sports brands. From a strategic point of view, we do not communicate fashion and other brands in advance, so I will not name them. However, we regularly inform customers about new products on all our communication platforms, whether it is the website nova.varyada.cz or social networks. 

Apart from the shops, there will also be premises with a cinema and a food court. What can visitors look forward to?

We believe that the multiplex will attract other customers from the wider area to visit. This will benefit the entire town, which has not yet had a multiplex. In addition to screenings, the screening rooms will also be used for congresses, i.e. for various conferences and corporate events. As for the equipment, we count on having a top-notch projection and sound technology, which includes, among other things, Dolby Altmos multi-channel surround sound and laser projectors. Apart from the multiplex, there will also be the largest food court in the region. Varyáda Bistro was inspired by the Ore Mountains and will open at the turn of November and December. In the restaurant zone, you will find the famous food court trio: McDonald’s, KFC and Bageterie Boulevard. They will also be joined by the Asian bistro Mianchi, the popular Running Sushi, Czech cuisine and Pai Thai. The Rud’s Pizza brand is aslo expanding to Varyáda from Plzeň. The food court will also feature the Grand Café and Bubblify – a bar with refreshing drinks with popping balls. Apart from that, customers can get refreshments in the already open units Bistrotéka Zlámalíková and Rad’s Baguette. The food court will feature a completely new concept of catering and emphasising global trends with more greenery, modern lighting and pleasant nooks. 

How do you address accessibility, parking and public transport?  

Our centre is accessible by public transport on lines 2 and 6, but it is also situated within walking and driving distance. Varyáda will also provide around 800–850 parking spaces, which will be free for our customers. Those who just want to park their car with us and go to a sports match at the nearby KV Arena, for instance, will have to pay for parking now. The entire building will be equipped with entry and exit barriers with cameras, including automatic license plate recognition.

Do you offer advantageous programmes for loyal customers?

We have been offering our customers a mobile application for several years now. We were the first shopping centre to switch from a paper coupon book to a digital version. Last year, we changed providers and created a unique loyalty programme. Customers simply scan or take pictures of their purchase receipts into the Moje Varyáda application. For this, they earn points that are credited to them, and they can then choose a gift of their choice. These include various vouchers for our tenants’ business premises and luxury gifts with the Varyáda logo. We also cooperate with partners in the town and the region, providing us with free entrance to swimming pools, the Plzeň Zoo, and Bagr Park in Most. And of course, this application can also be used for entering our marketing events, where we, for instance, give away free mulled wine, children can carve pumpkins or participate in various workshops.

What was the original financial balance for the reconstruction? 

The total planned investment in the modernization and completion of Varyáda is EUR 40 million. It is a significant investment not only from the investor’s point of view, but I think also from the city’s point of view. 

Arnošt Wagner

Photo: Varyáda archive