Glattzentrum

The smooth center, often the only Glatt ( officially Glatt shopping center, also the center or shopping center Glatt Glatt), is one of the first, and to date the selling shopping center in Switzerland. It was opened in 1975 and is located in Wallisellenstrasse, Glattal directly on the border to the city of Zurich.

• 5.1 Marketing

Planning and Management

In the 1960s various companies, shopping centers began to plan, modeled on the U.S. shopping malls in Switzerland. The plans met with fertile soil and meant that in 1960 the (MGB ), Globus and Jelmoli United Federation of Migros Cooperatives on the joint construction and operation of a shopping center in Zurich compared to later much more favorable environment. In 1962, the shopping center Glatt AG Zurich was entered in the commercial register of Zurich.

The choice of location fell on the community Wallisellenstrasse, which owned the land required for this purpose and to sell was ready - as it significantly was the situation at the time only planned N1 motorway, which runs just south of the complex and after its opening first in the city Zurich ended near the shopping center. South of the motorway is the River Glatt, which forms the border between Zurich and Wallisellenstrasse city and the shopping center gave its name.

Vis -à-vis the shopping center was created in 2013, the building complex Richti area which faces the high-rise of the smooth a similarly high buildings in the immediate neighborhood.

The construction of the shopping city began in 1971 and included, in addition to the actual shopping mall, a spacious parking facility, common at that time large service station and an office block. Co-ordinates with the local municipality, the city of Zurich, the canton of Zurich and the federal government, which also began in 1971 with the construction of N1 Zurich -Winterthur, the road access roads were created, to which the building owner made ​​considerable contributions. Thus, the center-side highway lane ( direction Zurich ) within the motorway junction Wallisellenstrasse includes a direct exit to respectively a driveway from the shopping center. A central opening up building spans the smoothness and the highway and carries the name Neue Winterthurerstrasse. The (old ) Winterthurerstrasse was severed by the highway construction and the construction of the shopping center they built the new road connection in the form of a separate bridge device, which resembles with their connecting ramps to the mall a highway. Since December 2010, also the line holds 12 Glattalbahn at the stop Wallisellenstrasse, Smooth, which is connected by pedestrian bridge to the mall.

Establishment and operation

The infrastructure was completed in 1974 and entered the operating company center Glatt AG in the commercial register. On February 13, 1975, the grand opening of the shopping center followed. In the same year, the Zurich Transport took until today still existing and partially subsidized by the shopping center bus route 94 in operation. The ownership structure at the time of opening remained until 1996 exist - Migros, Globus and Jelmoli ever owned one third of the shopping center and presented according to this distribution, the center management. Tenant of the principle detached from the center office tower was the NCR, while the shops were rented out by the center management to third parties.

Infrastructure

The three department stores owned by the common center infrastructure detached wings, each extending over all three sales floors and have a basement, which is not publicly available on the range of the rest of the center, but home to the supply and the technology.

Transformation and restructuring

Since its opening, the shopping center was rebuilt several times, the most profound engagement took place in 1992 and eliminated the dominated by shades of brown seventies style. The central mall here received its current glass dome and two glass lifts, the two side malls were glazed roofs, the Migros restaurant has been completely redesigned and received another floor with a glazed roof. The space occupied by the Migros tract has also been completely rebuilt and the originally isolated created top floor with the other Migros floors connected.

The area occupied by Globus and Jelmoli tracts were also provided for a conversion, however developed differently than intended. Jelmoli built around his tract, but remained only a few weeks left in it. The poor financial situation Jelmoli Group led to the closure of all branches, except for the Zurich headquarters - the shares in the smooth center sold you so 1996 globe, which then moved to the already refurbished tract. However, it was the finances of Globus also ordered not better, and again weeks later, the Migros Cooperative Association took over the Globus Group. The old globe tract was then opened to the center, received a glass dome and has since been leased to third parties.

With these changes, the ownership has changed in the organization of the center: the AG shopping center Glatt Zurich belonged until the end of 2006 to 66.7 % of Migros and 33.3 % of the Globus Group, the operating company center Glatt AG is 75% owned by Migros and 25% of the Globus Group. Since January 1, 2007 - with resolution of Globus Group - part of the shopping center Glatt through acquisition of AG shopping center Glatt Zurich to 100% of real estate operating AG, headquartered in Zurich, a 100% subsidiary of Migros Cooperatives Federation (MGB ).

Pay

The mall covers an area of ​​43'387 square meters and offers 4,500 parking spaces. In addition to two department stores, specialty markets four, five restaurants and four bars are located in the center 90 specialty stores. A total of 1,250 people are employed there. 2012 attended by over 8.67 million people, the shopping center Glatt. The total turnover amounted to 620 million francs. Revenue per m2 of retail space is thus at comparatively high 14'290 francs.

Marketing

The name comes from the smooth center of the eponymous river Glatt. Since smooth also means funny, amusing, cute or beautiful in Swiss German, it was used in the early stages of marketing campaigns and PR of the smooth center: " Straight for Alli! " Or " It's smooth in the Glatt! ». The current slogan is " Your First Shopping Destination ."