Centre Balexert, one of Geneva’s most established and influential retail destinations, is setting its sights firmly on the future. With the launch of its 2035 Vision project, the center is embarking on a long-term strategic transformation that aims to redefine its role in an era shaped by rapid technological change, shifting consumer values and evolving patterns of urban life.
To lead this process, Balexert has partnered with London-based strategic design consultancy Portland Design. The collaboration signals a decisive move away from viewing retail centers purely as transactional environments, instead positioning Balexert as a dynamic, human-centric hub for community, culture, wellbeing and entertainment.
From shopping center to neighborhood anchor
As consumer expectations continue to evolve — driven by digitalization, lifestyle changes and a growing demand for authentic experiences — Balexert is taking a proactive approach. The 2035 Vision focuses on how the center can support new forms of social connection, blended-use environments and everyday wellbeing, while remaining commercially resilient.
Rather than reacting to trends, the project seeks to anticipate them.
“Our goal is to future-proof Centre Balexert by deeply understanding the values, needs and expectations of our audience over the next decade,” says Ivan Haralambof, Director of Centre Balexert SA. “Portland brings a unique combination of strategic thinking, creativity and advanced data capabilities that will help us shape a destination that remains relevant, resilient and meaningful for our community.”
A research-led, future-facing approach
Portland’s scope for the project is deliberately broad and research-intensive. It includes global consumer trend analysis, embodied research, innovation safaris and in-depth cultural and behavioral studies within the Geneva region. These qualitative insights are complemented by AI-powered social media and engagement analytics, ensuring that both global signals and local realities are fully embedded in the vision.
“Shopping centers can become an enabler for social wellness, not just be a transactional destination.”
Elisa Cecilli, Strategic Foresight Senior Associate at Portland and Perkins&Will
The findings from this extensive research phase will feed into a four-day innovation sprint, culminating in the creation of a long-term “place story.” This strategic narrative will be supported by clear vision frameworks, experience drivers and a set of masterplan options designed to guide Balexert’s evolution well into the next decade.
Reframing retail’s role
For Portland, the collaboration reflects a broader shift in how retail destinations are being reimagined. “Our collaboration with Balexert pushes what shopping centers can become by repositioning them as vital neighborhood anchors through intentional design for human connection and community activation,” explains Elisa Cecilli, Strategic Foresight Senior Associate at Portland and Perkins&Will. “This partnership demonstrates how futures thinking reframes retail’s role: acting as an enabler for social wellness, not just a transactional destination.”
The emphasis on wellbeing, community and cultural relevance aligns closely with wider developments across the European retail real estate landscape, where successful centers are increasingly those that integrate social value alongside commercial performance.
A legacy of evolution
Opened in 1971 with just 40 outlets, Balexert has continually evolved alongside Geneva itself. Today, with more than 120 stores, it is the largest shopping center in French-speaking Switzerland and one of the country’s top three overall. Major expansions in 2001, 2006 and 2010 introduced cinemas, improved public transport connectivity and significant new retail space, while a comprehensive refurbishment completed in 2021 modernized the center for contemporary audiences.
The 2035 Vision builds on this legacy of reinvention. Launched in January 2025 as an ongoing collaboration, the project is designed not only to shape physical development, but also to provide a strategic compass for future stakeholder engagement.
By grounding global foresight in local cultural and behavioral insight, Balexert’s ambition is clear: to remain not just a place to shop, but a place that matters — woven into the everyday lives of Genevans for years to come.
