QTU, Albania’s first shopping center, celebrates 20 years of redefining retail, leisure, and family experiences. Marking two decades of innovation, loyalty, and emotional connection, its month-long anniversary campaign broke records, proving that QTU remains the country’s most beloved and future-ready shopping destination.
Pioneering a Brand-new Market
QTU, the very first shopping center in Albania, revolutionized the way Albanians shop and spend their leisure time. Since its opening, it has introduced international standards of retail and entertainment to the country, while maintaining a strong local identity and connection with its community. Over the years, QTU has undergone refurbishments and extensions, ensuring that it remains modern, relevant, and the most popular destination for families who value convenience, affordability, and a wide mix of international and local brands in one place.
Building Generations of Loyalty
With more than 8.2 million visitors annually, QTU enjoys one of the highest brand recognitions and strongest emotional bonds with consumers in the Albanian market. Its lasting success lies in its ability to evolve alongside new retail trends and competitors, consistently offering the right mix of experiences for families and value-conscious shoppers.
Joana Korimi, Head of Marketing at ACREM:
“When QTU first opened its doors 20 years ago, it marked the beginning of a new era – introducing not only a modern retail format, but also a new culture of consumption and social experiences in Albania. QTU brought an international dimension, establishing the very concept of shopping centers in our country, yet it did so with originality and the passion of its time to truly bring change.
Our 20th anniversary was a celebration of our visitors – and of all Albanians who, generation after generation, have built a connection with QTU, the first center to introduce global standards of shopping and entertainment. Beyond its international framework, QTU has always carried its own authenticity, created with originality and passion, constantly evolving while maintaining its role as the most family-friendly and convenient shopping destination in Albania – a place for smart shopping, leisure, and socializing under one roof.
These two decades stand as proof of QTU’s ongoing rhythm, growth, and transformation – an absolute record in awareness as talk of town and footfall figures for 3 days in row since the center’s refurbishment and extension in 2018 – continuing to offer a complete experience of shopping, social interaction, and entertainment in one single place”
20 Years of Celebration
This October, QTU celebrates its 20th anniversary, marking two decades of innovation, growth, and customer loyalty. The celebration, designed as a month-long jubilee, opened with a powerful launch weekend featuring spectacular offers, festive activities, and a unique balloon-themed campaign. Balloons, chosen as the central creative symbol of festivity and memory, filled the mall with color, joy, and anticipation. The highlight was an extraordinary balloon drop activation, during which 1,500 discount vouchers were released, encouraging visitors not only to enjoy the opening weekend but also to return and shop throughout the entire month.
The results exceeded expectations: the anniversary weekend generated the highest footfall since QTU’s last extension in 2018, with record visitor numbers both inside the mall and along the highway leading to it. The activation became a national talking point, earning widespread media coverage and reaffirming QTU’s reputation as Albania’s favorite shopping and leisure destination.
The campaign combined emotional storytelling with strategic commercial objectives, resonating with all generations while significantly boosting sales and conversion rates. More than just a celebration, QTU’s 20th anniversary reaffirmed its role as Albania’s most beloved, family-oriented, and future-ready shopping center.
Leading the Future of Retail
As part of the BALFIN Group, QTU continues to set benchmarks in customer experience, brand communication, and retail innovation – remaining a key reference point for the Albanian market and the wider region.
From shaping the country’s retail beginnings to defining its future, QTU’s 20-year story stands as a testament to consistent evolution and lasting relevance.
Joana Korimi
Head of Marketing at ACREM
Credit for all images: ACREM
