Italian brand Patrizia Pepe to open a premium location in RIVUS

RIVUS, the mixed-use project developed by IULIUS and Atterbury Europe, will exclusively bring brands and new store concepts to Cluj-Napoca, and is set to comprise a diversity of products and services catering to all categories of the public and offer premium shopping experiences. Fans of the Patrizia Pepe brand will be able to enjoy versatile and sophisticated outfits that effortlessly blend everyday practicality and the elegance required for special moments. Clients will enjoy a modern space that reflects a new type of femininity: sensual, daring, bold, and confident. In addition to the retail area, RIVUS will also include office, cultural, and entertainment uses and a generous park, being designed as a destination that is synonymous with a cosmopolitan lifestyle.

RIVUS is a mixed-use project set to include a variety of uses in a single complex and will create a dynamic and vibrant location, adapted to the needs of the Cluj-Napoca community. The project will follow the model of the urban projects developed by IULIUS in Iași and Timișoara, which have become market leading shopping and lifestyle centers in their respective regions. The project will bring exclusive brands into the city, which are only available in Bucharest at this moment. “The selection of brands for Rivus seeks to provide a complete and high quality experience, so in Cluj-Napoca we will also being a segment of brands that will satisfy the most demanding and sophisticated preferences. One such brand is Patrizia Pepe, a brand that continues to delight fashion aficionados with its refined tailoring, sensual silhouettes and daring details, will bring an innovative concept to RIVUS, in line with its brand DNA, interpreting the collections and accessories in a contemporary fashion. One of the directions we set for ourselves some time ago was to also provide our customers with access to premium, trendy and notorious brands, that are recognized for their quality and originality. Our expectations were also confirmed by the surveys we carried out when the idea for this new mixed-use project came to be,” said Oana Diaconescu, Head of Leasing Manager IULIUS.

The main goal of the Patrizia Pepe exclusive collections is to highlight women’s sensuality, and the iconic clothing items and accessories are now recognized and appreciated by millions of women. The pieces perfectly combine the comfort of everyday outfits with the touch of glamour that is best suited for every important moments, creating a multifaceted, urban-sophisticated style.

“Expansion across Romania is a clear commitment for the strategic vision of consolidating the global presence of Patrizia Pepe, while also staying true to its fundamental values in terms of sensuality, elegance, and innovation”, said Roberta Danesi, official representative of Patrizia Pepe.

Patrizia Pepe operates an impressive global retail network. By 2018, the brand was operating 48 flagship monobrand stores, 19 outlets, 7 showrooms, 46 franchise stores, 20 concessions in department stores, and was present in 1,546 multibrand stores around the world. This extensive network highlights the international attraction of the brand and its commitment to offer high quality fashion to a diverse and demanding client base.

About RIVUS

The RIVUS urban reconversion project is a 500+ million Euro investment by companies IULIUS and Atterbury Europe, whereby an underused 14ha former industrial area will be restored to the community. RIVUS is currently in the building permitting phase, after the Local Council approved the urban zoning plan (PUZ) back in August.

The concept for RIVUS, the first project implemented in Romania by the world-acclaimed Dutch architects at UNStudio, draws inspiration from the expectations of the community. RIVUS will integrate the following:

  • The largest retail area in Romania, spanning 145,000 sqm (integrating the 120,000 sqm shopping mall, as well as the complementary retail facilities) in a mixed-use concept that enhances the shopping experience with public and leisure services and facilities
  • More than 400 stores, including regional and national premieres
  • 30+ new concept-restaurants and coffee shops overlooking Someș River
  • Fresh Market for local producers
  • A new park and landscaped green spaces spanning more than 52,000 sqm, with 700 mature trees and 100,000+ decorative plants of various sizes
  • Japanese rooftop garden, green façades and green roof
  • Two industrial buildings reconverted to accommodate cultural venues, coworking spaces and services
  • Live arts center and auditorium, cultural uses integrated for the first time in a real estate project based in Romania
  • Entertainment concepts for all ages
  • The latest cinema technologies for the first time in Transylvania, as well as open air cinema
  • Premium green office spaces – 15,000 sqm GLA
  • Investments in connectivity and mobility: road bridge and two pedestrian walkways across Someș River, street upgrades, bicycle lanes, up to 4,800 parking spaces, 1,200 bicycle parking spaces, etc.