WROCŁAW An attractive location

OLD TOWN for retail and services

Table of contents
WROCŁAW –
2 KEY STATISTICS

6 WROCŁAW –
A CITY FOR BUSINESS
WROCŁAW – A CITY OF CULTURE,
HISTORY AND ENTERTAINMENT 8
TRADE TRADITIONS
IN THE OLD TOWN 10
GETTING TO AND AROUND

Wrocław    Old Town

12 THE OLD TOWN

14 RETAIL POTENTIAL
OF THE OLD TOWN
HIGH STREET
16 OVERVIEW

EFFECTIVE
17 ACTION
RESIDENTS’ AND TOURISTS’
18 VIEWS ON THE OLD TOWN

STRONG POINTS 19
OF THE OLD TOWN
 Wrocław –
key statistics

633 thousand 64%

the number of inhabitants working-age
(ca. 785 thousand incl. inhabitants
the metropolitan area)

2 50%
inhabitants aged
4.1%
unemployment
PLN 4,130
average monthly
3 40 years old or younger rate gross salary

34 thousand
number of graduates
130 thousand 24
number of students higher education
institutions (public
and private)

PLN 41.1 billion

gross domestic product
+ 5.3%
economic growth
PLN 65,103
GDP per capita

Source: GUS (Central Statistical Office of Poland), data for 2013-2015

*The Wrocław metropolitan area includes the neighbouring boroughs of Czernica, Długołęka,
Kąty Wrocławskie, Kobierzyce, Miękinia, Oborniki Śląskie, Siechnice, Wisznia Mała and Żórawina
UL. ŚWIDNICKA
photo: Stowarzyszenie Ulicy Świdnickiej | Tomasz Sartys

Wrocław    Old Town

 A new terminal with a yearly capacity of
4 million passengers was opened in 2012.
Wrocław Airport served 2.1 million
passengers in 2014; six times more than
a decade before. 31 regular European
routes are served, including London, Paris,
Frankfurt, Rome, Stockholm, Copenhagen,
Oslo, Milan-Bergamo, Barcelona and
Düsseldorf. In addition, 26 charter routes
are served, with destinations including
Greece, Italy, Portugal, Croatia and the
4 Canary Islands.

5
photo: Port Lotniczy Wrocław S.A.
PORT LOTNICZY WROCŁAW
 500 km
Gdańsk

390 km
Szczecin
350 km Poznań Modlin
Berlin
174 km
Warsaw
270 km 350 km
Dresden
WROCŁAW
Kraków
Katowice
Prague
192 km 267 km
280 km
Bratislava
Vienna 400 km
400 km

Wrocław    Old Town

 Wrocław –
a city for business
Investment
drives development
6 Wrocław is the second largest destination in Poland in terms
7 of the number of foreign investments, with 55 projects com-
pleted by the end of 2012. Investors represent a wide array of
business activities, including advanced financial and accounting
processes, the production and distribution of electricity, manu-
facturing of metal constructions and their constituent compo-
nents as well as the production of motor vehicles, their parts
and assorted accessories. Many well-known IT companies have
chosen Wrocław as the location for their developing customer
service and R&D centres, such as UNIT4 and Capgemini. Ac-
cording to Tholons, a business advisory firm and authors of the
annual TOP 100 Outsourcing Destinations report, Wrocław is
strengthening its position among the best places in the world
for the outsourcing sector. The sheer number of highly-quali-
fied graduates and specialists with cutting-edge technical skills
contributes greatly to the attractiveness of this city for inves-
tors and businesses.
CITY HALL
2nd
in terms of the
3rd
largest modern
number of foreign office market
investments
Vibrant office market
Wrocław ranks third in Poland in terms of the amount of mod-
ern office stock, containing at almost 600 thousand sq m of
such space, 260 thousand of which is located in the city centre
in refurbished historic buildings and small office buildings as
well as large modern assets. The estimated number of em-
ployees in the downtown area of the city centre is approxi-
mately 250 thousand, all of whom are potential customers of
local restaurants, shops and service providers.
HP, Nokia Siemens Networks, Getin Bank, IBM, BNY Mel-
lon, Credit Suisse and Google have all chosen to locate their
national headquarters in Wrocław.
The number of business locations in the downtown area is con-
stantly increasing. A complex of refurbished historic buildings in
the area of ul. Świdnicka and Teatralny Square will soon house
the headquarters of the Polish division of Opera Software.
 SKY TOWER
photo: Sky Tower S.A.

Wrocław    Old Town

 Wrocław – a city
of culture, history
and entertainment
Wrocław hosts many long-standing festivals:

—— music
e.g.: Wratislavia Cantans
International Festival
(celebrating its 50th year in 2015),
Jazz on the Odra, Musica Polonica
Nova, Summer Opera Festival
and Ethno Jazz Festival;

—— film
e.g.: Planete+ Doc Film Festival,
T-Mobile New Horizons
International Film Festival,
American Film Festival;

8 The many historic buildings in Wrocław bring tourists from

—— theatre

9
e.g.: Stage Songs Review,
Poland and abroad; the vibrant old town functions all year WROCEK International
round. Cultural institutions such as the Wrocław Opera, Comedy Festival, Film
Aula Leopoldina, the National Museum, the City Museum of Acting Festival, International
Wrocław, the Racławice Panorama, the Centennial Hall, and Festival of Puppetry Schools,
the National Forum of Music make for attractive tourist desti- International Festival of Street
nations due to their unique architecture, exhibitions and other Art BuskerBus, International
tourist activities. Theatre Festival Dialog-
Wrocław, STREAM International
According to data provided by the Central Statistical Office
Mime and Dance Festival;
of Poland, 800 thousand tourists stayed in Wrocław in 2013,
250 thousand of whom were foreigners, mostly hailing from —— art
Germany. Overall, there were almost 1.4 million overnight e.g.: WRO International
stays by non-inhabitants in 2013. Furthermore, Wrocław at- Media Art Biennale.
tracts a large number of day-trippers, either passing through
or on holiday in the area.
A stroll through the Old Town and its marketplace is an es-
sential part of any tourist’s visit to the city.

Wrocław has been chosen as the European

Capital of Culture 2016, confirming the
emphasis placed on culture in the city’s
strategy.
WROCŁAW OPERA
 WROCŁAW OPERA
photo: Opera Wrocławska | M. Grotowski

Wrocław    Old Town

 94

Trade traditions 5

in the Old Town

ROM
IA

ANA
EDZ
ŹWI
NIED
LEG
NIC
KA

KA
WS
Magnolia Park

ANE
ŁOP
MA
Wrocław’s Market Square is one of the largest Old Town

KA
P O Z N A ŃS
squares in Europe; it has served as a busy and vibrant
marketplace since the Middle Ages. This age-old tradition is
being upheld by the various shopping centres and retailers
located around the pedestrian areas in the Old Town, i.e.
the Market Square, Solny Square, ul. Świdnicka, ul. Oławska,
STRZEGOMSKA

ul. Kuźnicza, ul. Szewska and ul. Ruska. Many national and
international brands have clearly appreciated the location in
the tourist heart of the city with the following having a presence
there: H&M, Marks & Spencer, MM Studio (e.g. MaxMara,
Marella, PennyBlack), Escada, Diesel, Lavard & Bialcon, Aryton,
Vans, Rosenthal, Kartell, Super-Pharm, Rossmann, Hebe,
Empik, Starbucks, Costa Coffee, Nespresso, McDonald’s,
Burger King, Sphinx.
10 Old department stores have been rejuvenated by investors
11 who appreciated their excellent locations in the tourist and
business core of the city. Refurbished department stores are
important points on the map of the city centre, containing
both retail and office space (e.g. Kameleon). A case in point is
Wertheim, a pre-war department store that has been trans-
formed—after undergoing a comprehensive refurbishment
program—into a prestigious shopping centre housing luxury
STARBUCKS RESERVE, ul. Oławska 1/1
brands. However, there are still assets whose potential has yet
to be fulfilled, for example the Feniks department store and
Podwale shopping centre, both of which are located in the SK A
ISZYŃ
GRAB
photo: Amrest Sp. z o.o.

heart of the pedestrian area.

STALOW
A
photo: Marks & Spencer Poland Sp z o.o

KRUCZA
MARKS & SPENCER, ul. Oławska

KA
GAJOWIC

5
FENIKS DEPARTMENT STORE
 LOCATION OF WROCŁAW’S OLD TOWN
ROM

shopping centres

TRZEBNICKA
ANA

A
IAŃSK

EGO
high streets
SŁOW
DMO

YŃSKI
WSK

WYSZ
IEGO

POMORSK
NO
WO
WIE
JSK

A
A

BEMA
RA
DROBNE
SIENKIEWICZA

A
SŁ A W
SIENKIEWIC

BOLE
ZA

SIKO
RSKI
EGO
SZCZYTN
ZK A

EGO
ICK A
GROD

YŃSKI
LEGNICKA
IAT PASAŻ GRUNWALDZKI
ŚW

WYSZ
NOWY

BRANIB MARKET SQUARE

ORSK A

98
KA Z

I MIE GALERIA DOMINIKAŃSKA

RZA W
IELKIE
GO OŁ A WSK

Wrocław    Old Town

A

POD
ARGI

WA
LE
PIOTRA SK
A
OW
SĄD

RENOMA
PIŁ

SK
SU

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SZYŃS
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GRAB
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KOŁŁĄTAJ
ŚWID

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PIŁSU
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OWSIANA GO 98
ARKADY
ZAPORSKA

KOŚCIUS
ZKI
SUCH
A
PKP WROCŁAW GŁÓWNY
(CENTRAL RAILWAY STATION)
A
H

ŚLĘŻN
KIC
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98
WŚ

SKY TOWER
ŃCÓ
STA
POW
OWICK A

BO RO WSK A

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POWSTAŃCÓW ŚLĄSKICH SQUARE

LA

K AM IE
NNA

5 94

94
 Getting to
and around
the Old Town
The Old Town in Wrocław is the cultural, business
and tourist heart of the city, a must-see for any visitor.
The highly developed and efficient public transportation
system grants easy access to the Old Town.

12 Due to four large transport nodes served by trams and buses, Located in Dominikański Square, only about 400 m from
13 the Old Town is frequented by locals who carry out many of
their daily activities here: work, shopping, going to the thea-
the Market Square, is an important transportation hub for
over a dozen tram and bus lines (including suburban buses).
tre, opera or cinema, or a simple walk or coffee with friends. The close proximity of the main railway station provides easy
The closest tram stop to the Old Town—at the intersection access to the Old Town for train passengers.
of ul. Oławska and ul. Szewska—is just 100 m away. Travelling
Drivers can leave their cars in about 1,500 designated parking
from Wrocław’s densely populated residential areas, located
spaces. In addition, almost 3,000 spaces are available in multi-
on the fringe of the city, takes no longer than 20 minutes.
storey car parks.
HISTORIC TENEMENT HOUSES
 CI
WOJ

MOS T U N I W E R SYTEC KI
I
M O S T POMO R S K
KSIĘC TAMKA
IA WI
TO
LDAIN WROCŁAW OLD TOWN
RETAIL AND SERVICE AREA

IGI
ZK A
G ROD WYSPA

ADW
PIASEK

ŚW. J
bus and tram stops
DZK A
tram routes GRO
main retail and service location in the Old Town UNIWER
SYTECK A
ŚW. D
T UCHA
Ś WIA PL AC N
N OWY A NKIE
RA

PIASKOWA
ZA
JATKI NOŻOW

KUŹNIC
NICZA

KOTL A
ŚNICZA
ŚW. M RSK A
Ł AJA IKOŁ A
ŚW. MIKO JA NOWY TARG SQ.
ŃSK A
ZA

KIEŁBA

ŚWIĘTEJ K AT
KÓRNIC

ODRZA
CZA

PASAŻ
BIAŁOS

RUSK A JANA EWANGELISTY PURKYNIEGO

KROWIA
RZEŹNI

ARZYNY
WITA S

KRASIŃSKIEGO
TWOSZ
RUSK A MARKET SQUARE A

WITA
ŚWIETEGO
Ł ACIAR
SOLNY SQ.

SK A
SŁOWA

BISKU
CKIEG
OFIAR O
AW

PIA
ŁA OŚWI
P

WŁ ĘCIMS
OD KICH OŁ A W
KOW SK A
A

ICA
SZEWSK
ICK A

K AZIM
IERZA
ŚWIDN

OŁA WSK A
CZA

WIELK
PNI

IEGO
KRU

Wrocław    Old Town

OWA
ZAMK

K ARGI
WIDOK

PIOTRA S
A
OW
SĄD

PL. TEATRA
POD LNY

PODWALE
WA
LE
A
EALN

Ł
BOŻEG O CIA
A

ŚWIEB
MUZ

ODZK A

PODWAL
ICK A

E
ŁĄKOWA

ŚWIDN

KOM
PIŁ UNY
PAR
SU
DS
KOŚCIU
SZKI KOŚCIUSZKI SQ. Y SKIE
KIE J
JA

GO
KOŁŁĄTA

DWORCOWA

KOŚCIUSZKI
KNIA
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WOJC PIŁSU KOŚCIU

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WA

BOGU GO
SŁ A W
STALO

SKIEG
O

SWO
BOD NAS
NA YPOW PIŁSU
A DSKIE
GO

PKP WROCŁAW GŁÓWNY

(CENTRAL RAILWAY STATION)
 Retail potential
of the Old Town

The latest trends in shopping behaviours and free-time activi-
ties strongly suggest that high streets, due to their unparalleled
atmosphere, are playing an increasingly important role in ur-
ban and social space. Consumers no longer adopt a traditional
approach to shopping, but expect a more varied experience,
including the possibility of spending time in unique surround-
ings or meeting friends for dinner and shopping. The Old Town,
which offers a wide range of different experiences, perfectly
meets those expectations. Western European cities have re-
cently seen a revival of high streets, with local authorities sup-
porting the development of city centres and restoring their im-
portance for local communities.
Following the example of the more developed retail markets
of Western Europe, Wrocław’s authorities are constantly aim-
ing at changing and improving the image of the city centre. The
City is taking action to provide attractions for tourists and resi-
dents, and as a result make the zone more vibrant thanks to
the growing number of consumers visiting it. Whole families are
drawn to the city centre by popular commercial and entertain-
ment events, such as the Christmas and St. John’s fairs or the
Świdnicka Street Festival.

14
15 400 600 thousand
m2
shop units in of commercial
the Old Town space in the Old Town

35.5% cafés, pubs,

13%
restaurants

financial services,

8%
banks

health & beauty

5%
home accessories,
10% fashion
jewellery,
art galleries
As the landlord of several well-located commercial units in the
city centre, the City has adopted a strategic approach to shaping
the character of the central shopping zone by organising tenders
targeted at selected retail categories.
Around 400 shops are located in the Old Town at ground level.
They take up almost 60,000 sq m of retail space, which is com-
parable to a large shopping centre with a strong critical mass.
Over 100 varied catering facilities (restaurants, cafés, pubs,
pastry and ice cream shops) operate in the Old Town district;
they are popular among tourists and business visitors, as well as
among Wrocław’s residents. The Market Square and the neigh-
bouring Solny Square are prime locations for restaurateurs and
other food-oriented businesses, offering various cuisines in all
price ranges. The flower market on Solny Square is popular
24/7, even—especially—late at night.
NESPRESSO BOUTIQUE, ul. H. Modrzejewskiej 2
photo: Nespresso
The fashion & accessories retailers prefer ul. Oławska and
ul. Świdnicka: it is here that H&M and Marks & Spencer, well-
known international brands, chose to open their flagship shops.
This area is also popular with health & beauty outlets, including
popular chains such as Rossmann, Hebe, and Super-Pharm.
Traditionally, the Old Town has housed art galleries and jewel-
lery shops. These retailers prefer areas with the highest expo-
sure to tourists, especially the Market Square and ul. Świdnicka.
Visitors to the Old Town complain about the noticeable lack
of fashion brands. Customers would be happy to shop here
instead of other locations, which lack its exceptional ambience.
Flagship shops of well-known international brands located in
ul. Świdnicka and ul. Oławska fit well into the atmosphere of the
Wrocław    Old Town
central commercial zone. However, the potential of old depart-
ment stores operating in prime locations close to the Market
Square is still largely untapped.
 High street
overview

Size structure Ownership structure

The market is dominated by units with an area of up to 100
sq m, which make up 45% of the total number of business
premises in the Old Town. Sectors with a special preference
for small units include services like newsagent’s, jewellers,
health & beauty (opticians, hairdressers, cosmetics shops, soap
shops, beauty salons), small cafés and bistros.
Premises between 101 and 150 sq m comprise about 19% of
the market (in terms of the number of units). This size cat-
egory is dominated by banking, dining, and fashion operators.
The 151-200 sq m category constitutes 12% of the market,
and is dominated by banks and catering facilities.
Premises larger than 200 sq m represent 20% of the total
The City of Wrocław is the largest single owner of business
premises in the Old Town, holding 27% of the total number
of units. This structure allows the city to significantly influence
the type of retail & service premises and create a consistent
urban strategy for profiling commercial operators. Several of
the city-owned outlets are situated in the most prestigious part
of the Old Town: ul. Świdnicka and ul. Oławska, and the Mar-
ket Square; these areas attract many visitors.
Vacancy rates
At the end of 2014, vacancy rates in Wrocław’s main com-
mercial streets were below 6%. This is consistent with the

16 supply. They are occupied mostly by restaurants and cafés;

banks; large art galleries and antique shops; supermarkets
tendencies observed in other major Polish cities. By compari-
son, shopping centres located in the central part of Wrocław

17
and discount stores; health & beauty retail chains (Rossmann, reported an average vacancy rate of over 6%.
Super-Pharm, Hebe). The fashion industry is represented by
two large flag-ship stores of well-known international brands
(H&M and Marks & Spencer) and several smaller national and High investor activity
local operators. in the Old Town
Old Town commercial units are popular among investors and
retail & service operators. At the time of conducting a market
SIZE STRUCTURE (m2) potential analysis at the end of 2014, about a dozen premises
were undergoing refurbishment works as they were being
up to 50 22% prepared for new tenants.
51-100 23% Renovated historical buildings provide best-in-class retail
101-150 19% & service space for tenants looking for prestigious premises in
prominent central locations.
151-200 12%
201-300 10%
301-500 7%
501-1,000 2%
1,001-2,000 1%
Effective
action

The City is active in its work to revitalise areas with a high Another important initiative by the City is the rebuilding of
potential for development but have so far been neglected. the pedestrian crossing at the intersection of ul. Świdnicka and
Thanks to the local authorities’ strong commitment and the ul. Kazimierza Wielkiego
support of European funds it has been possible to breathe
In the past, Bar Barbara, located at this intersection, used to be
new life into the Nadodrze district. The area was rejuvenated
an iconic meeting spot. Now, after a thorough refurbishment,
thanks to the renovation of tenement buildings and parks, new
it has another chance to thrive, thanks to the exhibitions, de-
playgrounds, and refurbished commercial units, which are now
bates, concerts, workshops, and meetings with artists that are
home to art galleries, artists’ studios, young designers’ shops,
to be organised there. Tired passers-by will be able to relax
and hip cafés. In a refurbished 19th century former laundry
for a minute or two in the café/bookshop, or on a shaded
and dye-works building you can now find a one-of-a-kind arts
bench in the square in front of the building.
& crafts centre called Krzywy Komin. A renovated merchant
arcade in Psie Pole is now home to several local retailers. Teatralny Square is gaining its own unique character. The monu-
mental Wrocław Opera and Monopol hotel already inspire the
As the landlord of several well-located commercial units in the
admiration of passers-by. Now, thanks to the refurbishment
city centre, the City has adopted a strategic approach to shap-
works carried out on other historical buildings (the former de-

Wrocław    Old Town

ing the character of the central shopping zone, carefully se-
partment store Pod Świętym Hieronimem and Sachs’ tenement
lecting tenants. Local authorities cooperate with commercial
house), this area can soon make Wrocław even more proud.
tenants and aim to support their day-to-day activity with pro-
motional campaigns. Seasonal fairs held in the Market Square
(Christmas Fair and St John’s Fair) provide entertainment to
the people of Wrocław, who enjoy spending quality family time
here. Entrepreneurs can also count on the City’s support.
PHOTO: PIANOFORTE AGENCJA ARTYSTYCZNA
www.jarmarkbozonarodzeniowy.com
 Residents’
and tourists’
views on the
Old Town
According to the residents of Wrocław, the area around the
Market Square is a popular meeting place. This is thanks to
a wide range of catering facilities, charming architecture, and
a unique atmosphere, especially during the spring and sum-
mertime, when restaurants, bars, and cafés provide outdoor
seating.
The Market Square area is home to several chain restaurants,

HOTEL MONOPOL, Wrocław. ul. Świdnicka / H. Modrzejewskiej 2

with many establishments targeting tourists, as well as pubs,
bars, and clubs frequented mainly by students. Many young
professionals feel that there are few places that cater to them
as a target customer. They expect something new, like high-
quality bars and bistros: fashionably decorated, reasonably

18
priced, and with original menus.
The area of the Market Square is frequented by tourists from

19 Poland and abroad, who appreciate the historical and archi-

tectural value of this part of the city. According to a study
conducted by Biostat between 2010 and 2012, tourists are

photo: Hotel Monopol

especially fond of historical buildings in the city centre, par-
ticularly in the Market Square and the vicinity, and the major-
ity of respondents appreciate what Wrocław has to offer in
terms of eating out. However, there is a limited selection of
fashion outlets, as well as an insufficient number of shops sell-
ing souvenirs and typical Polish or regional products. These
are important suggestions that may help improve the image
of the city’s historical centre.
 L AC N
NOW A NKIE
RA

ZA
JATKI NOŻOW

KUŹNIC
NICZA

KOTL A

ŚNICZA
ŚW. M RSK A
Ł AJA IKOŁ A
ŚW. MIKO JA

Strong points

ŃSK A
ZA

KIEŁBA
RECOMMENDED TENANT MIX – ŚWIDNICKA STREET

KÓRNIC

ODRZA
CZA
PASAŻ

BIAŁOS
of the Old Town
RUSK A

RZEŹNI
WITA S
TWOSZ
RUSK A MARKET SQUARE A

Ł ACIAR
SOLNY SQ.

SK A

BISKU
AW OFIAR

PIA
ŁA OŚWI
P

WŁ ĘCIMS
OD KICH OŁ A W
—— prestige and a “big city” feel
KOW SK A

A
ICA

SZEWSK
ICK A
—— location in a historical part of town, K AZIM
IERZA

ŚWIDN
CZA
with several important landmarks WIELK

PNI
IEGO
and a unique atmosphere KRU

OWA
—— centuries-old retail traditions

ZAMK

WIDOK
—— many cultural, educational,
and business institutions
numerous entertainment events,
A

——
OW

attracting tourists and residents

SĄD

PL. TEATRA
POD LNY
WA
—— large numbers of tourists as potential LE
A

customers of retail & service outlets

EALN

Ł
BOŻEG O CIA

A
ŚWIEB

Wrocław    Old Town

MUZ

ODZK A
—— high flow of pedestrians,
especially young people
a popular meeting place PODWAL
ICK A

—— E
ŁĄKOWA

ŚWIDN

—— a modern office space hub, with

PIŁ
employees as potential SUcustomers
D
KOŚCIU
SZKI KOŚCIUSZKI SQ.
SK
IEG
—— wide range of highly-frequented
O

KOŁŁĄ
catering facilities KOŚCIUSZK
I
—— more and more high-quality
commercial space
—— convenient public transport
WOJC PIŁSU
IECHA DSKIE
WA

BOGU GO
SŁ A W
STALO

SKIEG
O

SWO
BOD NAS
NA
FashionYPOWA Showroom PIŁSU
DSKI
Grocery Souvenirs

Pharmacy Art gallery

Health & Beauty Information point

Restaurant Jewellery

Public services Financial services

Interior design
 Contact

Urząd Miejski Wrocławia

Biuro Rozwoju Gospodarczego
ul. G. Zapolskiej 4
50-032 Wrocław
tel. +48 71 777 71 74
fax +48 71 777 72 89
e-mail: brg@um.wroc.pl
www.wroclaw.pl

20
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