Introducing Finland's First Waterfront Designer Outlet Village
Finland’s first and pre-eminent Designer Outlet Village in a unique harbourside setting 75 minutes from the centre of Helsinki.
Much more than a retail destination, the development will include a marina, international ferry and cruise terminal, bus and rail interchange, hotels, restaurants, cinema and apartments as well as the existing award-winning National Maritime Museum.
There will be a mix of global and international brands, with an emphasis on core European, Scandinavian and Finnish brands plus strong independent retail names.
Kotka Old Port will provide a premium destination for designer brands to access the lucrative Russian market as well as attracting Finnish residents to the area.
- Finland’s GDP per capita is 35% higher than the EU average, with the Helsinki region being the tenth largest European urban area in terms of GDP per capita. (Source: Eurostat and Focus Economics)
- Europe’s sixth most competitive country after Switzerland and an impressive tenth in the world. (Source: The Global Competitiveness Report 2016-2017, World Economic Forum)
- The Finnish economy is returning to growth. The Bank of Finland forecast foresees 1.1% GDP growth in 2016. The economy will continue to grow by 1.1% in 2017 and 1.0% in 2018. (Source: Bank of Finland)
- The Finnish people have one of the highest rates of car ownership in Europe and are used to driving long distances for shopping and recreation. Kotka consumers are expected to come from further away than traditional outlet catchment models suggest.
Helsinki Focus Groups
We recently conducted 5 focus groups in Helsinki amongst our target shoppers, with the key findings including:-
- There is a strong desire for an international style outlet centre in Finland, and Kotka is seen as ideal for both location and experience.
- Kotka is considered to be far enough from full price stores in Helsinki to attract great brands and a contrast to the border regions which are seen as distant, with little there to interest them.
- The design was well liked with the centre being enclosed particularly favoured.
- Most of the respondents have visited Kotka, with many commenting on its strong relationship with the sea and are aware of the existing reasons to visit.
- A desire to be able to purchase both well-known luxury brands and also interesting brands not easily available in Finland.
St Petersburg Quantitive Research
- Quantitative survey conducted July 2015 with 2,000 St. Petersburg residents, of whom 404 (20%) visited Finland to shop at least once a year.
- Kotka was the fourth most frequently mentioned town for shopping in Finland (20%) inline with the findings of the TAK border survey.
- 37% of respondents have visited Kotka, 8% of them regularly and only 10% of respondents had never heard of Kotka.
- 39% would be interested to visit a new outlet centre in Kotka which increases to 47% amongst those who have visited outlet centres elsewhere.
- Valuable feedback on target brands and leisure attractions to make Kotka a success.
"Everyone knows Kotka in Finland. It has a great image and a strong brand. It's very easy to fall in love with the city of Kotka - with its excellent position between Europe and Russia."Henry Lindelof, Mayor of Kotka
The Masterplan & Concept
The redevelopment of Kotka Old Port is designed to extend the current City Centre down to the waterfront, with the National Maritime Museum as the most eastern point.
The development is joined to the City Centre by extending the key civic spine of Kotka through the middle of the development. Key buildings, restaurants and entertainment facilities are located on and directly face the waterfront. An inner green spine links the key entrances together and back into the city.
The Designer Outlet Village is designed on the narrative of the traditional Finnish fishing village with buildings wrapping around the harbour and new marina facilities.
Surfaces and furniture are extended from the outside into the internal streets, while the use of natural materials reinforce this narrative.Download Masterplan (PDF) Download Leasing Plan (PDF)
The Designer Outlet Village
The Designer Outlet Village has been designed to be bright and welcoming to all visitors, whilst the use of local materials such as Kotka granite and timber help to reinforce the local character of the scheme.
The eastern end of the mall
At the eastern end of the mall, a large and fully adaptable square has been created with space for fashion shows, performances, pop-up boutiques, seasonal and Christmas festivities.
A dedicated eatery
A dedicated eatery area is located in the centre of the scheme which will open up to the waterfront during the summer time and extend out to the restaurant promenade.
The waterfront remains active throughout the day and well into the night. Mezzanine and balcony spaces within the restaurants provide further views across the sea.
In addition to Finland's first waterfront designer outlet village, a range of leisure and other complementary uses will reinforce the attraction of Kotka Old Port, creating a true 'destination' location.
The presence of leisure and other uses will increase both visitor numbers and dwell times. It is a concept that outlet centres are developing across Europe as the outlet centre model matures.
Initial responses from tenants have clearly supported the proposal to develop Kotka Old Port as a ‘destination’ and confirmed that leisure and other complimentary uses would positively influence their decision to locate there.
Outside the masterplan area, local and regional government will be investing in a new ferry and cruise terminal facilities for the cruise liners which are scheduled for Summer 2017 and for ferry services planned to run between St Petersburg and Kotka.
Maritime & Marina
The Vellamo is one of the focal points for Kotka's annual maritime festival which attracts over 200,000 visitors from across Finland and the Baltic. Revitalisation of the port and waterfronts is important to the image of the project as it seeks to capitalise on Kotka's rich maritime heritage.
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The team behind the project
Cameron Sawyer is Chairman of Board of Directors of the development and consulting company GVA Sawyer, founded in 1993, a member of GVA Worldwide.
GVA Sawyer is the developer of the first outlet mall in Russia, Fashion House Moscow, and has nearly 20 years of experience developing various projects in Moscow, St Petersburg and the Russian regions. These include high-profile projects such as the former headquarters of the United Nations in Russia in Moscow. Two GVA Sawyer projects have been the subject of Harvard Business School Cases.More
John is CEO at Milligan, the specialist retail development company founded in 2002. At the heart of the Milligan philosophy is a passion and drive to develop places where people are inspired to shop. Milligan has the role of strategic advisor on the Kotka Old Port project.
From 1983 to 2002 John was an International Director at Jones Lang LaSalle. He set up and led the company’s European retail group which consisted of over 250 people advising clients on 2.5 million square metres of shopping space. He was also chairman of the JLL global retail group.More
Gerald Parkes is CEO of Property Capital Partners Europe (PCPE) and one of Europe’s most prominent real estate investment managers and financiers. He was Head of European Real Estate Private Equity at Lehman Brothers.
Prior to that he was the CEO of Invesco’s European Real Estate Group. Parkes has advised on multiple billions of retail real estate development and investment. He was the initiator of the Bluewater Shopping Centre in the UK and head of retail planning.More
Byrne Murphy brought outlet shopping to Europe more than 20 years ago. He is the author of the book “Le Deal” which tells the story of his adventures building the first outlet mall in Europe and bringing McArthurGlen outlet centres to the European market.
Murphy’s former company McArthurGlen is the dominant outlet mall operator in Europe with 20 designer outlets in Austria, Belgium, France, Germany, Greece, Italy, the Netherlands and the UK.More
Luca De Ambrosis Ortigara
Luca de Ambrosis Ortigara was born in Milan in 1965. After graduating in “Economia and Commercio” at Cattolica University in Milan and having completed the studies at Reading University in Great Britain, he starts his career in a management and advisor estate company linked to his family investments portfolio.
In 1990 become part of Cushman & Wakefiled team (ex Healey & Baker), one of the most worldwide influential estate consulting company which was entering italian market in that period. Responsible for the Retail Division, he developed promotional, management activities and lettings on behalf of important clients in both the retail and the large-scale retail trade sectors. He became partner of the company in 1994.More