The last autumn’s grand opening of the Silesia City Center’s (SCC) extension, which was attended by Paris Hilton, has won the Solal Marketing Award 2012. The winners were announced by the International Council of Shopping Centers (ICSC) during the yesterday’s ceremony in Budapest.
The jury gave SCC the Silver Solal Award in the category of “Grand Opening, Extension & Renovation”. This is how the opening was commented on the official website of the ICSC – “For the opening of a new part of Silesia City Center, Paris Hilton, an international celebrity, was tapped to be the star of the opening. Known for luxurious fashion, Hilton’s presence reinforced Silesia’s positioning as one of the biggest and best shopping centers in Poland. The opening, and Hilton’s appearance, was regarded as the event of the year, earning the most publicity in the center’s history.”
According to Silesia City Center, the worth of numerous media publications reporting the event reached EUR 2,5 million. The two-day opening was attended by approximately 300 000 visitors.
“Hilton is a controversial figure and from the very beginning we reckoned her appearance in Katowice would arouse excitement, also the extreme one. Moreover, she is, as no one else, known for shopping, luxury and fashion adoration, so she fits in with the shopping center’s atmosphere perfectly” – said Marta Drzewiecka, marketing director of SCC.
Silesia City Center is owned by Immofinanz Group and managed by EHL Real Estate Poland. It covers a retail area of 86 000 sq. meters and is the fifth biggest shopping center in Poland.