What Médiacité Shopping Liège does

Médiacité Shopping Liège is a large-scale mixed-use retail and leisure complex located at Boulevard Raymond Poincaré 7 in Liège, Belgium, inaugurated on October 21, 2009 on a redeveloped 6.5-hectare former Longdoz industrial site. The 45,313 m² gross leasable area hosts 124 retail stores and restaurants, supplemented by an Olympic-standard ice rink (30 m × 60 m, 4,500 m² base with 1,200 spectator capacity), a food court (MédiaFOOD with 14 restaurants), a 1,200 m² RTBF television studio (Média Rives), an arcade game center, a carousel, and 2,200 underground parking spaces managed by Effia with 10 EV charging stations. The complex attracts approximately 8 million visitors annually and generates roughly 1,200 direct jobs. It is operated under the ASBL Médiacité non-profit structure (BCE 0818.520.939), with the property owned by CBRE Global Investors and designed by architect Ron Arad in partnership with Jaspers-Eyers Architects.

The business model centers on rental income from retail tenants, supplemented by parking operations (Effia), short-term stand rentals (6-32 m²) for promotional activities, event venue hire for La Griffe (500 m²) and La Piazza, and ancillary services including gift cards, four-partner parcel collection (GLS, Bpost, VintedGo, Mondial Relay) with 24/7 lockers, and accessibility amenities. Pricing is largely free admission for visitors with pay-as-you-go charges for leisure (€5 ice rink adult entry, €3 skate rental, €5 for 8 minutes of motorised plush rides) and one-time fees for gift cards. The digital layer consists of the Médiacité mobile application, providing store directory with interactive map, event listings, store promotions, contest participation, and exclusive parking competitions.

Technology and sustainability investments distinguish the asset: 2,778 rooftop photovoltaic panels (9,000 m²) offset operational energy and reduce CO2 emissions by 309 tonnes annually; the rooftop hosts four beehives (200,000 bees, managed by Burbee since May 2021); and certifications include BREEAM 'Excellent' (Retail 2008, upgraded 2025), BREEAM In-Use 'Excellent' for operations, ISO 14001 (first Belgian shopping center), and Access-i for disability accessibility. Strategic partnerships span CBRE Global Investors (ownership), City of Liège (ice rink operations), RTBF (media studio), Effia (parking), Burbee (beekeeping), and consumer brands including Bershka (Inditex), MediaMarkt, Pandora, Burger King, Action, Medi-Market, and Spring field as anchor tenants.

Name

Médiacité Shopping Liège

Legal name

ASBL Médiacité

Website

https://mediacite.be

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Médiacité Shopping Liège operates a 45,313 m² mixed-use retail and leisure complex in Liège, Belgium, hosting 124 stores, 14 restaurants, an Olympic ice rink, and a 1,200 m² RTBF TV studio. The ASBL-managed complex serves approximately 8 million annual visitors and is owned by CBRE Global Investors.

Ownership category

akta.pro rank

Product category

Shopping Center Operations

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE)

akta.pro secondary industries

Venue Operations, Management & Facility Services (MPAKAEAN), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF)

Keywords

• Shopping center operations
• Retail real estate
• Leisure facilities
• Tenant leasing services
• Commercial property management

Headquarters

HQ city

Liège, Liège

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Infrastructure, Operations, Marketing or Sales, Personnel

Revenue model

1. Retail Tenant Rent: Rental income from 124 retail stores and restaurants operating within the shopping center
2. Parking Services: 2,200 underground parking spaces managed by Effia with 10 electric charging stations
3. Temporary Retail Space Rental: Short-term stand rentals (6-32m²) for promotional activities, seasonal events, and pop-up retail
4. Event Venue Rental: La Griffe conference space (500m²) and La Piazza outdoor area available for corporate events, seminars, and marketing activations
5. Renewable Energy Production: 2,778 photovoltaic panels generating 309 tonnes CO₂ reduction annually, partially offsetting operational energy costs
6. Media Production Facilities: RTBF Média Rives studio (1,200m²) integrated into the complex - largest TV studio in French-speaking Belgium

Pricing tiers

Distribution channels10 records

Marketing channels9 records

Core offering

Médiacité operates a large-scale mixed-use retail and leisure complex in Liège, Belgium, spanning 45,313 m² of gross leasable area with 124 stores, 14 restaurants (MédiaFOOD), an Olympic-sized ice rink, arcade, carousel, parcel collection services, and an integrated RTBF TV studio. The center attracts approximately 8 million visitors annually and generates revenue primarily through retail tenant rent, event venue rentals, parking operations, and temporary promotional space.

Product overview

Médiacité Shopping Liège operates as a large-scale mixed-use complex combining retail, dining, leisure, and media facilities. The portfolio consists of the core shopping center with 124 stores and restaurants, supplemented by entertainment attractions (ice rink, arcade, carousel, motorised plush toys), a shared terrace dining concept called MédiaFOOD, and essential services including parcel collection, gift cards, and baby care facilities. The mobile application provides digital access to store directories, event information, and promotional content. The center serves approximately 8 million annual visitors across its 45,313 m² of retail space.

Differentiator

Problem solved

Functional benefit

Brands

• MédiaFOOD: Shared terrace dining area with 14 restaurants offering diverse cuisines including coffee, poké bowls, pasta, and more
• La Patinoire de Médiacité
• Artec Game Center
• Carrousel Médiacité
• Peluches motorisées

Products and services

• Médiacité Shopping Center A large-scale shopping mall in Liège, Belgium featuring 124 stores, restaurants, entertainment facilities, and services across approximately 45,313 m² of retail space. The center attracts approximately 8 million visitors annually and includes an Olympic-sized ice rink, food court, and various leisure activities.
• Médiacité Mobile Application Official mobile app enabling users to browse store listings with interactive map, view events and news, access store promotions, manage parking contests for free parking, and submit votes for favorite merchants.
• Médiacité Gift Card

Quantifiable outcome

• 5.3 million visitors in first year of operation (2009-2010)
• +3 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

21 partnerships are on record, tiered minor and core.

• Burbee (Beekeeping)minorOthers · 1 May 2021Professional beekeeping service managing 4 rooftop hives with approximately 200,000 bees, producing honey from flowers within 3km radius of the center.
• RTBF (Radio Télévision Belge Francophone)coreStrategic or Co-development Partner · 21 October 2009Integrated 1,200 m² TV studio (Média Rives) into the complex - largest studio in French-speaking Belgium. Home to The Voice Belgique and Le Grand Cactus productions. First stone laid June 19, 2007; opened in 2011.
• CBRE Global InvestorscoreOthers · 21 October 2009Current owner and property manager of Médiacité, continuing sustainable development initiatives launched by Wilhelm & Co.
• Wilhelm & CocoreOthers · 19 June 2007Developer and original promoter of Médiacité complex. Led the transformation of 6.5 ha Longdoz industrial site into 160,000 m² multifunctional complex. Nicole Van den Plas directed the internal Architecture & Design cell.
• Ron Arad (Architect)coreStrategic or Co-development PartnerWorld-renowned architect-designer responsible for iconic Médiacité architecture. This was his first large-scale architectural project. Known for Rover chair, Well-Tempered Chair, Bookworm shelf, and Tel Aviv Opera foyer.
• Jaspers-Eyers ArchitectscoreStrategic or Co-development PartnerBelgian architecture firm responsible for designing public-accessible buildings, working alongside Ron Arad. Led by 3 architects with offices in Brussels, Leuven, and Hasselt.
• Santiago CalatravaminorStrategic or Co-development PartnerArchitect of adjacent Liège-Guillemins train station. Médiacité's bold architecture designed to respond to and complement Calatrava's iconic station building.
• City of LiègecoreStrategic or Co-development PartnerMunicipal partner for Olympic ice rink construction and ongoing sports facilities management. Rink built on 4,500 m² base with 60m x 30m Olympic dimensions.
• GLS (Parcel Delivery)coreChannel Partner/ Reseller/ DistributorOne of four parcel delivery partners with collection point at Info & Services desk. Enables customers to send and receive packages conveniently.
• Bpost (Belgian Postal Service)coreChannel Partner/ Reseller/ DistributorOne of four parcel delivery partners with collection point at Info & Services desk. 24/7 self-service lockers available in SAS Parking Natalis under H&M.
• Vinted GocoreChannel Partner/ Reseller/ DistributorParcel delivery partner offering eco-friendly delivery with up to 79% CO₂ emissions reduction compared to traditional methods. Collection available at Info & Services.
• Mondial RelaycoreChannel Partner/ Reseller/ DistributorOne of four parcel delivery partners with collection point at Info & Services desk. 24/7 self-service lockers available in SAS Parking Gretry under Delhaize.
• RécupelminorOthersElectronic waste collection partnership for disposing of small electronics and appliances responsibly.
• BebatminorOthersBattery collection partnership for responsible disposal of used batteries and accumulators.
• Les Petits RiensminorOthersClothing donation partnership with collection bubble in corridor M1 near Pronti store. Accepts donated textiles and clothing.
• Bulldogs Ice Hockey ClubminorOthersIce hockey club using the Patinoire de Liège facilities for training and competitions.
• RCAE HockeyminorOthersUniversity hockey club (ULg) practicing at the Olympic ice rink.
• Funny Ice & Sledge HockeyminorOthersRecreational hockey and disabled sports (sledge hockey for mobility-impaired participants) using the facilities.
• Cercle des Patineurs Liégeois (Artistic Skating)minorOthersFigure skating club practicing and performing at the Patinoire de Liège.
• Planning Familial Infor Femmes de LiègeminorOthersWomen's health organization that created the 'C'est pas la mère à boire' breastfeeding label. Partnership for nursing and bottle-feeding facilities certification.
• Effia (Parking)coreOthersParking operator managing 2,200 underground spaces with 10 electric charging stations in Natalis parking area.

Scale indicators12 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Wereldhave Belgium: Belgian-listed retail REIT focused on dominant regional shopping centres in Belgium and the Netherlands. Directly comparable investor/operator profile, asset class, and Belgian market exposure.
• Klépierre: Europe's second-largest listed retail REIT, operating ~100 shopping centres across Continental Europe. Owns/operates major Belgian centres (e.g., Wijnegem), competing with Médiacité for both tenants and institutional capital benchmarks.
• Unibail-Rodamco-Westfield (URW): Global leader in flagship shopping destinations, with major Belgian assets (e.g., Woluwe Shopping Center, Shoppi). The institutional peer benchmark for prime shopping centre ownership in Western Europe.
• Galeries Lafayette: Iconic French department store and broader retail group, operating flagship department stores in Paris and other major European cities. Comparable premium retail positioning, food halls (e.g., Lafayette Gourmet), and tenant mix.

Regional players

• Mercialys: French retail REIT with ~50 shopping centres in France, Spain, and Portugal. Comparable asset class (dominant regional centres), institutional ownership model, and tenant relationships, but different geographic focus.
• La Vallée Village (Chic Outlet Shopping): Designer outlet village near Paris, part of The Bicester Collection. Competes for cross-border French/Belgian premium retail spend and tourism, though operating a different outlet model rather than full-price centre.

Direct peers

• Esplanade Shopping Center (Louvain-la-Neuve): Belgian regional shopping centre with comparable mixed retail/dining/entertainment positioning. Comparable GLA, multi-tenant retail mix, and Belgian institutional ownership make it a strong functional peer.
• Les Galeries Saint-Lambert (Liège): City-centre shopping gallery in Liège competing with Médiacité for the same metropolitan catchment. Similar Belgian retail tenant mix and multi-level shopping centre format, although smaller in scale.
• L'Usine (Belgian outlet/village): Belgian outlet-style shopping concept operating across multiple locations, competing for the same discretionary retail spend in Belgium. Comparable tenant mix (fashion-led) and Belgian market positioning.
• Centre Commercial Belle-Île (Liège): Major shopping centre located in Liège's Outremeuse district, directly competing with Médiacité for the same regional catchment. Comparable scale, retail mix, and combined shopping/dining/entertainment model make it the closest geographic peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/mediacitevideos
• Facebookfacebook.com/mediaciteliege
• LinkedInlinkedin.com/company/mediaciteliege
• Instagraminstagram.com/mediaciteliege

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Médiacité Shopping Liège