The Polygone Riviera mall in Cagnes-sur-Mer has adopted a fresh new identity: Shopping Promenade Riviera. The rebranding is part of a strategic overhaul by the centre’s new owner, the Frey Group, which is reportedly planning a number of significant changes as the mall is repositioned as the flagship of the firm’s portfolio.
The winds of change have swept through Cagnes-sur-Mer, bringing not only a new name for the town’s outdoor shopping complex but also a broader vision for its future.
Now called Shopping Promenade Riviera, the commercial centre is set to diversify its offerings by adding leisure, art and cultural experiences in a bid to attract a wider audience.
Although less than a decade old, the mall was acquired by France’s Frey Group in 2023 for a reported €212 million. Frey, a specialist in outdoor shopping parks, has described the purchase and transformation of the Cagnes-sur-Mer site as an opportunity to make its mark on the Côte d’Azur.
The 70,000m² space currently attracts 8,000 to 10,000 visitors weekly, most of whom travel from outside Cagnes-sur-Mer. With the rebranding, Frey aims to revitalise the centre as a hub for both locals and visitors.
New Attractions
The group plans to convert the Printemps store into a 5,000m² Speed Park for families and groups, featuring activities such as bowling, karting and laser games. Meanwhile, a new Fort Boyard Aventures space will replace the Botanic store, offering immersive puzzle-solving challenges inspired by the famous TV show.
Additionally, the centre will see 30 new openings, including 10 restaurants. Existing brands will expand, and new ones will debut, creating a more dynamic retail experience. Plans also include enhancing the current art trail and potentially expanding it further.
Sustainability and Community
Sustainability is a key focus of the redevelopment. Frey plans to install 2,000m² of solar panels on-site and improve the complex’s aquatic areas, aligning with environmental goals.
The centre also aims to become a community hub by offering multi-service points, spaces for local associations and retailer workshops. These efforts reflect Frey’s vision of integrating shopping centres into the social and cultural fabric of the region, with 1,800 jobs supported by the redevelopment.
Positioning for Success
In a competitive market, with rivals such as Cap 3000 in Saint-Laurent-du-Var, Nice Étoile in Nice and the upcoming Opensky in Valbonne, the Frey Group is betting on its bold changes to draw crowds. Its goal is to position Shopping Promenade Riviera as more than just a retail space—it aims to be a destination where leisure, culture and community meet.
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Photo source: Shopping Promenade Riviera