Upgrading and improvement works on the roads adjacent to the new shopping resort, formerly Parma Retail, to enhance their connection: a concrete commitment in favour of the community and the territory of Parma.
Parma, 14 July 2025 – Parma Promenade, the first open-air shopping resort in Emilia-Romagna that will open in 2026, announces an investment of Euro 1.6 million – thanks to a joint venture between Eurofund Group, the international real estate investment and development company and Signal Capital – to optimise traffic flows, improve the safety and aesthetics of the areas surrounding the shopping resort and guarantee easier access.
Specifically, the investment, in agreement with the Municipal Administration of Parma, is focused on a range of strategic road works, divided between a Sponsorship Agreement, according to Art. 134, paragraph 4 of Legislative Decree 36/2023, and works according to Art. 56 of the same Decree, which allows for interventions on public infrastructures with own funds. The joint venture was assisted by Studio Zanlari, Studio Ronda and Bird & Bird with the following works to commence by the end of July:
- The improvement of lighting and the creation of green areas: as part of the Sponsorship Agreement, new street lighting systems will be implemented at Strada Traversante Pedrignano and Strada Nuova Naviglio, green areas will be created, and directional signage for Parma Promenade will be installed, contributing to the creation of a more welcoming and safer environment.
- The widening and requalification of Strada Nuova Naviglio. This main road, which connects the A1 motorway directly to Parma Promenade, will be the main object of significant widening works, including the railway crossing and parts of the road itself, to increase traffic capacity and flow
“With Parma Promenade we want to go beyond the simple creation of commercial spaces: we aim to transform existing urban areas by generating a tangible, positive and lasting impact, to develop real estate projects that can be deeply integrated into the urban and social fabric. The 1.6-million-euro investment we decided to make goes precisely in this direction and is a clear expression of our long-term commitment to the city and its citizens,” says Stéphane Hepburn, CEO of Eurofund Group Italy.
Parma Promenade, the result of the ambitious requalification of the old Parma Retail, will extend over an area of more than 52,000 square metres, of which 15,000 square metres will be entirely dedicated to leisure and sport. With 20 food and beverage options and a wide range of entertainment designed for all ages – ranging from bowling, virtual reality and interactive indoor areas to a gym and outdoor padel courts – Parma Promenade aims to become the province’s new reference point with its innovative and unique commercial and leisure mix offer; a new concept for enjoying free time to the fullest.
