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| Lifestyle Format Mall: Fun Republic |
The young adults today are travelled, discerning and demanding when it comes to their lifestyle needs. Fun Republic is focused on serving these needs – be it entertainment, fine-dining and shopping all at one point.
Fun Republic consists of multiple cinema screens with varied capacities, departmental stores, food courts, fine dining restaurants, music and gift shops, gaming, boutique business hotel and other lifestyle retail options.
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As modern retailing has evolved in India, E-City Ventures has chosen to position the brand Fun Republic for only large sized lifestyle retail developments. Going forward, Fun Republic would develop additional 10 million sq ft in the lifestyle format, targeting specifically Tier II cities.
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Locations-Operational:
Fun Republic, Ahmedabad
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Fun Republic, Ahmedabad opened in July 2001 with a leasable area of 1,60,000 sq. ft. spread across five levels. The immaculately designed entertainment block with a six-screen multiplex as its core, also has a gaming zone, a shop mart and a food court. Being the first mover in the city, Fun Republic has become the cornerstone of the Satellite Road entertainment suburb, with real estate prices spiralling four times over, since its establishment.
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Fun Republic's promotions and publicity, given the limitations of being in a new metro, has been quite exemplary. Partnering with Fun Cinemas, it has been successful in driving in national film premieres (Zinda, Saawariya, Yahaan) otherwise confined to Mumbai's movie houses. A regular below-the-line warm up by way of contests and raffles, keeps the facility in line with the preference of the target audience.
With the advent of Fun Republic, the city of Ahmedabad has witnessed the emergence of the most contemporary format in shopping and entertainment.
Retailers:
Fun Cinemas, Fun Gaming, Spencers, Fashion Shop, Fire & Flames, Kasba & Karva
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Fun Republic, Mumbai
Fun Republic in Mumbai is the most strategic establishment, both in terms of its location and amenities. Spread across leasable area of 1,30,000 sq. ft., across seven levels, it is the only standalone total entertainment destination in the city ever since it opened in August 2003. The property not only aims to please young adults, but has evolved to be the destination for suburban nuclear families, being the best one-stop fun point with the experiences of cinema, gaming and fine food all packed into one.Fun Gaming, spread over 15,000 sq. ft. with its 40 video and arcade games, four-lane bowling alley, a sports bar and a bumping car ring, is the recent addition to this buzzing bouquet.
The latest entrants have been the BJN group with their banquets as well as the bustling & buzzing restro-bar-Firangi Paani.
Last but not the least, Mumbai's Fun Republic is the toast of the city's lifestyle media and increasingly finds favour with the film fraternity during events at Fun Cinemas like special screenings, premiere nights & star visits.
Retailers:
Fun Cinemas, Fun Gaming, BJN Banquets, Firangi Paani, Mc Donald’s,
Café Coffee Day
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Fun Republic, Chandigarh
Fun Republic in Chandigarh, the third of its kind from E-City Realty Holding, opened its doors to public in November 2003. A landmark destination in the city, Fun Republic is the first of its kind in the affluent state of Punjab and still maintains its monopoly with integrity in the city. Fun Republic, with its formidable edifice, is strategically located along the highway that connects two state capitals, Chandigarh and Shimla. The expanse of this experience is spread over a leasable area of 90,000 sq ft, across four levels. Of the many distinguishing features, the city of Chandigarh applauds Fun Republic for getting its first international fast food outlet- Mc Donald’s. The success of this F&B foresight can only be gauged by the fact that Mc Donald’s has achieved its highest per day sales in the nation, at this very location.
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Though monopolistically advantageous, the Chandigarh audience is held together by the promise of value. The audience thrives on localised marketing offerings like movie-based promotions (Apne, Million Dollar Baby and others) and focused calendar events (Baisakhi Carnival). Fun Republic is frequented by visitors from all over the cash-rich state of Punjab, who total up to a colossal figure of four million customers, every year in footfalls. Fun Republic has seen a 30% growth in sales, year on year and a lion’s share of this can be attributed to below-the-line promotion and localized publicity.
Retailers:
Fun Cinemas, Fun Gaming, Fun Foodcourt, McDonald, Lilly Put, Jinni Johnny,
John Player, Planet M, Pepe Jean
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Fun Republic, Lucknow
The city of Nawabs was overjoyed when Fun Republic started its operations one of the tallest commercial buildings in North India’s most hospitable city,
Fun Republic in Lucknow is a 3,70,000 sq ft (of leasable area) edifice, opened on February 2, 2007. Overlooking the affluent township of Gomti Nagar, the property has already become the hottest spot amongst Indian retailers. Situated just a kilometer away from the River Gomti that runs through the city of Lucknow, this area is fast emerging as the state capital’s Central Business District.
Another innovation to the model of modern malls is the presence of a hotel block. Fun Republic boasts of a 60-room boutique business hotel, spread over 4 floors. Nine steel bridges, all columns-less, would run across the atrium connecting the two towers of the hotel block. With a 15-feet floor to floor height across all levels, the architecture here only enhances functional qualities of retailing. The project has emerged successful with 100 per cent of the area transacted. The triumph is particularly satisfying since areas have been leased to actual users, well before its launch.
Retailers:
Fun Cinemas, Fun Gaming, Shoppers Stop, McDonalds, Spencer’s,
Levis Strauss & Co, Pepe Jeans, Wills Lifestyle
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Locations-Upcoming:
Fun Republic, Coimbatore
Situated in one of the most industrialized towns of Tamil Nadu, Fun Republic in Coimbatore has already scored points with its choice of location. The Avinashi Road connects South India’s textile capital with yet another fabric fort – the town of Tirupur, and pretty much has the entertainment and leisure opportunities covered between the two cities.
Given the leisure profile of the road, the project was conceived by acquiring an east-facing 3.5 acre plot, formerly owned by the National Textile Corporation (NTC). This 4, 20, 000 sq. ft. (leasable area) project, with anchors like Shoppers Stop and Fun Cinemas already aboard, has a large frontage of 240 feet with an access road that is 150 feet wide.
The project would be commissioned by the mid 2009 and has been interestingly laid out to provide frontage to each shop from the atrium. Built across six levels with a 15000 sq. ft. atrium, the body of the mall has been aligned akin to multi layered boulders in conjunction. The idea is to merge with the rocky landscape of the city, rather than harbinger a stern looking, glass-backed architecture.
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Fun Republic, Jammu
Fun Republic, Jammu is proposed near the iconic Amar Mahal - the most recognizable image of the city. Part of a sprawling royal estate, this development will be up close with city hustle and bustle, yet ensconced in its peaceful environs. The development is located on the main road used by millions of pilgrims who transit through Jammu to visit the Mata Vaishno Devi Shrine every year.
Spread over six and a half acres, the development will have space for a large retail anchor, three retail mini anchors, a hyper market and about hundred retail units of smaller sizes. The entertainment at the mall will be anchored by a 5-screen Fun Cinemas and will also have space for a large gaming zone. A large food court and specialty restaurants will be located in close proximity to the multiplex. A 100 room hotel and a modern banqueting facility will complement the attractions of the mall. The total built up area of the mall, including facility areas, will be nearly 540,000 sq feet of leasable area and will provide all modern amenities of a contemporary retail development.
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