For the first time in several years, we found ourselves looking at something genuinely new. We would not want to be like someone who, after seeing a great film, praises it so enthusiastically that expectations become impossible to meet. But in a market where many shopping centres often feel remarkably similar, we thought this column should be dedicated to the Waterfront Mall in Genoa.
Before giving the floor to the professionals directly involved, we wanted to share our shopping experience not as retail experts, but simply as customers.
Our experience at Waterfront Mall in Genoa
The shopping centre enjoys a privileged position overlooking the sea, and that alone gives an immediate sense of the setting we encountered. The location itself is already worth a visit if you are in or around Genoa.
The circular layout also makes the visit particularly fluid and enjoyable. Waterfront Mall occupies a large site and is developed around the former Palasport, an unusual solution within the Italian shopping-centre landscape.
From a strictly commercial point of view, the mall already hosts several notable brands. One of the aspects we found most interesting, however, is the layout of the individual stores: the elliptical geometry forces retailers to adapt to spaces that do not always follow conventional configurations, resulting in some distinctly original spatial solutions.
The food area offers a broad selection, but what stands out most are the terraces overlooking the sea, offering a view that is difficult to replicate in other Italian shopping centres.
Of course, there are not only positive aspects. Reaching central Genoa is never entirely straightforward and, although the main road system leads directly to the Waterfront, traffic management could become a critical issue once the entire area is fully operational.
During our visit, some brands were still completing the fit-out of their stores and several construction sites remained active in the surrounding area. We did not, however, encounter any particular difficulties with parking. In any case, this is still an evolving context and only time will provide a full measure of its operation and potential.
Waterfront Mall: from urban regeneration to a new commercial destination
To better understand the project, we spoke with Ciro Ermanno Tetta, Head of Management at Genova Sviluppo S.r.l., asking him to explain the origins of Waterfront Mall, its objectives and its outlook for 2026.
When was the idea of building the shopping centre first developed, and how much did the project change compared with the original concept?
Ciro Ermanno Tetta: The idea of developing the Waterfront di Levante emerged as part of the broader redevelopment of Genoa’s former exhibition district, a process that began in the 2010s and was later redefined through the masterplan developed by architect Renzo Piano.
The objective was to transform an area historically dedicated to trade fairs into a new urban district open to the city, combining residential, office, hospitality, commercial and leisure functions, with particular attention to activities connected with the sea.
Compared with the original proposals, the project underwent several changes over the years. Both the mix of uses and the dimensions and distribution of the spaces were revised. In particular, the commercial component was progressively integrated into a broader vision of the waterfront, conceived not as a conventional shopping centre but as part of a multifunctional waterfront district dedicated to the strengths of Genoa and Liguria, while also incorporating the sporting function represented by the new Palasport.
Some architectural, infrastructural and accessibility aspects were also updated in response to requirements that emerged during the design and approval process.
Waterfront Mall therefore represents the evolution of a project that, while maintaining the original objective of regenerating Genoa’s eastern waterfront area, has been adapted over time to changing economic and urban-planning conditions.
Who is the target audience, and what objectives have you set for the city of Genoa?
Ciro Ermanno Tetta: Waterfront Mall is aimed at a very broad audience: Genoese residents, families, young people and professionals who will live or work in the new district, as well as tourists and visitors coming to Genoa for leisure or business.
The objective is to create a destination capable of offering not only a shopping experience, but also opportunities for meeting, entertainment and social interaction.
For the city of Genoa, our goal is to contribute to the enhancement of the new Waterfront di Levante, making it an attractive and dynamic destination capable of generating new economic and employment opportunities. We want Waterfront Mall to become a reference point for urban life and a connection between the city, the sea and the new district, helping to strengthen Genoa’s appeal locally, nationally and internationally.
What objectives have you set for 2026?
Ciro Ermanno Tetta: Our main objective for 2026 is to consolidate Waterfront Mall’s role as a new urban destination for Genoa and the wider Ligurian region.
We want to complete the initial development phase, achieve full integration with the Palasport and offer an experience capable of combining sport, shopping, food, entertainment and services.
At the same time, we aim to progressively increase visitor flows, attract new operators and high-quality brands, and contribute to the economic growth of the area, generating value for the city and new employment opportunities.
Another important objective is to strengthen the connection with the local community through events, cultural initiatives and collaborations with associations and other local organisations, so that Waterfront Mall is perceived not only as a commercial destination but as a lively space open to the community.
We noticed several prestigious brands already present. Which new openings are planned?
Ciro Ermanno Tetta: We are working to bring additional brands to Waterfront Mall across fashion, food, beauty and lifestyle, with the aim of creating a distinctive commercial mix compared with other destinations in the area.
Some agreements are already at an advanced stage, while others are still being finalised and will be officially announced once concluded. We can mention the forthcoming openings of Old Wild West, King Sport, Hamerica’s and Amy Pet Shop, along with other new names that will be announced shortly.
Have you already planned an events programme for 2026?
Ciro Ermanno Tetta: Yes, we are working on a calendar of events that will accompany Waterfront Mall throughout 2026. The aim is for the centre to be not only a place for shopping, but also a lively space capable of hosting initiatives for different audiences and becoming a reference point for the city’s social and cultural life.
The programme will include seasonal events such as craft fairs, family activities, initiatives for younger visitors and events linked to sport, entertainment and culture – including book presentations – as well as collaborations with local associations and organisations.
Our unique position next to the Jean Nouvel Pavilion will also make us closely involved in future activities, first and foremost the Genoa International Boat Show.
A retailer’s perspective: Dadi & Mattoncini
To complete the analysis, we also wanted to hear from one of Waterfront Mall’s commercial partners. We spoke with Michele Veroli, CEO of Dadi & Mattoncini.
Can you describe Dadi & Mattoncini?
Michele Veroli: Dadi & Mattoncini is a retail concept specialising in gaming and creativity, bringing together LEGO® construction sets, board games, collectible cards and products aimed at fans of pop culture within a single space.
The concept was created with the aim of going beyond the conventional point of sale and developing an environment where people can discover new interests, share passions and experience gaming in an active way. Particular attention is given to product selection, with an emphasis on quality, depth of range and consistency across the assortment.
Alongside retail, significant importance is given to engagement activities such as events, demonstrations and community gatherings, with the aim of turning the store into a reference point for the local community.
How is your brand positioned in the market, and which consumers are you targeting?
Michele Veroli: Dadi & Mattoncini is a concept that combines a toy store with a hobby store, offering a broad but carefully curated selection capable of appealing both to newcomers and to more experienced enthusiasts.
The target audience is broad but clearly defined: families looking for shared gaming experiences, regular players interested in more advanced products and new releases, and adult enthusiasts who see gaming as a form of entertainment and personal expression.
Our approach is based on passion and expertise. Customers find an environment where they can share their interests and an assortment capable of responding to different needs and expectations. This has created a strong relationship with our community, which is one of the brand’s distinguishing features.
Why did you choose Waterfront Mall?
Michele Veroli: We chose Waterfront Mall as our entry point into Genoa and, more broadly, Liguria because the project immediately appeared ambitious and, in our view, had strong potential for success, especially because of its unique location.
The circular layout also avoids what can be a critical issue for many shopping centres: dead corners. Walking through Waterfront Mall is genuinely pleasant and encourages visitors to move through the entire complex, which is fundamental to the commercial vitality of the centre.
A shopping centre to watch over time
We hope we have made you curious enough to discover the large, colourful and brightly lit entertainment area as well, one of the elements that helps define the character of Waterfront Mall.
The project is still progressing towards full completion, and it will be interesting to see how the commercial mix, visitor flows and relationship with the new district evolve. For now, after visiting it ourselves, we can say that Waterfront Mall in Genoa offers something different from many of the shopping centres we have seen in recent years.
by Paolo Zanardi – XT Srl
by: AN Shopfitting Magazine n.193 ©