Integrating a local food concept into an office building in the CBD reflects a shift in owner strategy: activating ground-floor spaces to increase asset attractiveness.

The entry of the Romanian brand Piața 9 into Bucharest marks more than geographic expansion: it is a test for integrating artisanal food concepts into office building ecosystems. The transaction, facilitated by Colliers, concerns a space of approximately 200 sqm in Victoria Center, owned by Solida Capital Europe.

The move comes shortly after the building’s acquisition in 2025 and is part of a broader asset repositioning strategy. With approximately 8,600 sqm of office space and a BREEAM In-Use Excellent certification, Victoria Center aims to strengthen its appeal in a market where differences between buildings are becoming increasingly visible.

For Piața 9, expansion into the capital takes the form of Bakery P9, focused on ready-to-eat products and artisanal pastries. The model follows the initial development in Oradea, where the concept evolved from a 200 sqm space to a 400 sqm food hall. The company now operates multiple business lines and employs over 150 people.

Market context is relevant: Bucharest’s office stock totals approximately 3.4 million sqm, and buildings in the central area maintain vacancy rates close to pre-pandemic levels. In this environment, the retail component—especially food & beverage—becomes a differentiation tool and a tenant retention strategy.

Colliers’ role was dual: advising on the asset acquisition and later on leasing the space. Transactions like this reflect a broader trend: owners no longer treat the ground floor as secondary space, but as an active element in the building’s commercial performance.