Fashion Street: the fashion centre
Budapest may be soon called the capital of the Central European region again: the great international brands are coming, the majority of which open their band representations mainly on the Fashion Street. Great fashion companies reaching only Prague till now come to Hungary to make a benefit from the Fashion Street, so they can get close to Hungarian buyers, foreigners living here and tourists longing for world brands. At the same time the Fashion Street offers home also for fashion companies having already appeared in Hungary, which opened their flagship shops, their leading brand shops here. World brands in the heart of the capital, in Deák Ferenc street, this is the Fashion Street. After renovating the imposing buildings situated on the uneven side of Deák Ferenc street neighboured by Deák Ferenc square and Bécsi street the street offers the enjoyment of purchase again.
The shops are formed on the ground and second levels of the renovated buildings in the fashion street. World brands and fashion big guns such as Tommy Hilfiger, Boss, Mexx, byblos, roccobarocco, Lacoste, Sisley, Benetton, Natucia, Furla, Puma, Karl Lagerfeld, Polo Ralph Lauren, Just Cavalli, Giancarlo Ferre Zengarini and Lloyd shoes are present on a total area of 12,000 square metres, and we find here the Vapiano Restuarant, Planet Sushi and Il Patio restaurants, the Mozart Souvenir chocholate shop and the Long Bar. As the list shows premiums brands of top and medium-top category have appeared and will appear in the street.
The shops of Fashion Street have one owner, and due to this the level of the offer may be the most important aspect in the selection of the renters.
Fashion Street: the mission
An old dream has become true in Deák Ferenc street. The fashion street has been constructed after the example of the Regent Street of London and of Via Montenapoleone of Milano, which will make Budapest the capital of Central Europe again in the future according to the investor's plan. The mission of the Fashion Street is to ensure that the City Centre glistens again as in the first decades of the last century, and that Budapest is mentioned together again with Paris and London in the world of fashion. The operator intends to arrange high-standard events in the street in order to contribute to the glamour and popularity of the City Centre.
Fashion Street: the brand
As a mark Fashion Street means first of all the versatility of fashion world brands, which offers also a guarantee to the buyers. It means a quality they can trust; safety, since it surely makes happy those who buy products here. Gifts bought for others or for ourselves will be a surprise. The Fashion Street represents a value, and offers a guaranteed quality and last but not least safety to the buyers.
As a brand the Fashion street is an important part of the City Centre, a place where we have the pleasure to spend our time. Let's enjoy the old but remarkably renovated beautiful buildings, the clean and carefully maintained environment, the high-standard service, the pleasant buying circumstances. The perfect and uniform service is a major aspect, and is part of safety.
The brand Fashion Street is a guarantee, as those wishing to buy from the assortment of the brands shops situated here may be sure what they get is characterised by quality and elegance, fashion and durability.
Fashion Street: quality is the most imporantWorld brands appearing in the Fashion Street lay a great emphasis of shops to be opened in harmony with the uniform image of the street.
The Fashion Street was born under the aegis of quality. The exceptional central situation of the street, the unique historic and cultural atmosphere, the closeness of tourist sights, luxury hotels, banks, governmental institutions and the general representations of famous international sales companies jointly specify the standard of the quarter, and thereby of Deák Ferenc street.
The pavement of the street, the appearance of the shop portals, the unique forms, the use of quality materials, as well as colours and atmosphere characteristic of the Fashion Street impress walkers, and these impressions compel the onlookers of shop-windows to enter the band shop favoured by them and to enjoy shopping.
The developer set very demanding expectations both for himself and for his partners taking part in the project and for the renters so that the Fashion Street could be really established and operated in accordance with the quality demands. On completion of the project we can state the Immobilia Zrt. translated architecturally valuable buildings of the street: they regained their characteristic styles and images developed during the turn of the 19th and 20th century.
With the protection of the architectural values the aim of the developer was to preserve the original beauty of this internationally known wonderful street for the perpetuators. The frontages of the buildings are made available by Immobilia Zrt. in their original state for the buyers, renters, dwellers and citizens of the city.
Buildings of architectural values have been restored in accordance with their original states. Keeping the original states the portals of the shops have been provided with modern entry doors so that they can meet today's requirements to the maximum extent. The renovation of the street significantly elevates the standard of the vicinity.
During the creation of the Fashion Street the developer reconstructed the more than hundred-year old original portals, and established shops of high category meeting today's demands. The line of historising lamp posts - equipped with a state-of-the-art technology and providing a special experience - standing before fashion saloons, shops and restaurants situated on three levels of the buildings affects the impression and function of the whole street.
The existing coloured concrete blocks were replaced by Immobilia with natural stone pavement in the pedestrian street of 4000 square metre - in cooperation with two neighbouring hotels and the Local Government of the City Centre. The decorative pavement of the street is identical to the imposing natural stone pavement used on Champs-Elysées.
Places are provided for logos in front of the shops - with golden letters carved in black granite. Due to the relatively large width of Deák Ferenc street the investor may place tasteful, uniform spatial objects, furniture and flower holders.
The environment is made attractive with green plants and comfortable benches. During the construction of the street and the reconstruction of the buildings the developer exclusively used materials of top quality and employed the most prominent specialists.
Fashion Street: uniform service level
The identical concept resulting from the joint management makes it possible to create a uniform image, uniform service system and standard, and a harmonising street environment.
The operator provides tools for the renters, by means of which the uniform image and services of the Fashion Street may be kept and improved. This includes identical opening hours, service level, integrated communication, a quarterly issued dedicated magazine, the unforgettable floodlight of Christmas, and organisation of prominent events.
The renters may approach the Fashion Street in the fastest and most convenient way. For this purpose the operator provides parking cards to the deep garage of Kempinski Hotel Corvinus Budapest against fees. Regular technical controls and cleaning works are made by the operator of the Fashion Street for the maintenance of the states of buildings, the street and spatial objects: the frontages of the buildings are cleaned twice in a year, while the street and the spatial objects are continuously cleaned. The cleanness of the Fashion Street is guarded by a separately employed worker: the efficiency of his work is helped by state-of-the-art industrial cleaning machines. Public safety is protected by a 24-hour guard duty, and by a dedicated monitoring camera system.
Fashion Street: In the centre of Central Europe
Not only we, Hungarians think that the capital of our country has one of the most beautiful situations and city centres rich in architectural values in the world. Budapest cut through by Danube, rich in hills and valleys has really a unique panorama. Various eras of the history of the Hungarian capital is well illustrated by the Danube bank, which is one of the most prominent urban sights. The numerous monuments of the city - from the Roman city of Aquincum to the plenty of private and public buildings prominent from cultural aspects in the Castle of Buda - significantly affected the architecture of the individual eras.
It is not by chance that the World Heritage Committee gave a rank of world heritage to the most beautiful quarters of the city centre in 1987. The quarter spreading from Chain Bridge to the University of Technology and Economics on the side of Buda has been protected almost for two decades, which includes Gellért bath, Gellérthegy with the Statue of Liberty and Citadel, as well as the block of buildings of the Castle of Buda, and the Parliament, the Roosevelt square in front of the Chain Bridge and the Vigadó ont he side of Pest. Andrássy street and the Heroes' Square with the Millennium Monument, the Museum of Fine Arts, the Hall of Arts as well as the Millennium Underground Railway - the oldest one on the continent - were entered into the World Heritage List in 2002.
Infrastructure has been developing for several years, now cultural institutions, demanding places of amusement are opened, and new landscaped quarters are gradually built on previously disregarded areas. Protection of architectural heritages, revival of dwelling areas are among the most important terms of the development of Budapest.
Fashion Street in the City Centre: where styles meet
The City Centre, of the basis of the old Pest was born at the beginning of the 11th century, and the peak of its medieval boom was achieved during the reign of Mathias King, in the 15th century. During the Turkish occupation, in the 16th-17th century almost the whole city was destroyed, however, after reoccupation of Buda Pest started rapidly developing. Budapest was born in 1873: with the union of Pest, Buda and Óbuda, and by this a large-scale resettlement programme was started, which specifies today's image of the City Centre.
The City Centre and Lipótváros are two independent parts of the 5th District from city historical aspects. The 18th and 19th centuries were the great eras of the two quarters. Palaces, grandiose squares, the Danube Promenade, and streets with plenty of shops were formed by the hands of the rising citizens of Pest-Buda to the current state, which has been attracting ten thousands of tourists from all lands of the world fro decaces.
First of all the Baroque era created beautiful buildings here, but later architectural styles, such as classicism and romantics also impressed this area. Vigadó of Pest, the Gresham Palace, buildings of today's Ministry of the Interior and of the Hungarian Academy of Sciences are imprints of certain eras. The old palaces were often built by capital-intensive companies or significant national institutions, for which it was important to symbolise their ranks with their headquarters. This is why the buildings of Szabadság square, of the National Bank of Hungary or of the Hungarian Television, the former exchange palace are so gorgeous. In addition to the former buildings new public buildings were also added to the City Centre, which operate mainly as commercial centres or office block, or are headquarters of insurance companies.
The City Centre and Lipótváros with the almost one hundred year-old Parliament are the centre of today's political and governmental life. The panorama of the City Centre as well as Pest itself is given by the Danube Promenade, the row of luxury hotels, from the terraces of which the panorama of the Danube and of Budavár are uniquely beautiful.
Dwellers of the City Centre, the Local Government, businessmen intending to make developments here make a lot to form a quarter in the 21st century, which is considered by people dwelling or working here their homes or mellowest working place, and found by tourists one of the most favourable destinations in the world.
Fashion Street, Deák Ferenc street: the thick of thingsThe street was one of the most prominent scenes of the business life at the beginning of the 1900s. Important moments of office and store building keeping up with the development of commerce can be found here: small and large shops and stores are situated on the ground and second levels of buildings serving as business and dwelling houses. The street may be reasonably called also the "street of painters", since Ferenczy Noémi and Kmetty János painters lived here in the 1800's, and the painters' academy of Marastoni Jakab operated also here.
Deák Ferenc street situated in the heart of the City Centre was created by Baron Schilson János with his plan of 1789 regulating Lipótváros after previous inordinate situations. The street developed in parallel with the line of the demolished city wall was particularly important due to the fact that it connected the market-place with the boat-bridge, i.e. this was the only way leading from Pest to Buda until the Chain Bridge was opened. This is why the most precious plots of the newly born quarter were created here.
Leading fashion brands may find their homes in the City Centre of Budapest protected by Unesco, again after the first half of the 20th century, following London, Paris, Milan and Vienna. The Fashion Street unites the old and the new, and gives space to visitors longing for an elegant environment. Deák Ferenc street and its vicinity are an excellent environment to become the home of fashion. The standard level of this quarter is elevated, and visitors are attracted by the exceptional central situation, the luxury hotels, the Kempinski Hotel and the Le Meridien Hotel, the unique historic and cultural atmosphere, tourist sights, banks, governmental institutions and general representations of famous international sales companies.
Deák Ferenc street 23
The former Modern and Breitner Lázár store and dwelling house is the best building of architects Révész Sámuel and Kollár József working together from the 1900's to the World War I in the German Jugendstil. The store was situated sometime on the ground level - of great inner height - of the four-level building: flats were above it, and today studio apartments can be still found on the top level. The ornamental corner building registered also under Deák square 3 is one of the most important value of the square. It is worth noting that due to the situation near the subway entry of Deák square the pathway section in front of the building is perhaps the most popular point of meeting for the inhabitants of Budapest.
Deák Ferenc street 21
This house has the greatest past in the street: with its three levels it is the lowest building at the same time. It is one of the finest works of the famous designer, Hild József. Shops are situated on the arched areas of the ground level, with flats above it, in the house built in exiting historic years before the revolution of 1848/49 and the fight for liberty. The painters' school of Marastoni Jakab operated here between 1846 and 1860. Octagonal arch with stucco mirror and Czech glass can be found in the partly reconstructed entry hall, and the arched stairway is guarded with cast-iron rails of romantic nature ornamented with woven plants. The building is under monumental protection.
Deák Ferenc street 19
The dwelling house was built by the Ministry of the Interior for the medium managers of the Headquarters of Police of Budapest in 1948 after World War II. A hall garage was built in front of its yard, which was reconstructed into shops by elevating the level and integrating the previous arched construction in 2003. A jewellery shop hallmarked with the name of Laczkó Mór known throughout the city operated previously in place of a nine-level modern dwelling house provided with an inner yard.
Deák Ferenc street 17
The seven-level dwelling and office building represents the German Jugendstil architecture. The house was built by the famous Révész-Kollár architect couple, and its frontage has been reconstructed on several occasions till now. The house has been under monumental protection since 1976. The building is a unique and valuable sample of the classical building type of the city architecture of the turn of the century, the combination of flats and shops. After the turn of the century, due to the new aesthetic impacts the frontages of these buildings of mixed use started to become more and more different from the traditional architecture for the sake of modernist and simpler appearance accepted at that time. The house under 17 is one of the most exciting architectural buildings of the street, and due to its authentic restoration it deservedly fits into the beautiful new environment.
Deák Palace (Deák Ferenc street 15)
The historising building under Deák Ferenc 15 showing baroque elements it its architecture was built in 1903. The renovation of the row-house operating previously as a dwelling house was started by Immobilia Rt. in August 2003. The high-standard exclusive office house handed over in December 2004, situated in the heart of the City Centre with its unique inner heights is the first renewed building of the Fashion Street. The shops are provided with portals reflecting modern elegance, having nearly 6 m inner heights and 18 m frontage width. The building is considered the House of the European Union in Brussels, since the Deák Palace is the home of the representation of the European Union in Hungary. The Hungarian representations of Cushman & Wakefield, Fortis Bank and Morgan Stanley can be found also here, and the elegant shop of Hugo Boss offers its trendy products on the street level.
History of building under Bécsi street 5 - Deák Ferenc street 11-13
The six-level corner house has a historising frontage architecture. Sometime the building was part of the northernmost row of houses of the City Centre, which was created at the end of the 18th century, at the border of the old Pest, in place of the city wall. The property was bought by Dan brothers operating the fur-making company at the beginning of the 1900's, and the plans of the corner house was made by Sterk Izidor, a prominent architect of the beginning of the century, co-designer of the Gellért Bath. The aim of the six-level "block of stores and flats" was to make a maximum use of the plot. The whole ground level served for business purposes, however, space was given also to flats on the mezzazine-floor. The building is a characteristic and demanding sample of modern city blocks of shops and flats. Four houses of similar nature and size were built on the two famous city centre rows of shops, in Bécsi and Deák Ferenc streets in the 1910s. Only this one of them survived, and due to this the significance of the street image has been revalorised. Conversion of Deák Ferenc street into a promenade street contributes to the value of the building.
Developer of the Fashion Street
The investment of 15 milliard forint has been dreamed up and implemented by Immobilia Ingatlanfejlesztési és Hasznosító Zrt., which fully reconstructed the interior of the former dwelling house built at the beginning of the 1900s under Deák Ferenc 15 as its first project, while it had its frontage and portal reconstructed by the contractor in accordance with its original state. The Deák Palace, a luxury office block meeting the highest demands deservedly won the special prize of the Hungarian Property Association at its FAIBCI competition in 2005.
Péter Csipak, the owner of the company states as a citizen that it is worth implementing only those property developments, which are in harmony with the city, with the demands of its dwellers, take into consideration the values and traditions of the city centre of Pest, and at the same time genuinely reflect the contemporary modern architecture, the European image, and give a rank to the capital of Hungary. The Fashion Street project well fits into the basic target, according to which it contributes to restoration of the atmosphere and booming economic life of Budapest at the beginning of the last century based on the thematic resettlement principle. In this way the Hungarian capital becomes a determinant cultural, sales and fashion centre of Central Europe and of the whole continent again.
The model of the Fashion Street could already be seen by the professional audience at the property exhibition in Cannes in 2005, and the first feedbacks were definitely positive, the international and national presses gave an appreciation of the plans. All buildings of the street regained its their original grandeur, their styles developed at the beginning of the 20th century. The buildings were fully restored by Immobilia Zrt. in accordance with the original plans from the beginning of the last century, and with photos found. Art historians of Hild-Ybl Funds, as well as restorers also took part in the planning, and implementation is made by Immobilia in constant consultation with the Monument Protection Office. As it is known the World Heritage Committee of UNESCO declared the city centre, including the direct vicinity of the Fashion Street as part of the world heritage.