Highlights
January
June
2025
+3% turnover
Best Growth:
Food: Lunch Box, Wasabi Running Sushi, Rigatoni, Taco Bell, Paprika
Fashion: Skechers, BSB, Jacadi, Bigotti
Sport: The North Face, 4F, Buzz
Beauty: Obsentum, Cupio, Profi Hair Shop, Marionnaud
Openings: Rosa (food court), Mysu, Silverinia, Samsonite, Tabac Xpress
Renovations/Relocations: Escudo, Belher, Dinoland, Roua, Happy Color, Avenue Des Roses
Marketing
Veggie Fest
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June 27 – 29, Iulius Parc
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Target audience: General public; families with children
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The first edition of Veggie Fest brought together passionate people, flavorful aromas, innovative ideas, and unique experiences. Renowned chefs specializing in plant-based cuisine prepared delicious dishes, while nutritionists and experts held valuable informative sessions. The festival featured spectacular cooking shows and live culinary demonstrations, and the little ones enjoyed educational activities, themed games, and interactive cooking workshops.
Opera Aperta la Iulius Mall
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June 24, 27 & 28, Iulius Parc and Mall Atrium
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Target audience: culture enthusiasts
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Iulius Mall became one of the special venues of the Opera Aperta International Festival. This year, the public was invited to explore unique new musical experiences through a special section of the festival: the midnight concerts. Two of these special performances took place inside Iulius Mall, while another delighted the audience in the park.
TIFF 2025 x Iulius Mall
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June 13 – 22, Iulius Parc
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Target audience: film enthusiasts, young audience
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The largest feature film festival in Romania brought the magic of cinema back to Iulius Parc this year as well, with a selection of acclaimed national and international productions, praised by critics from around the world.
WCF International Cat Show
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June 7 – 8, mall
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Target audience: families, pet lovers, general public
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Impact: 80,000 visits to the mall
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One of the most beloved events at Iulius Mall, the WCF International Cat Show returned with a new edition that attracted visitors of all ages.
Day Dreaming Experience
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June 7, food court terrace
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Target audience: young people
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Impact: +8% traffic
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Daydreaming Experience is a daytime party concept hosted on the terrace of Iulius Mall Cluj-Napoca, bringing back the summer vibe with groovy music, a chill attitude, and a friendly open-air atmosphere.
International Yoga Day
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June 6, Iulius Parc
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Target audience: people passionate about a healthy lifestyle
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Impact: over 100 participants
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The event featured yoga and laughter yoga sessions, meditation, and good vibes all around.
Marathon of Smiles Fest – 2025 Edition
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May 30 – June 1, Iulius Parc
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Target audience: young people, families with children
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Impact: +17% traffic
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On their special day, the little ones enjoyed fun-filled moments including interactive games, slide zones, creative workshops, contests, and live concerts.
Kids Play Chess at the Mall
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May 17, Mall
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Impact: 100 participants
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Target audience: families with children
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Young chess enthusiasts competed in the event "Romania 6000 – World Education Day," organized by Chess in Schools. Cluj students demonstrated the importance of strategic thinking and anticipating opponents' future moves.
Cluj Days at Iulius Parc
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May 22 – 25, Iulius Parc
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Impact: 1,000 attendees daily
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Target audience: families with children
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Iulius Mall partnered in the Cluj Days celebration, an event as vibrant as a festival. Iulius Parc hosted various activities for the whole family, from heartfelt moments for the little ones to magical parties.
Interior Design Week
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May 8 – 11, mall
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Target audience: general public
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Impact: +18% traffic
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The leading providers of innovative products and solutions in interior design showcased their latest offerings. For four days, design enthusiasts explored the newest trends, materials, technologies, and concepts shaping today’s interior styling.
Hybrid and Upcycled
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April 17 – May 5, mall
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Impact: 1,000 participants
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Target audience: young people, fashion enthusiasts, and those passionate about art and sustainability
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Second-year students from the Fashion - Apparel Design program exhibited a selection of denim garments, creatively reinterpreted using manual techniques and artistic interventions.
Yes, It’s New – Fashion Sales Boost Campaign
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April 21 – June 1, online
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Impact: 56,000 online views
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Target audience: medium to high income individuals passionate about fashion
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This spring, Iulius Mall encouraged customers to wear what suits them best: a smile on their face, matched with confidence and accessorized with pieces from the collections prepared by the brands. Inspiration was available both in the online catalog and the video material.
Traditional Egg Painting
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April 15 – 16, mall
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Impact: 100 participants
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Target audience: families with children
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The traditional egg painting workshops took place again this year at Iulius Mall Cluj, where children discovered the secrets of this art and learned more about Easter traditions.
Easter with Family – Buy & Get Campaign
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April 9 – 18, mall
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Impact: 1,800 participants enrolled in the campaign
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Target audience: medium and above medium income individuals
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A customer reward campaign for those who made purchases of at least 600 lei at stores in Iulius Mall Cluj.
Iulius Football Cup
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April 5 | Viitorul Cluj Football Academy fields
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Impact: 200 participants
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Target audience: City schools, sports clubs
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Young sports enthusiasts took part in the “Iulius Football Cup,” a championship dedicated to youth teams from Cluj schools. The event brought together 200 young athletes from primary and middle schools who formed teams with their classmates and showcased their talent and team spirit.
Giant Bugs
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March 1 – 24, Iulius Parc
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Impact: 2,000 participants
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Target audience: families with children
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In March, biology class moved to Iulius Parc. The exhibition offered curious visitors and enthusiasts a close-up look at the fascinating details of insect species from around the world, enlarged to giant proportions. Among the visitors were numerous students.
LEGO® Fans Days
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February 21 – 23, mall
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Impact: 3,000 visitors
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Target audience: families with children
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The people of Cluj were invited on a spectacular adventure through an impressive collection of models built from thousands of LEGO® pieces. The exhibition took visitors through landscapes inspired by the exotic islands of Jurassic World, an exciting safari, and the dynamic world of Lego City.
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Educational Exhibition of Live Butterflies and Bees
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January 17 – 26, mall
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Impact: 2,975 visitors
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Target audience: families with children, schools, kindergartens
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Visitors wandered among dozens of spectacular live butterfly species from America and Asia. The exhibition also featured over 4,000 bees displayed in transparent hives, allowing participants to observe the honeycombs and how the bees care for their queen.
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Celebrating Winter Sale
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January 26 – February 11, mall
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Impact: 2.5 million online reach
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Target audience: medium and above medium income individuals
Summer Sale
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June – August, mall
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Target audience: regional public
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Summer Sale is a brand awareness campaign promoting summer discounts at Iulius Mall through the online catalog.
Kids Thursday
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Every Thursday throughout the summer, Iulius Parc
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Target audience: families with children
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This summer, Iulius Parc transforms into an open-air amphitheater where the magic of stories takes children to enchanted lands where anything is possible. Until September, kids are invited every Thursday to puppet theater performances. Admission is free for all curious visitors, regardless of age.
Transylvania Coffee Festival
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August 29 – 31, Iulius Parc
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Target audience: general public
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Now in its inaugural edition, the Transylvania Coffee Festival is an event dedicated to the culture of specialty coffee. Taking place from August 29 to 31 at Iulius Parc in Cluj-Napoca, the festival transforms the city into a key destination for the coffee enthusiast community for three days.
Movie Nights
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July – September, Iulius Parc
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Target audience: people aged 18–55
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Now in its ninth edition, Movie Nights brings together film lovers of all ages every summer for an unforgettable cinematic experience. This year, each movie night will have a special theme inspired by the film being screened.
Orange Weekend Caravan
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July 22 – 27, Iulius Parc
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Target audience: Cluj residents passionate about film
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The Orange Caravan is coming back this summer to Iulius Mall! Cluj locals are invited to bring their friends, family, or a picnic blanket and enjoy the magic of cinema under the starry sky, in the relaxing atmosphere of the park.
Want to become a partner in a marketing event? Contact us!
Paul Grămadă, Marketing Director, Iulius Mall Cluj, Phone: +40 756 793 656
Email: paul.gramada@iuliusmall.com
A project by IULIUS and Atterbury Europe companies.
@UNTOLD Activation and Monster Sale
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August 1 – 12, mall and @festival
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Target audience: UNTOLD festival-goers
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At Iulius Mall Cluj, festival-goers wearing the UNTOLD wristband—available for pick-up at the Atrium stand—will enjoy exclusive special discounts. Additionally, Iulius Mall will be present at the heart of the festival with an Instagrammable photo corner and attractive prizes for participants.
Read the newsletter for the other projects:
