Automotive culture – and especially the Fiat 126p – became the foundation for one of Gemini Park’s most engaging marketing strategies. It was in Bielsko-Biała and Tychy that the first factories producing this iconic car were established – a vehicle that revolutionized personal mobility in Poland and remains a symbol of everyday life from decades past.

– For the residents of Tychy, the ‘Maluch’ holds a deep personal significance. The production of the Fiat 126p and its successor models in Tychy spurred regional development and contributed to the modernization of Polish industry. The people of Tychy know this story well, and we draw on this automotive heritage to create projects that connect with local traditions, focus on relationship-building, and reinforce regional identity – says Aleksandra Zawodzińska, Marketing Director at Gemini Park Tychy.

Inspired by this legacy, Gemini Park Tychy launched the exhibition Fiat 126p. A Legend of the Road, blending industrial history with elements of pop culture. Created in collaboration with the Tychy City Museum and the renowned Wzorro Design studio, the exhibit brought the story of the “Maluch” to life in a visually rich, anecdotal format. Visitors could explore original Fiat 126p models, archival photographs, and fascinating insights from the era when Tychy was the capital of Polish car production.

Meanwhile, Gemini Park Bielsko-Biała – known as a family-oriented center – merged local automotive heritage with entertainment. To mark Children’s Day, it partnered with the ITAKA travel agency to launch a special activation. A Fiat 126p, filled to the roof with colorful plastic balls, was placed in the shopping arcade. The person who most accurately guessed the number of balls won a holiday voucher worth PLN 15,000. The initiative attracted substantial interest.

Connecting generations

For the past three years, Gemini Park Tarnów has been channeling nostalgia by co-hosting one of the region’s key automotive events – the Tarnów Classic Car Rally. The event not only celebrates a passion for vintage cars but also brings iconic models back into the spotlight while strengthening local ties. This year’s 11th edition of the Rally, part of the Polish Historic Vehicle Championship, took place in late May and early June. Participants could admire historic cars – including many Fiat 126ps – both on the streets of Tarnów and in special displays outside the shopping center. With more than 30 crews participating, the rally has become a major annual celebration for the city and the region.

– In an era where personalized customer experiences are essential, we’re able to create campaigns that resonate with diverse audiences – from those for whom vintage cars evoke cherished memories to those who see them as stylish retro icons. We tap into a theme deeply embedded in Polish history and rich in emotional value – and today, emotions are among the most powerful tools for community engagement. That’s why our various activations centered on this automotive symbol deliver such strong results – says Joanna Rzepecka-Zienko, Marketing Director at Gemini Park Tarnów.

As part of a broader strategy, Gemini Park Tarnów went a step further by launching parking spaces in Tarnów – rare in Poland – reserved exclusively for vintage cars. The official unveiling took place during this year’s Rally and was preceded by an indoor exhibition of several classic vehicles. It’s both a tribute to automotive history and a modern way of enhancing the customer experience.

CSR on wheels

Gemini Park is also an active supporter of Wielka Wyprawa Maluchów (The Great Maluch Expedition) – a nationwide charity initiative that raises funds for children injured in traffic accidents and promotes road safety. For the third year running, these automotive icons will embark on a multi-hundred-kilometer journey across Europe, collecting donations through a virtual fundraiser. Behind the wheel will be rally drivers, influencers, and adventurers – including Longin Bielak, Sobiesław Zasada, Maciej Wisławski, Kajetan Kajetanowicz, Remigiusz Wierzgoń, and Rafał Sonik – President of Gemini Holding and owner of the Gemini Park shopping centers. Inspired by this initiative, Gemini Park locations actively promote the project by hosting car exhibitions and providing customers with opportunities to support the cause online.

– Through sentimental marketing, we create spaces that are both socially and emotionally meaningful – offering a new quality of experience for local communities. We integrate various dimensions – from art and educational entertainment to charitable efforts. These actions not only capture attention but also open up authentic dialogue with the public. We build a sense of belonging, foster unity, and demonstrate that a shopping center can be far more than just a place to shop – it can be a space full of emotions, memories, and shared experiences, which is exactly what today’s customer seeks – concludes Marcin Ochmański, Marketing Director at Gemini Park Bielsko-Biała.