Palace Promenade Scheveningen has new owner

RE:BORN signs purchase agreement with Hommerson

RE:BORN, the sustainable developer that has taken care of De Pier and EVE Scheveningen, among others, this week signed the purchase agreement with Hommerson regarding the Palace Promenade. As the new owner, RE:BORN will sustainably renovate the Palace Promenade over the next few years - within the current framework of the zoning plan - while ensuring proper integration with the Pierplein and De Pier. Local residents, investors and existing tenants are asked to participate in the area development. Hommerson, owner of the North Boulevard at Scheveningen, will remain attached to the redevelopment of the shopping arcade until the Palace Promenade is revitalised.

Expansion of tenant palette

With the acquisition of the Palace Promenade, RE:BORN is taking the next step in the area development around De Pier and the North Boulevard in Scheveningen.

"Thanks to the collaboration with Hommerson, which makes this purchase possible, we can develop the Palace Promenade and The Pier as one cohesive project and thus reposition our seaside resort (inter)nationally.”, said Saman Mohammadi, CEO and co-owner of RE:BORN. “As owner of the North Boulevard, Hommerson wants to cooperate in redeveloping this area in every possible way. From RE:BORN we will renovate, transform and make the Palace Promenade sustainable in the coming years. We will work entirely within the framework of the zoning plan and the existing structure, without demolition or expansion. We also want to expand the tenant palette so that the Palace Promenade becomes a nice mix of leisure, residential, hospitality, retail, office and services. We will do this in consultation with the current operators.”, Mohammadi said.

"We are confident of the development, which is why we are supporting RE:BORN at this stage”, said Adri Bax, property manager of Hommerson. “This not only led to the cooperation with EVE, the pavilion on the Noordboulevard that RE:BORN currently operates, but also the takeover of the Palace Promenade. We are convinced that in this way Hommerson contributes to a sustainable future of Scheveningen and the Noordboulevard in particular."

Sustainable renovation

The Palace Promenade has a rich history and was built in the 1980s. Its total area of use exceeds 25,000m². The current state of the building no longer matches Scheveningen Bad's ambition as an international seaside resort. The development of the Palace Promenade is therefore a logical next step for RE:BORN on De Pier. The plans for the sustainable renovation - within the possibilities of the current zoning plan - will be worked out in two or three years‘ time and shaped further in conjunction with De Pier. The appearance of the new Palace Promenade will be more in keeping with the grandeur of the adjacent Kurhaus, with classic style elements in a modern twist. There will also be 365-day programming, making it an attractive place to hang out for locals and tourists alike. Further details on the (new) interpretation of the Palace Promenade are currently being worked out and will be announced later.