Just 30 minutes from the Georgian capital, a new destination has emerged that is redefining the retail landscape of the region. Tbilisi Outlet Village – the first outlet built to international standards in the Caucasus – brings together premium brands, gastronomy, and striking architecture. Designed by Spanish studio L35, the project blends elements of Old Tbilisi with contemporary aesthetics, offering far more than shopping: it is positioned as a new lifestyle hub.
Across Europe, outlet villages have long been established as a leading retail experience – a combination of value, design, and leisure. This global model is now arriving in Georgia: Tbilisi Outlet Village officially opens its doors on September 26 at 18:00. The project has already gained international recognition, having been named Best Future Project of the Year in Central and Eastern Europe.
For NARGIS, the launch of such a project in Georgia was a story worth telling. We sat down with Natia Chitaia, Director of Tbilisi Outlet Village, to discuss what sets the destination apart, its role in the region, and what visitors can expect from their very first experience.
Tbilisi Outlet Village is the first international-standard outlet in the region. How would you define its uniqueness compared to other retail formats?
Tbilisi Outlet Village is not simply a shopping destination – it’s an experience that merges retail, architecture, atmosphere, and service. The project is modeled on European outlet villages, but adapted to the local context. Unlike traditional malls, the entire space is open-air, with the key distinction being outlet pricing. Guests feel as though they are strolling through a small European town, where shopping seamlessly blends with leisure.
Globally, the outlet village format is gaining traction. What motivated its introduction to Georgia, and how do you see its regional role?
The Georgian market was in need of greater access to premium brands at more affordable prices. Consumer expectations are evolving, which makes the outlet format – discounted yet high-quality shopping – highly relevant. We believe Tbilisi Outlet Village can become a regional hub, attracting visitors not only from Georgia but also from neighboring countries.
The project has already been recognized as Best Future Project of the Year in Central and Eastern Europe. What do you think drove this recognition?
Several factors: strategic vision, the uniqueness of the concept, and its symbolic significance for the country. Outlet Village is a completely new retail model for the Caucasus, one that integrates shopping, leisure, and experience – already proven across Europe. The bold execution and long-term vision were key to achieving this recognition.
Which brands will be represented, and which are entering the Georgian market for the first time?
Exclusively, we are introducing brands such as Bimba Y Lola, Adolfo Dominguez, Bikkembergs, Baldessarini and others. Alongside these international names, we are also showcasing successful Georgian brands, adding further diversity to the space.
What were the key criteria in brand selection, and how does this tie into your long-term strategy?
The decisive factors were brand awareness, alignment with outlet standards, and resonance with consumer expectations. Our long-term strategy is to gradually attract both premium and luxury brands, maintaining a balance across categories and price points.
Discounting is at the core of the outlet model. What will be the pricing policy at Tbilisi Outlet Village?
We adhere to international outlet standards, which guarantee a minimum 30% price difference at all times. This applies to past-season collections, outlet-exclusive lines, and curated offers. Shoppers will enjoy premium retail at accessible prices, complemented by ongoing campaigns and loyalty-building activations.
The opening festival is set to run over three days. Beyond shopping, what can visitors expect?
The launch will be a three-day celebration. On the first evening, Georgia will host its first ever drone show. Guests can also look forward to live music, diverse gastronomy, children’s activities, and a full program of entertainment.
The project was designed by Spanish studio L35. How were local cultural elements integrated into the modern architecture?
Together with L35, we introduced Georgian design motifs, with significant input from designer Dodochkha Chubinidze. Natural materials and references to traditional aesthetics are woven into the project, while the overall concept reflects the rhythm of the city and the style of urban streets.
Tbilisi already has several major malls. How do you plan to position yourself in relation to them?
We are not aiming to compete with malls. Our approach is entirely different: an open-air environment, unique architecture, and an experience designed for families and friends. These elements clearly differentiate Tbilisi Outlet Village from traditional shopping centers.
How do you envision the future of Tbilisi Outlet Village?
Our long-term vision is to establish Tbilisi Outlet Village as a lifestyle hub. A place where shopping is just one component – but people stay longer, enjoy cafés, attend events, and spend time with family. Ultimately, we aim to set a new retail benchmark for the region.
Interview by Data Alekseev
