HIDDEN GUEST: Sava Centar

• • Open since: 1977, renovated in 2023 and 2024 (Blue Hall)
  • Number of halls: 46 meeting halls
  • Surface area: 18,000 sqm
  • Largest hall (square metres): 1250 sqm (Main Congress Hall)
  • Theatre max.: 4050
  • Category: Convention Centre

Marvelling at the rising Belgrade Waterfront, which has been radically changing the cityscape of the Serbian capital, we quickly forget that the city had undergone a similar transformation in the seventies. Urban legend says Tito was greatly impressed by the legendary Finlandia Centre in Helsinki, designed by famed architect Alvar Aalto, during his visit to the CSCE Conference (Conference on Security and Cooperation in Europe) in 1975. After his return to Belgrade, he entrusted architect Stojan Maksimović to build the best and most grandiose congress centre at the time. The architect had a carte blanche to cooperate with the leading experts and engineers to construct the Sava Center on a vacant lot of New Belgrade abutting the famous Gazela Bridge.

New Belgrade was, at the time, considered a symbol of a new society and a showcase of know-how in urbanism, architecture and cultural life. Sava Center transformed this quartier from a residential neighbourhood into a new social and cultural hub.

The construction included two phases: the first concluded on 14 May 1977 and the second in June 1978. The romantic idea that the building would contribute to world peace and global cooperation was manifested at numerous congresses, concerts and events that marked this part of the world. In between, Sava Centar became the epitome of Belgrade’s transition from old to new in a symbolic and literal sense. The imposing genius loci with the logo of the legendary institution remains in the same place as a bulwark of modernism. Soon after construction concluded, the building was dubbed a synonym of quality and an achievement in its own right. Stojan Maksimović was even nominated for the most revered award in architecture – the Pritzker Architecture Prize. That was one of the reasons Sava Centar was declared a piece of architectural heritage. Conserving this architectural design was one of the key challenges undertaken by Delta Holding in 2020. The 118 million EUR investment has successfully revitalised the district without radically changing the exceptionally original architecture.

First, let’s discuss air accessibility. Belgrade is Former Yugoslavia’s busiest airport by leaps and bounds. Statistics by the ACI Airport Index show Belgrade has an index of 2331, eclipsing Zagreb with 2124. Belgrade Airport is also hot on the heels of larger competitors, including Budapest (3378) and Bucharest (2980). The air accessibility gave impetus to develop the congress centre. Because of Sava Center’s location, access to the airport is straightforward, taking attendees between 20 to 40 minutes, depending on the density of Belgrade’s traffic. Like other cities that grew on the banks of two rivers, Belgrade often faces traffic bottlenecks on bridges, most frequently on the ones over the Sava River. Because of the bridge-related traffic and moderately poor public transport, Belgrade is no stranger to traffic jams. When the authorities announced they were constructing three metro lines, the locals excitedly welcomed the news. The first line is poised to begin operating by 2030. Until then, guests must add a half hour to their travelling time. Fortunately, Sava Center squats in New Belgrade, home to flowing traffic and abundant parking spots. A tidy parking area of the venue is home to 1400 parking spots. Charming taxi drivers will shorten the drive to the old town and enrich it with Balkan anecdotes for a fair price. If you are a keen walker or runner, the location is perfect. The nearby Ušče is a recreational haven. If your event takes place in Sava Center, we recommend booking one of the nearby hotels. There are plenty of options to choose from. Soon, Intercontinental Hotel Belgrade, poised to open doors in 2026, will welcome guests in the so-called Delta District.

Sava Centar always appeared to us like a spacecraft from Star Wars that accidentally miscalibrated its descent and landed in New Belgrade. The incredibly futuristic building, known also as the “glass palace”, bears the signature of Stojan Maksimović, the legendary Yugoslavian architect who conceived his own architectural manifesto on 120,000 square metres. Sava Centar has become a paragon of advanced and monumental design for congress centres. The horizontal architecture offered virtually unlimited space when completed. That is still visible in the nostalgic archival photos hanging within its walls today. The venue’s timeless design comprises three segments, which once housed Block A – the conference centre, Block B – the Blue Hall, and Block C – the hotel part. Where Hotel Intercontinental once welcomed guests, Crowne Plaza continues the tradition. The proportions of the venue were colossal, sparking debates among architects whether the building was brutalist, post-modern or high-tech. Whatever style the venue belongs to, it stood the test of time and became an institution for cultural and scientific events.

“Strolling through the centre is a journey across the timelessness of architecture that is thought-out and well-adapted to the needs of event organisers.”

If you remember the original exterior, you will first notice the light flooding the spacious lobby that has flourished since the renovation. The concrete throughout the conference centre was polished, making it stand out in a modern interpretation. It blends organically with the interventions and newly-opened spaces. They often say renovations are more demanding than building anew, particularly when a building’s architecture is protected by law. The reconstruction of the building called for preserving the exceptional timeless design but imbuing the venue with new values and technology to make it state-of-the-art.

The difference between old and new is apparent. In this case, the difference between Sava Center, once a government-owned company, and the new owners, Delta Holding. The youthful and predominantly female team, helmed by Kristina Miliničić, averages thirty years. That is, in our books, a competitive advantage. They compensate for the lack of experience by conferring with consultants adept at the business. We hope the ebullient energy remains the company’s guiding philosophy. Considering Delta Holding’s main field of business is real estate, we hope the investors not only consider short-term profits but understand the long-term, multiplicative effects of the meetings industry. Sava Center has the potential to become a best-case example of private management of a congress centre, where the owners understand the entire scope of regenerative effects that events foster at a destination. Should they decide on a different approach, they may succeed if the economic circumstances allow. In dire situations, they may struggle to keep afloat if focused on profits only.

The new business model of managing such a renowned institution will face the pressures of time, market and patience of the owners. Still, from what we saw, we dare say the future is undoubtedly bright for Sava Center. Professionals from head to toe will cater to your needs in all project phases. A few handpicked companies have also found a new home within Sava Center’s business area, moving their headquarters to the venue. Serbia’s largest PCO Mirrors found a new home in Sava Center alongside Prosound company, specialising in simultaneous translation. We do not doubt other providers will soon follow their lead. Above all, we were impressed by the dedication of the team. All exude proudness to work at Sava Center. The same goes for the technical team, who instil trust in the venue, and the competent sales and marketing team. We were highly impressed and believe other regional congress centres should follow their pioneering spirit.

Everything appears timeless, quality-made and constructed with the needs of event organisers in mind. Forty-six meeting halls are equipped with the latest technology, including the Immersive Hall. Its high-resolution projectors can make all four walls come to life with moving images. It is the only such hall in the broader region. The imposing main hall, the Blue Hall, is a revered place in Yugoslavian history. The memory of those times has been preserved thanks to a red seat in the first row where Marshal Tito usually sat.

Thanks to the extensive renovation, the numerous terraces have been repurposed and are now connected to halls and conference rooms. In recent years, they tidied up the formerly dilapidated zen gardens. In addition, they repurposed the former delegates’ residences, erected before the hotels around the venue. These residences have been turned into smaller halls. The possibility of combining halls is the venue’s trump card. Forty-six halls enable the venue to host several events in parallel or welcome complex scientific and governmental events. We can say with conviction that the congress centre is unmatched between Vienna and Istanbul in this respect.

We were most impressed by the renovation of the Blue Hall, which now has a 10% greater capacity, capacitating up to 4,050 attendees. The hall is equipped with state-of-the-art technology that meets international standards for congress, cultural and art events. It also doubles as the largest cinema hall in this region, equipped with the most modern regional 3D screen. The built-in concert sound system is the latest and greatest from L-Acoustics, meeting all the technical demands of global music superstars. The lineup of events that have and will take place here attest to the quality of Sava Center.

A hairsplitting remark concerns the website that primarily aligns with the company image but does not address the questions and predicaments faced by event organisers. We are unfit to judge whether this is purposeful or a result of a lack of time after the opening. We had hoped to find more technical data and a more detailed overview of event organising possibilities. Given the extent of the investment, an overhaul of the website should not be an issue. We also advise that the website becomes optimised for international event organisers, as the user experience is not the best. We also missed more relevant dynamic content, including news articles for international event organisers.

Spacious surfaces dedicated to accompanying exhibitions enable the execution of the most complex congresses. The 8,000 square metres can satisfy the needs of any smaller B2B trade show. We must also praise the holistic infrastructural support in the form of electric ports and logistical solutions (access for delivery). That is why the centre is beloved by event organisers of car launches who can put their cars in the limelight almost anywhere in the venue. The practical design is unrivalled in the region.

Perhaps the most laudable part of the renovation was improving the energy efficiency. The figures speak for themselves: they installed 912 solar panels on the rooftop. The most demanding intervention was replacing 7,000 square metres of glass facade that is now three-layered and incomparably more sustainable and energy-efficient. All these measures helped reduce energy use by 50%. That helped Sava Center become one of the rare European conference centres with the prestigious BREEAM certificate. The copious green surfaces carefully revamped by the investors are commendable, too. Sava Center’s approach to the renovation deserves the highest marks and serves as a best-case example for other European congress centres that await similar investments.

Sava Center may seem like a brand-new congress centre, but its name betrays a prosperous decades-long history. Thanks to the regenerative renovation of the venue and new planned investments, this area of Belgrade has acquired a congress district in dimensions not found at any other destination between Vienna and Istanbul and Milano and Baku. Sava Center’s original design was hybrid – merging congress, cultural, business and shopping functions. The shopping area once looked like a precursor of modern shopping centres. We were fascinated by how the architects revamped the shopping area and made it look refined.

In hindsight, it may sound grandiose that Sava Center announced it would connect north and south, east and west. But, after opening, that is precisely where it positions. Much like during its inauguration, the look of the congress centre divides visitors; some argue it would suffice to demolish the centre and build anew, while others vociferously advocate the aesthetic intervention was a success. We consider ourselves among the latter. EXPO 2027 certainly has the potential to make it a global superstar.

Sava Center earned its cult status because of its inclusivity and outward approach embedded in its DNA. We hope the new owners will not promote exclusivity only. As long as the centre remains open to the region and the world, we herald a bright future for Sava Center. Sava Center once challenged its regional competitors so much that they could not rival it. Will history repeat itself? Time will tell, but as the final phase of the renovation of the Sava Centre concludes, the region has a new heir-apparent. Regional competitors will need to go the extra mile to edge out the Serbian pioneer. Sava Center was built and reconstructed to play in the Champions League of the meetings industry.

FINAL GRADE: 4.98 THREE MEETING STARS ⭐⭐⭐Convention Centre

3 MEETING STARS ⭐⭐⭐ final score from 4.81 to 5.00
2 MEETING STARS ⭐⭐ final score from 4.61 to 4.80
1 MEETING STAR ⭐ final score from 4.41 to 4.60