Palata Beograd: Celebrating the First 50 Years

Belgrade, March 22, 2024 – When it was completed in 1974, Palata Beograd stood as the tallest building in Belgrade and the Balkans, and at the same time, it was considered the first smart building in the region.

Designed by architect Branko Pešić, the tower soared above Belgrade’s skyline with a height of 101 meters and 24 floors. It became a symbol of the city’s urban development “golden era” between 1965 and 1974, during the mayoral term of the very same Branko Pešić.

Soon after its completion and grand opening on April 12, 1974, the building—popularly known as “Beograđanka”—became an iconic landmark of both Belgrade and former Yugoslavia.

Owned by the City of Belgrade until 2020, the building was then acquired by Marera Properties, which took on the role of investor in its ambitious and complex restoration project.

Thanks to a comprehensive reconstruction, key architectural, cultural, and historical elements—protected by the Institute for the Protection of Cultural Monuments of Belgrade—were carefully preserved. All original systems were upgraded, energy efficiency was improved, and the interior design was brought up to world-class standards for premium office buildings. Today, Palata Beograd is a modern business center and home to numerous companies, employing nearly 1,000 people.

One such company is Alt Labs, which chose the top floor “Vidikovac” space as its headquarters. Marking the building’s 50th anniversary, Alt Labs launched the exhibition “Skyward Vertical” as a tribute to the creation and opening of this once-architectural marvel of immeasurable historical value.

The exhibition features historical documents, original construction photos, and other archival materials. Visitors are taken on a visual “Before & After” journey, comparing the building’s current appearance with its original form, while the Vidikovac terrace offers a breathtaking “Belgrade at your fingertips” experience.

The goal of the exhibition is to honor the creative and visionary spirit of the 1970s, told through a time-travel story of Belgrade’s most iconic skyscraper.