This concept uses the well-know idiom 'We’ll be somewhere else' and plays with both meanings of this argument – a shift in time and space. This is how we want to accentuate the meaning of time, which is the keyword and at the same time promotes the coming of an extraordinary event in an elegant way. In today’s shopping malls, leisure centres and residential areas, we’ll place visuals claiming that in 2010 all favourite activities of city inhabitants will carry on somewhere else – in Eurovea. Thus Eurovea becomes the new city centre.