Located in the Playa district of Havana, near the well-known 3rd and 70th supermarket, a new shopping area has stirred mixed reactions: Marealta Boulevard. The Cuban YouTuber Calis, from the channel Calislandia, shared her visit to this shopping center, showcasing an assortment of high-end sandals, heels, elegant clothing, and luxury brands such as Piccadilly and Lolis, as well as pricey handbags and luggage that are beyond the reach of most Cubans.
The stores boast exclusive international brands like Reebok, Adidas, Giorgio, and fragrances such as Mugler's Angel. Transactions are conducted using foreign currency through both international and national MLC cards. During her visit, the content creator was informed that filming inside the stores was prohibited, sparking curiosity and interest among her followers.
In the comments section of her video, one viewer remarked, "I don't see Marealta Boulevard as a place for the wealthy. Just because the average Cuban is impoverished doesn't mean it's a store for the rich." Such opinions fuel the ongoing debate over the social implications of these luxury retailers in a country where most workers and retirees find their Cuban peso incomes insufficient.
A highlight among the select offerings is a perfumery featuring scents from renowned global brands. Furthermore, there is an upcoming store dedicated to Giorgio, adding to the high-end product lineup. These shops starkly contrast with the economic reality faced by the average Cuban, underscoring the widening gap in access to consumer goods.
The Rise of Luxury Stores Amidst Cuba's Economic Divide
The establishment of exclusive venues like Marealta Boulevard in Havana aligns with a trend that has sparked controversy in Cuba over the years. This phenomenon, encompassing stores catering to economic elites, has been driven by dollarization policies and the market's opening to luxury goods since at least 2017, when spaces like the one in the Hotel Manzana de Gómez first appeared.
Recently, the opening of the dollar-based supermarket at 3rd and 70th in Havana highlighted another critical point in this dynamic, showcasing an increasing economic segmentation. Like Marealta Boulevard, this establishment has been deemed inaccessible for the vast majority of Cubans.
The currency exchange regulations implemented in December 2024 solidified a framework that exacerbates social inequality. These measures, alongside the dollarization of key sectors, have facilitated the proliferation of businesses targeting the affluent, leaving much of the population at a disadvantage.
Marealta Boulevard epitomizes this disparity. It is a venue displaying opulence and high-end products amidst an economic landscape fraught with limitations and widespread scarcity.
Understanding the Impact of Luxury Stores in Cuba
Why is Marealta Boulevard controversial in Havana?
Marealta Boulevard is controversial due to its luxury offerings in a country where most citizens struggle with low incomes. It highlights the economic divide and raises questions about accessibility to such high-end products for the average Cuban.
What brands can be found at Marealta Boulevard?
Shoppers at Marealta Boulevard can find international brands such as Reebok, Adidas, and Giorgio, along with luxury fragrances like Mugler's Angel.
How do these luxury stores affect Cuba's social landscape?
Luxury stores like Marealta Boulevard contribute to the economic segmentation in Cuba, often being out of reach for the majority due to the disparity in income levels and the dollarization of the economy.