Braille Labels Installed in the Shop at Cara Dušana 115a, Zemun
The first MAXI supermarket adapted for blind and partially sighted people
Belgrade, 26 March 2025 – Going to the shop is an everyday need during which all customers should feel comfortable, and that is exactly what is made possible by the MAXI supermarket at Cara Dušana 115a in Zemun, which has become the first shop in Serbia adapted for blind and partially sighted people. Tactile labels — Braille — make it easier for customers to move around and find the items they want, so that, thanks to this, blind and partially sighted people can now shop more independently.
This innovation is an example of inclusiveness in practice and proof that every shelf can be accessible and every step easier. One of the key new features in this shop is a tactile board showing the entire layout of the store, allowing customers to move around and orient themselves more easily. In addition, all product categories are marked with Braille labels, further helping visually impaired people find the products they want.
Behind this pioneering project is a five-member team of talented pupils of the “Veljko Ramadanović” Primary School for Visually Impaired Students from Zemun, who devised a solution to improve the quality of life of blind and partially sighted people in Belgrade. Recognising the value of this initiative, the retail chain Delhaize Serbia, in cooperation with UNICEF and the association Junior Achievement Serbia, supported the project. This made everyday shopping at the MAXI store, located in the immediate vicinity of the school, easier and more accessible for the students and for all blind and partially sighted people who shop there.
During the tour of the shop, Jelena Vukić, principal of the “Veljko Ramadanović” Primary School for Visually Impaired Students, expressed her gratitude to UNICEF and the MAXI retail chain for this initiative, explaining how significant it will be both for the school's students and for other visually impaired people.
“By installing a tactile map and categorising products in Braille, we have enabled greater independence and made it easier to find one's way around the sales area. This project represents an important step towards a more inclusive society, and we are especially grateful to the MAXI company for its support and for recognising the importance of accessibility. We also express our gratitude to Junior Achievement Serbia and UNICEF for their cooperation and support in carrying out this important undertaking. We believe that initiatives like this will become the standard in creating a more equal environment for all citizens,” said Jelena Vukić.
The idea of the first shop adapted for the blind and partially sighted saw the light of day at a UPSHIFT workshop, organised by UNICEF in Serbia with the aim of empowering young people to change the world around them with their ideas and initiatives and to take an active part in devising solutions to challenges in their community. UPSHIFT is UNICEF's global programme for adolescents and young people that encourages youth climate activism, combines social entrepreneurship, innovation and team spirit, and empowers young people to get involved locally. Delhaize immediately recognised the importance of this project and supported the young creative team so that their idea could become reality.
“I am proud to have been part of this important project, from its idea all the way to its realisation, and I am very glad that we managed to carry it out. I think this is a great example of positive practice and that it will motivate others to make something similar,” said Konstantin Nečeski, a student of the “Veljko Ramadanović” School for Visually Impaired Students from Zemun.
