On December 22, 2025, ESB (Ireland's largest EV charging operator) opened something that most people thought wasn't possible: a 360kW ultra-fast charging hub inside a shopping center. Four chargers, eight simultaneous vehicles, 220 kilometers of range in just ten minutes—all while shoppers browse Christmas gifts nearby.
This isn't just another charging station. It's a glimpse into the future of charging infrastructure. And it's a model every charging operator should be watching.

The Problem Charging Operators Face
For years, fast charging has been stuck in two categories: highway rest stops or industrial facilities. They're functional but isolated. Drivers hate them because they're boring. Site owners hate them because they're mostly empty between peak hours. Everyone loses.
The traditional charging model assumes drivers are desperate to get moving again. But what if they weren't rushing? What if they actually wanted to stop for 15 minutes because they needed to shop, eat, or rest?
ESB's Frascati Hub flips this assumption on its head.

The Frascati Model: Shopping + Charging = Destination
Located in a shopping center in Dublin's Blackrock neighborhood, the Frascati Hub is built around a simple insight: charging shouldn't be a chore. It should be an opportunity.
Here's what ESB built:
• Four 360kW chargers with eight CCS connectors, capable of charging eight vehicles simultaneously
• 10 minutes to add 220km of range (depending on the car), enough for most drivers' needs
• 41 retail brands inside the same building—fashion, beauty, dining, and more
• Ample parking and modern facilities designed for long dwell times
The economics are clever. While your car charges for 10 minutes, you grab coffee. While it's charging for 20 minutes, you do some shopping. The retail center benefits from extended customer visits. You benefit from a convenient charging experience. ESB benefits from higher utilization rates.
Everyone wins.

The Pricing That Works
ESB charges €0.66 per kWh for these ultra-fast chargers—expensive at first glance. But with a €4.79 monthly subscription, that drops to €0.61 per kWh.
For a customer charging 50 times per year, that subscription pays for itself in the first few weeks. And for the operator, it creates predictable recurring revenue.

Part of a Larger Strategy
The Frascati Hub isn't an isolated experiment. It's part of ESB's coordinated rollout across Ireland:
• Over 1,600 public charge points already deployed across the island
• €23 million Climate Action Fund program that upgraded 500+ charge points to higher speeds
• 90 new high-power charging hubs coming to national roads by Q1 2026 (government-funded)
• 55+ charging hubs operational, with 52 offering high-power charging
ESB isn't just building chargers. It's building a network with strategic mix: highway corridors for long-distance drivers, retail locations for quick top-ups, urban centers for daily charging needs.

Why This Model Works for Operators
If you're a charging operator, pay attention to what's working here:
1. Location Intelligence - Retail sites have predictable foot traffic. Drivers know exactly where to find you, and they'll come back if the experience is good.
2. Revenue Diversification - The charging fee is just one stream. Retail partners benefit from increased dwell time. You can negotiate profit-sharing arrangements.
3. High Utilization - A single retail location attracts far more drivers than an isolated highway stop. Your chargers spend less time idle.
4. Recurring Revenue - Monthly subscriptions create predictable, stable income that offsets the high upfront equipment costs.
5. Brand Partnership - Retailers want to offer premium services to customers. Framing fast charging as a "customer amenity" positions your charging network as an asset to landlords, not a liability.

Ireland's Broader Charging Ambition
Ireland's government isn't leaving this to market forces. The Light Duty Vehicle (LDV) Phase 3 initiative is allocating €9.9 million to build 90 more high-power charging hubs across national roads by March 2026. The goal: ensure no driver is more than 30km from a fast charger.
This tells us something important: governments recognize that charging infrastructure is now essential, like highways. They're willing to subsidize it. Smart operators are capturing these opportunities.

The Bigger Picture
ESB's model—high-power charging embedded in retail and hospitality locations—solves multiple problems at once:
• Solves range anxiety (drivers know they can charge anywhere)
• Solves utilization problems (high foot traffic = high usage)
• Solves operator profitability (retail partnerships + subscriptions = stable revenue)
• Solves landlord concerns (charging becomes a customer draw, not a utility cost)
By 2026, this model will likely dominate European charging infrastructure. Rural highways will have government-backed hubs. Urban centers will have apartment and workplace charging. But the growth will be in retail-embedded fast charging—exactly what ESB is building.

What You Should Do Now
If you're a charging operator in Europe, 2026 is the year to secure retail partnerships. Shopping centers, fuel stations, hotels, and parking garages are all looking for differentiators. Ultra-fast charging inside their property makes them attractive to customers.
Start conversations now. Show them the Frascati case study. Explain the math: a 360kW charger can serve 20-30 vehicles per day. With retail margins and subscription revenue, the ROI is compelling.
The future of EV charging isn't on empty highways. It's in destinations—places where people actually want to spend time. ESB figured that out. Now it's your turn.

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