Friis is situated right in the middle of Aalborg as part of the pedestrian area in the city. Combined with a large parking basement servicing both the centre and the local environment Friis is the obvious starting point for shopping in Aalborg.

Aalborg is generally an active city, and the city centre is full of activity and culture. The area around Friis also contains the main library and the large sports and culture centre "Nordkraft".

The centre was thoroughly modernised in the autumn of 2018, making room for the department store Magasin on three floors, while the rest of the centre has been rebuilt and modernised to maintain strong brands and good eating places.