The bridge was revered after it was finished. It has been described as "gorgeous", "one of the most important object ever built in Belgrade" and "hanging colossus". After the bridge was completed and the permanent road link established, Zemun lost its separate town status to Belgrade in 1934. Also in 1934 city plans were expanded to include the creation of a new urban tissue which would connected Belgrade and Zemun. In the 1930s members of Belgrade's affluent elite began to buy land from the villagers of
Bežanija, which at that time administratively spread all the way to the King Alexander Bridge, which was a dividing point between Bežanija and Zemun. From 1933 a settlement, consisting mostly of individual villas, began to develop. Also, a group of
Belarus emigrants built several small buildings, mostly rented by the
carters who carried goods across the river. As the settlement, which became known as New Belgrade, was built without building permits, authorities threatened to demolish it, but in 1940 government officially "legalized the informal settlement of New Belgrade". Prior to that, the city already semi-officially recognized the new settlement, as it helped with building its streets and pathways. By 1939 it already had several thousands inhabitants, a representative in the city hall, and was unofficially called New Belgrade. In 1937, for the purpose of hosting
Belgrade Fair, a complex of buildings was erected next to the already existing community and just south of the Zemun's section of the bridge. The foundation stone was ceremonially set by the king
Alexander I of Yugoslavia on 6 June 1937. It was built in three months and the facility was open on 11 September 1937. It was the site of the new Belgrade fair (hence the name) with modern and artistic buildings and constructions, including high metal spike construction, which became known as the Central Tower. Designed by the architects Milivoje Tričković, Rajko Tatić and Đorđe Lukić, it was envisioned as the monumental modern complex, with the Central Tower as the domineering motif. Around it, pavilions for the exhibitions were built: five Yugoslav, one for the “Nikola Spasić Foundation” and national pavilions of Italy, Czechoslovakia, Romania, Hungary and the Dutch company
Philips. The complex included: of roofed exhibition space, of open exhibition space, of lawns and flower beds and of roads and paths. Turned into the
Sajmište concentration camp during World War II, today it is known as the neighborhood of
Staro Sajmište. == After demolition ==