The refurbishment of the Rosengardcentret, one of the largest shopping centres in the Nordics and the second largest in Denmark, was initially an ideas competition won by Broadway Malyan. The brief was to generate an overall concept for the interiors and façade design, as well as a branding concept, including signage and way finding.
The interiors concept was based on the existing colour scheme, since it was already well established and recognised by the shopping centre’s users. This has been intensified with each of the five main colours used now linked to one of Hans Christian Andersen’s famous fairy tales. Hans Christian Anderson was born in Odense, the town in which the shopping centre is situated.
Strong graphics, representing each story – including The Little Mermaid and The Ugly Duckling – have been designed by the firm and are used on wallpapers throughout the scheme adding a sense of wonder and excitement to what had become a tired space.
A new fashion mall was created from the existing supermarket, which has been re-integrated into the main plaza and nodal points. For the long connecting malls, large super graphics were used above the shop fronts, linking colours with storytelling as a way to guide users through the centre and enhance the retail experience.
Location: Odense, Denmark
Skills: Interiorkys design, Graphics, Wayfinding