Valecenter is an award-winning refurbishment and repositioning of an out-dated shopping centre in Venice, Italy. The vibrant scheme takes as its reference point the crafts of Venice, particularly the beautiful translucency of the world famous Murano glass. The new Valecenter brand was developed from the idea of coloured glass overlapping and interacting to create a long panel.
The brief for the refurbishment of this centre was to reconfigure and rebrand, with the maximum effect but with the minimum of disruption and intervention. In addition the legal constraints meant that no additional retail area could be added. Without the budget to re-clad the building, the brand was used as an architectural element to create a bold screen, both signing the building and covering the elevation.
Best Development for Refurbishment or Extension, ICSC European Shopping Centre Awards
Client: Sonae Sierra
Location: Venice, Itlay
Size: 50,000² GLA
Skills: Architecture, Interior Design, Graphic Design, Branding