Creating a storytelling narrative to guide shoppers

Located in the Danish city of Odense, Rosengårdecentret is Denmark’s second largest shopping centre and one of the largest in Scandinavia.

Broadway Malyan’s brief was to develop an overall concept for its interiors and façade design as well as a branding concept to include signage and wayfinding.

The core concept was an evolution of the centre’s existing and familiar colour code to encompass a theme based around Hans Christian Anderson’s Fairy Tales. This included the introduction of large eye-catching graphics above shop fronts that created a storytelling narrative to guide shoppers through the centre and enhance the retail experience.