Today we are visiting Charleroi, Belgium to look back at the branding and interior design concept by Air in 2013 for the Rive Gauche Shopping Mall developed by IRET.
In the early 21st century, Charleroi’s town centre was deteriorating due to failed big box, out-of-town retail schemes. This left the area dilapidated. Despite economic struggles, the town had natural beauty, cobbled streets, the River Sambre, and historic landmarks like the Belfry, a World Heritage Site. It was also home to fine art, glass, and photography museums that celebrated art and culture.
IRET aimed to create a contemporary shopping mall and town square. Rive Gauche became a key part of the city’s regeneration efforts.
Naming insight
The development was called “Rive Gauche” (Left Bank), inspired by the Parisian Rive Gauche and its location on the River Sambre’s left bank. The brand identity featured Parisian elegance with refined typography, photography, hand-drawn illustrations, and a script logotype.
Collaboration
DDS Architects provided the striking architecture, while our interior design concept subtly referenced the Left Bank’s visual heritage. Belgian blue paving and wooden shopfronts paid homage to classical architecture.
After opening, footfall on nearby streets rose by over 50%, and local businesses began thriving again. Our interiors and branding helped Rive Gauche become one of Belgium’s top retail destinations, attracting eight million visitors annually. The project won the Best Medium-Sized Shopping Centre award at the ICSC awards and was a finalist at Mapic 2017 and MIPIM 2018.