Rive Gauche Branding and Interior Design
Today, we are revisiting Charleroi, Belgium, to reflect on the branding and interior design concept Air developed in 2013 for the Rive Gauche Shopping Mall, a key project in the city’s regeneration, led by IRET.
In the early 2000s, Charleroi’s town centre was struggling, with out-of-town retail schemes contributing to the area’s decline. Despite these economic challenges, Charleroi boasted natural beauty, cobbled streets, and the River Sambre, along with historic landmarks like the Belfry, a World Heritage Site. It was also home to a thriving arts scene, with museums celebrating fine art, glass, and photography.
IRET’s vision was to create a contemporary shopping mall and vibrant town square, and Rive Gauche became a cornerstone of the city’s regeneration efforts. The project aimed to breathe new life into the area while offering a modern shopping experience to the people of Charleroi.
Naming the development “Rive Gauche” was a nod to the Parisian Left Bank, symbolising culture, elegance, and creativity. The brand identity captured this Parisian charm, with refined typography, beautiful photography, hand-drawn illustrations, and an elegant script logotype. The use of these elements conveyed sophistication while maintaining a local connection.
Our collaboration with DDS Architects resulted in a striking building that seamlessly combined modern design with traditional influences. The interior design subtly referenced the Left Bank’s visual heritage, incorporating Belgian blue paving and wooden shopfronts that paid tribute to the region’s classical architecture. These touches created a welcoming atmosphere and a sense of place.
After Rive Gauche’s opening, foot traffic in the surrounding streets increased by over 50%, and local businesses began to flourish. The mall quickly became one of Belgium’s leading retail destinations, attracting around eight million visitors annually. Our work on Rive Gauche’s interiors and branding played a significant role in its success, and the project earned numerous accolades, including the Best Medium-Sized Shopping Centre award at the ICSC Awards. It was also a finalist at Mapic 2017 and MIPIM 2018, cementing Rive Gauche’s place as a pivotal development in Charleroi’s revitalisation.