With the retail industry developing faster than ever, AEW needed to bring it’s 15-year-old Waasland Shopping Centre up to date to reflect today’s customer expectations.

Air’s recently-installed branding, signage and interior designs have helped transform it into one of Belgium’s most dynamic and fashion-forward shopping destinations.

Our new branding, anchored with the “Discover and Smile” positioning, uses elegant colour palettes and imagery to appeal to its target audience of both females aged 20-50 and the younger generation.

To reflect this light-hearted ethos, we produced an engaging wayfinding strategy with easy navigation through several uniquely designed spaces linking contemporary fashion, international food and vibrant entertainment.

We wanted our interior design for this destination to be a catalyst for relaxation and ‘discovery’. By introducing a few natural elements from the outside world, shoppers of all ages can now take time out in one of several comfortable seating areas surrounded by planting; snap pictures of themselves in front of calming backdrops inspired by nature; or escape the day-to-day by adventuring through green ‘landscapes’ and exciting play areas strategically placed throughout the mall.

As a result of our redevelopment, footfall jumped by 20% as people seek to rediscover their newly revitalised shopping centre.

Please visit our ‘Work’ page to see more of Waasland’s new look.