Waasland Shopping Centre Branding and Signage Design: Transforming the Retail Experience
With the retail industry evolving faster than ever, AEW sought to modernise its 15-year-old Waasland Shopping Centre to meet the expectations of today’s shoppers. Air Design played a key role in this transformation, delivering dynamic new branding, signage, and interior design that has helped the centre become one of Belgium’s most 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: women aged 20-50 and the younger generation. This strategic approach to branding helped the shopping centre connect with its audience and create a vibrant, welcoming atmosphere.
To reflect this light-hearted ethos, we developed an engaging wayfinding strategy that ensures easy navigation through the mall. The wayfinding system links various uniquely designed spaces, including contemporary fashion areas, international food zones, and vibrant entertainment spaces, making it easy for shoppers to explore and enjoy all the mall has to offer.
We also wanted the interior design of the mall to serve as a catalyst for relaxation and exploration. By incorporating natural elements from the outside world, we created comfortable seating areas surrounded by plants, calming backdrops inspired by nature, and green ‘landscapes’ designed to provide a peaceful escape. Exciting play areas scattered throughout the mall encourage adventure for shoppers of all ages, offering a full experience for everyone.
Thanks to our Waasland Shopping Centre Branding and Signage Design, footfall increased by 20%, with people eager to rediscover this newly revitalised shopping hub. The new branding, wayfinding, and design have all worked in harmony to create a dynamic shopping environment that caters to all visitors, offering a seamless and enjoyable experience.