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Air’s recent interior design and refurbishment of Waasland Shopping Centre has helped transform it into one of the most dynamic and fashion-forward shopping destinations in Belgium, enjoying an almost instant increase in footfall by 20% upon relaunch.

Branding
The repositioning built upon the very successful internal ‘Smiles’ campaign which had helped to make Waasland one of the happiest centres we had come across. Our positioning of Fun and Fashion renewed the foundations and was the basis for the image makeover - targeting the 25-50yr old female shopper. Our branding scheme uses a more sophisticated palette of colours with younger more upbeat imagery. The new logo plays on the ‘marshland’ origins of the area by combining the ‘W’ with a marsh flower symbol.

Wayfinding and Signage
A new wayfinding scheme helps to make the parking areas easier to navigate and, importantly, find your vehicle. New internal wayfinding follows the interior design aesthetic with the new information desk acting as the central service point.

Interior Design
​​​​​​​Within tight budget we have removed the Japanese references of red and panelled wood, introducing a more neutral environment which fights less with the tenants. The introduction of more planting and a full upgrade to the rest areas makes for a more relaxing and comfortable environment with our bespoke furniture design and installation.