Funen will never be the same again

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2 if you change nothing nothing will change Funen will never be the same again Odense is about to get Denmark s largest city shopping centre. Welcome to a unique destination that not only breaks the boundaries of conventional thinking, but also the way we shop

3 VIVA Odense VIVA means life. And VIVA Odense is a tribute to modern shopping. We let the city s soul inspire us and combine it with the experience gained from Steen & Strøm s many existing shopping centres. A life-affirming development We re building Viva Odense, the city s new shopping centre, on the site of the old abattoir on Østre Stationsvej. With more than 100 shops, cafés and restaurants, 1,600 parking spaces and its location next to the main railway station within easy distance of the current city centre, the foundation for success is already in place. But our ambitions reach further. With a design that is a tribute to diversity, Steen and Strøm aims to create an international hub for Odense and the entire region. That s why Viva Odense builds on a completely new form of shop composition, delivering a previously unseen commercial strength. Fashion Living Sport Media Kids Food Six major areas Today s shopping can be divided into six main groups that our visitors look for: fashion, living, sport, electronics, children s products and groceries. With Viva Odense, we ve taken that to heart and divided the centre into six powerful, streamlined shopping areas that all meet the requirements and demands of the modern consumer. Welcome to VIVA Odense

4 Viva Fashion, a tribute to personal expression. With significant key tenants, the premiere of the Powder Room a completely new shopping universe for women only and with lots of strong fashion and accessory concepts, Viva Fashion will be second to none when we roll out the red carpet. VIVA FASHION More than 40 leading fashion concepts are here to greet you in the region s new walk-in closet

5 Homes and interiors are becoming more and more important in our daily lives. VIVA Living has gathered everything together under one roof. From sofas to personally selected hostess gifts, VIVA Living offers an impressive choice of products to design your day. VIVA living The country s most significant shop concepts in home and furniture have made themselves at home in Odense s new living room

6 The most intense lifestyle in its most concentrated form. That s what sport is all about. Streetwear, urban lifestyle and the most popular sports all overlap, making VIVA Sport an effective attraction across all ages. VIVA SPORT The best team is on the pitch in Odense s new sports arena

7 VIVA Media covers the whole spectrum of digital life. It s a wonderland for electronics, entertainment freaks and everyone who loves great gear. There s everything from TVs and computers to film, Games and music. This is where we turn on what s new. VIVA media The industry s coolest gadgeteers fire up Odense s new digital world

8 Toys, children s clothes. Games, excitement. All in a safe, easy-to-understand and inspiring children s environment. With VIVA Kids, children now have their own area with strong concepts and room for excitement and enthusiasm. shopping is fun even when you re a kid. kids VIVA The biggest kids in retail get playtime going in Odense s new playground

9 food VIVA Taste gurus put quality on the menu in Odense s new food Mecca Without urban food there s no urban shopping. Fast food, slow food, takeaway and a wide range of groceries and other foods Denmark s biggest city shopping centre has it all, and with taste and style included! VIVA Food makes shopping a culinary experience.

10 Our vision for VIVA Odense is built on three key elements. Together, they renew Danish retail trade. Clusters, zones and streetscapes Viva Odense gathers the major product groups into six main areas, called clusters. Each cluster is a unique experience created through interior design, environment and expression called a zone. And as a natural extension of the current pedestrian precinct, the city winds its way through Viva Odense both in the form of spaces and as an urban main artery with an open roof. We call these streetscapes. The combination of these three key elements will redefine modern shopping and, at the same time, secure Viva Odense a significant benchmark position in the region.

11 Clusters Key element no. 1 Shoulder to shoulder. a strong community Fashion living sport media kids food Grouping shops into clusters is a new element in Danish shopping centres. The shops are gathered together according to their line of business, which is a completely new basic principle for modern shopping. Basic principle One or more anchor tenants indicate the makeup of each of the six clusters. They are institutions in Danish retail trade and a preferred destination for our visitors. Benchmark shops are then positioned around the anchor tenants, creating a broad foundation. Finally, the cluster is supplemented by new and upcoming concepts that make the shopping experience even more inspiring. Results The various clusters strengthen the commercial attraction by making shopping choice visible in a clear and convincing way. And it gives shops invaluable inspiration through collaboration and competition. location of clusters with fashion on both levels Each cluster has at least one anchor tenant as a pivotal participant. The anchor tenant is surrounded by related shopping concepts A completely new universe for women only 1,200 square metres of shopping, café, luxury, treats and places to hang out in Odense s new city centre. Steen & Strøm Denmark have created a completly new framework for a unique fashion experience in an inspiring universe with strong concepts within fashion, shoes and accessories, as well as cafés, hairdressing salons and maniqure. We call it the Powder Room because it s a place where women set the agenda. The Powder Room environment is transparent, light and organic. The atmosphere is both feminie and intimate, but with a definite urban shopping feeling. The selected shops are strong fashion and lifestyle brands and within their field they represent a touch of luxury. level 0 level 1 Powder Room s vision is to match the exclusive department stores product range and shopping environment.

12 Zones Key element no. 2 Three principles for interior design in the zone A sense of history is strengthened through interior design Textures Floors, walls and other surfaces are based in the world of the individual clusters. one-liners Little surprises that underline the unique character of the world you find yourself in. Each cluster is established in a zone where design and shopping experience support mercantile history. We also use the environment around the shops to make Viva Odense a complete, well thought out experience. Each zone has its own unique character If you wander through Living, for example, you experience an interior characterised by wood, soft lights, and perhaps an open fire. There s an intimate, cosy atmosphere that strengthens both a positive atmosphere and the desire to purchase. Viva Odense delivers varied, inspiring impressions that give an extra dimension to the shopping experience. Pinnacle The lighthouse is a non-commercial attraction that works as the cluster s landmark and point of reference.

13 Streetscapes Key element no. 3 A meeting place and its surroundings The many cafés and restaurants underline the city environment and make VIVA Odense a great place to meet in the city Viva Odense takes responsibility for its location in the heart of the city by having an open structure with streets, spaces and plazas. Externally, Viva Odense helps to make the city more attractive. Internally, it heralds an exciting urban renewal. Gathering the city together Viva Odense will not turn its back on its city. On the contrary, it will invite both the town and its inhabitants to make the new city shopping centre into the piece of the puzzle that has, up until now, been missing from the town s shopping profile. Viva Odense ties together the city s shopping streets, the big area around the main train/railway station and the Kongensgade quarter into a powerful, cohesive unit. Secured access Viva Odense ensures solid access by focusing on an optimal infrastructure. As well as 1,600 parking spaces and 2,500 cycle stands, the inner main street creates a natural flow between the town and the train station s 25,000 daily users. main station VIVA Odense helps extend the old city towards the area around the main station. Viva Odense is a clear and natural extention of the city The landscaping in the large plaza in front of the main entrance invites people to hangout and relax. And inside the citycentre the whole approach is urban. Just like a city there is an open sky, small plazas, walkways and changing facades that all underline the urban state of mind. Odense is the main catalyst for development on Funen. The city is frequently used by its 190,000 inhabitants and the region s population of almost 500,000. Until now, the city has been without a modern collection of retail sellers in the city centre. Viva Odense changes that completely.

14 Bluewater Bullring westfield Benoy s task was clear: VIVA Odense had to unite the best elements of town and city centre in a hybrid solution that would define the future. The result is a reinterpretation that makes complete sense. A natural meeting place quickly becomes the hub of the whole structure westfield International architecture The privilege of designing Viva Odense fell to the English architects Benoy, who specialise in shopping centres and urban renewal. They operate all over the world and a large number of their solutions incorporate the integration of shopping centres with town, inhabitants and leisure. Many Danish retailers are already familiar with their work in projects like Bullring, Westfield and Bluewater. This is how we do it in Odense Together, architects Robert Bishop and Mike Wilson- MacCormack are the driving force in the work with Viva Odense opens up to the city s traditional business areas with pla- Viva Odense. Both have been responsible for a large zas and meeting places that work as new, exciting architectural urban number of shopping centres all over the world. elements. The urban streetscape is fed into the city centre in the form of a transparent street area. The giant glass roof lets in daylight, creating a pleasant, inviting atmosphere that accentuates the international design with organic forms made from the best materials. As you walk through Viva Odense, the shopping experience changes from zone to zone in a much more thought-out way than has been seen before in Denmark.

15 roof 425 parking spaces When VIVA Odense opens in 2015 in Denmark s thirdbiggest city it will cater for all forms of traffic. level 1 Level 1 This level is dominated by the big circular shopping street. Visitors wander unhindered through Sport, Fashion, Kids and Media. The free space in the walkways creates an open connection to level 0. level parking spaces level 0 2,500 cycle stands Safe traffic on all levels With its location by the main station, Viva Odense is a clear extension of the city with optimal access for all forms of traffic. The station is a stone s throw away, and visitors on foot can more or less choose which way they want to go from Slotsgade they ll always get to Viva Odense! Cyclists won t have any Fashion Living Sport Media Kids Food cafés and restaurants problems either, as there ll be 2,500 places to park a bike. basement 715 parking spaces Many visitors take the car The car is the favoured form of transport for those planning a heavy shopping session. That s why we ve contributed to easing parking pressures in level 0 level 0 Viva Odense has two main Three storeys of parking With 1,600 parking spaces, Viva Odense significantly increases the city s parking capacity. Entrance to the car park is via Østre Stationsvej or a roundabout behind the centre, which lead either directly to the basement or the first floor or via a ramp to the roof. Cycle stands are distributed on street level and in individual cycle basements. the city with more than 1,600 new parking spaces with direct access from one of the city s main thoroughfares. A well-organised flow of customers Three storeys of parking evenly distribute visitors around the centre. The circular shopping streets create a natural flow, and the many vertical connections easily transport visitors from one level to another. 42,000 square metres More than 100 shops cafés and restaurants 1,600 parking spaces facing kongensgade østre stationsvej facing the main station Fashion Living Sport Media Kids Food cafés and restaurants entrances. One in Kongensgade, where Viva Odense welcomes visitors with an inviting plaza and an impressive portal. This end of Viva Odense s internal main thoroughfare offers direct access to Living, Fashion and Media. The other entrance opens towards the main station. Here, Viva Odense s main thoroughfare gives direct access to Food, Media and Fashion.

16 shopping destination, commercial magnet and benchmark trendsetter. VIVA Odense is the centre of choice for the whole of Funen. Middelfart Kerteminde A modern brand for a cultural city Our name Even though people may not be entirely clear that Viva is Spanish for Long live!, everyone probably has a strong feeling that it s a word filled with joy, enthusiasm and life. A strong communi- Market area Primary 183,000 customers Secondary 96,000 customers Tertiary 205,000 customers Total 484,000 customers Assens Odense Nyborg Viva represents a completely new attitude to shopping, quality, and the environment. With focus on future consumer patterns and the use of media, Viva s communication must look cation effort will ensure that Viva Odense will be regarded as being enthusiastic, forward-looking, inviting, inclusive and impressive. Fåborg Svendborg forward without forgetting what s most effective. We must build a unique brand that is open to dialogue and characterised by transparency. Viva Odense s personality must be inclusive market and relevant in the way it creates attention and recognition. Our expression Viva Odense is not a traditional city shopping centre. We re not a suburb; we re a city. We re Rarely has a market area been more natural: with regard to Funen, all roads lead to Odense. Funen has 500,000 inhabitants, not traditional; we re modern. We re not about getting the shopping done; we re about going shopping. That s why our universe has a modern, artistic expression that supports Odense s position as Funen s cultural powerhouse. of which 190,000 live in Odense. A flourishing student environment means approximately 13,000 young people are living on campus, which contributes to the Untraditional approach city s youthful, dynamic pulse. A significant share of marketing Visitors will be in digital and social media. This will also be supplemented An estimated 6 million customers will visit the centre annually. with offline material. In principle, each cluster will communicate separately. For example, there might be six variants of a collective outdoor campaign, or individual clusters theme-based Turnover Annual turnover for Viva Odense is estimated at 1,250 million Danish Kroner (incl. VAT), which is the equivalent of 4.9% of the market s total consumption. media. Whenever it makes sense, Viva Odense will advertise under one flag. Relevance is key.

17 VIVA Odense opens Saturday 10th October 2015 Grand opening Join Viva Odense, one of the biggest evolutions in Danish retail trade. Steen & Strøm Denmark Arne Jacobsens Allé København S Telephone: VivaOdense@steenstrom.com leasing Leasing Manager Ole Olsen Telephone: ole.olsen@steenstrom.com Leasing Manager Grith Isbrandtsen Telephone: grith.isbrandtsen@steenstrom.com For more information go to VivaOdense.dk Yellow