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One identity, that was the concept for our design. To transform Leidschehage to Westfield Mall of the Netherlands. From a local outdoor shoppingcentre to a world class shopping experience. Making it a unique destination. The existing shopping mall consisted out of a large group of different blocks with different identities. Our vision was to unify them. Creating a continuous flow, by binding them all together. But keeping room for diversity.

Inspired by a silk scarf, we pulled the buildings together, like a shawl can do with an outfit. Unifying the formerly scattered buildings by smoothly draping over the façade like a second skin.

This inspiration gave us the freedom to ‘hide’ the closed program and open up where needed by pleating up and down. Creating a clear hierarchy between the different entrances, by emphasizing or simplifying the gesture. Generating natural flows, optimizing the costumer experience, guiding you inside.

The internal layout is set-up as a continuous loop. This 8-loop is shaped in such a way that you keep wondering what is around the next corner. Each view has something special. From expressive shopfronts to specials or WoW-effects. Constantly triggering the customer to continue their journey.