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.
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.
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.
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.