Shopping Promenade
After the success of the first Shopping Promenade d'Arles, Frey continues the adventure with two new sites of scope: Claye-Souilly, at the gates of Paris, and Coeur Alsace, near Strasbourg. A veritable open-air place to live, these destinations invite you to an urban stroll where architecture, art and nature merge.
Challenge
In an extremely competitive retail market, Frey wanted to extend the vision initiated in Arles: making the shopping centre a place of relaxation, experience and emotion. The challenge was to design user-friendly, inspiring and durable spaces where each visit becomes a discovery, with the ambition to offer an immersive and fluid customer experience.
Solution
The brand strategy revolved around an experimental, sensory and collective shopping concept. Both projects translate this approach into a coherent and vibrant architecture, integrating art and nature at the heart of the journey. From the design of facades to signage, from playgrounds to dining areas, every detail has been designed to create a warm, accessible and surprising place, where every step becomes a moment of escape.
Reconciling Urban and Living
Located 30 km from Paris, the Claye-Souilly site extends over 45,000 m2 in an open-air feel good atmosphere. The course, conceived as a real urban walk, harmoniously mix street art and vegetation to offer a lively and inspiring setting. Each square is thus transformed into a user-friendly landmark, designed to promote encounter and sharing.
A street art atmosphere
Shopping Promenade is distinguished by a world strongly inspired by street art. Vibrant colours, frescoes by Speedy Graphito and local artists, stencils on the ground and participatory works transform each space into an open-air gallery. This artistic language makes art accessible to all and creates an immersive and positive experience.
Celebrating biodiversity and locality
Even larger, the Alsace Heart site extends over 70,000 m2 and celebrates regional culture in an artistic and playful world. The course reveals a multitude of attentions, ranging from panoramic terraces to food trucks, via a large wheel of 50 meters. Certified as Breeam Very Good, the site also includes a range of sustainable initiatives that promote biodiversity.
A human-sized walk
Every Shopping Walk celebrates a new way of living commerce: more open, greener and more artistic. These hybrid places, at the crossroads of leisure, sharing and responsible consumption, reflect Frey's desire to reinvent the commercial space into a human experience, lasting and resolutely positive.
