Broen Shopping

BROEN SHOPPING

Innovative structure ensures healthy customer flow Unlike most shopping centres that have closed spaces with focus on generating ground-floor customer flow, BROEN Shopping has introduced a new approach. The traditional parking basement has been replaced by a bright and green parking area on the roof and narrow entrances have given way to open glass facades, inviting customers inside as well as seamlessly blending in with the surrounding city. Studies have shown that a minority of customers reach the top floor in a traditional two-storey shopping centre. As BROEN Shopping spans the railway, the ground floor will not serve as the main shopping area, but rather as an entrance environment intended to draw customers in and direct them to the next floor. The main source of customer flow is the original high-street area, composed of the adjoining streets of Kongensgade/ Skolegade. Due to signage and a prominent tall façade, the Property is visible from the entire area, and three entrances ensure easy access. The ground floor is focused towards lei sure and food and beverages, all provided in an open environ ment with atriums to the first floor. Escalators and lifts provide access to the first floor.

Shoppers arriving by car access the rooftop parking deck by means of a wide ramp at Exnersgade. From the roof, moving walkways and lifts lead to the shopping centre. The entrances naturally direct customer traffic to the two main atriums on the first floor. From this vantage point, a circle struc ture makes it easy to explore all areas and navigate. Anchor ten ants such as H&M, Sport24, Nordisk Film (cinema) and Føtex are placed strategically along the three atriums to entice full circulation. The placement of food anchor tenant Føtex on the first floor ensures substantial footfall in this area. Inside BROEN Shopping, the segmentation and mix of ten ants are results of careful planning. The north-western atrium has a concentration of sports and fashion retailers whereas the south-western atrium features retailers dealing in home fur nishing, food and hobby articles/toys. At the north-eastern atrium, where the cinema and fitness centre are located, there is a cluster of restaurants and cafés. These benefit from the customer flows generated by the cinema, the fitness centre and the traffic passing the entrance facing the large residential area extending east of the Property.

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