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The project for the POP Retail Park embodies the desire to redefine the identity of an urban area, returning it to the surrounding community. Novaidea entirely updated the concept behind the retail park through a rebranding project. At its core was the desire to create, through direct, effective communications, a new image of what the shopping centre offers, a hub of interconnected places, human relationships and daily practices.
POP is a double acronym: Per Ogni Passione and Per Ogni Persona (For Every Passion and For Every Person), thereby defining an ideal space to spend one’s free time. A pop aesthetic is at the base of the architecture and graphics, characterised by simplicity and bright, intense tones whilst geometric interplays of colour on the outside and inside highlight the structure as a place to be enjoyed, creating an ideal environment for every type of consumer.