Univerexport Promenada

Univerexport Promenada

PrizeHonorable Mention in Interior Design / Retail Interior

Firm LocationNovi Sad, Serbia

CompanyDBA

Lead ArchitectDjordje Bajilo

Design TeamSlobodanka Milosevic, Visnja Svrdlan, Milija Cakarevic

Project brief was to respond to the name of the mall Promenade. To achieve this, the main shopping avenues were designed to gently guide customers to various focal points, shaped like distinct squares, each with a unique character and corresponding design. The term promenade evokes a sense of a bygone era, reminiscent of a time when things were simpler, before food industrialization and depersonalization. Thus, a major design focus was evoking nostalgia. Nostalgic elements were highlighted through signage and graphics resembling old city signposts, with addresses assigned to shopping aisles.