ENTORA / Projects / A trail of figures
Urban
A trail of figures
A 13,500 m² art park in recycled plastic: 58 figures reorder the pedestrian flow, hold families on site 365 days a year and turn ESG into a living part of the environment.
- Client
- A leading international operator of family shopping and leisure centres
- Year
- 2021
- Cycle
- Concept, engineering, fabrication and installation
- Environment effect
- Guides flow · Holds attention
Online retail is absorbing some of the usual reasons to visit a shopping centre. More and more, visitors look for a place worth going to for the feel of the space itself.
The route into the shopping centre ran across the adjoining grounds. They worked only as a passageway: visitors crossed them on the way to the entrance, without stopping. The brief was to turn these grounds into a self-contained urban point, open all year and in the open air.
Figures that draw people in
58 figures in recycled plastic - elephants, foxes, snails at human scale and larger. Each is resolved through its own colour, form and meaning, and draws adult and child alike.
Bold, visible and open to contact, the figures populate the grounds and put people at ease. Visitors slow down, lift their mood and start, in fact, to spend time on site.
A trail towards a better mood
Each figure leads the visitor to the next and, in the end, to the entrance of the shopping centre. Placement, scale and angle of turn are calculated from the real pedestrian flow: the trail is built from the figures and reorders movement across the whole site.
Visitors reach the entrance already in a good mood. They come for an atmosphere that puts them at ease, sensing in advance that something pleasant awaits inside.
Free reach and a line for the ESG report
The figures are designed for physical contact: people climb over them, hug them and take photos beside them - adults and children alike. The images travel across social media, and visitors tag the park on their own.
With no spend on marketing, the grounds became a subject of posts and of conversation about the place. The recycled plastic withstands outdoor use without service and gives the developer a ready-written line for the ESG report.
Impact
A passageway becomes a focal point
Footfall at the main entrance grows by 25% and the grounds operate 365 days a year, with no seasonal break. The recycled plastic needs no maintenance - the piece stays in place with no service costs. The developer gains a measurable case for an upward rent review.
- Area
- 13,500 m²
- Art pieces
- 58
- Footfall increase
- +25% at the entrance
- Maintenance
- €0 in service
58 figures, +25% footfall, no seasonal break
On your site we build an art park that holds families 365 days a year and adds a line to the ESG report. This is how it works across the 13,500 m² of the park beside a flagship centre.