Studio JAAF was commissioned to research how Shoppingcenter Overvecht in Utrecht could be made future-proof.

With the growing impact of e-commerce, shopping habits have shifted significantly. The challenge is to ensure that public areas like Shoppingcenter Overvecht remain vibrant and continue to meet the needs of their users. Key questions include what spatial changes are needed to improve the public space. To understand these aspects, user research was conducted to gather insights into the desires and requirements of the people in Overvecht.

The findings from the research were unveiled in a new Brand House for Shoppingcenter Overvecht. This Brand House serves as a strategic guideline for how to transform the shopping center to meet future demands and maintain its vitality.

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Project: Shoppingcenter Overvecht
Client: Board of Property Owners of Shopping Center Overvecht
Research: Studio JAAF

Collaboration with Studio Kaltofen
Completion: 2021
Location: Utrecht, NL