Redefining Estonia’s Fashion Destination
Viru Keskus Shopping Centre - Estonia
What success did we aim to create?
We were commissioned to lead a full retail brand transformation of Viru Keskus, Tallinn’s highest-footfall shopping centre. The goal was to modernise the environment, elevate the brand experience, and maintain Viru’s position as Estonia’s leading fashion destination, while attracting new premium retailers and increasing customer engagement.
How did we create the success?
As a leading retail design agency, we delivered a holistic strategy focused on architectural coherence, modern aesthetics, and enhanced customer journey.
Key design actions included:
- New façade and signage concepts to unify external branding and assert ownership of the building
- Premium interior upgrades including light-toned stone flooring, cladded staircases, and cove lighting in atriums to reinforce a sense of elegance
- Strategic zoning and seating to optimise customer flow and increase dwell time
- Sustainable lighting design with low-glare LEDs to improve ambiance and reduce energy use
- A complete wayfinding system to support navigation and elevate the brand experience
- Cohesive Collection: While each box remained unique, together they created a collectable series that encouraged gifting and self-purchase.
This integrated design approach ensured that every touchpoint contributed to a consistent, high-quality retail marketing strategy.
What were the results?
- Visitor experience ratings reached their highest ever levels
- The upgraded environment supported continued top-tier footfall, reaching up to 60,000 daily
- The premium aesthetic attracted new fashion brands and increased tenant interest
”We were very happy working with KVB Design. The shopping centre environment has improved dramatically and continues to be the most visited in Tallinn.
Ants Vasar, CEOViru Shopping Centre
