Reimagining digital representation
PC Europa, located in Vilnius business district, is evolving from a traditional shopping mall into a mixed-use lifestyle destination. The website redesign aimed to reflect this shift, appealing to modern professionals with a clean, functional, and emotionally attuned experience.
Industry
Hospitality
Scope of work
Website Design
Prototyping
Interactions
CONCEPT
As the surrounding district expanded, a new city center emerged, attracting an educated, active, innovative, and curious business community. For them, Europa became a place for morning coffee, quick or long business lunches, a visual break during the workday, and evening meetups with colleagues.
Problem
The old website didn’t align with the center’s new identity. It failed to serve core user needs or deliver the right first impression for a brand positioning itself as a curated urban hub, not just a retail space.
Research & Approach
I benchmarked the websites of over 20 international and 5 local shopping centers to understand modern shopping center trends. Two patterns emerged: hero sections either focused on user needs or brand storytelling. Clean, minimal interfaces dominated - avoiding visual clutter and using subtle styling to create a cohesive emotional tone. Promotions were presented in compact formats to protect layout consistency, and popular brands were often highlighted to build emotional connection.
Solutions
The redesign prioritizes user needs and emotional tone. The hero section highlights practical information as hours, location, parking, with a mood-setting image. Navigation focuses on key user tasks like browsing stores, dining, and events. Popular brand logos reinforce trust and desirability. A modular grid and compact promo blocks ensure easy updates without layout disruption.
