A maritime-inspired interior design concept for Carlsberg stores

When Carlsberg asked Ambiente to develop a new retail concept for Color Line’s ferries, the project involved much more than just branding and store design. Furniture and displays had to function in an environment characterized by constant movement, high traffic, and strict maritime safety requirements. The final concept was designed specifically for both the conditions on board and customer behavior—because what works on land doesn’t necessarily work at sea.

Retail design developed for life at sea
All fixture solutions were developed with a focus on stability, durability, and safety while at sea. At the same time, the stores had to appear inviting, easy to navigate, and true to Carlsberg’s brand identity. This required in-depth knowledge of maritime regulations, material requirements, and the unique challenges that arise when thousands of passengers move through the store in all kinds of sea conditions.

Know-how makes the difference
In addition to designing the concept, Ambiente was also responsible for producing custom fixtures and installing them on Color Line’s ferries. Retail spaces at sea are about much more than just furniture and displays. It’s about understanding how materials, structures, and fastenings behave in rough seas, and how commercial goals can be achieved by thinking in terms of customer flow on a ferry.

The concept has been implemented on five of Color Line's ferries so far.