A Robust and Recognisable Retail Universe Shaped for Movement, Flow and Life at Sea Conditions
Carlsberg set out to create a retail concept capable of performing under exceptional conditions: limited space, constant movement and high daily footfall. Ambiente developed and realised a bespoke on-board shop where function, safety and brand presence are fully integrated. The result is a clear and recognisable Carlsberg universe, designed specifically for life at sea.
Client
Carlsberg
Project
Retail concept at Color Line
Size
30 m²
Retail Design Developed for Life at Sea
On the Color Line route between Strömstad and Sandefjord, Carlsberg Group holds a distinctive position within the on-board tax-free shop. Unlike traditional retail environments, the store operates under constant motion, heavy passenger flow and strict spatial limitations. In addition, all elements must comply with demanding maritime safety and fire regulations. These conditions required a carefully considered approach to design, construction and material selection, ensuring that the retail concept could function reliably while maintaining a strong and recognisable brand presence.
Designed for Movement, Safety and Daily Wear
The retail fixtures were developed with the ship’s movement and vibration in mind. Every connection, fixing and surface was engineered to withstand continuous motion and intensive daily use. Stability, durability and safety were key priorities throughout the process. At the same time, the solution needed to remain visually clear and approachable for passengers moving quickly through the space. The result is a robust retail environment where technical performance and visual quality are balanced to support long-term operation at sea.
"Ambiente came highly recommended to us as a strong collaborative partner. From the very first contact, their professional approach and ability to navigate among all stakeholders have built confidence in a partnership that already meets our high standards at Carlsberg Travel Retail."
Jacob Haarup, Senior Regional Manager at Carlsberg Group.
Clear Zoning and Natural Customer Flow
The layout of the retail area is organised into clearly defined zones that optimise the limited sales space and support intuitive movement. The spatial organisation ensures smooth circulation for both passengers and staff, even during peak periods with high traffic. Products remain visible and accessible, while the overall environment feels calm and ordered despite the constant flow of people and motion of the ship. This clarity allows Carlsberg to meet travellers with a focused and recognisable presence in a dynamic setting.
A Recognisable Brand Universe Built to Last
Even in a challenging maritime context, Carlsberg’s visual identity remains consistent and unmistakable. Materials, colours and proportions are carefully composed to ensure immediate recognition without unnecessary visual noise. Lighting is tuned to highlight products while maintaining a balanced atmosphere. The finished retail concept demonstrates how a strong brand can be translated into a specialised environment without compromising safety, functionality or longevity — a tailored retail solution designed to perform reliably under extraordinary conditions.
