Denmark’s oldest modern mall, the 50-year-old Rødovre Centrum, in Copenhagen, is truly a family affair. The 701,160-square-foot center is run by 14 descendents of its developer, Aage Knudsen. When a Knudsen family member turns 18, he or she receives a seat on the property’s governing board.In addition to the directorship, each family member has a day job, ranging from carpenter to cosmetologist.
In a popular new advertising campaign, the board gathered for a family portrait, outfitted in apparel available at the center. “It was an obvious opportunity to make a marketing campaign where we show the soul behind Rødovre Centrum,” said Charlotte Andersen, marketing director for Rødovre Centrum. A short film profiling family members and their dedication to the mall was also part of the promotion.
