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Det Grønne Kollektive

Denne idé er en del af Bygrønt Horsens - Sustainable Retail

Det Grønne Kollektive
10. april 2019

What’s the name of your project?

The name of our project is Det Grønne Kollektive. We use the Danish name since it’s for the Danish market. However, it can be easily translated to English, which is “The green Collective”. The word describes the group of people acting together to achieve common objective, in this specific case it describes a human species as whole, a green community which wants to support sustainable development of the business and economy.


Give a brief introduction of your concept

The mission of the project is to create and repurpose the idea of a common rooftop available for all citizens of Horsens, where people as a collective community can unfold its potential. What does it mean exactly?

The main area of the rooftop will be a free, green space which will be possible to rent. In this way, we want to give people of Horsens opportunity to share their ideas, hobbies or dreams with others. It could be an educational or entertainment goal or both.

For example; a yoga teacher could organize yoga classes, a person who likes to bake could rent a cart to sell his or her goods and find out if people like it or a person who knows how to sew can offer his or her services for a day, etc. We want people and world to be as one big family, where we can exchange our personal abilities. In order to encourage people to do that and spread the awareness of this possibility, we created a certain plan of themed events(monthly, weekly, occasional). For example; flea markets, swap parties, repair stations, food markets, live music, etc.

This concept supports the SDG’s (Sustainable Development Goals 11,12,17) and circular economy based on the fact that this eco-responsible approach is a new form of the circular economy at the citizen level. One of our goals is to make recycling easy with the mindset of “one man’s trash is another man’s treasure” while creating a dynamic and responsible urban culture. Moreover, by this business model people can extend the life of the products through repairing, re-using or exchanging them.

We aim to re-think the way we live and having fun by finding a new way to create a better tomorrow together.


The rest of the space will consist of a interactive playground with products from EnergiLeg and a cafe, made from recycled materials. The cafe will serve sustainable food and drinks. On the playground, the kids can produce energy to play a game or a song, with the aim of creating a green learning experience by showing them a new way of playing. Furthermore, the rooftop provides green spaces for all to relax or do whatever they want. There’s a space for grilling and a place for families to bring a picnic basket.


What problem(s) are you solving and how are you creating value and for whom?


1. Problem to be solved: Designing a green rooftop with environment and social responsibility in mind that generates profit by attracting more people to the shopping center.

  • Underlying issue: Spreading awareness about SDG’s and circular economy.


2. Value proposition:


2.1. Our green community rooftop helps the citizens of Horsens who want to have a new and better experience in Bytorv Horsens by avoiding the usual events and enabling rentable spaces on an accessible rooftop (unlike Salling Rooftop in Aarhus). / Our green rooftop helps the citizens of Horsens who want to have a common space to socialize,relax and have fun by avoiding the usual indoor events and enabling an open accessible rooftop with rentable spaces to test, show, sell or help each other (unlike Salling Rooftop in Aarhus).


2.2. Our green community rooftop helps Bytorv Horsens who wants to attract more customers to the shopping mall by reducing the marketing budget spent on events and enabling rentable spaces to create a user-driven experience on an accessible rooftop (unlike Salling Rooftop in Aarhus). / Our green community rooftop helps Bytorv Horsens who wants to become the first sustainable shopping center with circular business models by reducing the energy and space waste created on its rooftop and enabling social innovation driven activities (rentable spaces) on an accessible rooftop (unlike Salling Rooftop in Aarhus). / Our green community rooftop helps Bytorv Horsens who wants to have revenue (sustainable business model) from its rooftop without fee for admission by reducing the budget spent on indoor events and increasing the number of paying customers renting out spaces on an accessible rooftop (unlike Salling Rooftop in Aarhus).

- Business model: free access - multi-sided platform

- main revenue: renting places

- extra revenue: rooftop cafe sales


2.3. Our green community rooftop helps Horsens Kommune who wants to support a more sustainable future for the city by reducing/avoiding the material/energy/space waste and enabling the creation of a social green hub with the focus on user-driven experience and education on an accessible rooftop.


What are the main challenges with regards to implementation?


  • Low interest in rental space
  • Possible financial challenge (current bad condition of the rooftop)
  • Danish weather conditions (seasonal usage of the rooftop, more traffic during summer time)
  • Organization of rental space (schedule, what projects are in which are not, how many rentals per day, per week and so on..,

the rental space should a have special place - not in the front so people only go there if they want to)

  • Branding and marketing activities of the businesses and individuals (idea for that- small fee for a branding)


What are the next steps for this project?


  • Testing the idea of renting places inside the mall - test interest - concept validation
  • Branding and marketing of the rooftop - right approach
  • Calculate financial figures based on business model
  • Detailed architectural design of the rooftop ; the construction and necessary equipment (considering weather conditions - renewable energy resources)
  • Contacting partners (TrÆls, Energileg etc.)
  • Building the roof