Salling Rooftop – a cultural bridge builder for everyday life

By: Carsten Holst – Photographer: Sophie Dreijer

With an annual visitor count of over one million, Salling Rooftop massively for cultural experiences in everyday life. According to director of Salling, Marianne Bedsted, Aarhus can develop even more culturally by continuing to test the boundaries between the cultural and the commercial. Personally, she dreams of a walkway over the city's rooftops.

Carsten Holst: “When Anders Winnerskjold took office as mayor, one of his statements was that culture and art in Aarhus are important, but that everyday life is more important. It made me think about how much culture means to everyday life, and how important and integrated art and culture are in everything we do in our free time and everyday life. How art and culture give us experiences, community and quality of life. And how important that is – in a time like now with insecurity, dissatisfaction and other major challenges.”

"Marianne, you are the director of Salling, a member of the board of ARoS, Musikkens Hus, have been chairman of the board of DR and former director of Musikhuset Aarhus. So you know something about culture in Aarhus. When you hear the word culture, which can mean many things, what does it mean to you?"

Marianne Bedsted: “When I hear the word culture, I think of everything that gives a city or community character and life. Culture is not only art, but also the experiences we share together – it is the music, the food, the stories and the meeting between people. Culture is also a way to give life and energy to the city's spaces, where we can gather, exchange ideas and create new connections.”

“Culture is what binds us together and gives us a common foundation – regardless of whether it happens in a concert hall, at a museum, or like here at Salling Rooftop.”

Salling as the meeting place

Carsten Holst: “The phrase 'We meet in Salling' has been a guiding principle in Salling's almost 120-year history, and you say that it was also a guiding principle for the establishment of Salling Rooftop, when about 10 years ago something had to be done in relation to the increasing trade on the internet. How does Salling Rooftop contribute as a meeting place to culture in everyday life?”

Marianne Bedsted: “The idea with Rooftop was that it should be a place where people come to relax, meet friends and have a good experience. And with over a million annual visitors, it must be said that it has succeeded beyond expectations. Salling Rooftop is today a unique place that combines culture, art and social interaction in a way that is accessible to everyone – an oasis where people from different backgrounds can come together, share experiences, but also find space for reflection high above the city.”

"For example, when we have opera and classical concerts on the program, some of the audience will experience this kind of culture for the first time and have a good experience with it. In this way, our offer helps to include culture in everyday life. And look, for example, at the group of young people who are right now just sitting and enjoying the sun, talking, reflecting - and without phones. That is also the purpose of Rooftop."

Culture and commercialism

Carsten Holst: "There is an interesting connection between the commercial and the artistic and cultural. From my time as head of Filmby Aarhus, among other things, I have worked with the potential of connecting the two worlds, and in addition, culture itself has a commercial value, which is emphasized in a current report that shows that culture and art in Aarhus generate as much revenue each year as the entire Port of Aarhus."

"So what is Salling's motivation for using culture to promote the commercial, and how does Salling balance the commercial and cultural aspects – for example here at Rooftop?"

Marianne Bedsted: "Salling's strategy is, in short, to be 'the place to be'. But you are right that it is a constant balancing act. On the one hand, Salling is a business, but on the other hand, we have a strong desire to contribute positively to society through, among other things, culture. An example. When we hold concerts or lectures, turnover in the café and shop increases. But at the same time, these events give people an experience that goes beyond shopping. Using culture commercially is therefore not just about sales - it is about creating value for both Salling and Aarhus."

"We see it as a win/win because we contribute to the city's development and at the same time create an attractive place for our guests and the city's tourists. Salling is now not just shopping, it is also a space for experiences, art, lectures, music and community - a cultural experience oasis - while you shop."

Culture as part of the development of Aarhus

Carsten Holst: "Let's talk a little about trends in relation to the development of culture in cities, and how cities like Aarhus integrate culture into public space and everyday life. Also in relation to the investment made when Aarhus was the Capital of Culture in 2017 - an investment that you can still feel the positive effects of today."

“What does culture and investments in culture do for the development of a city like Aarhus?”

Marianne Bedsted: “The short answer is that it does a lot. I see a growing understanding that culture should be an integrated part of urban development, not just an addition. It is not just museums and theaters, but the entire urban space that is today seen as a stage for cultural events, and Aarhus has been good at utilizing its cultural capital to create vibrant and inclusive urban spaces where culture is visible and accessible to everyone.”

Carsten Holst: It is often art, culture and places like libraries and museums that are given lower priority when it comes to finding money in municipal budgets, but for me art and culture are also welfare – for example as a remedy for loneliness. What do you think? Can one be more courageous in prioritizing funds for culture – also in light of the fact that money spent on culture comes back five times over in the form of growth and jobs?

Marianne Bedsted: "Yes, I think that's absolutely obvious. The cultural area is a sensible place to invest - also seen from an economic perspective. That's also why culture is important for Aarhus, as the city's growth and attractiveness are closely linked to the cultural offerings. Culture attracts tourists, creates jobs and in this way makes Aarhus a more dynamic and vibrant city."

Start dreaming big

Carsten Holst: "Finally, let's look a little forward and talk about what it takes to continue to develop Aarhus culturally. Do something new. And preferably in collaboration between cultural and commercial actors."

"What could be the next big cultural project for Aarhus and for Salling Group? What do you dream of?"

Marianne Bedsted: "If Salling doesn't continue to create good experiences, I will be worried about our existence, so we must continue to break boundaries between the commercial and the cultural. I dream of taking Salling's commitment to cultural innovation to the next level, for example by creating cultural experiences that draw on elements of both technology, sustainability and social engagement. In other words, projects that not only entertain, but also inform, inspire and involve."

"In relation to culture in Aarhus in general, I would like to see more outdoor activities, for example in the upcoming park by the City Hall, ARoS, The Dome, which will open soon, and the Music Hall. Aarhus can always use more opportunities for people to meet across generations, cultures, etc. As an example, I think that the art exhibition 'Sculpture By the Sea', which was part of Aarhus for several years at Tangkroen, could do something fantastic in the urban space and in combination with nature.

“But if I had to name a specific new wild idea, it would have to be a walkway over the city's rooftops, connecting ARoS, Salling Rooftop, etc. It's an idea I've dreamed about for a few years. Maybe it will come to fruition one day.”

Plan your next visit and see all the options at Salling Rooftop & Roof Garden.