Mastering Mall Design_ Key Principle I How to Design a Shopping Mall

Successful analysis of a shopping mall planning must consider a number of critical characteristics. These are elements that are not easily reflected in the designs of an architect, such as location, positioning, catchment area, tenant mix, and the effects of ever-changing retail trends and consumption patterns. In short, to succeed a developer must temper a mall’s planning with a deep understanding of retail functionality, consumer behavior, and new retail trends before getting started Dumbbell Layout Double Racetrack Layout The location of the anchor stores should create a gravity drawing strong footfall. Anchor stores are typically located in the following way: At the end of a line of shops, drawing customers past the shop fronts en route to the anchor store. At a change of direction in the layout, clearly visible and which draws customers in from both directions. Strategically positioned to form a focus and point of punctuation in a large mall layout. On a vertical level, we position the anchors at both ends of the mall. So while the supermarket forms an anchor at one side of the ground floor, the cinema – entertainment center – anchors the other side of the first-floor circulation. That way we can create an even movement across the entire mall. Anchor Location No alt text provided for this image No alt text provided for this image No alt text provided for this image The hybrid shopping experience But, of course, we live in a diverse world filled with a variety of influences, trends, and habits. To cater to the plethora of shopping types and entertainment options that exist side-by-side in today’s market, we have the hybrid center. Here you will find a combination of open and enclosed shopping, different asset classes and a new wave of usage options. You could describe it as the best of all worlds; a mall that features co-working spaces is able to host events and exhibitions and is complimented by a huge array of entertainment and technology-themed anchors. Today, more than ever, shopping mall developers are aware of the need for flexibility in what they build, allowing for a mall that can respond to the ever-changing consumption patterns and retail trends it will face. This desire for a more fluid design is also partly a response to what happened during the financial crisis of 2009/10, and the shopping malls that went through costly repositioning exercises following the global downturn. I remember working on a mall construction that suddenly had to convert a big part of its fashion stores to incorporate other uses, such as food and beverage. We even had to split a few of the anchor stores. Of course, these changes weren’t cheap or easy, but they were vital in order to survive the austerity of the times. You could say that the valuable take-home from all of that was that developers formulated a more robust future-proofing strategy, developing easily converted space with the ability to merge and split stores, and avoiding a complicated and costly structural change. But it’s not only the mall interior that should be a consideration for your plans. Another element for the hybrid mall is the outdoor environment, and the ability to still trade within the summer season – or winter in Europe – with double-loaded stores that allow customers to flow to the stores from the mall internal circulation, or from the external outdoor areas (when weather permits). Not only that, but how do you take customers from a bright open street into a darker, predominantly artificially lit enclosed space? In this situation, we need to ensure gradual movement through a smooth transition where contrasting environments can comfortably coexist. The subtler you make this transition, the better. With the extension of enclosed shopping centers and a general move towards the urbanization of a mall in general, it’s likely that we’ll see the regular adoption of open street environments combined with the enclosed mall environment as we move forward. But while hybrid malls are likely to be increasingly considered, we need to carefully treat their open section, ensuring that viability through the warmer and colder months remains. The shopping Mall planning process is a complex one. It involves a variety of skillsets and should not be considered a mere design task. With the current evolution of mall format, developers are engaging with new capabilities to meet – and exceed – the new consumers’ expectations No alt text provided for this image Developers need to work closely with the planner and all stakeholders to ensure a successful, exciting and functional product. And while we might be utilizing the big data today in order to help shape the design and operation of a mall, we should always be reminded that data is not the destination, it is the foundation. Ultimately, the customer and customer experience should always be at the center of all our planning efforts.