design

Global commercial real estate firm Jones Lang Lasalle has predicted that the average size of upcoming Indian malls will more than double to nearly Million Square Feet Malls: 1 million sq.ft. by 2017. This clearly indicates the arrival of bigger-better mall culture in the future. Let’s find out The Wave what are the design and architecture elements that will make future mall destinations for shoppers and not just huge collections of stores. of Future By Donna P. Childs

54 > Shopping Centre News > FEBRUARY-mARCH 2013 all development in India in the next Mfive years might become the classic example of preparation meeting opportunity. However, there is a cautionary note for the same. Out of 12 million sq.ft. of Indian shopping centre space planned for opening in first quarter of 2013, only about 60 percent will become operational because of delayed mall projects in some of the biggest cities in India. So why caution on the one hand and optimism on the other?

Opportunities Abound According to Pricewaterhouse Plaza Egana located in Santiago Chile 2,00,000 sq.ft. of leasable space. Coopers, India has a large and is spread across 98,800 sq.m. with a GLA The presence of the “hot” junior aspirational middle class of 75 anchors such as growing retailers million households or 300 million of 65,000 sq.m. 1,900 sq.m. is dEDICATED to like Zara help drive business to individuals. Middle class consumers culture, 10,000 sq.m. to entertainment, and anchors and other retailers. Junior want value-driven products. Around 4,500 sq.m. to residential anchors also consume large areas 500 million Indians are under of leasable space and account for the age of 25. Young Indians are grew by almost 51 percent, the arrival area help create this resort the growth in shopping centre driving purchases in mobile phones, second fastest in the Asia-Pacific ambience that really differentiates a size to some extent. With more fashion, accessories, food and region. What these analysts and mall from its competitors. Indian families owning one or beverages, quick service restaurants, researchers are suggesting is that more automobiles, parking has etc. Gen X have access to more India’s mall malaise of 2012 will not Factors Affecting the become crucial to a mall’s success. money than before and with this last and bigger, consumer-focussed Design Elements The US model of a sea of asphalt has come independence, aspirations malls are on the horizon. This means With large tracts of land difficult for parking just won’t work in and a demand for products. They that million square feet malls are to acquire in desirable locations India, where land is at a premium. also have access to the world and coming to India in greater numbers. in India, obviously these huge Parking must be vertical too, using can see and appreciate the latest in malls must be vertical. Vertical multi-level parking garages and/ fashion and style from around the Design of a Million Square development allows a large amount or underground parking within globe. According to Cpp-Luxury, Feet Mall of retail space on limited land the mall perimeter and must also India’s upper middle class is made Big malls mean big spaces. A million and permits mall developers to be convenient as remote lots with up of individuals aged 25-45 years square feet under claustrophobic develop horizontal and vertical shuttles will not produce success. with annual incomes of at least ceilings with cramped corridors is zones in which complimentary US$ 2,00,000. At present, the bound to fail. A “porous” design or like retailers can be clustered. F&B in Million Square Feet number stands at 2.4 million and it that breaks the solid portions of Also, “stacking” different price Malls is expected to double by 2014. Over the interior and exterior apart points and merchandise zones on Dining and entertainment areas 60 percent of this segment already will be more successful. Adding different levels permits a broader are another essential feature of the shops abroad for luxury branded glass to visually connect with the retail selection on a smaller 21st century malls and should be products. This indicates a growth outside is much more comfortable geographic footprint. Best fashion more than just “fuelling areas.” of 20 percent in 2012 over 2011. for shoppers than tight, cramped can occupy the bottom main level Sophisticated dining appeals to CPP studies reveal that a focus spaces. Multiple entry points ease with restaurants and entertainment shoppers. Mall dining should offer on the upper middle class is the access and reduce congestion. on the top level. It has been proven conventional fast food along with only solution to put India’s luxury Newer malls strive to create a time after time that entertainment- more healthy options and finer market on track. According to luxury hotel ambience for shoppers. based retail drives footfalls, and dining, even entertainment to suit the 2010 World Wealth Report by At tvsdesign, we call this “resort locating them on the top floor pulls varied demographics. Perhaps a Capgemini and Merrill Lynch Wealth retail,” with an emphasis on foot traffic through the centre. DJ in one area and piano player in Management, the rise in the total creature comfort and providing a Successful malls need anchors, another will act as an icing on the number of millionaires (or Indians hospitality experience with the same which occupy as much as 40 cake. A range of dining options with investible assets, excluding kind of amenities you would find at percent of usable leasable retail from fast food to casual and fine main residence and consumer a fine resort. Social gathering areas space. The anchors occupy as little dining will contribute to what we durable, of more than US$1 mn) and services like concierge and a VIP as 50,000 sq.ft. and as much as at tvsdesign call “placemaking”

FEBRUARY-MARCH 2013 > Shopping Centre News > 55 design

– creating an inviting retail and for local community celebrations states. According to the New York marketplace. According to Trevita entertainment area that shoppers and festivals, including an outdoor Times, many older Indians say that Roy of Jones Lang Lasalle, as more will embrace and would want to plaza, amphitheatre, and outdoor they are not entirely comfortable consumers become aware of how come back to again and again. food court terrace. All of them are with the idea of big-box stores easy online shopping is, online retail Strategically placing these dining planned as social gathering places. and sprawling malls. They worry companies such as Jabong, Flipkart, areas throughout the centre creates As spaces that reflect and directly that foreign companies will siphon Myntra and EBay are becoming more resting areas for customers, drives connect with the lifestyle of the profits and business from Indian popular every day. As per Google, foot traffic, and breaks up the customer, dining venues can be a competitors, forcing millions of there are about 100 million Internet shopping experience. magnet for shoppers to eat and get family-owned shops to close. But users in India (November, 2012), out North Country Mall in Punjab refreshed, lingering longer in the there is opportunity to integrate of which about 50 percent prefer features an impressive 1,60,000 centre and increasing the chances both international brands and local online shopping, and this figure sq.ft. food court, with a spectacular of impulse buying. retailers into a large mall using zoning is expected to grow significantly outdoor party/entertainment in the future. Retailers are actively balcony and fine dining outlets, using this online platform because as well as traditional quick service it allows them to have more reach, restaurants. Plaza Egaña in covering locations that range from Santiago, Chile, has restaurants on metropolitan areas to small towns the roof of the mall, which offer in India. In regard to real estate great views and open space. In and infrastructure, online shopping Tianjin, China, restaurants in the saves shoppers from the hassle of mall enjoy a distinctive piece of finding parking spaces during peak architecture bordering an adjacent shopping seasons and saves retailers lake. At night the restaurant lights from paying high rentals. are visible from around the lake and create a unique “place.” Challenges This architecture has become the Along with the opportunities, the jewel of the entire mall. Shards of challenges of million square feet glass bend and angle to form a mall development are also abound. translucent gem that resembles a The mall developers will have to glistening crystal emerging from deal with defining and selecting the water below. This collection appropriate markets, finding of restaurants not only serves suitable real estate, recruiting and shoppers but also provides a managing retailers, and a host of much-needed fine dining option North Country Mall located in Mohali, other potential problems. But the for visitors to the cultural district Punjab (India) is spread across 1,000,000 analysts seems to be optimistic as in which the mall is located and they feel that the opportunities and creating a destination. Most Indian sq.ft. and the design is taken care by the potential reward are also there. families reside in relatively small tvsdesign Intelligent developers with courage living spaces, often in cramped and vision will find that through the conditions, so an opportunity Multiplex and stacking to present shoppers trend of million square feet malls, to dine out in spacious, even No large mall would be complete with a diverse range of retailers. India will see bigger and better luxurious, surroundings is a without multiplexes offering a The mall design must make malls in its retail future. welcome relief. range of movie genres from family tenants an integral part of the to action. Movie theatres can be a overall atmosphere. Top brands About the Author: Million Square Feet Malls valuable draw to bring in shoppers demand a choice of space. The Donna P. Childs is the Principal at tvsdesign as Town Centres who may visit retailers before or after interior architecture should which is a global Related to a broad range of dining a movie and perhaps have dinner. accommodate taller storefronts so design firm whose and entertainment options is North Country Mall has a 9-screen that national and international retail solutions reflect more the need to develop gathering multiplex with 1,800 seats, including tenants can express their brands to than 40 years of experience in planning, spaces within the mall. They can an iconic IMAX theatre. It is also full advantage. Savvy international architecture and . With offices also become a venue for local present in Plaza Egaña Mall. Theatres retailers demand custom store in , , Dubai and , entertainment and culture or just often pay less than the going rent footprints and clear ceiling heights. the firm’s passions for design excellence, as a common area with upscale rate, so developers often struggle In their absence, they decide against sustainability and collaboration produce client-driven results. With projects around amenities and seating in which with the concept of bringing them entering the mall. Taller ceilings also the globe, tvsdesign is recognised for its people would want to celebrate. into a centre, but they are a huge produce larger spaces, enhanced work in multiple market segments including When a mall becomes a “place” traffic driver and can extend the with grander corridors. convention and public assembly, cultural that attracts shoppers even when linger time of a family in the centre. arts, retail and mixed-use, office, workplace and showroom, education, government, they are not shopping, it can Million Square Feet and hospitality industries. The sustainable become a town centre - a venue International vs Regional Malls as Entertainment design experience of the tvsdesign studios for cultural and social activities. To Retailers Destination encompasses 22 LEED certified and 18 LEED reflect the character and culture Younger consumers are demanding A mall will need to be an registered projects. In 2002, tvsdesign was awarded the prestigious American Institute of India, North Country Mall international brands, which has entertainment destination by of Architects Firm Award. offers a number of special areas become an issue in many Indian 2017 to compete with the online

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