The Changing Design of Shopping Places
The Changing Design of Shopping Places From the palatial department SHOPPING IS an interaction between a marketing strategy and the store to the no-frills power design of the shopping place. The envi- ronment is an integral part of the retail center, design plays a key role equation, as important as the way that goods are marketed. Sometimes changes in retailing environments. in shopping are driven by environmental innovations, sometimes by innovations in strategy, and sometimes innovations occur in both realms at once. The only constant is change, for retailing, more than other sector of commercial real estate, is particu- larly susceptible to fashion. Whatever attracts consumers one year may repel them the next. WITOLD RYBCZYNSKI 34 ZELL/LURIE REAL ESTATE CENTER ARCADES AND GALLERIES the glass roofs meant that shops usually sold expensive goods, and most arcades For centuries, the design of shops was rel- were located in fashionable districts such as atively static. Shops were small, usually Piccadilly. A number of arcades were built owner-operated, and though the shop- in American cities such as Philadelphia, window is a venerable device, displays of New York, Cleveland, and Providence. goods inside the shop were minimal. In The grandest arcades, such as those in many cases, manufacturing occurred in a Berlin, Moscow, and Naples, were referred back room. Since the shopkeeper generally to as galleries. The Galleria Vittorio owned the building, in which he also lived, Emanuele II in Milan, built in 1865–67, a shoemaker’s shop or a bakery combined has an extremely tall and ornate interior, retail, workshop, and residential.
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