P4 REFLECTION PAPER

Nick Huizenga 4077849

Graduation Tutors: Hrvoje Smidihen Hubert van der Meel

Technische Universiteit Delft Chair of Complex Projects AMS MID CITY 2050 Studio + 36300

+ 26300

+ 20300

+ 13600

+ 7000

PROJECT DESCRIPTION Section AA’ 1:250 1 5 10 20

The site of Schiphol Airport provides a unique of shopping malls and retail centres for years, it context in which a high concentration of people focusses on the emerging experience economy and logistics make it a dynamic and complex and aims to provide a place for brands to ex- environment. Within the context of Amsterdam press their colourful message. The new typolo- 2050 as a group we have put together a vision gy could be seen as one merging elements from and an urban transformation of the Schiphol Air- both the shopping mall or retail shop with those port site. Besides the complete reconfigeration of a museum or exhibition space. This hybrid of the heavy logistics on site towards a com- function is divided between five different retail pletely autonomous system we propose to high- themes: Food, Technology, Fashion, Sports and ly densify the inner city creating an airport city Design. Each situated within their own tower dynamic. and respectively exploited by their own brand. With the exception of the Food Tower, which will The project is located on the border between have multiple brands filling it’s floors. the two worlds existing on site. It is right on the edge of the airport terminals and the airport The towers are linked with different routes, each city. Bordering the renewed Jan-Dellaert square meandering around the towers structural cores. and built around the main axis cutting through Making sure that the experience visitors have is the city fabric it performs as the gateway to the more one of wondering around and exploration, lively center. As an element of the densification rather then one of a fast paced retail machine. strategy the project is part of a string of amen- It’s expressive interiors are bursting out towards ities implemented on site. It aims to provide an the surrounding city squares and streets through answer to the changing retail environment which fully glazed facades, slanted to provide opti- is slowly taking place. In the face of online com- mal vision and minimal reflection. Retail func- merce, physical retail is fighting a losing battle of tions are combined with other activities which conveniency. Furthermore newer generations of are complementary to their theme, in order to consumers are more interested in and sensitive provide a full and attractive ensemble which will to the stories and expriences that brands and be used by both the professionals living in the retail are expressing. temporary city and the tourists and travelers passing through. The new retail strategy blurs Moving away from the retail strategies which the boundaries between retail and advertisment completely revolve around the sales of products, and towards 2050 new technologies such as VR a strategy which has been shaping the designs and augmented reality are actively used. RESEARCH AND DESIGN

The connection between research and design So where the first topic of research is the site during my graduation process can be divided itself, the second is the personal topic chosen within two parts, which follow the graduation out of which a proposal is to follow. For my fas- process as set up by faculty and studio. The first cination to sharpen and develop into a relevant half year the research done is mostly academic and academic graduation topic I continued to and focuses on the understanding and elabo- research the wider scope of the subject I was ration on both the studio themes and personal interested in. By researching the historical, ty- choice of topic. pological, sociological aspects of commercial- ism, retail, shopping etc., I was then able to use The course setup is organized in such a way this research and link it to the development of that towards P2 a sound research is done con- our specific site and context. This combination cerning two different parts. Firstly and in order ultimately resulted into the proposal of a design to understand the context in which the project intervention. is taking place as a group the site, in our case Schiphol Airport, is thoroughly researched on a The second half year marked the start of the wide range of topics. This is done by research- designing process. From here on my research ing and collecting both hard and quantative data shifted its focus on the designing of my building. about the site and a more soft and qualitative This started by a production of study models data on the context in which we are to propose each studying different design aspects. Form, and design an intervention. Alongside the pro- program, materialization, spatialization etc, cess of researching the site’s multitude of con- were researched both on its own and in within texts, problems and possibilities, we were asked the site. This quantative trial and error approach to form a more specific personal fascination, in was used to narrow down the possibilities that my case the retail and commerce side of the air- showed the implications of each option and by port. It is through this expansive learning about which I was able to reflect on the choices being the context of the site that my personal fascina- made. Along the development of the building tion and ultimately the topic of graduation could my research took on a more specific, detailed develop and evolve. and qualitative approach, moving me toward the refinement of the project. Development of Invention of Electrical First affordable cars 1880 > Electrical Lighting 1902 Air Conditioning ±1903 available to the masses

Burlington Arcade, London 1819 Samuel Ware Les Halles, Paris 1853 Victor Baltard Harrods Knightsbridge, London Kauffhaus Des Westens, Berlin Galleries Lafyette, Paris 1884 Charles William Stephens 1907 Emil Shaudt 1912 Georges Chedanne

Galleria Vittorio Emanuel II, Milan Selfridge Oxford St., London 1867 Guiseppe Mengoni 1909 Flagship Store

Au Bon Marche, Paris Galeries de Bois, Paris 1786 1852 Louis-Auguste Boileau First “Shopping Arcade” First “Department Store” th 18 Century 1800 1810 1820 1830 1840 1850 1860 1870 1880 1890 1900 1910 1920

Oxford Covered Market Westminster Arcade, Providence 1786 John Gwynn 1828 Warren, Tallman & Bucklin

Passage, Den Haag 1885 Wesstra & Van Wijk

Galleries Royales St. Hubert, Brussels 1847 Jean-Pierre Cluysenaer

Galleries Vivienne, Paris First “Shopping Arcade” 1823 Francois Jean Dellanoy in the United States

Bijenkorf, Amsterdam 1915 Van Straaten & Lubbers

First “Shopping Arcade” in the Netherlands

Invention of pane glass Invention of First Installment in Europe <1800 “Window Shopping” ±1895 the escalator 1898 Harrods Knightsbridge, London

STUDIO TOPIC & PROJECT TOPIC

Within our graduation track the studio of Com- air side is stretched to encompass the whole of plex projects focuses on the future development landside as well. This new context provides a po- of Amsterdam. With a future scope of up to tential climate for companies to take residence 2050 (and further?) the studio focus is on future and attract high potentials. The inner core within changes and innovations and their effects on the Airports linked U-shaped terminals will be the urban fabric and build environment. It aims extremely densified and an activation strategy is to identify future trends on all levels and to find used to implement various amenities to enhance fitting urban solutions and future typologies that the temporary city-life of the area. could be developed to ensure Amsterdam will have a competitive place within our ever inno- vating and globalizing world.

With the site of Schiphol Airport as our focus, our group has developed a future scenario for Schiphol Airport in 2050. Choosing a scenario where Schiphol will have no restrictions on the expansion of their aviation activities and devel- opment of the area, we focussed on the ever in- creasing globalization of the world and the role Schiphol Airport could play in this. Acknowledg- ing the emergence of a new hyper mobile group of professionals dubbed ‘New Nomads’ we en- vision the whole of the airport as an enclave, where the ‘international’ and visa free zone of West Edmonton Mall 1981 Alberta, Canada First “Mega Mall”

Shopper’s World, Framingham Selfridges, Birmingham 1951 Ketchum, Gina & Sharp 2003 Future System One of the First “Suburban Malls”

1983 The Landmark, Hong Kong Southdale Center, Edina Westfield Stratford City, London Magna Plaza, Amsterdam 1956 Victor Gruen 2011 Westfield Group 1992 Hans Ruijssenaars First “Shopping Mall” 1930 1940 1950 1960 1970 1980 1990 2000 2010 2020 2030 2040

Cabot Circus, Bristol LP12, Berlin 2008 Chapman Taylor 2014 Pechtold Architekten

Vroom&Dreesman, Haarlem 1934 Jan Kuijt

Lijnbaan, Rotterdam Hoog Catherijne, Utrecht 1953 Broek & Bakema 1973 JHK Architecten

Citymall, Almere Volt Experience Center, Berlin 2006 Various Architects 20?? Jurgen Mayer H.

Horton Plaza, San Diego 1985 Jon Jerde

Alongside the groups’ vision and strategy my technological and economic changes that personal research focussed on the retail and played a part in their emergence and combin- commerce side of the airport. With the growth ing this with research on the current shifts taking of Schiphol retail and commerce has become an place I was able to make a hypothesis on what integral part of Schiphol’s strategy and vision. role future big retail venues could play. This has The development of Schiphol Plaza, the Airport resulted in the proposal of a new retail typology Lounges and the exploitation of its SeeBuyFly previously described. concept have grown Schiphol’s customer ser- vices (together with parking fees) to a fourth of the airports total revenue. Schiphol is even look- ing to expand non-aviation profits. However, the numbers have shown that people are buying less and less in retail shops at the airport over the last few years. A future densification would provide the ultimate opportunity to expand their retail efforts, but with current retail strategies falling short a new strategy relating to future trends in shopping and retail is necessary. In order to formulate a future perspective and strategy concerning a new Schiphol retail ven- ture, my research then focussed on the devel- opment of shopping and retail as a whole. By researching the historical development of shop- ping typologies and the social, RELEVANCE

Shopping is a big part of people’s lives around will ask for different typologies then the ones we the world. It is an integral part of consumer have seen until now. Once again, retail needs to economies and social interaction within our cit- reinvent itself, and my design puts forward one ies. This has it’s resonance within the build envi- such new typology that could be imagined to ronment, with city centres being marked by their take provide an answer to future ways of shop- large amounts of retail and shopping venues. ping en retail. From the moment that shopping became a lei- sure activity in the 18th century retail has always transformed and reinvented itself in order to stay in touch with both consumer demands, chang- ing technologies and societal shifts. And the different typologies that have emerged through history, such as the passages, department stores and shopping malls have always provid- ed a place for social interactivity to take place. Now, with the competition of online retail, physi- cal retail is struggling to compete and the tangi- ble results of that are starting to show in places around the world. When discussing the future of retail some are talking about an upcoming retail apocalypse, which if true, will have a large im- pact on the quality of life within cities. I believe that by analysing current trends and chang- ing dynamics, retail strategies can be adapted and that physical retail can play an important part in the brand-consumer relationship. While the sales of products will slowly disappear out of brick and mortar retail over time, retail ven- ues can become the places for consumers to physically experience products or services. With this transition, advertisement and retail will start merging together. This new dynamic, however,