Indoor/outdoor activation
In a country as blessed with good climate as Australia, there’s a surprising dearth of centres that make smart use of the outdoors. As shopping behaviours have changed, the old paradigm of visiting a big air-conditioned, box-shaped, synthetically illuminated mall is less and less appealing.
New centres are now being developed that eschew this style completely, opting instead for piazza-style or ‘village-green spaces’ that encourage a central meeting place as well as opening up the centre to an abundance of natural light. In built-up areas, where space may be at a premium, consider rooftop terraces, al-fresco dining, and quirky laneway’s linking courtyards.
At Burwood Brickworks, a new retail centre we’re developing in Melbourne, this idea is being realised with a rooftop Urban Farm which will allow shoppers to take time out, eat drink and be educated amongst a vibrant, green, working farm – the first of its kind in Australia.
The key to making this indoor / outdoor activation work is a committed approach to sustainable biophilic design. Indoor and outdoor landscaping, a community connection to nature, use of non-toxic materials, light and space, recuperative zones and sensory variability are all elements of the approach. You can see examples of this approach at several Frasers Property retail centres around the country, including the use of vertical gardens at Central Park in Sydney; recycled materials and indoor biodiversity at 6 Star Green Star rated The Ponds shopping centre, and naturally ventilated malls at Shell Cove.
Eat local
Shopping centre food courts have traditionally focused on fast, convenient food. ‘Eat quickly so you can get back to the stores’ seems to have been the guiding philosophy. What’s been lacking is a place to linger comfortably with a friend over a coffee or a wine or a great meal.
We’re not suggesting there’s no place for the big chains in the retail centre of the future, but favour inclusion of a mix of offers including table-service restaurants, cafes, and bars - especially those that are run by local people and emphasise local produce. The emergence of large upscale hospitality groups – often anchored by a celebrity chef – provide terrific partnership opportunities. Also, returning to the theme of our first ‘must-have’: clever design incorporating indoor/outdoor spaces in cafes and restaurants, creates wonderful ambience, buzz and interest.
Buzz
Speaking of buzz, centre design has to be thoughtful so that patrons don’t have to walk through an empty shopping centre in the after-retail hours to get to the restaurants or the cinemas. Centre operators who concentrate on programming for these after-retail hours with live music, street performances, night markets, and seasonal pop-ups will go a long way to creating a place with a genuine buzz both day and night.
That’s entertainment
The successful new retail centre is really a ‘retailtainment’ centre. A place that’s fun and engaging enough to be the focal point of many new customer memories and Instagrammable moments. Deliver a mix of unique, bragworthy experiences and entertainment that could include premium-class cinemas, games and amusements, ten pin bowling, ice skating, local theatre, art gallery and musicians, even branded retail pop ups with strong experiential focus.
Partnering with the right providers and striking the balance that appeals to your centre demographic is critical, of course. Questions to be considered are: how will you fund these additional retailtainment offers? What’s the right balance between partnerships with local? Specialist providers versus known national brands? What are the operational considerations for running the centre? And does your leasing strategy need to be broadened to find retailers who also provide experience/entertainment?
Multi-transit
The retail precincts that work best are those that are designed to cater for multiple modes of transport – including drive-and-park, ride-sharing, taxi services, bike-riding and public transport. Aside from the obvious benefits of alleviating congestion and parking, centres that are designed to provide more than just traditional drive-and-park encourage a diversity of people to the centre, often serving a greater catchment and generally making it easier and safer for visitors to enjoy bars, restaurants and other evening entertainment.
Mixed-use
To sum up much of what has been said above, the successful retail centre of the future will likely be mixed-use in every sense. Supporting the social, cultural, residential and retail needs of its users. In essence, it will become the lifestyle hub for local people – enabling them to shop with convenience, access health and childcare services, go to the gym, enjoy a meal with friends, see a film or catch a local band and even borrow a book from the local library.
In many ways, the future retail centre will function more like the village of the past – where much more than shopping is on offer all in one location, and where social connections are the glue that binds it all together.
Mixed-use design incorporating a range of these features, plus hotels, marinas, bars, and conference facilities have been detailed in our plans for retail sites at Burwood Brickworks, The Waterfront, Shell Cove, Mambourin, Central Park and Ed.Square, just to name a few.
Some final considerations
The changes happening in the retail space are seismic, but critical to the success of the sector for decades to come. It’s all about creating places that are multi-functional and integral to the fabric of people’s lives – not just a place to shop.
Before finalising your retail centre design, it’s vital to understand how these shifts affect your customer catchment. Who are you competing against for their time and visitation? Is it other shopping destinations, or does it include entertainment chains, hospitality venues, sports, and theme parks? What impacts will mixed-use and retailtainment have on your seasonal retail calendar? Christmas may remain as the biggest retail time of year, but what other opportunities can you activate throughout the year to maximise footfall?
We’ve identified what we believe to be six important considerations for future retail design, but you may have others. We’d love to hear your thoughts in the comments below.
