RETAIL
An initial consideration is that of design and
layout. These are the design and layout factors
that contribute towards an exemplary shopping
environment which attracts and retains visitors and
shoppers.
Design features that contribute towards the
success of a shopping centre
A water f ront or natural feature around which
the cent re is const r ucted . O u r move towa rds
experiencing nature – something which visitors to
our centres may not be able to naturally enjoy from
their homes – means that any natural environment
feature (and, especially a waterfront) will attract
visitors purely for the enjoyment of seeing and
enjoying such a feature. Visitors will then spend
time in the associated centre and, eventually,
spend their money.
Extensive open spaces (as far as practically possible)
and natural light with good airf low inside the
centre. This can be artif icially created through
the construction of features which imitate the
outdoors. An example of this is the rock-climbing
wall included in the Gateway shopping centre
near Umhlanga Rocks on the north coast of
KwaZulu-Natal.
Large and separate outdoor facilities with, wherever
possible, the provision of entertainment, sporting and
leisure activities. These might include boating or
other water activities, amphitheatres in which
(regular) entertainment-shows can be held, arenas
and expo centres, art galleries and contemporary
displays (such as ornamental sculptures and busker
displays) – all with adequate public seating. Centres
which manage to achieve these attractions are
sometimes called festivity centres.
Outdoor restaurant venues which, ideally, overlook
the natural feature(s) around which the centre is
constructed.
12
Commercial Handbook 2013
A multi-use development with a linked cinema
venue, hotel and conference centre – all of which
promotes the establishment of a single-location
availability of needs across a wide spectrum of
users: private shoppers, entertainment, leisure,
networking and business.
Internal and external aesthetically pleasing displays of
both achievable and unachievable purchases, which
displays are tastefully presented. So, for example,
these may include clothing and sportsware displays as
well as cars, furniture and artwork.
A clean and light finish throughout the centre,
amplified by the correct use of natural (wherever
possible) or artificial lighting. The extensive use of glass
(or transparent Perspex) contributes towards a natural
environment.
An environment which is completely free of tardy
commercial signs (such as ‘sale’ and ‘clearance sale’
and ‘50% off’) but which, instead, tastefully displays
merchandise in a manner which encourages visitors to
browse and consider purchases.
I would like to emphasise that the design and layout
principles discussed herein must be complemented by
a soundly-worked tenant mix and promotion strategy,
as described below.
Other facilities and service providers that appear
consistently amongst the world’s foremost shopping
centres include:
High quality jewellery, personal effects and artwork
Wine-merchants and spirit distributors
Linked sporting facilities – such as squash courts and
bowling alleys: these facilities work provided that they are
complemented by a tenant mix which caters appropriately
for other leisure activities, such as eating out.
www.reimag.co.za