Innovative mall design incorporates value-added elements that attempt to address the convenience of online purchasing and to recast the mall as the new downtown hub. These facilities include concert spaces, arts centres, spas, fitness clubs, food halls, nightclubs, cinemas and even a farmer’s market. The desired outcome is to make sure visitors, whether they be couples, families, or a group of friends won't leave the mall for another venue because there is so much to entertain them and the mall services provide a rich level of leisure entertainment that online services do not satisfy.
The objective is to attract and keep more people in a shopping mall for longer periods of time, everything from the "fashion, leisure entertainment and food ambience, to the signage and circulation" makes a huge difference to the duration of a visitors stay.
Features such as an ice rink, a ski slope, go-kart track, bowling and billiards, aquarium, theme park, museum, multiplex cinemas, roof gardens and alfresco restaurants surrounding lakes with fountains animated with performances set to light and music are some of the necessary ingredients for success.
At the heart of our strategy for the design of shopping malls is an insistence on architectural excellence, from luxury fashion to every day contemporary brands, sensational lighting and amazing store designs, leisure and entertainment facilities coupled to the theatre of visually merchandised food displays. It’s about the experience, about injecting creativity and design to put a whole new momentum behind the consumer offering. The aim is to establish the shopping mall as the ultimate contemporary fashion and entertainment centre in its geographic region of operation.
To help create the overall success of the mall we deliver spaces for super brands, world-class brands and leading local brands to feature shows or massive launches, pop up stores, showroom spaces and kiosks to provide customers with a sense of the unexpected and give them a reason to treasure hunt. The benefit of a launch event and popup supported by digital media is that it draws more visitors to the mall.
On the tenant mix front, we strategically rethink the types of stores and food and beverage leisure mix that consumers will respond to. The anchor tenants that drive traffic are still key, but we also see a new emphasis on a curated mix of smaller stores that add a sense of novelty to the mall offers.
We help mall developers and operators overcome the commoditization problem by focusing on specific consumer segments and/or creating specific zones such a “Singaporean Hawker Food Court” (for the less affluent) or for instance, the “Fashion Avenue” dedicated to luxury brands and services tailored to the upscale customer. This approach allows consumers to find an area that caters to them.
We continually benchmark the best in class operations across the globe and on recent business trips to Bangkok, Turkey and the UAE our brand team photographed the latest shopping malls, luxury fashion brands and food and beverages outlets in the EmQuartier Mall in Bangkok, Akasya Mall in Istanbul and Dubai Mall in UAE
(Please see the images above and below).
Our design team can produce a cost planning feasibility study for refurbishments, the interior design concept for new build, community events zones, car park planning, brand identity and way-finding navigation systems.
(Please see the içerenköy plaza case study).
We offer a one-stop multidisciplinary service.
Marketing and brand design services made simple at the
CampbellRigg Agency in London