Shopping Center Business

JUL 2018

Shopping Center Business is the leading monthly business magazine for the retail real estate industry.

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ARCHITECTURE 30 • SHOPPING CENTER BUSINESS • July 2018 tects to create these spaces in a number of ways. Many owners are borrowing from the hotel industry by implementing in- tense customer service and convenience factors. "Experiential design is really about en- gaging consumers in a more powerful, compelling, and exciting way; taking cues from hospitality design, where guests can eat, relax, meet, socialize and be on so- cial display," says Angelo Carusi, principal with Cooper Carry. "Designers and developers need to cre- ate buildings and environments that are enticing to customers, that stand out in the marketplace and make a lasting im- pression," adds Perkowitz. "Customers not only want food and beverage options but also places to gather and have op- portunities for community involvement. Today's shoppers have many options of where to spend their time and money, and it is just not online. Making your center comfortable and appealing will bring shoppers through your doors more of- ten. Creating plazas and little nodes with landscaping and hardscape for people to gather and socialize invites people to stay longer and enjoy the spaces." Designers are borrowing styles from ho- tels, whose lobbies, bars and restaurants have historically been common areas for guests to gather, meet and be entertained. A hotel's common areas also have served as a primary interaction place between the Oxígeno, located in San Francisco, Costa Rica, is currently under development and designed by architectural firm JERDE. Rendering courtesy of JERDE

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