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 July 2018 • SHOPPING CENTER BUSINESS • 31 hotel staff and guests, where the quality of service received equates to the guest's ultimate experience. "We are treating retail uses like hotel uses — integrated retail mixed-uses into hospitality services," says Jerry Oka, se- nior vice president and senior design principal at JERDE. "The public spaces for new retail are designed in a resort-like manner with comfortable, large day beds for lounging and custom designed seating furniture — not just the plastic chairs retail projects used in the 1990s. These envi- ronments also utilize special paving treat- ments to create outdoor rugs for small intimate gatherings. Additionally, we are incorporating fireplaces in common areas with special environmental art pieces for 'Instagram moments' and proving new wayfinding attitudes." Many owners are taking the hotel ex- ample even further by creating customer service programs that enhance the expe- rience of visiting a center. Westfield has a multi-level concierge program at Century City and its other centers. North Amer- ican Properties notably has a Ritz-Carl- ton-like concierge program at its Avalon center in the North Atlanta suburbs. Part of the clicks-to-mortar sales method that many online retailers are adopting focus- es more on a concierge or service model, versus a pure sales model (think Bonobos' guideshops). "Brick and mortar retail's ace in the hole is service," says Jim Murray, principal and regional manager, CSHQA. "Prompt, effi- cient and complete service. Some retailers are moving from high labor utilization to a concierge model." "The concierge experience matters," says Oka. "Concierge services and design facilitate the logistics of delivery, which make the shopping experience more convenient. Community experiences Ala Moana Center in Honolulu, Hawaii, is currently undergoing an expansion designed by architectural firm Callison RTKL. Rendering courtesy of Callison RTKL

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