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 34 • SHOPPING CENTER BUSINESS • July 2018 also matter—integrating infrastructure for community uses into retail. For example: free Wi-Fi. In this sense, private retailers are offering public community access. This could also mean opening inviting private spaces to the public, such as a roof garden terrace." Creating experience isn't just about adding new tenants, entertainment or an apartment building. "Experience solutions can be as com- plicated as adding new uses to a property or something as simple as providing hos- pitality level seating and environments," says Cooper Carry's Carusi. "When you do it right, adding uses to a project can add excitement because it mixes users who would not normally come together in a single-use property. But we still have to be careful to respect retail at the street level, making sure the retail environment stays cohesive and convenient. We're also adding hospitality-level furnishings and experiences to retail centers; features like upholstered seating in outdoor configu- rations, artful furnishings and interactive lighting." Many designers and architects SCB spoke with cited e-commerce as one of the drivers toward the flight to quality in built retail environments. With consum- ers able to buy goods at the touch of a button, the environment must now be the attraction, not the goods. "It used to be that retail environments had exclusivity on access," says Matt Billerbeck, senior vice peesident of Cal- lison RTKL (CRTKL). "If you wanted a certain department store, you had to go to the shopping mall to get it. They didn't ex- ist in any other environment except at the mall. Big national brands existed down- town and downtown only. Either in a mall environment or a boutique district. Now you can get that on your phone. You can bring that out to smaller sub-districts with- in cities and neighborhoods. What was a really easy formula in the past because you were the only game in town — that's just not even remotely true anymore. So you Callison RTKL is currently redesigning Ballston Common, an existing shopping center located in Arlington, Virginia, outside Washington, D.C. The property is being rebranded Ballston Quarter. The new design will remove portions of the mall's roof, creating an indoor/outdoor, mixed-use project. 3 1 0 . 8 2 6 . 2 1 0 0 J O R D A N D O W N S P L A Z A LO S A N G E L E S , C A P R I M E S T O R D E V E LO P M E N T I N C H U G H E S C E N T E R L A S V E G A S , N V E Q U I T Y O F F I C E T R A I L S AT S I LV E R D A L E S I LV E R D A L E , WA C E N T E R C A L P R O P E R T I E S M I X E D U S E O F F I C E & C O M M E R C I A L R E S I D E N T I A L E D U C AT I O N H E A LT H C A R E E N T E R TA I N M E N T P R O D U C T I O N FA C I L I T I E S w w w. n a d e l a r c . c o m T H E R I S E , H O L LY W O O D LO S A N G E L E S , C A C A LC O A S T D E V E LO P M E N T A F U T U R E O F C O N T I N U I N G E X C E L L E N C E Rendering courtesy of Callison RTKL

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