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 • 35 have to build a better product. It's kind of like the coffee industry. Once upon a time, a 25-cent cup of coffee was good enough. And it's not nearly good enough anymore." Of the properties that have opened in the past five years, many have incorporat- ed changes aimed at enhancing the quali- ty of the experience. Parents are shocked to find that their teenagers want to go to these centers, and the reasons they want to visit are often not tied to retail. Influ- encers on social media and the new-fash- ioned word-of-mouth via smartphone often make teens and millennials want to find out what everyone is talking about, and they want to have the opportunity to document their own journeys. "Millennials are responding to mixed- use concepts incorporating entertain- ment, hospitality and residential along with more service-oriented retail in better, more urban locations," says Larry Levin- son, principal of Levinson Alcoser. "Cre- ating community-oriented projects with more interactive elements and spaces attract these customers to a center." "The growth in e-commerce will come to its logical maximum," says Billerbeck. "As an architect, we find this exhilarating and not at all threatening. Fundamental- ly, the industry is going through a really exciting cycle. We're putting together re- ally high-quality environments that people happen to shop in." PLACEMAKING Creating the experience, for a lot of architects and designers, relates to place- making. Taking projects from idea to con- cept to drawings to reality takes a lot of thought, input and effort by a number of parties. And that thought must be more creative than ever now, and adaptable to Platte River Commons, designed by KTGY, is located in Casper, Wyoming, and features public amenities including an expansive riverfront trail, a community park and 110,000 square feet of retail and dining space. Rendering courtesy of KTGY Architecture + Planning

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