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 38 • SHOPPING CENTER BUSINESS • July 2018 an unknown future. "We keep hearing from our clients, 'we want to make this special,' or 'what will make this unique?'" says Frankie Campi- one, principal at CREATE Architecture. "One client actually said 'we want to re- invent the idea of a mall!' and while the budget may have prevented the notion, the reality is in retail, when was the last time you actually heard any developer say that?" "What we are trying to avoid is the onslaught of 'Ok, this worked elsewhere and was pretty cool so let's do it, too," says Campione. "You know, the fire pit, the oversized chess set and the Tivoli lights. They may have a place, don't get me wrong, but if we implement these de- tails in every project, they too will become stale quickly and no longer exclusive." "Placemaking is a key element whether a project is 100 percent retail or a mix of uses," says Perkowitz. "This includes out- door seating, places to gather and relax, plenty of shade, awnings, meandering walkways, landscaping and lighting el- ements, which all contribute to the am- biance and an enriched customer experi- ence. Creating multi-sensory experiences with social interactions that will keep cus- tomers and visitors coming back for more is paramount." Creating places where people can spend time and interact, as well as enjoy their time is part of what is drawing peo- ple to physical retail environments today. While curated merchandise is a draw, so too are unique food offerings and enter- tainment. In addition, events have made a comeback at centers, so public spaces are now an integral part of center design. "Public spaces are the new anchor," says Fast with OMNIPLAN. "The pendu- Designed by Architects Orange, The Veranda in Concord, California, is the redevelopment of a site currently occupied by office buildings and parking. When complete, the property will feature a 347,000-square-foot shopping center. Rendering courtesy of Architects Orange

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