Shopping Center Business

JUL 2018

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

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Page 47 of 69

ARCHITECTURE 44 • SHOPPING CENTER BUSINESS • July 2018 They need to be designed into the project in a way that feels organic and genuine to the rest of the place and they have to be programmed and usable in a way that they really make a mark on people." Today, architects must bring their own personal experiences with retail into their work. In fact, CRTKL publishes regular blog posts in a series called "You Are Here" that are written by staff who share their non-work-related interactions with buildings and places in everyday life. "In my own personal view, there's a lot being made about online shopping and what it's doing to the industry, and I think it sells the retail experience short," says Billerbeck of CRTKL. "I think of the last three or four shopping trips that I've taken. It's just a wonderful thing when you have an open hour on a Saturday — which is super rare for me and my family — and you don't want to have a whole lot of purpose. It's a very social thing. It's about spending time together." Perkowitz of KTGY notes the uses the company has helped place in some centers, which range from concerts, art shows, farmer's markets, wine and craft beer tastings, health clinics, chef demon- strations, yoga, martial arts, dance per- formances, product demonstrations, festivals, educational events, and other community-engaging events. The compa- ny has also seen Ferris wheels, carousels, and soft-play areas used to attract visitors and shoppers. "Engaging public spaces that generate foot traffic can also be important to attract retailers to the center," says Perkowitz. "Good retail design should stimulate a longing to 'want to be there' not just out of necessity but desire," adds Campione. "To truly create an environment that fos- ters experiences for one's visitors, the at- tractors should be unique to that project and not just tricks of redundancy. What works for one successful center may not and should not be assumed to work at another." Designed by KTGY R+D Studio, Re-Habit will convert vacant, big box stores into smaller retail spaces, while providing housing, employment and support for homeless individuals. Rendering courtesy of KTGY Architecture + Planning

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