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 • 57 to centers. Many retail environments have become popular spots for photos and mo- ments shared on social media. Currently under redevelopment by North Ameri- can Properties, Colony Square in Atlanta installed a bright colored sign, reading "Midtown" in front of the project. It has become the most popular Instagram loca- tion in the area, and the center isn't even open yet. "We're intentionally adding 'selfie spots' and 'Instagram-worthy' design mo- ments throughout properties to highlight places for customers to not only engage with the environment around them, but to also promote the destination via social media," says Carusi of Cooper Carry. "Social media as a driver of retail des- tination visitation will continue to grow," says Greg Lyon, principal and design director of NADEL. "Thus, creating Ins- tagram worthy moments is a key compo- nent of a retail center's branding. Gen Z's want to identify and be associated with hip, trendy brand experiences, posting from places where one 'wants to be seen.' Social media allows a brick-and-mortar re- tail center to operate as an entertainment brand. It allows it to extend its reach 24/7, maintaining a constant connection with the customer and guest consumer base. This includes geo tagging, geo filters, and augmented reality." SCB (817) 731-0020 PRODUCTS & SERVICES Full Line of LED Fixtures Interior and Exterior Lighting Utility Rebate Assistance Site Audits/Surveys Site Audits/Surveys Retrofit Financing Plans Lighting Design Photometrics REACH by netLiNK Controls WLS L I G H T I N G S Y S T E M S Chadstone Shopping Centre in Melbourne, Australia, is currently being expanded by Callison RTKL. Image courtesy of Callison RTKL

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