Placemaking in the 21st century
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Transcript of Placemaking in the 21st century
Vincent ZawodnyVice President
10 November 2016
Placemaking in the 21st Century
The Consumer...
...Invests in experiences.Nearly 7/10 would rather buy a cool experience than buy a cool product.
The Digital Consumer
The Omnichannel Consumer
The Store
The Store
The Store
The Store
The Mall
Since 2008, footfall traffic has declined by about 40%
Future of Cars
1. Arrival2. Base spacing, floor-to-floor, sloped floors3. Digital infrastructure
Food
Food Trends
Restaurants and food values have accounted for nearly 45% of all shopping center expansion over the past five years.
Food Trends
Urban GardeningMarketplace Culinary Farm
Farmscape GardensCity Market Wine Country
Application of Trends
Relevance in the Marketplace1
2
3
Thoughtful Guest Experience
Experience Design and Planning
Relevance in the Marketplace
MIDLIFE SUCCESSNavigator
DOUBLE INCOME / NO KIDS. Childless urbanities, in 30s & 40s
HIGHLY EDUCATED. Successful professionals
EARLY ADOPTER. Looks for newest technology & fashion
GIVE THEM:Inventive fashion and well-design
home goods; exclusive service; opportunities to be pampered; great
spaces to people-watch. A rich, sensory experience along with
moments of sanctuary to re-energize.
YOUNG ACCUMULATORNavigator
MARRIED SUBURBANITES. Couples in their 30s and 40s with kids
FAMILY ORIENTED. Kid centric
UPSCALE PROFESSIONALS.Successful, comfortable l ifestyle.
GIVE THEM:Easy access and a direct route; unique merchandise that’s easy to spot; great kids stores; amenities to engage kids and husband so she can shop; a quick sense of accomplishment so she can
relax and wander.
AFFULUENT EMPTY NESTERSocial Seeker
MIDDLE AGE AND OVER. Larger, older homes.
WHITE COLLAR COLLEGE EDUCATED. Upscale professionals
CULTURED EXPERIENCES. Foreign travel & cultural events
GIVE THEM:Great service; shared spaces and status.
Fresh retail that’s not intimidatingly trendy; quiet spaces; special service and parking for carefree ins and outs; social places to take a break with friends; help
navigating the mall and finding the stores she’s interested in.
YOUNG ACHIEVERSocial Seeker
YOUNG & HIP SINGLES. New to the metro area.
LIBERAL & SOCIALLY ACTIVE. Cultural creatives.
CLASSIC OVERACHIEVERS.Work hard & play hard.
GIVE THEM:Prestige fashion and accessories; help
navigating the mall and trends with service and support; exclusive access to amenities; a place to check the sports scores. He needs open, overt service,
active interaction and the chance to be the center of attention.
Vertically Integrated Team• Shared path to success• Corporate alignment• Ownership of delivery and
income
Experience Pie• Level of capital investment• Cultural experience• Match to demographic
Experience Plan
• Tune common area to leasing plan
• Common area activation
• Common area income
Places
Charming PlacesWestlake Plaza
Westlake Village, California
Restful PlacesWestfield University Town Center
La Jolla, California
Futuristic PlacesDaChong MixC World
Shenzhen, China
Urban PlacesWestfield San Francisco Centre
San Francisco, California
Mixed PlacesTysons Corner Center
McLean, Virginia
Global PlacesChadstone Shopping Centre
Melbourne, Australia
Global PlacesChadstone Shopping Centre
Melbourne, Australia
The Golden Rule: Every place you make should be known for
something.