Design Sketch

Business failure

The design principles within a mall is purposely created for the customer and consumption to be at its maximum. The more you give shoppers to do, the longer they stay, and the more they spend.

Recent statistics show that individual businesses are more likely to undergo foreclosure due to financial hardships than businesses that are under a single management system, i.e. Shopping malls.

Consumer preference

Shopping malls have created the ‘one stop shop’ through retail mix, good parking, good prices, good environment, clean, safe and close to home. This combination of shopping mall strengths has created dominance over the consumer when faced with a decision of where to shop.

Targeting Consumers
Leasing agents plan the mix of tenants and their locations within the centre, inevitably excluding repair shops, Laundromats, or thrift stores that might remind the consumer of the materiality of the commodity and attract those whose presence might challenge the normality of consumption.

Crime, Vandalism and Neglect

The key to successful security apparently lies more in an obvious security presence that reassures preferred customers that the inappropriate and unpleasant side of the real public world will be excluded from the mall. It is argued that the image of security is more important than the substance.

Retail Mix

Retail mix within shopping malls is heavily managed towards a selection of particular retail outlets that gives the consumer a broad range of consumption, clustered together within similar demographic classes so that there is no financial competition between similar outlets.

Maintenance

Shopping malls create a very high standard of maintenance so that the shopper in consummed within the space of consumption.

Utilising Space

It is evident that street retail is lacking on utilising an opportunity of second story retail. Through integrating retail into the second story as within shopping malls, it allows the space to entrap the consumer further into space, allowing for an extended time of consumption.

Design

Wellington’s inner-city from Leeds Street to Eva Street which is an undeveloped side street with a semi-large open space within the middle. This side street attaches to Dixon Street which is on the outskirts of the main Courtney Place shopping street. This side street is also at the median point between the shopping centres on Courtney Place and the individual retail outlets on Cuba Street and therefore acts as a good point of where the development will be able to act as a catalyst for other individual outlets.

The integration of the successful design principles of the shopping mall into the street retail can be broken down into seven topics, business failure, consumer preference, targeting consumers, crime, vandalism and neglect, retail mix, maintenance and utilising space.