Brick and Mortar Reborn – The Future of Retail in the Era of Urbanization

The trend toward urbanization is inspiring retailers to focus on the holistic customer
experience.

An August 2016 White Paper by Synchrony Financial in collaboration with Quartz creative services discusses Urbanization and the Consumer, as well as strategies for competing with growing E-commerce.

“EXPERIENCE-DRIVEN RETAIL: THE RISE OF FLAGSHIPS, CURATED SATELLITES, POP-UPS, AND CONCEPT SHOPS

Urban consumers strongly favor the in-store shopping experience—with an emphasis on the experience. Eighteen percent of urban millennials expect to shop more in stores in the coming year than they did the last. When they do, they expect more than just a transaction. They want a unique experience that differentiates their spending and are willing to pay, on average, 31.6% more for it.

From flagship stores to short-lived, curated experiences, the future of retail involves meeting shoppers on their own terms—in the physical spaces they prefer.

The spread of city culture and denser living means customers are willing to pay more for brands that sell experiences—that sell a lifestyle—as well as provide on-demand convenience.”

These same strategies can be aimed at all ages and populations, and should be applied to Mall Retrofits in suburban settings where the decline of aging malls continues to drive down surrounding property values.

Southern California’s dead malls could be places to live

Carousel Mall Photo by Will Lester-SCNG-Inland Valley Daily Bulletin
The Carousel Mall, built in 1972, has very few tenants as seen Tuesday June 6, 2017 in San Bernardino.

Larry Wilson of the Pasadena Star News suggests converting malls to multifamily housing with commercial uses as a way to provide affordable housing and inject new life into failing malls.

“Merchants and shopping-center developers are wondering what to do with these huge pieces of real estate that seemingly have outlived their usefulness.

For once, there is an unusually easy answer: If you can’t shop in ’em, live in ’em.

“… the factor that most aggravates Southern California’s housing crisis is the lack of supply for the demand. Developers aren’t building nearly enough new multi-family to meet the need because of a combination of lack of open land and zoning codes and NIMBYism that make it hard to expand on existing sites.

Just as ground-floor retail, grocery stores, restaurants and bars still thrive in eastern cities more accustomed to density, there will still be room for some commercial in these repurposed places — especially when more people live right next door.

And, yes, that answer includes providing subsidized former-mall housing for those now living in cardboard-tent cities in our riverbeds and on our sidewalks.”

Shipping containers, oval swings and food trucks? How old Eastland Mall site could be reimagined

Jenna Martin of the Charlotte Business Journal wrote, “Think small to drive big, lasting results. That’s the current thought behind early efforts to breathe new life into the abandoned Eastland Mall property. That could range from small market-like businesses operating out of shipping containers and open, outdoor dining to a spot for food trucks or a place to hang out.”

As a sub-consultant to Jacobs Engineering’s Atlanta office, DPZ CoDesign is collaborating on the redesign of site of the former Eastland Mall, a 69-acre parcel owned by the City of Charlotte. They met with many of the key stakeholder groups in the East Charlotte area where this mall was once a major regional retail and social hub. This was also a week of re-assessing several prior design exercises.

On May 18th, 2017, the community celebrated the site’s past and explored the future during the exciting Eastland “days gone by” and Eastland “days to come” event. Neighbors gathered amid food trucks, a pop up park, cycle track, interactive murals and activities, to reminiscence and imagine new possibilities for the site as part of the evolving Eastland story.

DPZ provided a popular exhibit based on the successional evolution of an existing flea/farmer’s market. A typical public open space can be surrounded and defined by food trucks and temporary market stalls, initially, transitioning to fun and funky shipping container groupings, and ultimately to vibrant shops and restaurants in the potential climax condition for a revitalized town center.

Read more here: https://www-bizjournals-com.cdn.ampproject.org/c/s/www.bizjournals.com/charlotte/news/2017/05/19/old-eastland-mall-site-draws-crowd-thursday-as.amp.html

Retrofitting Sprawl: Addressing Seventy Years of Failed Urban Form

Chapter 12: Occupy sprawl, One Cul-de-Sac at a Time

Sprawl should be repaired but it will happen incrementally, slowly, at a micro scale, one element at a time. There is a need to challenge outdated regulations, bringing more flexibility, adaptability, and enterprise to subdivisions and cul-de-sacs. Galina Tachieva p. 241