Redefining Retail
Overview
D U R A T I O N
3 months
The digital age continues to pose challenges for traditional retail structures. The economy and general society adhere to the convenience and comfort of shopping digitally from home. When choosing to visit a shopping Centre, the average consumer expects not only a different experience in terms of customization and hands on feel of the materialistic object but also for cultural enrichment, and mixed-use functionalities.
Add to this, the new shift among Gen-z that supports consumption of ethical and locally produced products. With the rise in thrifting, re-buy and recycle programs, it is no longer just a matter of which product to select, but also of whether and how to consume.
Y E A R
2022
Abstract
This project aims to redefine the role of large consumer-focused buildings, particularly malls, in response to this changing context. It seeks to transform the traditional mall into an adaptable space that aligns with evolving consumer habits to create an environment that encourages a culture of slow, personalized, and thoughtful consumption.
Promoting a community-focused landscape that introduces elements of ‘play’ and ‘making’ as a way to address fast consumerism.
Architecturally re-designing the mall typology in order to implement a new program model, so that it is reconsidered urbanistically and reintroduced as a space for better, slow and personalized consumption.
S K I L L S
Thematic research
Data visualization
3D modelling
T O O L S
AutoCad
D5 render
Photoshop
S C O P E
Architecture Thesis
I conducted secondary research by reading articles and blogs on the prevailing issues around fast consumption, and identified and mapped out all the significant stakeholders and elements influencing consumerism. Further, I explored programmatically and conducted primary contextual research.
Here I am considering an economic shopper- one who is goal oriented and actively participates with the surroundings. The actions and feelings of other types of shoppers such as recreational or apathetic shoppers would wary.
Ecosystem Mapping
Journey Mapping
Location : DadaMastan Layout, Manayata Tech Park, Nagavara, Bengaluru, Karnataka 560024
land use: Commercial, Industrial, Business
Landmark: Manyata Embassy Tech park
Population : 99922
Altitude: 3000 ft above sea level
Proposed Concept
Contextual Inquiry
By redefining it as an “anti-mall”, I was able to reconsider the establishment both functional and aesthetically, as a destination that feeds the functional requirements of our lives as well as our need to be social while promoting conscious and experiential consumption. By establishing key objectives and exploring concepts through form manipulation, I was able to reimagine it as a thriving community where people will live, work, play, and eat.
The lack of legibility in pathfinding inside a mall is an orchestrated tactic to consume. Bringing in the principles of the image of a city to incorporate nodes, landmarks and edges that would provide clarity and freedom of movement for users.
Vertical street
Extension of a market street at various layers connected by continuous external ramps.
2/ Combination of layouts
Grid layout emphasize speed and convenience, freeform layout encourage exploration, cluster or racetrack designs create a loop exposes customers to a certain path of product. This juxtaposition can create the required journey intended
Free up ground space
Decrease ground level footprint and allocate each section of outdoor green space with programs around it.
3/ Weekday, weekend flexibility
Continuous courts
Courts/ cores for easy movement, each identifying itself with the unique characteristic of the adjacent programs.
Curvilinear pockets
Courts/ cores for easy movement, each identifying itself with the unique characteristic of the adjacent programs.
Adaptability and accessibility of spaces for different days of the week and time is crucial for producing an active space. Most malls are visited only during the weekends. Its not just about attracting the crowd, focus should also be on engaging them longer and encouraging them to participate in a frequent regular pattern.
Concentration
The activities surrounding the area are extended into the site, creating a central hub.
The mall is given an outward looking character with movement along external pathways, increasing permeability with the context.
Permeability
1/ Urbanity Reinterpreted
Project Objectives
I made conceptual sketches of external and internal spaces to explore how different design strategies and structural build forms could be used to achieve the desired user experience. This would ultimately inform the architectural design of the different environments.
Spatiality
Retail integration with plazas and social programs transforms streets and parking into people-centric areas with outdoor dining and plazas, enhancing the social aspect of shopping.
Movement
Blending horizontal movement with vertical transparency creates layers of experience, using natural light and airflow for a relaxed, conscious shopping environment.
Architecture to encourage participation over viewing
Creating decompression zones that blend functions and offer relaxation, with areas for different age groups to foster belonging and adaptability.
Ideation
The final design details and drawings embody the discussed ideas, enhanced by visual renders to envision the space. The lower ground features adaptable areas like a flea market, while the south block houses a book bar and digital library, doubling as an informal co-working space. Central to the design, anchor and pop-up stores are strategically placed for optimal engagement and commercial success. The top floors focus on recreation and entertainment. Here the culinary school and restaurants, with outdoor areas providing scenic views of all the activities along the terraced spaces below.
Response to street
The bylaws are taken into consideration. Th site is offset due to the presence of the lake and height of the building.
Edge profile
Vehicular and pedestrian movement is defined along with the treatment of the edge to provide maximum views.
Layering
A boomerang shaped layout is sandwiched one on top of the other to create a staggering effect.
The form created allows for movement along the staggered edge.
The transparency and openness of the building is maintained by integrating it with an aluminium skin that wraps around the building like a ribbon.
Urban terraces
Extension of a market street at various layers connected by continuous external ramps.
Spill out spaces and decompression zones along popular navigation paths
Defining movement
Breathable facade
The terraces over look one another and act as spill out spaces. The external movement is along these spaces.
3D Design and Rendering
Next steps
Early on, during the research phase, I recognized the complexity of the issue, and that it involved an intersection of several disciplines, stakeholders, services and a range of potential directions to approach the challenge. Since my initial focus was on addressing the problem solely through a physical structure, it constrained my exploration, leaving many concepts unexplored. I am keen on investigating this topic in a more diverse manner, possibly by either integrating technology within physical spaces or by developing a seamless omnichannel experience that starts digitally and transitions into physical environments.