国际知名商业中心案例分析-续2.ppt

1,4.0 Retail Centres,Enclosed Destination,2,Capital Shopping Centre Istanbul,Beijing,4.1 Case Profiling & Benchmarking,Enclosed Destination Retail Centres,Mall of the Emirates Dubai,Dubai Festival City Dubai,Yorkdale Centre Toronto,Bluewater London,Sunway City Kuala Lumpur,Mall at Millennia Toronto,Xanadu Madrid,Diamond City Terrace Osaka,Arkadia Warsaw,3,4.1 Case Profiling & Benchmarking,Enclosed Destination Retail Centres,4,Project Format: Shopping, Leisure and Entertainment Resort Floor Area: 223,048 m2 Year Opened: 2005 Anchor Functions: Harvey Nichols (12,723 m2 retail), Ski Dubai, Magic Planet (Amusement Park) Cinestar, Kempinski Hotel,1,Mall of the Emirates Dubai, UAE,5,Mall of the Emirates Dubai, UAE,Context In the heart of Southern Dubais residential expansion and population growth, shuttle service from most hotels, major tourist attraction. Performance Attributes Cinestar a 14 cinema complex and Kempinski Mall of the Emirates, the 400-room 5-star hotel attached to the mall. Over 70 restaurants and coffee shops with everything from fast food to themed restaurants and exclusive dining alternatives. From the young to the young-at-heart, Mall of the Emirates will bring the entire family together in play and enjoyment. Architectural styles include classical Greek revival, international modern, Italian Mediterranean, and Moorish and Arabic influences. Implications for BCC The malls unique portfolio of leisure attractions has reshaped the retail experience in the Middle East. It exemplifies the potential of how creative and unique leisure attractions influence the success of a mall.,6,Project Format: Lifestyle Resort Floor Area: 195,200 m2 Year Opened: 2007 Anchor Functions: Marks and Spencer, Skywalk Entertainment, Bowling City, Cinema,Dubai Festival City Dubai, UAE,2,7,Dubai Festival City Dubai, UAE,Context This is a 1,600 acre city-within-a-city being built on the banks of Dubai Creek, south of Deira in the north east sector of the city. Performance Attributes & Elements of Success Festival Citys hospitality offering includes some of the worlds leading hotels. Anchors include Marks & Spencer, Toys R Us, Paris Gallery, Nike, Skywalk Entertainment level, Water side dining, Canal Walk, Festival Marina. Festival Power Centre is introducing “big box” retailers to UAE including Ikea, Ace Hardware and Hyperpanda Hypermarket. In light of Dubais rapid growth, Dubai Festival City is bringing focus back to the heart of the city in a celebration of life for people of all ages to enjoy. Purpose-built areas ranging from the waterfront promenades to the spectacular Festival Square will play host to international entertainers as well as local talent. The Festival of Art is a one month event featuring art, theatre, dance and music. Annual Dubai International Boat Show. Implications for BCC By designing a spaces to fulfill a multiplicity of purposes, it ensures the potential for round the clock activity. By hosting live performances in versatile common spaces visitors are entertained and enticed to stay.,8,Project Format: Enclosed Shopping Centre Floor Area: 150,000 m2 Retail 12,500 m2 Leisure Year Opened: 1999 Anchor Functions: House of Fraser, John Lewis, Marks & Spencer, Ice Arena, Showcase Cinemas.,Bluewater London, England,3,9,Bluewater London, England,Performance Attributes 27 Million Annual Attendance. 99% leased on opening day. Project Attributes & Elements of Success 2000 ICSC European Shopping Centre Award. 9 million residents within 1 hour drive. International and Domestic Passenger Station (Channel Tunnel Trains). Emphasis on both national and international independent niche retailers creates a unique identity for Bluewater. Three retail precincts with individual target markets were created. It is easier for a shopper to identify with a single precinct rather than an entire mall. Dedicated leisure zone reflected the aspirations of the target market of surrounding stores. A triangular design was used in order to be original, and also to minimize the perceived length of walk a shopper would have to make to visit the entire centre. Implications for BCC Retail precincts organize the centre into districts, therefore psychologically shrinking the expanse of a mega mall. Leisure zones enhance retail performance during non-peak times.,10,Project Format: Enclosed Shopping Centre Floor Area: 130,000 m2 Retail Year Opened: 2002 Anchor Functions: Bloomingdales, Macys, Neiman Marcus.,Mall at Millenia Orlando, Florida,4,11,Performance Attributes 94% occupancy. Project Attributes & Elements of Success 2004 ICSC Design Award. The centre attracts a large tourist component due to proximity to Universal Studios and Disney World. The project was a joint partnership between the Forbes Company and Taubman Centres, the companies abandoned plans to build competing centres and planned this together. Tenant mix contains a range of first-time retailers and restaurants. Includes many stores that are new to the Orlando market. Design features include 12 curved LED screens in the central plaza for multi-media events and advertising. The central public space does not have adjacent anchor stores, the focus is to be on gathering rather than the anchor use. Implications for BCC Design of a large programmable public space with multi-media capabilities public gathering space increases dwell times.,Mall at Millenia Orlando, Florida,12,Project Format: Themed Centre Floor Area: 232,300 m2 Retail Year Opened: Opened 1997 (2007 completion of latest expansion) Anchor Functions: Parkson Grand (Dept. Store), Pyramid Ice (Skating Rink), Pyramid Mega Lanes Bowling, Cinema.,Sunway City Kuala Lumpur, Malaysia,5,13,Performance Attributes 18 Million Annual Attendance (expected to grow to 30 million after expansion). Project Attributes & Elements of Success Sunway Pyramid is part of the award winning Sunway Lagoon Resort complex. 2000 Best Shopping Centre Award FIABCI. Tenants include major retailers from all over the world. The 48 lane Pyramid Mega Lanes bowling alley was a host venue during the 1998 Commonwealth Games. The Pyramid Ice skating rink has been host to Skate Asia (2000, 2004, 2005). There is currently an expansion underway to include 140,000 m2 of retail space. Four precincts known as Fashion Central, Oasis Boulevard, Asian Avenue and Marrakesh would be introduced once the construction is completed at the end of 2007. Implications for BCC Zones or precincts can be an effective way to layout the retail offering. This creates a unique experience and by breaking up a very large retail space shoppers can develop a personal connection to a certain zone. Precincts can shrink the size of the mall in the minds of the shopper.,Sunway City Kuala Lumpur, Malaysia,14,Project Format: Enclosed Shopping Centre Floor Area: 150,000 m2 Retail Year Opened: 1964; Latest expansion 2005. Anchor Functions: The Bay, Sears, Famous Players Cinema, Holt Renfrew, H&M.,Yorkdale Toronto, Canada,6,15,Performance Attributes Sales performance: $9,700 per m2. Rents: $1,000 to $1,600 per m2. Project Attributes & Elements of Success Shop facades designed to look like flagship stores on a downtown fashion main street. Glass roof allows natural light into the centre and reinforces the feel of the high-street shopping experience. Generates the highest sales performance of any mall in Canada. 2006 ICSC design awards entry. Since 2001 Yorkdale has been committed to greening of the centre. Numerous efforts have been made to reduce waste, emissions and energy cost. Implications for BCC If an outdoor option cannot be achieved, designing interior features to resemble a high-end shopping street could create destination appeal. Building energy saving and green design features save operating costs and present the project as an international example to follow.,Yorkdale Toronto, Canada,16,Project Format: Super Regional Enclosed Mall Floor Area: 130,000 m2 Retail Year Opened: 2003 Anchor Functions: El Corte Ingles (Dept. Store) HiperCor (Hypermarket), Parque Nieves (Snowdome),Xanadu Madrid, Spain,7,17,Xanadu Madrid, Spain,Performance Attributes 18.5 Million Annual Attendance Project Attributes & Elements of Success 2004 ICSC Design & Development Awards Certificate of Merit. Joint development between The Mills Corporation, in partnership with Parcelatoria Gonzalo Chacón S.A. The SnowDome complex is an indoor, winters sports palace offering year round snow capabilities for the entire family. Other entertainment elements include a bowling alley, mini theme park, indoor go-kart track, a childrens park, and cinema complex. The Mills introduced many US tenants to the Spanish market. Implications for BCC Large scale entertainment anchors like SnowDome attract crowds who then stay for the food & beverage and retail options.,18,Project Format: Enclosed Shopping Centre Floor Area: 24,800 m2 Retail GLA; 65,000 m2 Total Floor Area. Year Opened: 1993; Latest expansion 2004 Anchor Functions: Boyner (dept. store), Spectrum 14 Theatres, Migros (supermarket), Marks & Spencer (dept. store),Capital Shopping Centre Istanbul, Turkey,8,19,Performance Attributes Sales performance: $6,500 to 7,000 per m2. Base Rents: $600 to $1,075 per m2. 9.8 Million Annual Attendance. Project Attributes & Elements of Success 2006 ISSC Design Awards entry. Recent renovations to the centre both inside and out have made it competitive with nearby newly constructed centres. Improvements include natural lighting and large open spaces. New logos and aggressive marketing schemes have changed the perception of the centre since the renovations have taken place. Renovations also included LEED certification. Implications for BCC An enclosed mall does not need to give patrons a feeling of enclosure. Natural lighting and open space within the centre are important features to focus on. Comfortable gathering places within the centre increase dwell times.,Capital Shopping Centre Istanbul, Turkey,20,Project Format: Enclosed Retail and Entertainment Centre. Floor Area: 39,000 m2 Year Opened: 2004 Anchor Functions: Cinema City 15 screens, Carrefour Hypermarket, Leroy Merlin,Arkadia Warsaw, Poland,9,21,Arkadia Warsaw, Poland,Context Located in the capital city of Poland. Performance Attributes & Elements of Success 45,000 to 70,000 visitors per day European Shopping Centre Award - a prize awarded to the best European shopping centres Solal Marketing Award - a prize awarded in the “Grand Opening, Expansion & Renovation category. The awarded campaign involved advertising, marketing and public relations efforts Maxi Merit Award - a prize awarded in the “Advertising” category” “Construction & Investment Journal Awards 2004 for Poland“ - for the Best Shopping Centre Design in Poland “CEE Real Estate Awards For 2004” - for the “Outstanding Project of 2004” and the “Commercial Facility of 2004” “Warsaw without Barriers” - for the “Facility Completed after January 1, 2003” Warsaw Insider Magazine - First Place in the “Best Shopping Mall” category at the “Best of Warsaw” contest EFFIE 2005 - awarded in the category “Effective Use of Outdoor Advertising” and in the “Launch” category. Implications for BCC Numerous awards and accolades pay tribute to the local sensitivity with which the design was implemented as well as the malls success in a relatively young and growing modern retail market.,22,Project Format: Enclosed Retail and Entertainment Centre. Floor Area: 102,000 m2 (60,000 m2 GLA) Year Opened: 2002 Anchor Functions: Toyo Plex 10 screen cinema, Jusco, Toys R Us and Sports Authority,Diamond City Terrace Osaka, Japan,10,23,Context One of Fourteen Diamond City centres located throughout Japan, Diamond City Terrace is locate d in Itami-shi, Hyogo-ken (Osaka), Japan Performance Attributes & Elements of Success The site is an integral part of the neighboring dense urban fabric and is surrounded by a canal and a river. There are over 2,615 parking spaces available (4.4 spaces per 100 sq m). Directly adjacent to the center, the Japan Rail station is an integral component of the design, contributing to an urban plaza and multiple entry points that enliven the environment at every level. The overall design, which incorporates a variety of architectural forms and sustainable materials, creates a “Garden Island” theme, complete with elements of sky, water and land. Implications for BCC The use of water features and green design principles make for a very pleasant and engaging mall design.,Diamond City Terrace Osaka, Japan,24,4.0 Retail Centres,Enclosed Destination,Key Findings,25,Unique Yet Locally Inspired Design Traditional enclosed centres use unique design to attract visitors. However, many successfully designed enclosed malls play with architectural spins on local imagery and design rather than simply transport a foreign stand-alone style. For example, in creating award winning internationally flared designs, Xanadu used elements of Spanish Regionalism, Bluewater used symbols of Oast House Culture and Mall of the Emirates tied together a blend of international styles with an Arabian motif. Interactive Entertainment Centres Entertainment centres are key attractions at most enclosed destination retail centres. They increase dwell times, induce cross demand, and attract all ages. Increasingly, enclosed malls are including socially active entertainment elements like bumper cars, bowling or ice skating to complement more passive activities like cinema. Interactive entertainment attractions, like the skating rink at Sunway City aid to turn the shopping centre into social gathering place.,4.2 Key Findings,Key Findings at Enclosed Destination Retail Centres,26,Green Design Green Design is not only attractive and increasingly popular, but it can help a shopping centres bottom line. By allowing for natural light, recycling gray water and using vegetation, visitors are made to feel welcome and mall operators are pleased with reduced costs as in Yorkdale in Toronto and Diamond City Terrace in Osaka. High Street The high street or grand promenade is a prevalent design feature in many enclosed shopping centres. Mall of the Emirates and Yorkdale have used high streets to entice both visitors and noteworthy international retailers by giving them large façades for branding options. Media Centre Creating a space for media to host events can act as both an attraction and free advertising. Many enclosed centres invite a variety of media events to brings excitement and life to the malls gathering spaces.,4.2 Key Findings,Key Findings at Enclosed Destination Retail Centres,27,People Watching and Eyes on the Street By catering to “flaneur”, or the act of people watching and gazing, retail centres play to peoples desire to watch acts of life unfold in front of their eyes. Restaurants are often positioned as such that patrons can view the mai