Excape The Bland...Designing Micro Centers

excerpt from Retail Trends

Main Street USA

For horizontal mixed-use projects, architects say the most frequent failing is creating a development that feels bland to the customer. Mixed-use projects are expected to recreate the town square setting found in downtowns of the past, but many architects don't look closely enough at what made those settings work, according to John R. Clifford, principal of GreenbergFarrow, a national firm offering architecture, engineering and development services.

“They are trying to recreate the Main Street of Disneyland, this artificial idea of what a Main Street looks like,” says Jack Illes, managing partner of Urban Labs, a Del Mar, Calif.-based urban design and architecture firm specializing in mixed-use retail and residential projects. “You can show up anywhere in the country and you'll find the same kind of place, with the same tenants and after a while, it's going to feel as tired as the mall because it's not unique.”

This is a costly mistake, because horizontal mixed-use projects, where buildings are spread out over many small buildings, bring some added expenses to the mix. Four-sided construction tends to cost 10 percent to 15 percent more than the three-sided approach commonly used with single-use retail properties, says Jack O'Brien, president of Dallas, Texas-based architecture firm O'Brien & Associates.

To break monotony, allowing retailers to pursue their own design visions can help make the place unique, according to Illes. He brings up the example of General Growth Properties' Otay Ranch Town Center, a recently opened lifestyle property in Chula Vista, Calif.
General Growth let each retailer design its own storefront, resulting in details as varied as limestone pillars and striped awnings to stonework and a sunset yellow color scheme for the local Barnes & Noble.

The quality of the materials, however, has to be consistent throughout the development, says Stan Laegreid, principal of Seattle, Wash-based Callison Architecture. A community for the mid-market consumer should not have elements of luxury to avoid confusing customers.

A common mistake architects have made with some of the first horizontal mixed-use projects has been to bury the retail deep inside the project's residential components. The retail and residential should play off each other, but retail also needs to pull from a wider trade area, says Greg Lyon, partner with KTGY Group, Inc., an Irvine, Calif.-based planning and architecture firm. “They need traffic that extends beyond that community,” he says.

When adding entertainment to the mix, designers also need to think about the hours of operation for theaters and restaurants. “A live theater isn't necessarily used 365 days a year and even if it is, it's typically only from 8 p.m. to 10 p.m.,” says Illes. “What happens the rest of the day? You've got a bunch of doors leading to an empty, dark place and that can kill traffic.” And location is important as well. Otherwise, residents may have to deal with noise every night.

To make the projects interesting to explore, architects and planners should vary the width and length of streets within the development, the style and height of various buildings, the size of public area spaces and the distribution of architectural features such as fountains and clock towers.

“Real cities were built over time by different architects and different landlords,” says Clifford. “They have modern structures on the side of Neoclassical ones, with Victorian architecture nearby.”

Spacing is also an important consideration, says Alex Espinoza, design principal in the retail/commercial studio of Dorsky Hodgson Parrish Yue, a Cleveland, Ohio-based architecture firm. When buildings are too close together, people feel uneasy, but putting them too far apart disorients visitors, Espinoza says.

The configuration and placement of parking lots is one of the greatest challenges in mixed-use development. Most experts say that parking in horizontal projects should be segregated by use, with separate lots set aside for residents, retail customers and office workers. These lots have to be connected to their respective uses by convenient pedestrian links and should be within close walking distance for the center's customers, says Michael Alston, of Development Design Group, a Baltimore, Md.-based planning, architecture and design firm. In vertical projects, which tend to use structured parking, segregation is even more critical — the condominium owners don't want to come home a week before Christmas and find that their spaces have been taken by shoppers, says Lyon. He recommends creating separate entrances for residents and office workers from the retail portion of the project.

Vertically challenged

In vertical mixed-use projects national retail tenants with good credit are vital for securing financing, but they have set store prototypes and prefer wide, open spaces with great ceiling height. That is difficult to achieve when there are all kinds of mechanical and plumbing systems coming down from the apartments above, says Simon Sykes, vice president with Development Design Group. One solution is to position these systems horizontally, along the ceiling, instead of vertically, when they come to the first floor. O'Brien recommends creating a 2- to 4-foot tall interstitial space between the retail level and the apartments above for sewer pipes as a way to avoid multiple penetrations of the podium slab above retail.

In vertical mixed-use, structured parking can account for up to 15 percent of the entire project cost, while not producing any revenue, says Laegreid.

Another issue to tackle is how the retailers can load and unload merchandise without disturbing residents. A loading dock can be installed in the back of the building or on the ground floor or basement level, with an elevator delivering the goods to the retailer's main floor. This requires a delicate balancing act — elevators and servicing areas often translate into inefficient space and lost revenue, resulting in up to 15 percent of additional expense, says Laegreid.

Getting the message out

The architect also has to make sure that the retail component is the most eye-catching of all in a mixed-use property, says Jeff Green, owner of Jeff Green Partners, a Mill Valley, Calif.-based retail consulting firm. In such a dense environment, visitors' eyes tend to wander and if the storefronts don't jump out at them, the retailers are likely to suffer. O'Brien recommends using different construction materials to set retail apartfrom residential and office.

Considering what kind of tenants go well with a mixed-use building is also an important decision. Restaurants, for example, are a risk for vertical mixed-use projects because in addition to the smell and noise that might bother residents, they can draw rats and mice that could eventually scurry up and infest residential units.

“That's new information to many people in the suburban hinterland; it isn't necessarily self-evident,” says Illes. To prevent a disaster, developers need to make sure that the market in which their mixed-use property is going to be located can support each use on its own. They have to educate themselves on what makes mixed-use work and adequately explain their vision to the architect, says Illes.

“If you hire different architecture firms for each use, you've got one team trying to solve all of their problems and another team concentrating on what they need,” says Brian Church, of Urban Labs.

“We've tried that in some cases, but it's really difficult,” Church says.

Sustainable Bags: "Freitag"

what: the Freitag bag, a Swiss-made carryall manufactured entirely from recycled materials. Invented by Swiss brothers Daniel and Markus Freitag, who wanted bags just like the ones used by New York bike couriers (bags that were practical, weatherproof, quick and easy to use), the Freitag bag is an urban tool, a saddlebag for the city, durable enough to be carried all over the world. Very attractive to a visually-trained eye, it’s a pleasant surprise in a world of standardised, mass-produced everyday objects.

who: Markus and Daniel Freitag — also known as the Freitag brothers — were heavily influenced by the motorway. Living in an apartment near a highway in Switzerland, they had easy access to watching the trucks rolling by, covered in thick tarpaulin. In 1993, the DoItYourself duo began to create one-of-a-kind bags made of recycled waterproof tarps, bicycle inner tubes and seatbelts. Before long they were trucking; the company outgrew the brothers’ apartment and moved to its own space in Zurich. Freitag opened flagship stores in Davos, Switzerland, and in Hamburg, Germany. Perhaps more importantly, it established an international presence online. The website allows online hipsters around the world to shop, create custom bags, learn more about the company, play branded games, and even apply for jobs.

sustainability features: the Freitag bag is tailor-made on a small-scale, of recycled materials. Made entirely by hand, the unpretentious Freitag bag has distanced itself from trendy, brand-driven products as a durable and radical ‘anti-brand’ alternative for youthful urbanites who have made it their choice for toting personal necessities. In addition to covering the history of the bag and its particular ecological, economic, and socio-cultural contexts, Freitag.com contains portraits of 3,000 Freitag bags and their owners, most of whom are members of a generation that is as vain as it is critical of consumerism -a generation for whom the Freitag bag is the ideal brand-name product.

Shop in a Box

The latest in the world of pop-up retail? From Singapore comes the Venue VBOX, a portable store in a shipping container, which can be set-up temporarily. Any place. Any time.

The VBOX enables a brand or company to follow an event they wish to align their brand with, or pop up where consumers least expect it. Tag along with a photography exhibition or set up shop temporarily at a large sporting event. Brands can even showcase items that consumers may not otherwise be able to purchase elsewhere: just fill the VBOX with one-offs or special editions and you'll pull in consumers with the prospect that they'll able to purchase something unique.

The VBOX comes self-contained and equipped with an iMac and iPod HiFi. It's entirely ready to go; all that needs to be done is fill it with enticing products. To date the VBOX has housed collections by some of the fashion world’s most prestigious names: RAF SIMONS (Prada Group) and limited PUMA designer co-labs by Alexander McQueen, Christy Turlington, Mihara Yasuhiro as well as CDs, magazines/books and Motorola phones.

Whether the VBOX is placed in a remote village in Spain, on a beach in California or on the ski slopes of Canada, it's a refreshing way to inject fun and excitement into a brand and win over a swag full of new consumers. Japanese clothing brand UNIQLO used container stores for its recent launch in the United States. More about that here. And for much more on pop-up retail, check out trendwatching.com's overview.

Retail or Gallery??

Excerpts from Superfuture

Amsterdam...
Do you ever get that ' why-haven't-i-discovered-this-place-before' feeling? it just happened to me when visiting this interesting streetsmart store [hilariously, brian jensen of copenhagen's wood wood knew ALL about it and first informed me of this spot]. see an unexpectedly varied and hot range of streetwear, sneakers, watches, cosmetics of dr. hauschka [yo!] and in the near future an increased selection of magazines, books and CDs too. sneakers can be customized to the max, rendering them one of a kind trophies. as with all the other items, goods are carefully selected in order to offer exclusivity and quality. an added value element here are the regular art exhibitions of both emerging and established street artists plus other product related events.

Clientele:
International to say the least but also a wide local following. even some sort of cult status in japan since appearing in brutus magazine in 2002. they're all metric groupies...

Service:
Friendly and personal: leave that to bright-eyed, soft-spoken and globetrotting owner ido who's laid-back and knowledgeable ways add personality to this store.

Interior:
With a name like this it ain't hard to figure out the size but it also gives you a clue about its sobre look which in turn proves to be the proper context for 90 sqm.'s funky merchandise and art display.

H&M brand COS starts to sell Kronan bikes

Just before the Easter holidays it was announced that H&M founded retail chain COS (Collection of style) will start to sell the Swedish bike Kronan at its newly opened shops in England, Netherlands, Belgium and Germany. Kronan bikes are based on a classic Swedish military model (they actually started once by selling from an old stock of military bikes).

Maria Brunstedt, Managing Director of Kronan comments the collaboration like this: “We have noticed increased interest from other countries, and the timeless design of our bicycle has attracted consumers from the Netherlands and Japan for some time now. Now we have matured enough to take an additional step out into the international market. We are increasing our marketing efforts and are looking forward to meeting many more quality and style-conscious Europeans.”

Lifestyle Centers & European Roots

Exerpt from Good Malls and Bad Cities by Philip Nobel

There’s really nothing wrong with Santana Row. There should be, of course; we’ve all been bred to hate malls, and what could be more hateful than a mall masquerading as a chic, vaguely European town? Taking advantage of the sun in San Jose (the more or less real place it is situated in), the mall does away with interiority, offering shoppers an artfully paved and fountained plaza, arcaded sidewalks, live music, “street food,” and oversize chess in a shaded square—all to differentiate yet another collection of shops from the market. Crate and Bar­rel, Design Within Reach, and the Container Store anchor one end of the neighborhood, luring you with the promise of a design-rich life.

Santana Row has a hotel too—a very good one—right on the main drag, and walking out the huge stone portal of the front door at night, seeing the sidewalk cafés packed under the brick arches and the lovers all atangle at the glass-and-steel tables, shopping bags at their feet, you might be drawn in for a second, overlooking the uniform signage, the uniformed guards, the too feeble stream of traffic in the well-controlled quasi-public street, and the way everything conspires to keep the experience free of distracting surprise. You can even live there. Above the main street and ringing the plaza are flats and town houses, accessible through their own garages and concealing their own swimming pools but opening out to the little shopping city with cute Juliet balconies. “Call it energy, call it charisma, call it style & substance,” the marketing copy reads. “Santana Row has a certain something that is impervious to time.”

There’s really nothing wrong with Easton Town Center either. It’s actually sort of charming the way the planners of this mega-mall in Columbus, Ohio—again seeking that elusive saturated-market edge—have modeled the thing after an ideal American courthouse square. It’s a true Midwestern civic typology, missing only the civic, but there’s an Apple Store and a place for the kids to play outside; it’s not at all a bad place to kill a few hours between the airport and your next pilgrimage to the Wexner Center.

At Easton Town Center the mall-planning protocols are retained to a much greater degree than at Santana Row (there’s a proper interior, modeled incongruously after a Milanese arcade, and you’re glad for it when it sleets). But there is still that salutory urge to make a center, even to flatter the “consumer” by advertising it as such; and judging by the foot traffic around its signature square one winter weekday last year, it works. As at the more upscale Santana Row, the mall is surrounded by housing, though not in the complex. On the access roads all around, there are acres of low town-house blocks that reminded me of similar swaths near Harvard Square. You can live close to other people, and if you can’t quite abandon your car, it would be possible at least to leave your SUV in one of the shared garages when you scamper across the street to go to Johnny Rockets. You could even walk to a movie theater.

It was visiting those two sprawl-patching hot spots within a few months last year that began to erode my knee-jerk aversion to malls: fake places, captive minds, etc., etc., blah, blah, blah. I still feel like it’s the end of the world when I see a shopping center replace the exterior life of a city—the beautiful, well-scaled, well-heeled streets of Providence, Rhode Island, may never recover from the vampire of Providence Place—but in San Jose and exurban Ohio, there is scarcely a center to mourn, and the malliers should be credited for responding to a human urge that looks like it will easily survive the decentralizing effects of multiuser gaming and Netflix.

People like to gather, and not just to shop. For many years I liked to think that it was in search of those extracommercial urban moments that Americans went to Europe in such numbers: a stroll on cobbles, a chance crepe stand or busker, the feel of being in a mass. But there’s a predictable feel to those places these days that rivals the formula of the American mall. Think of the center of any European city: the train station lets out at one end of the pedestrian-only zone, chain stores are everywhere, the unified street furniture and signage announce an advanced state of central control. Parking is underground, out of sight. Events are known, programmed, and disturbances of the peace are few. Though you’re still free to riot after a soccer match.

In terms of land use, it’s preferable to paving the orchards or cornfields to make more sprawl (even in the form of little downtowns), but experientially the zentrum and the shopping center are fast converging. You scan the shop windows as you wander toward the city’s central point—a clock, a fountain, a bridge—just as you would gravitate toward the food court or art object at the center of some old-school mall. Walking around the center of Munich for several days last winter, I found it increasingly untenable to prefer one form of regulated commercial experience to another, to damn the American solution and reflexively embrace the European. The city fathers had even installed an ice rink at the gate of the main walking street, just as shrewd mall-makers from Edmonton to Dallas have done since the 1980s.

With free speech (thriving elsewhere) taken out of the equation, with all arguments based on “authenticity” banished to the postmodern echo chamber, with the European models of urbanity themselves sinking into the for­mulaic banal, places like Santana Row and Easton Town Center look like unadulterated good news—little training grounds for the experience of being with lots of other people on a street at the same time. That alone can build civic health. And subversion is only a wireless connection away.

SOCIALIZATION OF RETAIL SPACE

by David B. Polinchock, Brand Experience Lab

The impact of socialization of the retail space and the impact of online shopping on retail is growing daily. With the growing impact of Internet shopping, it's critical that the physical retail space adapts to this trend. What is the value of real estate for retailers today? Does a record store really need to exist as it's been for the past 40-plus years? What about banks, grocery stores, fashion retailers? If, thanks to the Internet, people are much more comfortable getting their purchases sent to them, rather then getting them right away, do we need that much space dedicated to merchandise? If we could do away with the inventory portion of most retail spaces today, what else would you do with the space? How could you make it a much more social environment, rather then being a retail environment? After all, this is exactly why places like Starbuck's or the Apple stores have boomed: they created a social space, rather than a retail space.

While people look at Starbuck's or the Apple stores and say "Yea, that's great for them, but it doesn't apply to me," I think that they're missing a huge opportunity. We think there's a coming trend to socialize the retail environment instead of just merchandising the real estate space. One such retailer plans to open this fall, Epicenter, where not only will you be able to see samples, but purchase using a "Buypod" and have everything shipped to you. They won't carry a deep inventory and may even charge you extra if you want to buy the item in the store. It will be very interesting to see how this concept works.

Socially Responsible Retail

By Amanda Gore of fashion.psfk.com

Rough Sleepers is a clever new twist on the traditional idea of a charity shop. Working with the same business model, all the proceeds go directly to the social exclusion and homelessness charity Novas, but this is no second-hand store. The rather inconspicuous facade on the main road through Camden Town hides an impressively designed space with a feast of fashion treats inside, and wonderfully friendly assistants who were very happy to guide me around the store and introduce me to the fabulous collections.
The store itself is sensitively designed by Sonoko Obuchi to emulate a shopping trolley, an object that is both the primary choice for many homeless people to transport their possessions, and a striking symbol of our consumer-led culture. A mixture of white walls, metal frame and mirrors, the space puts you inside the shopping trolley and makes you reflect on these themes.

The clothing and accessories on offer come from a range of designers from all over the world, an important point for the charity who are keen to stress this global synergy for their cause. Some designers including Robert Carey Williams, Zest by Ikuko Kato, Not Morris (Kim Jones’ team), and Ramon Barreto have created ranges exclusively for Rough Sleepers, whilst the store also sells a well-chosen range of young designers including Dexter Wong, NOM*d, Sylvia Rielle and Vinti Andrews. Currently also stocking recent LCF graduate Georgie Ichikawa, they are keen to involve graduates too, and to offer help to designers through their studio facilities located at the back of the store.
Yet another clever facet of the store is Rough Sleepers fully functioning studio/ workshop which will soon be home to the store’s four resident designers (including Georgie) who each have bartered deals enabling them to use the space for free.

Having only opened a couple of weeks ago, the store is sure to become a fashion destination for those in NW London, not only due to its unique pieces at great prices (ranging from £30 to £500), but also thanks to the guilt-free shopping it offers. Unlike the marketing ploy of Bono’s project (RED), this scheme has roots within its own community and Novas are making sure that 100% of profits are reinvested in helping the homeless in Camden and across the country. What could be more virtuous than shopping here?!