Shopping centres that were opened a dozen years ago now need to refresh their spaces and image. The success of remodelling depends largely from understanding how much have public and individual expectations, behaviours and needs changed.
Today a shopping centre is not only a space for shopping but also spending free time. Managers are responsible for creating experiences of guests. Thus the increasing importance of ever more diverse gastronomical offer, growing popularity of attractions for families with children and co-working zones.
Aleksandra Zalska, architect from Marro project department, advises how to plan smartly and implement efficiently the process of remodelling.
How to know that remodelling is needed?
Above all when the attendance level is dropping. Or when the customers are still visiting but they spend too little time in the shopping centre due to a lack of conveniences which would keep them for longer. It could be a convenient FC, gym, playground for children, co-working. Vacancy rates and GLA are also useful for evaluation.
How to plan remodelling?
At the starting point there should always be a thorough analysis incorporating: footfall (when does it decrease and increase, comparisons over time), visitor profile (according to sex, education, place of residence, goal of the visit: shopping, spending free time in food-court or cinema, functional visit in a medical facility).
Next we create a strategy by means of setting a target group, space profile as well as planning new activities and services offered by the centre. For example Vivo! Lublin started a cooperation with the city, it co-organises city events such as Culture Night, Other Sounds Festival, Conjurers Carnaval, Jagiellonian Market or Christmas Festival.
For the next stage we create an architecture project, which incorporates adopted assumptions and planned activities. In case of food-courts, usually there is an expansion, increasing the number of soft seating, introducing greenery. Visitors should be provided with furniture equipped with electric sockets for charging phone or laptop. Litter bins should be equipped with a waste segregation option. In outside zones there are new functions added: gyms, playgrounds, summer cinema.
What are the most important principles of remodelling?
Above all one should remember that remodelling constitutes not only visual changes but also introducing new conveniences for customers. Close cooperation and understanding between investor, architect and contractor are paramount.
It’s also worth deciding on aesthetics of the arranged interiors so that all the zones are cohesive. A popular solution is a homely, comfortable style: sofas, easy chairs, soft upholstery. It’s important to remember about using materials with increased durability, designed for public utility facilities and easy to clean.
Pictured: food court Vivo! Lublin (earlier: Tarasy Zamkowe)
