Retail in India is changing the way people perceive and experience shopping. The process of evolution began with the traditional high street and air-conditioned markets of pre-1990s. This led to the large shopping malls, multiplexes and shopping centers of the present generation. Such shopping establishments are not limited only in India's metro cities - Tier II and III towns are appearing on the retail map with increasing prominence, too.
The increasing demand for new format retail stores in India has put pressure on designers to create lifestyle destinations that match international standards in shopping establishment design. Can we claim that India's retail districts have attained a level of design and ambience comparable with those in developed countries?
We are getting there, but the answer is still a resounding 'no'. Rather, we are at a stage where the retailers, developers and investors perceive the need for additional innovations in mall design. We still have a long way to go.
The design process of any retail formats is largely dictated by the consumer's culture and behavioral pattern. In other words, one cannot transplant one set of design patterns from one place to another. However, international standards in designing and circulation of spaces can and should inspire formats in for shopping centers in India.
The International Blueprint
Let us consider the international best practices observed in designing of retail formats. These stores are generally characterized by the large volumes of space they occupy, and their capacity to attract customers from the immediate catchments as well as beyond.
Such stores, often called city centers or malls, are situated in out-of-town locations made sustainable due to the robust infrastructure, which allows weekend trips to such locations for shopping and leisure. The interiors, exteriors and ambience they create suggest a definite strategy of the mall developers in image-creation.
The format's potential is gaining recognition in India, but how many family destinations or Family Entertainment Centers (FECs) can we boast of? Not many. One of the reasons is the high real estate cost. However, there are some large shopping centers coming up, and these have made their mark in the highly competitive market.
Elements in the Design Process:
Occupier Identity
Internationally, it is possible to identify proper demarcation of the occupier mix. There is a clear strategy for the placement of occupiers within a mall. Types such as high-end boutique or jewelry store, fashion, supermarkets, white goods, electronics, entertainment etc segregate occupiers.
Such segregation of spaces is currently observable in the upcoming retail formats. However, the flow and location of different spaces need to be viewed in the context of customer shopping and entertainment pattern.
Food courts should be strategically located in a manner that avoids noise but boosts visibility. The obvious intention behind such design strategy is to increase the number of footfalls (which may increase the number of conversions) in a shopping center. Clear demarcation of spaces also acts as a guide for a customer while strolling inside the store.
Anchor Spaces
Mall designers in India understand the importance of anchor spaces. These are very evident in every shopping center. Such anchor spaces are occupied by large retailers and act as a magnet for attracting the customers to the store. Hence, a proper understanding of the requirement of anchor spaces is necessary before starting the design process. These spaces should follow a path, which connects the other activities of the mall.
Parking
This is a make-or-break point in shopping center. Global standards show that the parking is generally allotted on the ground or on the higher number of floors, be it a superstore, a discount store, a mall or a FEC. A perfect example in this context would be the parking allotted for Warner Village (parking on higher floors) in the UK or the one for Wal-Marts (parking on ground) in the US.
Parking is designed considering the flow of traffic during peak hours. Developers in India, however, seem to be averse to the parking at ground level. This can be again attributed to the large ground area required, and the implied increase in real estate cost. Parking in Indian malls is generally made available in the mall's basement, though various other formats such as multi-level and roof-top parking are also in evidence now.
As per municipal regulations, 1 car per 1,000 sft of area is sufficient, while the global norms denote at least 1 car per 250 sft of area. Indian developers are now learning that adequate parking is a critical component of the shopping experience, and that adequate parking needs to be given free of charge.
No comments:
Post a Comment