John B. Foreman

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District Mall Preview

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PREVIEW: District Malls

The following is a selection from Page 7 of this 35 Page e-book which also contains selected drawings.

The Design Brief

The Design brief that comes from the Psychographic study must indicate the following bullet point criteria as a minimum requirement, and the Designer must follow the responses in bold italics to ensure that all facets favour success, further the Designer should be aware that this list is not limited as to quantum or required responses or design solutions, as each development will have specific differences and therefore must succeed in its own right;

The greater Catchment area as to gross population and sex and age delineation now and forecast 10/20 years on
The District Catchment area as to gross population and sex and age delineation now and forecast 10/20 years on
The current and forecasted District area population as a percentage of the greater catchment area
The Male / Female mix for Adults and children as a separate calculation
The current and forecast child to parent / family ratio
The average responses to questions such as what keeps them at home or makes them go out on the Weekend for entertainment, what are their favourite brands, what are their concerns about health / fitness and diet, do they believe in star signs and why, how do they like to be kept in touch with offers, what item of shopping is the first they think of before going to a Mall and what is the first their purchase and why. We need to understand the shopper to feed the shoppers needs and wants.
How our resident in the catchment areas thinks, how they react to stimulus, are they extrovert or introvert, what critical values do they place first in mind, what their values are in relation to their personalities; what are their passions and colour choices, do they prefer to wear silk than cotton and why. It must include analyses of shopping patterns, human behavior and attitudes graphed together with the catchment areas consumer profiles and expenditure patterns. When they spend disposable income what is it spent on and how do they feel about that. Retail Designers must insist on this information in the first instance to enable them to conceive Malls with sustainability. Malls that are blindly focused solely upon architectural images are not providing sustainable environments for retail tenants, architecture has to work if it is to be successful thus the Designer must understand that the drivers behind the shopper to achieve his goal for a form that suits the function. 

The Concept Design solution must provide a retail environment that caters fully for the aspirations of its public, not only in volume and structural flexibility but also as a place to continually experience retail theatre in a special place that they take ownership of. For a District Mall the Designer must have complete knowledge of the typical family daily staples including the children and Grandparent’s needs whilst the parents shop.

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© 2008 John B Foreman, Auckland, New Zealand