Dustin Watson was featured in The Baltimore Business Journal, where he discusses shopping mall makeovers and the efforts owners are making to create more engaging retail experiences. inPLACE Design has been involved with a number of mall makeover projects. Currently on the boards is the Ridgmar Mall redevelopment in Fort Worth, Texas. inPLACE Design is master planning the re-positioning of the existing mall.
“At the end of the day, today’s malls need to provide unique, exciting experiences that go beyond shopping.”
Viewpoint: What Else to Consider When it Comes to Mall Makeovers
A quick Google search offers a slew of headlines from publications like Time, CNN Money, and the LA Times proclaiming malls are dying off. And while it’s true that brick-and-mortar retail – and some well-established brands – have faced some major challenges in recent years, the reality is that its demise is overstated.
Given that brick-and-mortar stores have had a hard time competing with big-box and internet retailers on price, they have had to switch their focus. Now, they look to offer unique environments and experiences to remain competitive. As retail changes, malls must also change to stay relevant – and open. By creating a more engaging retail experience, a mall can drive more traffic, increase sales, and guarantee that customers leave with memories.
It was encouraging to see the recent mall makeover feature in the Baltimore Business Journal. The malls in our area, and certainly the ones included in the story, are doing many things right. All are enhancing the customer’s aesthetic experience through facelifts, additions, and updated signage. The Mall in Columbia is adding entertainment and new restaurants. Arundel Mills Mall has several entertainment options and has upgraded their food court while adding restaurants. The Shops at Kenilworth are adding special events while Towson Town Center is looking at creative ways to fill vacant space and open new eateries.
All of these changes go a long way with consumers, but to really stand out and create a “place,” there are other opportunities that would be worth considering. Consumers today are looking for authentic experiences, which often come from having locally-based shops. These tenants are more personalized and provide a stronger connection to the local community – and help to create that important sense of place.
The malls of yesterday were designed to be that place removed. In reality, malls should reflect the unique qualities of the place in which it is located. Adding residential, office, hotel, or healthcare uses, increase the hours that customers are on-site and turns malls into areas of social, cultural, and economic value. Creating a special space for events – whether indoor or outdoor – is another great way to add buzz and promote the mall.
However, the space needs to be programmed throughout the year for it work. Unique experiences are vital to ensure your mall is remembered.
Other new trends hitting the retail industry continue to revolve around food offerings. Food halls provide young restaurateurs with a chance to break into the market or star chefs the opportunity to try new concepts without the large upfront capital costs.
Likewise, many shopping centers are looking to shipping containers to create noteworthy experiences. Container “villages” become a way to drive traffic while providing a fresh innovative concept targeting customers looking for a memorable experience. These villages can be temporary and located in underused parking areas (which are predicted to increase with the rise in driverless cars).
The role of social media cannot be underestimated. Having specific “Instagram-able” places can go a long way to promote the brand.
At the end of the day, today’s malls need to provide unique, exciting experiences that go beyond shopping. The retail world is changing. The malls that transform with it will survive and flourish.
inPLACE Design is an architecture, planning, and design firm with the experience and capabilities to create extraordinary, engaging, and inspiring placemaking in cities, towns and suburbs both nationally and internationally. We are dedicated to design excellence and innovative design strategies that are environmentally responsible and sustainable.
