Pedestrian Circulation in Shopping Centers

PEDESTRIAN CIRCULATION IN SHOPPING CENTERS

PRAKHAR VIRENDRA 2010BARC048

PEDESTRIAN CIRCULATION IN SHOPPING CENTERS

A DISSERTATION SUBMITTED AS A PART OF THE REQUIREMENTS FOR THE DEGREE OF BACHELOR OF ARCHITECTURE

DEPARTMENT OF ARCHITECTURE A RCHITECTURE SCHOOL OF PLANNING AND ARCHITECTURE, BHOPAL.

9TH SEMESTER YEAR: 2014

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CERTIFICATE

Certified that seminar work entitled work #arried o$t in the ninth semester "% “

is a "onafide in /artial f$lfillment

for the award of ,a#helor of Ar#hite#t$re from S#hool of Pl annin0 And Ar#hite#t$re1 d$rin0 the a#ademi# %ear )*+-2)*+34

____________________________

____________________________

SIGNATURE Asst. P!". P##$# M%t# &S'()*+t C!!%-#t!

SIGNATURE Ass!+. P!". P%/'s H#)*# &T!%+ G'%*3M*-t! Page | 2

ACNO5LEDGEMENT I extend my heartfelt gratitude to all the people who helped and supported me while writing this seminar paper. I am thankful to my mentor Ass!+. P!". P%/'s H#)*#  for his !onstant guidan!e suggestions and insightful re"iews through this pro#e!t. I thank my su$#e!t !oordinator Asst. P!". P##$# M%t#  for her !onstant efforts to guide us and moti"ate us regarding the su$#e!t. su$ #e!t. I also thank my institution for pro"iding me the opportunity to learn a$out my dissertation and resear!h area and appre!iate the people who dire!tly or indire!tly helped me.

PRAKHAR VIRENDRA

Vth Year, B.Arch, School of Planning and Architecture, Bhopal

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ABSTRACT

PEDESTRAIN CIRCULATION IN SHOPPING CENTERS Shoppers mo"e like people pretty mu!h as their $odies allow them to in their natural way. Their mo"ement through retail en"ironments is guided $y their deep%seated psy!hology and most of these prin!iples are uni"ersal. This report summari&es the $eha"ioral psy!hology of a shopper and "arious !ase studies to draw !on!lusions for designing a !ir!ulation that is in a!!ordan!e with the shoppers' natural flow rather than for!ing it through design.

(eywords) retail en"ironments $eha"ioral psy!hology natural flow Page | 4

T#(* !" C!-t*-ts 1.

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L%st !" F%7'*s *igure +),iew of Tra#ans -arket sour!e)wikimedia.org/ .............................................................................................. ++ *igure 0) Tra#ans market interiorsour!e)list"erse.!om/ ............................................................................................... ++ *igure 1) 2ighland 3ark ,illage sour!e) dallas"eganweek.!om/ ............................................................................ ++ *igure 4) Senior Auto -all Gurgaon fortunerealte!h.!om/ ...................................................................................... +5 *igure 5)*oothill ,illage , illage 6aks neigh$orhood 7enterrose"ille "anirde"elopement. "an irde"elopement.!om/ !om/ .......... ................ ............ ..........+5 *igure 8) St. 9a!o$s *a!tory outlet !anada !anada%photos.!om/ ......................................................................... +5

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1. I-t!'+t%!The Ur$an population of India !onsists of approx. 1:; million people 7ensus 0;++/ li"ing in o"er 5;;; !ities and towns. 6ut of these a$out 4;< li"e in 8; metropolitan !ities. It is pro#e!ted that $y 0;0; the ur$an population of India will grow to 48= million. And with a rising G>3 at around =< +.=:: trillion US> 0;+1/ o"erall re"enue in shopping in!luding those of small shops is expe!ted to grow to Rs. 0=:;;;; !rore $y 0;+5 at !urrent pri!e whi!h will rank India fifth among world's retail markets. And with su!h en"ironment $uilding up Shopping -alls ha"e pro"en to $e the $easts in $usiness. They are the ultimate selling ma!hine. This paper starts with a "ery $rief history of Shopping -alls to understand how the whole !on!ept of it !ame into existen!e and how it de"eloped o"er a long period of time. Although the !on!ept of Shopping -alls may seem re!ent to some the roots of it are found to nested in the an!ient Roman empire. The e"olution of Shopping -alls from an!ient ?hat follows the history is the !lassifi!ation and typologies of Shopping -alls explained $riefly. A ma#or part of this report deals with the $eha"ioral psy!hology of shoppers how they mo"e how they get attra!ted towards a shop or different produ!ts and what makes them spend more time and money inside the retail en"ironment. This paper also lists down some prin!iples and te!hni@ues that should $e kept in mind while planning out a mall. Guidelines for making the !ir!ulation design uni"ersal ha"e also $een explained in $rief.

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2. B#+67!'- St'/ In order to write this dissertation ex!essi"e resear!h work was re@uired to understand the $eha"ior and psy!hology of people that !omes in play when they are within the premises of any retail en"ironment. This also in!luded the study of normal human tenden!ies when they walk talk or intera!t in pu$li! spa!es. The knowledge anthropometry and !omforta$le en"ironments was also re@uired in order to !ontinue with this topi!.

8. P'!s* !" St'/ The su!!ess of any retail en"ironment depends on a lot of fa!tors $ut not all of them fall under the ar!hite!t's s!ope. Assuming that the stores inside a mall are designed separately !ir!ulation $e!omes the $iggest fa!tor under the ar!hite!t's s!ope. The aim of this study is to form guidelines that !an impro"e the o"erall su!!ess and shopping experien!e of a mall $y planning of intelligent and user friendly !ir!ulation patterns that are em$ra!ed $y the di"erse !rowd using them.

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4. A B%*" H%st!/ !" S!%-7 M#s The !on!ept of Shopping !enters has $een in existen!e sin!e an!ient Greek and Roman eras. In an!ient Gree!e the !entral shopping area of a !ity was !alled the agora and !onsisted of a large open area in whi!h mer!hants !ould display and sell their produ!ts. The first esta$lished shopping mall was $uilt $y Emperor Tra#an in Rome nearly 0;;; years $efore the modern shopping !enter. This market was !onstru!ted in Tra#ans forum and !onsisted of a semi%!ir!ular $uilding with a large "aulted hall resem$ling a $asili!a on top. The Emperors market in!luded an array of shops all of whi!h fa!ed a !orridor allowing !ustomers to "iew the produ!ts and goods for sale. This !enter also featured se"eral restaurants and $ars an important pre!ursor to todays mix of stores and shops in!luded in shopping !enters. 'The market !onsisted of se"eral le"els and more than +5; outlets that sold a wide "ariety of produ!ts in!luding luxury !lothing silks spi!es and fresh food. Tra#ans *orum and the market were $uilt nearly 0;;; years $efore the first re!ogni&ed modern shopping !enter.' Gruen and Smith +B8;/ The following text di!tates the e"ents of ma#or signifi!an!e in the history of shopping in a !hronologi!al order.

The modern shopping !enter whi!h in!ludes the small su$ur$an strip !enter as well as the million%s@uare%foot superregional malls originated in the +B0;s. 'In +B0= Grand"iew A"enue Shopping 7enter in 7olum$us 6hio was opened. This large !enter in!luded nearly 1;; stores and

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http)CCwww.onlinemarketingdegree.netCresour!esChistory%of%shopping%!enterC/ -any historians !onsider 2ighland 3ark Shopping ,illage in >allas Texas to $e the first a!tual planned shopping !enter. The ,illage was de"eloped $y 2ugh 3rather in +B1+ and in!luded a !olle!tion of stores $uilt with a unified stru!ture and theme.

'The late +B1;s and +B4;s witnessed the esta$lishment and expansion of the !ommer!ial !hains Sears Roe$u!k D 7o. and -ontgomery ?ard. These stores were set far away from large !ities a!!ompanied with parking lots with ample spa!e. In the early +B5;s Northgate in Seattle ?ashington featured $ran!hes of ma#or downtown department stores surrounded $y smaller !ommer!ial shops. Soon after Shoppers ?orld in *ramingham -assa!husetts was the first two% Page | #

le"el !enter in the United States and was esta$lished in +B5+. ater in +B54 Northland 7enter in >etroit -i!higan utili&ed the F!luster layout whi!h !onsisted of a single department store at the !enter and a !olle!tion of smaller stores surrounding it. Important features of Northland in!luded

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http)CCwww.onlinemarketingdegree.netCresour!esChistory%of%shopping%!enterC/

In the years immediately following ?orld ?ar II the expansion of su$ur$an de"elopment and de"elopment  and population growth !reated the need for additional housing options and more !on"enient retail shopping. An in!reasing num$er of !enters $uilt in the post%?orld ?ar II years were strip !enters whi!h ser"ed new housing h ousing de"elopments. 'In +B:8 the Rouse 7ompany de"eloped *aneuil 2all -arketpla!e in Hoston -assa!husetts whi!h re"olutioni&ed the history of the shopping !enter. This -arket was the first festi"al marketpla!e $uilt in the United States. *esti"al marketpla!es typi!ally !entered upon food and retail spe!ialty items. 6ther similar marketpla!es followed in lo!ations su!h as Haltimore New ork and -iami. ?ith the opening of ?ater Tower 3la!e in 7hi!ago Illinois in the late +B:;s the shopping !enter industry had returned to a more ur$an lo!ation.'  http)CCwww.onlinemarketingdegree.netCresour!esChistory%of%shopping%!enterC/ -ore than +8;;; !enters were $uilt $etween +B=; and +BB;. This de!ade was !hara!teri&ed $y the in!rease in superregional shopping !enters whi!h were malls measuring more than =;;;;; s@uare feet. *a!tory outlet !enters $e!ame in!reasingly popular throughout +BB;s. 6utlet malls pro"ided manufa!turers with the opportunity to sell their own goods at dis!ounted pri!es. In addition to fa!tory outlets entertainment !enters played a !ru!ial role throughout the +BB;s. Seeking to in!orporate forms of entertainment shopping !enters $egan to offer a "ariety of a!ti"ities su!h as !hildrens play areas li"e musi! mo"ies in large multiplex !inemas food !ourts amusement parks mer!handising te!hni@ues ro$oti! animal displays and other intera!ti"e demonstrations.

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FIGURE 1:VIEW OF TRAJANS MARKET (SOURCE:WIKIMEDIA .ORG)

FIGURE 2: TRAJANS MARKET INTERIOR(SOURCE:LISTVERSE.COM)

FIGURE : !IG!LAND "ARK VILLAGE (SOURCE: DALLASVEGANWEEK.COM)

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. T/*s !" S!%-7 C*-t*s The !on!ept of shopping !entre is not limited to one or two types of $uildings. The National Resear!h Hureau NRH/ has identified following typologies of shopping !enters that are found all around the glo$e Sour!e)Shopping 7enter 7lassifi!ations) 7hallenges and 6pportunities 9ames R . >elisle/

•

A%!t R*t#%. A !onsolidation of retail stores lo!ated within a !ommer!ial airport. This would not in!lude restaurants and other s!attered retail shops along !on!ourses if not part of a !on!entrated shopping area.

•

A't! M#. A strip !enter !onsisting of retail stores aimed at the needs of automo$iles su!h as auto dealerships oil !hanges and auto parts.

•

C!$$'-%t/ C*-t*. 2as a wider range of fa!ilities for the sale of soft lines apparel/ and hard lines hardware applian!es et!./ than the neigh$orhood !enter. It is $uilt around a #unior department store "ariety store or dis!ount department store as the ma#or tenant in addition to a supermarket. It does not no t ha"e a full%line department store though it may h a"e a strong spe!ialty store. In theory the typi!al si&e is +5;;;; s@uare feet. In pra!ti!e it may range in si&e from +;;;;; to 1;;;;; s@uare feet.

•

C!-=*-%*-+* C*-t*. A small strip !enter that pro"ides !on"enien!e goods food drug et!./ andCor ser"i!es laundry !leaners !opying et!./ for the $usy one%stop%shopper.

•

D%s+!'-t C*-t*. A !enter in whi!h a dis!ount store is the ma#or tenant in the de"elopment with additional retail spa!e !onsisting of smaller retail tenants andCor a supermarket. This type of !enter usually draws a lower so!ioe!onomi! group as !ompared to the off%pri!e !enter. They are !onsidered part of the ,alue Retail group of !enters.

•

F#+t!/ O't*t. A !enter !onsisting of manufa!turer's retail outlet fa!ilities where goods are sold dire!tly to the pu$li! in stores owned and operated $y manufa!turers. In !ontrast to fa!tory outlets of the past typi!ally found at the fa!tory sites today's fa!tory outlet stores are lo!ated in mall or !enter settings and often sell first @uality !urrent season mer!handise. *a!tory outlet malls draw a !om$ination of middle and lower so!ioe!onomi! group !ustomers and often in!lude some off%pri!e stores. Page | 12

•

F*st%=#3E-t*t#%-$*-t C*-t*. A !enter !onsisting primarily of food and spe!ialty retailers and entertainment fa!ilities. -any times the !enter may $e an adapti"e reuse or mixed use de"elopment and has a hea"y !on!entration of tourist traffi!.

•

H!$* I$!=*$*-t C*-t*. A !enter an!hored $y a home impro"ement retailer or with a !on!entration of home impro"ementChardware spe!ialty retailers.

•

L%"*st/* C*-t*. An ups!ale spe!ialty retail F-ain Street !on!ept shopping !enter. An open !enter usually without an!hors a$out 1;;;;; S* GA or larger lo!ated near affluent neigh$orhoods in!ludes ups!ale retail trendy restaurants and entertainment retail. Ni!ely lands!aped with !on"enient parking lo!ated !lose to the stores.

•

M%;* Us* D*=*!$*-t. A relati"ely large%s!ale real estate pro#e!t with +/ three or more signifi!ant re"enue%produ!ing uses e.g. retail offi!e residential hotelCmotel and re!reational/ whi!h are mutually supporting and de"eloped as a unitJ 0/ signifi!ant fun!tional and physi!al integration of pro#e!t !omponents in!luding uninterrupted pedestrian !onne!tionsJ and 1/ de"elopment in !onforman!e !o nforman!e with a !oherent plan.

•

N*%7(!!! C*-t*. 3ro"ides for the sale of !on"enien!e goods food drugs and sundries/ and personal ser"i!es laundry and dry !leaning $ar$ering shoe repairing et!./ for the day%to%day li"ing needs of the immediate neigh$orhood with a supermarket $eing the prin!ipal tenant. In theory the neigh$orhood !enter has a GA of 5;;;; s@uare feet. In pra!ti!e it may range in si&e from 1;;;; to +;;;;; s@uare feet. NRH in!ludes all !enters less than +;;;;; S* GA in this !ategory of !enter type.

•

O""?P%+* C*-t*r. A !enter !onsisting of retail stores that offer $rand name goods found in !on"entional spe!ialty and department stores at 0; to :; per!ent $elow manufa!turer's suggested pri!es. The goods found in an off%pri!e store are generally of higher @uality than those found at a dis!ount store. 6ff pri!e !enters draw primarily !ustomers of the middle and middle%upper so!ioe!onomi! group.

•

P!@* C*-t*. An open strip !enter with three to fi"e non%traditional spe!ialty an!hors a!!ounting for more than :5< of the GA with the GA of a few smaller tenants a!!ounting for the $alan!e.

•

R*7%!-# C*-t*. 3ro"ides shopping goods general mer!handise apparel furniture and home furnishings in full depth depth and "ariety. ItIt is $uilt around the the full%line department store with a minimum GA of +;;;;; s@uare feet as the ma#or drawing power. *or e"en greater Page | 13

!omparati"e shopping two three or more department stores may $e in!luded. In theory a regional !enter has a GA of 4;;;;; s@uare feet and may range from 1;;;;; to more than +;;;;;; s@uare feet. Regional 7enters in ex!ess of :5;;;; s@uare feet GA with three or more department stores are !onsidered Super Regional. NRH in!ludes all !enters from 1;;;;; to :4BBBB S* GA in this !ategory of !enter type. •

St% C*-t*. A line of stores often tied together $y a !anopy o"er the sidewalk whi!h runs along the fronts of the stores. A !onfiguration of an open non%en!losed/ shopping !enter whi!h may "ary greatly in si&e.

•

S'* R*7%!-# C*-t*. 3ro"ides for an extensi"e "ariety of general mer!handise. It is $uilt around three or more ma#or department stores. In theory a super regional !enter has a GA of :5;;;; s@uare feetJ and in pra!ti!e this ranges upwards of +;;;;;; s@uare feet. The ma#or an!hor department stores generally ha"e a s@uare footage of +;;;;; s@uare feet ea!h. NRH in!ludes all !enters :5;;;; S* GA and larger in this !ategory of !enter type.

•

T*$*3S*+%#t/. 7enters that are @uite di"erse in themati! format si&e and market orientation $ut share !ommon features that distinguish them from other !enters employ a unifying theme in ar!hite!tural design whi!h is !arried out $y the indi"idual shopsJ an!hored $y restaurants and entertainment fa!ilities rather than department stores or supermarketsJ strongly appeal to tourists as well as lo!al shoppersJ and their tenants typi!ally offer unusual mer!handise.

•

Us+#*3F#s%!- C*-t*. A !enter !omprised of a !on!entration of apparel shops $outi@ues and hand!raft shops !arrying sele!ted mer!handise usually of high @uality and high pri!e. A fashion%oriented !enter may in!lude one or more small spe!ialty department store and gourmet food and food ser"i!e stores. These !enters are most often lo!ated in high%in!ome areas.

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FIGURE 4: SENIOR AUTO MALL# GURGAON (FORTUNEREALTEC! .COM)

FIGURE $:F OOT!ILL VILLAGE OAKS NEIG!%OR!OOD CENTER#ROSEVILLE (VANIRDEVELO"EMENT .COM)

F IGURE 6: ST. JACO%S F ACTOR& OUTLET# CANADA (CANADA '"!OTOS.COM)

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. F#+t!s #""*+t%-7 t* s'++*ss !" S!%-7 M# The $asi! idea of shopping malls is to !ondu!t a $usiness and earn some profit while doing it. ?hen it !omes to su!!ess there !an $e numerous fa!tors affe!ting it in the !ontext of Shopping -alls. Hut ar!hite!tural su!!ess is a different thing. It is within the s!ope of the ar!hite!t to explore different design phenomenon to !reate a design that is ar!hite!turally a su!!ess. This !hapter will look at the effe!t of the following design phenomenon to the ar!hite!tural su!!ess of shopping malls.

.1

7ontext of the shopping mall

.2

7ir!ulation in the shopping malls

.8

Re!reational fa!ilities pro"ided in the shopping malls

.4

3arking in the shopping malls

.1.

C!-t*;t !" S!%-7 M#

The !ontext of a shopping mall is "ery important and should $e !onsidered in the design of any shopping mall. It is the fa!tor that determines how shoppers and other patrons relate with the mall in @uestion and how the mall fits into the en"ironment in whi!h it is designed for there$y a"oiding ar!hite!tural misfits in the gi"en en"iron. To $e !onsidered in!lude !limati! !ultural and histori! !ontexts for the design of any mall to $e !onsidered as su!!essful . It is e"ident from the "arious $a!kground studies tha for any shopping mall design to $e !onsidered ar!hite!turally su!!essful and for any design of any $uilt type for that matter/ !ontext has to play a role in the design of that mall. The ar!hite!tCdesigner has to ha"e the !ontext of the site in his mind throughout the design pro!ess or else the design will seem foreign whi!h will definitely work against the ar!hite!tural su!!ess of the mall.

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.2.

C%+'#t%!- %- # S!%-7 M#

7ir!ulation in a shopping mall is of utmost importan!e. *rom the entran!e to the aisles and the inter!onne!tion of spa!es within the mall signage and ease of way%finding all these play a "ital role in ensuring the !omfort of the shoppers within the mall. Hoth external !ir!ulation and internal !ir!ulation are of e@ual importan!e. The external !ir!ulation determines how shoppers na"igate from the parking and the main entran!e to the entran!e into the shopping mall $uildings. The ease at whi!h this happens !ontri$utes to the ar!hite!tural su!!ess of the mall and to how often the shoppers will re%"isit the mall. This explains why most shopping malls plan their parking lots in front of the entran!es to the shopping mall $uildings. -any amenities like resting $en!hes D waste $ins that a!t as $reak%points in !ir!ulation to

.8.

R*+*#t%!-# F#+%%t%*s %- # S!%-7 M#

As mu!h as shopping is a re!reational a!ti"ity in itself to some people most people don't !onsider shopping a re!reational a!ti"ity. They shop when they need to and what is $ought in most !ases is stri!tly what is needed. Re!reational fa!ilities a!t positi"ely in attra!ting many people to shopping malls. These fa!ilities range from diners mo"ie halls sports to gaming ele!troni!ally. It has already $een esta$lished that a su!!essful shopping mall should not only fo!us on leasing spa!es to shops $ut also to !reate re!reational spa!es whi!h in themsel"es are also a sour!e of re"enue to the shopping mall in"estors. >ifferent shopping malls ha"e !reated different re!reational a!ti"ities within their premises. All of them howe"er ha"e one or more diners and !afes whi!h means that this is of importan!e. >inersC!afeterias allow for shoppers to relax afterCwithin their shopping a!ti"ities and ha"e mealsCdrinks at the same premises. In fa!t many people "isit malls for these re!reational a!ti"ities only. They also ensure that people of a wider age $ra!ket are taken !are of from !hildren to adults. This T his turns "isits to shopping malls m alls into ex!iting endea"ors for all.

.4.

P#6%-7 %- # S!%-7 M#

Another fa!tor that affe!ts the su!!ess and the fun!tionality of a shopping mall is its parking. This is the first and the last impression sin!e the shoppers who arri"e with "ehi!les a!!ess it first and last.

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This means that if the parking of a !ertain mall is not well worked out to deal with the "olume of "ehi!ular flow that "isits the mall $oth in si&e and layout then !han!es of a shopper re"isiting the mall are slim. The position of the parking lot also ser"es a lot in enhan!ing the performan!e of the mall. This explains why most shopping malls position their parking lots or part of their parking lots/ near the main entran!e at the main a!!ess point into the malls premises. This is to ensure ease of a!!ess into the shopping malls. The layout of the parking is also important. -any shopping malls apply angle parking. This is $e!ause it sa"es on spa!e and also easier to park and !ome out as opposed to the linear parking. Heautifi!ation of the parking lot is also important. This helps in a"oiding ugliness of the parking lot sin!e the surfa!e material of the parking lots mi!ro%!on!rete pa"ing sla$s and tarma!/ is not a friendly "iew espe!ially when they are used extensi"ely as is the !ase with shopping malls. 3arking lots should also $e well lighted to impro"e on their se!urity as this is an area where potential muggers and $urglars are more likely to lurk. ighting also gi"es the shoppers a sense of se!urity and thus makes the premises more !omforta$le to the shopper.

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isplays must Simply $e !anted to one side so they !an $e more easily seen from an angle.

.2

S+!* #- L%$%t#t%!-s The primary fo!us of the original study was to re!ord the human $eha"ior pattern $y tra!king a sample of typi!al users of the three en!losed shopping malls and to make a !o relational analysis $etween their $eha"ior pattern and the elements of the en"ironmentJ to test whether or not any !orrelation of suffi!ient rele"an!e exists. imitations and s!ope of the study were as follows) +. The study was !ondu!ted o"er an area !onsisting of only one floor in ea!h shopping mall. 0. Inter"iewing was not in!luded in the tra!king program due to the fa!t that it was found diffi!ult from the pilot study to o$tain enough rele"ant information $y stopping people in the shopping malls. 1. The study does not in!lude any marketing analysis for en!losed shopping malls. 4.The type of mer!handise the way display is exhi$ited and store reputation were not taken into a!!ount.

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>.8

*/ F%-%-7s Some of the key findings e"ident in the original sur"ey are as follows) •

The softer the floor !o"ering material in the mall the slower the pedestrians walk.

•

The greater the storefront length the more likely that the pedestrians stop and enter $ut the less time they spend at the storefront.

•

The greater the num$er of angles of storefront arti!ulation the more likely that the pedestrians stop spend more time at the storefront and enter the store.

•

Seats at the storefront whether o!!upied or not do not ha"e any statisti!ally signifi!ant effe!t on the fre@uen!y of stopping duration of stopping and fre@uen!y of entering.

•

The more num$er of angles of storefront arti!ulation per foot the more likely that the pedestrians de!elerate stop spend more time at the storefront and enter the store.

•

The greater the num$er of !hanges in route dire!tion the more likely that the pedestrians slow down.

•

Stores at !orner lo!ation do not ha"e any statisti!ally signifi!ant effe!t on the fre@uen!y of stopping and entering.

•

The !loser the store is lo!ated to the mall entran!e the more likely that the pedestrians stop and enter.

•

3edestrians prefer walking on soft surfa!es rather than hard surfa!es.

•

There is a preferen!e of mo"ement in the mall for the !hannels whi!h do not pro"ide any "isual $reaks.

•

>.4

3edestrian mo"ement gra"itates towards !entral area of the mall.

D*s%7- I$%+#t%!-s Some design impli!ations deri"ed from the literature study) •

-all layout should $e simple with a fo!al point like a prin!iple !ourt pro"iding a !entre for shopper's attention. It !an $e used for "arious promotional a!ti"ities in!luding displays fashion shows et!. Hased $roadly on U.S. experien!e the most su!!essful layouts ha"e $een the simple ones namely T and  shaped layouts. 3arallel malls and other more !omplex layouts ha"e generally $een unsu!!essful >arlow+B:0/. 2istori!ally most of the su!!essful en!losed shopping malls like Galeria in -ilan were in Page | 2

reality !o"ered o"er streets minus "ehi!ular traffi!. Their plan was simple and sin!e it was the extension of the existing street plan it ga"e them "isual !oheren!e within the ur$an en"ironment. 7ontaining may stores !afes and other !enters of a!ti"ity they pro"ide ample "isual "ariety. •

*loor materials for shopping malls should !onsist of soft surfa!es. 3edestrians prefer walking on soft surfa!es rather than hard h ard surfa!es a!!ording to the results of o f the original study.

•

Es!alators pro"ide a !ontinuous flow of shoppers and redu!e !ongestion in the mall. Also where they !onne!t two le"els of shopping they tend to draw the shopper's eye to the higher le"el. Hut they ha"e two serious disad"antages P they take up a lot of "alua$le spa!e and pro"ide a "isual $arrier in the long ma ll. Es!alators should $e installed in areas of the mall where they do not produ!e "isual o$stru!tions $ut they !an $e easily a!!essi$le to users.

•

6pen type stores in the en!losed shopping malls re@uire new ingenious approa!hes on the part of the designers to fo!us the shopper's attention on the store.

•

The design of the malls should stri"e for an intimate !hara!ter and su$dued atmosphere. The purpose is to ha"e the shopper's eye attra!ted to the storefronts. All the "isual ex!itement and "ariety should $e allo!ated to the storefront and not the ar!hite!tural en"elope.

•

-all frontages should $e highly arti!ulated in order to $e!ome more effe!ti"e in attra!ting shoppers.

•

Stores !ould $e arranged in a sawPtooth fashion so that store openings and window displays would $e fa!ing the traffi! flow more dire!tly in order to attra!t the shopper's eye.

•

6rientation and finding dire!tion in the mall is diffi!ult for many users. A store dire!tory prominently and !learly presented should $e pro"ided.

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9. C%+'#t%!- D*s%7- "! P/s%+#/ C#*-7* There is need to in!lude a!!ess for the physi!ally !hallenged in all pu$li! spa!es. ?hen in!lusion of people with disa$ility is a!hie"ed in any pu$li! spa!e it shows that there is em$ra!ing and !ele$rating human di"ersity. Effort should $e made to ensure that people with disa$ility find it easy to use the pu$li! spa!es that are pro"ided. The main aims of ha"ing a!!essi$le shopping malls is to make sure that all the patronage en#oy the ser"i!es and goods offered in the shopping malls without dis!rimination in terms of physi!al disa$ility while at the same time the shopping malls make maximum profits from as many people as possi$le in!luding the ones with physi!al disa$ility. In a !he!klist pro"ided pro"ide d $y Adapti"e En"ironment 7entre and Harrier free En"ironment for remo"al of $arriers in pu$li! spa!es pro"ided in +BB5 the following gudelines were offered.

9.1

A++*ss%(* *-t#-+*

3eople with disa$ility should $e a$le to arri"e on site approa!h the $uilding and enter as freely as e"eryone else. At least one route of tra"el should $e safe and a!!essi$le for e"eryone in!luding people with disa$ility This route should not $e interrupted $y stairs should $e sta$le firm and slip resistant and should $e at least +;;;mm wide. There should $e pro"ided a ramp or lift or alternati"e a!!essi$le entran!e. Signs should $e pro"ided at all ina!!essi$le entran!es indi!ating dire!tions to the nearest a!!essi$le entran!e. >oors at a!!essi$le entran!es should ha"e handles at a!!essi$le heights not higher than +;;;mm/ opera$le with !losed fists. The doors should also $e easily opened without the use of too mu!h for!e.

9.2

A++*ss t! !'+ts #- s*=%+*s

The layout of a $uilding should $e su!h that it allows people with disa$ilities to o$tain goods and ser"i!es without assistan!e. The rooms and spa!es should $e wide enough and any furniture and fixtures should $e arranged in su!h a way that it !lears aisles and gi"es more room inside the spa!es. There should $e pro"ided a ramp or lift or alternati"e a!!essi$le entran!e. 7lear signage for goods and ser"i!es should $e pro"ided. All !ontrols for use $y the pu$li! in!luding ele!tri!al me!hani!al !a$inet gaming and self%ser"i!e self%ser"i!e !ontrols/ should $e lo!ated at an a!!essi$le

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height. Vertical circulation should be accessible by all in all public levels. If there are stairs, they should have non-slip surfaces and continuous rails. The elevators should have clearly visible and audible door opening and closing floor indicators.

9.8

Us#(%%t/ !" *st !!$s

Restrooms in pu$li! spa!es should $e a!!essi$le to people with physi!al disa$ilities. There should $e at least one restroom for ea!h sex or a unisex restroom that are fully a!!essi$le. Signs should $e pro"ided at all ina!!essi$le restrooms indi!ating the dire!tion of the nearest a!!essi$le restroom.

9.4

A%t%!-# A++*ss

A reasona$le per!entage of all the pu$li! amenities offered should $e fully a!!essi$le. >rinking fountains should ha"e a!!essi$le heights the same s ame as pu$li! telephones.

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10. C!-+'s%!After studying the $eha"ior of a shopper in retail en"ironment and drawing !on!lusions from the literature studies I ha"e found that although there !an $e lot of fa!tors influen!ing the o"erall su!!ess of a mall $ut as an ar!hite!t there are a few things that should always $e kept in mind while designing a mall and planning out the !ir!ulation for it and also the indi"idual stores. Some of whi!h are) •

The !ir!ulation should $e designed in a!!ordan!e with the natural mo"ement of the shopper rather than guiding the pedestrians through design as shopping !enters whi!h tend to do so a generally found to $e less !on"enient and su!!essful .

•

The layout of the mall should $e simple easy to understand and !omforta$le as shoppers who are !onfused and uneasy generally spend less

•

The !orridors and !ommon spa!es should $e designed in a way that the people using it should $e a$le to noti!e the stores around it and also their mer!handise on display as this in"ites more people in the store.

•

The entryCexit parking et!. are pla!es where the !on!entration of people is high and they !an experien!e some pro$lems due to !rowd. This means that their !han!es of "isiting again redu!es. 2en!e these spa!es should $e properly planned.

•

Shopping malls are a pla!e where all types of people !ome in all age groups all genders and all !ultures. They should $e designed to !ater all.

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11. B%(%!7#/ •

3a!o Underhill 0;;B. ?hy ?e Huy% The S!ien!e of Shopping

•

A.( 9ain 0;+;. Spa!e for Shopping) Sh opping) 3lanning and >esign for trade and !ommer!e.

•

 9ames R. >eisle 3h.>. 0;;:. Shopping 7enter 7lassifi!ations) 7hallenges 7hallenges and 6pportunities 6pportunities

•

3lanning guide for es!alators and mo"ing walks $y S!hindler ele!troni!s

•

>a"ies R. +B=4. Retail and !ommer!ial 3lanning

•

(amau Erastus n>ungu *a!tors that influen!e the su!!ess of Shopping -alls) A !ase of Nairo$i.

•

6ssama Ahmed Elgalali +B:=. +B:= . >esign *a!tors influen!ing pedestrian mo"ement patterns in en!losed Shopping -alls.

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