Designing with conviction

Retailer: In order to faster ROI, how to optimise the use of Floor Space Index (FSI)? What role does design play here?

RR: Shopping centres deliver returns over a period of five to seven years. But internationally, shopping centres outperform other assets in a 10 year period. If you have to think of maximum FSI usage, hotels and offices can use the rest of FSI. A shopping centre puts pressure on parking (double that of a hotel), on utilities and it is possible to maximise the strip shopping formula. Every site does not have to be a huge mall. If you have a piece of land, research can point you in the direction in terms of the potential for other real estate usages. You can do a mixed use development – residence and office spaces allow you to go higher in terms of FSI usage. You can do a three-level shopping centre and a seven storey office building, or by placing a hotel block on top of a shopping centre, but the prices could vary and there could be a difference in footfalls too.

Retailer: What is the concept of Vivacity mall based on? 

RR: The concept of Vivacity Mall emerged out of the need to create an iconic destination that will constantly surprise and stimulate visitors with its vibrant mix of unique retail and entertainment concepts and ever-changing activities. The mall promises a fluid shopping enjoyment where one space leads intuitively into another. The structure does not separate the space by floor, but is connected as one continuous experience. The mall is close to a million sq ft and has some of the top brands as its anchor tenants, which are in perfect synergy with the other. 

Retailer: How can a developer ensure that the model is successful?

RR: In order to ensure that the model is successful, the developer primarily needs to chalk out an ideal location for the upcoming project. An ideal location is largely based on accessibility and connectivity. Secondly, the issue of mall management is critical for the smooth functioning of the centre. The right tenant mix is also a key to a mall’s success. In fact, tenant mix is an alternative term for brand mix, and an area where one simply cannot afford to go wrong. Developers should go an extra mile to pick the right brand mix to maximise profits, survey the foot print areas for the spend trends profiling of the customers, their disposal income indulgence for the NRIs, apartment owners, IT  professionals, etc, and lifestyle levels. Lastly, the only way to make customers come again and again would be through new attractions like change in tenant mix, periodic revamp of the mall and organising promotional events. Study the spend patterns from the promotions, coupon stubs, shop POS percentage of overall spend on jewellery, food and beverage, fashion, textiles,  footwear, accessories, ethnic outlets, specialty leasing, etc.

Retailer: Luxury retailers are now directing their focus on India. In this context, tell us how designing can lend the exuberance of luxury to a retail outlet?

RR: Developers must come up with more imaginative ideas of differentiating their luxury malls from the run-of-the-mill. The idea is not to attract mass traffic, but to offer an atmosphere of exclusiveness. In other words, luxury mall developers must learn to eliminate the commonplace components and introduce high-end features of design in their place. A luxury mall faces the tricky challenge of providing a synergistic atmosphere for competing, yet compatible brands, targeting affluent buyers. It must provide a unique gateway to the luxury market place. Achieving this is a fine art, combining the most evolved concepts of human psychology, aesthetics and marketing strategy. A distinct precinct can be added if components like separate getaways, proximity valet parking, high end restaurants/cafes, designer brands clustering are accommodated in a mall. The overall mall finishes distinct for such customers pampering, such as toilets, gift wrapping, carry to car service, etc.

Retailer: In terms of designing concepts in India, how do you view the current trends and what trends are likely to be followed in the near future?

RR: Shopping malls today are not a group of retail units only, there are a lot of elements, such as atria, cinemas, food courts, family entertainment centres, parking plaza, theatre hall, etc, some of them are old and the rest are new, which are very important in designing shopping malls, and which change and enhance the design concepts. The target for shopping malls is therefore to attract the maximum number of customer flow, making it a family or must-shop destination. From the point of view of retailers, well-lit (either artificially or naturally) lobbies, atriums and store spaces as well as elegant floor patterns/finishes are of importance to retain customers. Lighting and interiors should be in line with the themes and sections of the mall. The transition from end to end mall finishes and ornamentation design flow constantly retain the customers’ awe. For example, sections with movies or entertainment can have darker interior and coloured lights that focus on lobbies, while the precinct with food and children stores should have lively interiors. Wherever possible, natural light through glass or canvas can be used. Teen fashion shop clusters are bold, funky, trendy, abstract, metal finishes in their shop fronts. Fashion zones use zappy colours, focused lighting, versatility for trend changes in shop design control areas.

Jewellery stores and high-end retail have accentuated shelving, minimalistic presentation, high gloss finishes and brass or marble shop elevations. Sports shops and rough raw sports arenas could be open to ceiling design with the use of theatre size blow ups of sports stars and hands on merchandise level of displays. Bold colours like red, black and white elements come on in and play fronts. Mall designers in India understand the importance of anchor spaces. Such anchor spaces are occupied by large retailers and act as a magnet for attracting 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. India’s retail districts have attained a certain level of design and ambience but it can’t be compared with those in developed countries. We still have a long way to go, since we are at a stage where retailers, developers and investors perceive the need for additional innovations in mall design. The design process of any retail format is largely dictated by the consumer’s culture and behavioural 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 for shopping centres in India. A retail space is no longer a store – it is a stage.

Hence, proper utilisation of design elements will definitely make a difference in creating landmark destinations for retailers as well as consumers, which reflects in sales transformation