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Design solutions
DESIGNING DYNAMIC RETAIL SPACES THE DUBAI MALL, PARAGON, SUPER BRAND MALL AND THE CLEMENTI MALL By Leong Wei Lin
The design of retail environments incorporates elements of architecture and interior design, as well as considerations for branding and consumer patterns. Traditionally, the primary purpose of retail space has been to stock and supply products to consumers. However, in the context of today’s competitive consumerist culture, shopping malls can no longer simply focus on providing relevant consumer products but must craft the user experience as a memorable and special one to entice multiple visits. Within the shopping mall typology, there are many elements that differentiate malls from each other. Between the basic architectural form of a low-rise sprawling building and a high-rise tower with typical floor plates, the circulation strategies, approaches to transitional spaces and spatial cues may differ greatly. The decision of the mall operator on the type of retail structure and tenant mix – such as stand-alone boutiques as opposed to departmental store tenants – will shape the environment and interior design approach. The target market, location and marketing approach of the development all also pose great implications on the atmosphere, themes and materials used in the design. Aesthetically, there needs to be memorable elements or iconic representative spaces to give character to a mall and create the optimal experience. At the same time, this needs to be balanced with the longevity of design as well as the suitability and durability of materials, given the nature of high traffic at shopping malls. Contributing to the demand for retail design are existing malls that wish to remain current, updated and in line with trends. The challenges
of these additions and alterations projects are multi-faceted – from the constraints of existing construction, to dealing with regulatory compliances, as well as the complications of working in phases within an operating mall. Over the years, DP Design has honed a speciality in retail projects across a broad spectrum – from the mega-scale The Dubai Mall, the high-end luxury shopping mall Paragon in the heart of Singapore’s Orchard Road to the high-rise nature of Super Brand Mall in Shanghai and the informal environment of The Clementi Mall in Singapore.
IN TODAY’S COMPETITIVE CONSUMERIST CULTURE, IT IS THE FRESH, RENEWED SPATIAL EXPERIENCE OF A PHYSICAL MALL THAT WILL ATTRACT VISITORS
Right: Visually arresting light installations serve as stunning backdrops for the world-class destination, The Dubai Mall.