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MALLS FIGURE 57: DATA SOURCEARCHITECTURAL DIGEST
Malls provide an upscale shopping experience by integrating assorted shops in an organized way. The placement and arrangement of these shops attracts people towards the stores. When the users approach the structure, the windows of the stores entice the viewers into the structure but deny direct physical access to ensure that the users pass the other shops before reaching their destination. A complex, striking and dynamic form draws attention of its viewers and engages them in the details of the structure. Studies show that our brain engages with fluidity and variety instead of ‘institutional’ building styes. As the user walk towards it, the window shops, entry points, ornamentations of the structure, etc. become more prominent and allows the user to appreciate and interact with the form. This offers time and space for the user to appreciate and understand the structure. With the advancements in technology, the facades of such malls are getting transformed into interactive panels with branding and advertising of various shops and companies inside the mall. Such panels keep the pedestrians updated with the new trends and products and increases the foot count in the structure. The vehicular and pedestrian movement of the users is planned to allow a smooth transition into the interior spaces of the structure. Users move from the streets onto a double heighted assembly area which gives the perception of grandeur and freedom of movement. The user can understand the placement of the shops and move through them. This potential for movement (Space And Mass) encourages the users to move through all the spaces.
