The Consultant - Q1 2009 - (Page 31) IN T E RN AT ION A L M A RK E T PE RSPEC T I V E S Europe Planning issues and rising travel costs have influenced the spread of big, out-of-town shopping malls in many parts of Europe. But town centre developments, often created as part of regeneration projects, continue to attract investors and consumers. A key question is the ability of developers to bring together a sustainable mix of facilities – especially innovative food and beverage – consistent with modern urban lifestyles. A deli unit at Food Inc., a restaurant-style food hall in London, is an example of how the role of restaurant and cafes has been redefined. Beyond simply refreshing shoppers and encouraging traffic to less frequented parts of the building, aspirational food concepts are becoming a prime reason for visiting. New Urban Malls Embrace Boutique Dining By Bruce Whitehall n the face of tough financial conditions in many countries, several major retail malls have opened in European cities in the past couple of years. Many are part of urban regeneration projects and, increasingly, high quality foodservice is seen as a key part of the mix. Notable examples include: • Victoria Square in the centre of Belfast, the capital of Northern Ireland, which opened on a 14-acre site in March 2008, at a cost of around £160m. Its developers describe it as I an "urban grain streetscape" rather than a conventional mall. A dramatic 37m diameter glass dome, comprising 635 triangular panes of glass, over-arches rather than fully enclosing the centre, helping to integrate it almost seamlessly with surrounding streets and buildings. Its 140,000m² includes a “Food Quarter” with a dozen restaurants and cafes plus three upscale restaurants within a roof garden area, as well as shops, more than 100 apartments, a First Quarter 2009 31
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