IIDA Perspective - Fall/Winter 2015 - 33

Internationally, shopping centers are booming, with highend retail reporting record profits. China constructed more
than triple the number of shopping centers the U.S. did.
In the states, only a fraction of new developments are enclosed
centers, as outdoor Main Street-type lifestyle centers eclipse
indoor malls in popularity.
Design equity has shifted to the outside, far from the traditional two-level, dog-bone mall design. In fact, any properties
that still rely on middle-market department store anchors are
probably among the estimated one-third of the 1,200 enclosed
malls in the U.S. that are failing. The only appeal they'll ever
have among tech savvy youth will be as the subject of "ruin
porn" Internet listicles.
The rise of outdoor lifestyle centers has forced a reexamination
of what consumers want from mall interiors. "There's a greater
recognition that the look and feel of a mall has a much greater
effect on people while they're there and whether people choose
to spend time there," says Paco Underhill, CEO of Envirosell,
a global retail and real estate consulting firm, and the author
of a slew of popular books about shopping. In the case of many
suburban shopping giants, cities have grown up around them,
forcing malls to connect with thriving street life to an entirely
new degree.
To create spaces that make people want to while away
a day inside, designers have had to take a second look at the
consumer who frequents them. Underhill notes that despite
the fact that a majority of shoppers are women, malls have
historically been designed, owned, and managed by men.
It's no surprise, then, that female shoppers were underserved.
"Today's malls have to be a place for women to retreat, feed
their children and put them down for a nap for 20 minutes,
and have a place to park their husbands while they shop,"
he says.
They also have to be attractive to families, which are increasingly multi-generational and anything but traditional.
"The only way malls can engage future consumers is if they
spark curiosity, contemplation, learning and enjoyment,"
says Norma Perez, Associate IIDA, LEED AP, design lead at
Edens. That's a tall order, and it requires rethinking every
detail of retail design, says Perez, who oversees the design of
her firm's mixed-use properties across the eastern seaboard
and Texas. "We consider things like the composition of floor-
is it friendly to women in high heels?-and treat fixtures
like sconces as jewelry," she says.
But high-end furnishings and fixtures alone won't persuade
consumers to pay for premium retail and dining experiences
they didn't even know they wanted, and retail and design
experts have a range of ideas on how designers might be able
to gracefully merge art and commerce in the placemakers
of the future.

PERSPECTIVE

33



Table of Contents for the Digital Edition of IIDA Perspective - Fall/Winter 2015

IIDA Perspective - Fall/Winter 2015
Contents
From IIDA
Behind the Issue
Contributors
Viewpoints
The Innovation Insurrection
Lens Flare
The Once and Future King of Commerce
Point/Counterpoint
All Around the World
Inspiration
Colophon
Design Buzz
IIDA Perspective - Fall/Winter 2015 - IIDA Perspective - Fall/Winter 2015
IIDA Perspective - Fall/Winter 2015 - Cover2
IIDA Perspective - Fall/Winter 2015 - 1
IIDA Perspective - Fall/Winter 2015 - Contents
IIDA Perspective - Fall/Winter 2015 - 3
IIDA Perspective - Fall/Winter 2015 - 4
IIDA Perspective - Fall/Winter 2015 - From IIDA
IIDA Perspective - Fall/Winter 2015 - Behind the Issue
IIDA Perspective - Fall/Winter 2015 - 7
IIDA Perspective - Fall/Winter 2015 - Contributors
IIDA Perspective - Fall/Winter 2015 - 9
IIDA Perspective - Fall/Winter 2015 - Viewpoints
IIDA Perspective - Fall/Winter 2015 - 11
IIDA Perspective - Fall/Winter 2015 - The Innovation Insurrection
IIDA Perspective - Fall/Winter 2015 - 13
IIDA Perspective - Fall/Winter 2015 - 14
IIDA Perspective - Fall/Winter 2015 - 15
IIDA Perspective - Fall/Winter 2015 - 16
IIDA Perspective - Fall/Winter 2015 - 17
IIDA Perspective - Fall/Winter 2015 - 18
IIDA Perspective - Fall/Winter 2015 - 19
IIDA Perspective - Fall/Winter 2015 - Lens Flare
IIDA Perspective - Fall/Winter 2015 - 21
IIDA Perspective - Fall/Winter 2015 - 22
IIDA Perspective - Fall/Winter 2015 - 23
IIDA Perspective - Fall/Winter 2015 - 24
IIDA Perspective - Fall/Winter 2015 - 25
IIDA Perspective - Fall/Winter 2015 - 26
IIDA Perspective - Fall/Winter 2015 - 27
IIDA Perspective - Fall/Winter 2015 - 28
IIDA Perspective - Fall/Winter 2015 - 29
IIDA Perspective - Fall/Winter 2015 - The Once and Future King of Commerce
IIDA Perspective - Fall/Winter 2015 - 31
IIDA Perspective - Fall/Winter 2015 - 32
IIDA Perspective - Fall/Winter 2015 - 33
IIDA Perspective - Fall/Winter 2015 - 34
IIDA Perspective - Fall/Winter 2015 - 35
IIDA Perspective - Fall/Winter 2015 - 36
IIDA Perspective - Fall/Winter 2015 - 37
IIDA Perspective - Fall/Winter 2015 - 38
IIDA Perspective - Fall/Winter 2015 - 39
IIDA Perspective - Fall/Winter 2015 - Point/Counterpoint
IIDA Perspective - Fall/Winter 2015 - 41
IIDA Perspective - Fall/Winter 2015 - 42
IIDA Perspective - Fall/Winter 2015 - 43
IIDA Perspective - Fall/Winter 2015 - 44
IIDA Perspective - Fall/Winter 2015 - 45
IIDA Perspective - Fall/Winter 2015 - All Around the World
IIDA Perspective - Fall/Winter 2015 - 47
IIDA Perspective - Fall/Winter 2015 - 48
IIDA Perspective - Fall/Winter 2015 - 49
IIDA Perspective - Fall/Winter 2015 - 50
IIDA Perspective - Fall/Winter 2015 - 51
IIDA Perspective - Fall/Winter 2015 - Inspiration
IIDA Perspective - Fall/Winter 2015 - 53
IIDA Perspective - Fall/Winter 2015 - 54
IIDA Perspective - Fall/Winter 2015 - Colophon
IIDA Perspective - Fall/Winter 2015 - Design Buzz
IIDA Perspective - Fall/Winter 2015 - Cover3
IIDA Perspective - Fall/Winter 2015 - Cover4
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