10 innovative ways to enhance mall experience

Sunil Shroff, Sr. Vice President, Viviana Mall explains ‘10 innovative ideas’ which contribute to change the look and feel of the mall offering more leisure and comfort to the consumers
 As disposable incomes are getting higher, consumers are getting more mature and are demanding a luxurious lifestyle. Therefore, it has become a top priority for the mall developers and architects to design their property innovatively to attract and keep the customers involved at the mall as it is said that “Innovations drive growth and development”.
Here we discussed the innovative ideas which contribute to change the look and feel of the mall offering more leisure and comfort to the consumers. The article also outlines how malls can be taken to a next level by adapting innovative techniques in terms of design, interiors and architecture making a simple shopping trip into a social event, attracting and retaining customers with its various well placed offerings.
1. Looks matterMost of the upcoming malls are based on the concept of contemporary design with added elements of classical architecture. In order to have a mall replicate the image of a great ‘hangout’ zone, a commitment to materials of permanence and quality is required. Natural and manufactured materials such as cut stone, concrete, brick and stucco are exterior wall materials that provide a cohesive and consistent architectural character that helps to unify the mall visually. Building surfaces should ideally be light in colour.
2. Prevent bottlenecksAn important aspect while designing a mall is to regulate the traffic circulation. Interesting alignment of landscape islands and driveways along with canopies and trellises, facilitating pedestrian traffic is ideal for malls with large spaces. For malls with small parking spaces, the traffic should be facilitated with multiplex egress/ingress points.
3. Pick the right mixTenant mix is an alternative term for brand mix, and an area where one simply cannot afford to go wrong. Mall developers should first identify their anchor tenants and then build their tenant mix around it. Formulating the right tenant mix based on zoning not only helps to attract and retain shoppers by offering them multiple choices, but also enables smooth movement of shoppers within the mall, avoiding clusters and bottlenecks thus creating a win-win situation for both shoppers and retailers.
4.  Birds of a feather…Another important concept to be kept in mind is ‘Clustering’ – a process of gathering tenants of the same type into the same location. The developers can have clusters in all retail groups such as fashion, food, men’s wear, ladies wear, entertainment etc. When you have clusters of tenants, the customer has an access to a variety of options in a single category without any inconvenience. Thus, sensible bundling of tenancies will further improve the customer experience at a retail property. Likewise, malls and movie theatres have a symbiotic relationship. When you have a multiplex within a mall, there’s always something to do before and after a movie.
5. State-of-the-art amenitiesMall spaces should ideally be swamped with F&B outlets on both sides, with informal seating spaces and water features forming an ideal hang-out space for all age-groups. It also creates a positive environment welcoming customers for exploring the interiors with greater shopping experience. The design should match international standards not only with its unique architecture but also with its thoughtfulness towards providing best of facilities like an ideal mother-care room, designated parking for physically challenged amongst others.
6. Make it easy to grab a biteFood courts play a key element in a mall where people not only eat but also meet friends, family, talk about their shopping and spend quality time together. Food courts should have high-quality, comfortable furniture which enables conversation. The food court options should always be in sync with the tenant mix at the mall. It should be an inviting space and have options of a few fine dining restaurants along with fast food chains to complement the tenants. Being the second most important aspect in a mall as grabbing a bite after shopping or after a film, the food court experience should always be pleasant for the customers. 
7. A perfect match for anyoneMall designers are now creating zones in a mall catering to different audiences. Special food zones like sushi bars, play areas, business centres to surf the internet are some innovative ideas that malls can now incorporate. To make a visit to the mall more personalized, carefully chosen textures using stones, wood, strategically placed props and furniture, and the right lighting helps create a homely and relaxed feel.
8. Think greenSimple steps that contribute towards environmental consciousness should be taken such as separate waste bins for dry and wet waste, recycling stations at parking areas for the disposal of paper and glass give added value to a mall in this age of environment conscious citizens.
9. Keep it comfortableRoofing systems of a mall should comprise of excellent acoustical and heat insulation values. Tiles that act as an effective reflective material for heat reduction and wall panels that give better heat insulation value should be used while building a mall.
10. Design for a better future With the world becoming a more environmentally conscious place, malls too need to keep in mind the need for energy saving and sustainability. It lies in a developer’s interest to acknowledge the awareness of green buildings amongst people today. To increase the energy saving potential, occupancy based and timer based sensors should be installed. The upward out-door lighting should be limited, hence safeguarding the nocturnal life of the birds and insects.
On the whole, the design and architecture of a mall provides a platform that can transform a simple shopping trip into a social event, attracting and retaining customers with its various well placed offerings.  Carefully designed malls also satisfy and cater to the requirements of today’s customer that is conscious about the environment. 
Authored by__
Sunil Shroff, Sr. Vice President, Viviana Mall

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