Republic of the Philippines

EASTERN VISAYAS STATE UNIVERSITY

COLLEGE OF ARCHITECTURE AND ALLIED DISCIPLINE
Tacloban City

DES 425 – ARCHITECTURAL DESIGN 8

RESEARCH WORK No. 02

SHOPPING MALL

Submitted By:

BRENT JARRYD P. LUEGO

BSAR – 4A

Submitted To:

AR. HERVY G. CATILOGO, MSCM

INSTRUCTOR

Date
APRIL 20, 2024
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TABLE OF CONTENTS

I. COVER PAGE ………………………………………….…………….... i

TABLE OF CONTENTS………………………………...….………….2

II. INTRODUCTION…………...…………………………………………. 3

III. BACKGROUND OF THE STUDY……………………….……………5

How does shopping mall architecture design impact the customer

experience? ........5

Points that need to be considered while designing a shopping

mall……………….10

The Design of Shopping Malls Structures…………………………….……..

….11

Special Provisions for Mall Structures ...……….......

…………………………..15

How can technology improve shopping center architecture

design?..........................18

IV. CONCLUSION…………………………………………………………19

V. REFERENCES………………………………………………………....20
 INTRODUCTION

The profession of designing retail areas to enhance the customer experience from arrival

to exit and all points in between is known as mall architecture and design. When creating

shopping center designs, planners need to think beyond the box because one bad experience may

ruin a visit, decreasing customer happiness and sometimes even earnings. A customer's attitude

and purchasing habits may be influenced by a variety of factors, including the arrangement and

flow of both outdoor and indoor parking lots, the positioning of facilities, and even the interior

design.

A shopping center is an assembly of businesses that offer goods and services, all situated

inside a certain area, designed, constructed, and overseen together, along with car parking.

According to more recent definitions, a shopping center is a collection of businesses that are

specifically chosen and arranged in accordance with a single idea to create a synergistic effect.

These businesses can be found on a single property in one or more buildings, connected by a

single architectural solution and shared management, and featuring a proportionately serviced

retail zone, parking, and a landscaped surround.

The architecture of malls is a fascinating subject that combines elements of design,

functionality, economics, and social dynamics. Over the years, shopping malls have evolved

from simple marketplaces to complex urban structures that serve as central hubs of retail,

entertainment, and social interaction. Understanding the architecture of malls involves exploring

not only the physical layout and design principles but also the broader impact of these spaces on

communities and economies.

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In this regard, the architecture features of shopping centers in the largest city are formed

at the predesign stage based on the requirements for the economic, architectural and design

components of the overall design of the shopping center. The significance of studying mall

architecture extends beyond aesthetics. Malls are key players in urban development, influencing

patterns of transportation, land use, and commercial activity. They reflect societal values and

consumer behaviors, adapting to changing preferences and technological advancements. By

investigating the architectural strategies employed in mall construction and renovation, we can

uncover the underlying motivations driving these developments.

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BACKGROUND OF THE STUDY

The competition among retail establishments will sharply rise upon reaching a high

degree of market saturation. The architectural quality of the retail mall and the developer's

capacity to attract tenants and consumer flows will become more and more crucial.

Customers benefit from having a limitless selection of goods spanning several categories.

Malls, however, serve as much more than just places to shop and do business these days. Social

spaces like megastores and enormous shopping malls are examples of physical places that foster

interpersonal reconnection, just how the internet has brought people digitally closer together.

People like spending time there for three major purposes: eating, entertainment, and relaxation.

These shopping complexes are equipped with a variety of recreational areas, including

spas, saunas, salons, massage centers, and fast food and fine dining restaurants, as well as coffee

shops, dessert areas, movie theaters, arcades, and gaming rooms. Ask anyone, and they'll tell you

that the mall is frequently a great area to meet up! It takes careful planning to provide these areas

while integrating them into the opulence and vibrant surroundings.

How does shopping mall architecture design impact the customer experience?

A well-considered approach to the architecture and design of shopping malls may make the

difference between a very valuable, well-trafficked retail area and one that is abandoned by both

customers and companies. Here are a few examples of how your approach to architecture might

affect consumer behavior and your financial results.

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1. Influence customer mood. What and how much a consumer purchases can be

significantly influenced by their mental state. Your retail center's architecture may affect

the way patrons feel while they are there, even if you can't always foresee their mental

state when they arrive. Before a consumer enters your retail mall, you may start

influencing their emotions. Customer happiness and retention are closely related to

positive parking lot experiences, including availability and safety. Make sure there is

enough parking at your facility for all of its main entrances and that it is easy to access

and exit the parking lot. Once inside, the customer's emotional state may be affected by

several sensory factors as lighting, noises, odors, and vegetation. Think about the possible

mood differences produced by natural and artificial lighting, small, congested hallways,

and open-air layouts. An atmosphere that is well-lit, lively, and structured is more likely

to produce a satisfying experience. Visitors will also have a better shopping experience if

foot traffic congestion is monitored and improved, facilities such as lounge spaces and

bathrooms are easily accessible, and signage is clearly visible and easy to read.

2. Increased shopping times. Online shopping is the most convenient option available,

therefore retail establishments must discover more inventive methods to get customers in

and, more importantly, keep them coming back. Experts say that the goal of modern

shopping mall architecture is to get guests to stay as long as possible. Shopping center

owners can achieve this through several tactics, including:

 Brand mix/clustering: Finding the right mix of tenants and clustering them by

department makes shopping more convenient and encourages consumers to move

through the entire mall to access different retail groups.

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 Well-spaced lounge areas: Providing designated areas for meeting and relaxing

incentivizes customers to take their time as they shop, reducing fatigue and stress.

Adding charging stations can further reduce stress, as guests will no longer have

to worry about their smartphones mid-trip.

 Event spaces: Shopping centers can be for more than retail — they can provide a

venue for concerts, gatherings, and more. Plus, entertainment centers like movie

theaters, arcades, bowling alleys, and VR attractions can act as a bridge to and

from your center’s retail offerings.

 Dining plazas: Providing a variety of fast-food and casual dining experiences

incentivizes customers to plan their day around their visit to your shopping center.

3. Visibility and accessibility of retail stores. Retail stores placed within shopping centers

can also be impacted by their architecture. All of the stores within the retail center should

be as accessible and easy to discover as possible, according to building architecture.

Stairs should be paired with accessible paths such as elevators by planners. To make sure

neighboring retail establishments don't get lost in the mix, anchor stores should be given

similar weight within the architectural scheme. Your shopping center's dollar worth per

square foot will be maximized if you make retail companies as visible and accessible as

possible without creating any sections that could be overlooked by customers.

Points that need to be considered while designing a shopping mall

4. Know your Market. Analyzing the market helps determine whether or not the mall will

be supported by the surrounding area. It is crucial to get knowledgeable about the

competitors in and around the neighborhood (or often the entire city). It makes it clear

what kinds of areas should be built in malls, who should be invited to sell there, and what
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else has to be done to turn the place become a landmark. This mall, which is the biggest

in the world, has over 1200 stores, 120 restaurants, and a ton of smaller eateries.

However, the mall's location and amenities are the primary reasons it is so well-known

that visitors from other countries come here. Serving as the entrance to the massive Burj

Khalifa, it is home to a number of entertainment venues, including the Olympic-sized ice

skating rink, Rainforest Café, Hysteria Haunted House, Dubai Aquarium and Underwater

Zoo, and many more. The Dubai Water Fountain, which is located precisely at the mall's

entrance, adds to its magnificence.

5. Site design. Building orientation and layout, parking lot and circulation design,

landscaping, water supply, drainage retention, and a host of other components are all

essential components of site design. For all kinds of commercial centers, the quality of

the pedestrian environment need to be regarded as a primary characteristic that defines

the site plan and design concept. One excellent example of site planning is this mall. It

maintains the visual connectedness between the development's on-site and off-site

components thanks to its excellent orientation towards the lake. A number of buffer zones

have been incorporated between developed and unbuilt places, and the parking is quite

well organized.

6. Cater to the Parking requirement more. Precise parking arrangements ought to be a

substantial aspect of the design development process. Basement parking is always

preferred when site area is limited. In order to ensure that both pedestrian and vehicular

traffic are moving in the same direction, it should be designed in accordance with the

mall buildings' orientation. These days, valet parking is a popular facility in many malls.

Furthermore, as an integral part of the parking lot plan, landscape islands and medians as
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well as linked networks of pedestrian walkways should be developed. Originally named

as Hurlington mall, Bella Terra is an outdoor retail mall that was constructed in 1966. For

whatever reason, it was closed and reopened as Bella Terra. This mall features a separate

parking structure to meet parking demands in addition to the open parking lot that has

been there since 1966.

7. A grand entrance. The building entrance is an important feature that provides a

transitional element between the inside and outside functions. It creates the first

impression of the space a person is about to enter. Hence, its design should be given great

thought. For example, a water fountain, or a well-lit mural displaying the theme of the

mall can be used to exhibit the grandeur of the mall. This mall features a rooftop terrace

garden with thick green trees, stairs encircling the skylight, and several seating places

surrounded by vegetation in addition to multiple retail outlets housing international

brands. The mall's kaleidoscope entry tube, which directs traffic to higher floors, is its

main attraction. The tube is a fantastic place to observe stylishly dressed individuals

reflecting repeatedly like vibrant items in a kaleidoscope.

8. Create a space that invites all categories of people. This is a crucial prerequisite since

the mall needs to accommodate all kinds of patrons, including those with disabilities.

Disabled-friendly features should be included in the mall from the parking lot to the top

floor, guaranteeing its target audience a pleasant and dreamlike experience. Having a

mall that appeals to a wide range of age groups and interests can assist to increase foot

traffic and average spending per visitor. This incredible mall, which was constructed on

the location of the former Metropolitan Stadium, home of the Minnesota Vikings and

Twins, is home to over 500 stores and a plethora of attractions, including LegoLand, the
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Nickelodeon Universe amusement park, Sea Life Minnesota Aquarium, and more. There

are fourteen movie theaters in the mall, one of which has D-Box Motion Seats. The mall

is one of the most well-known in America and welcomes over 40 million people annually

because of its numerous attractions.

9. Depending on retail stores only to draw traffic. It is unrealistic to think that consumers

will visit malls only to buy for goods in this age of internet shopping. These days,

spending leisure time is the main reason people go to malls. Therefore, the fundamental

amenities that any mall has to include are dining options, multiplexes, play spaces,

gaming rooms, etc. In addition, a lot of malls have expansive indoor theme parks,

aquariums, casinos, snow worlds, and amusement parks, all of which increase the number

of people that visit the mall. The fifth-largest structure in the world is called Berjaya

Times Square. The Kuala Lumpur mall features more than a thousand stores, 65

restaurants, and an extensive array of entertainment options, such as Malaysia's first-ever

IMAX 2D and 3D theater and Cosmo's World, Asia's largest indoor theme park, which

takes up the fifth and eighth floors of the structure.

10. Connect the spaces. The interconnectedness of areas is simple to organize on a small

site. But it gets a little tricky to connect the dots on big sites with lots of buildings and

dispersed parking. However, it may be resolved by including straightforward road plans

and circulation routes, on-site go-kart or shuttle bus services, obvious signage, and

sidewalk connections. The Grove is a conventional outdoor marketplace that is located

next to the Farmers Market. Beautiful Art Deco facades inspired by traditional historic

districts may be seen there, along with wide pathways, expansive public plazas,
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commerce lanes, and private courtyards. There are trolley rides available to get from the

Grove to the Farmers Market, and the paths are entirely pedestrian-friendly.

11. Sustainability. An important ingredient in the mix. Modern buildings must be energy-

efficient, particularly malls where a lot of lighting, air conditioning, and ventilation are

needed and contribute significantly to carbon emissions. Planning the mall should give

careful consideration to sustainability. Among the various strategies used to reduce the

building's carbon footprint are solar panels, green roofs, low-carbon construction

materials, etc.

12. Building envelope design. Retail centers are more than simply structures; they are

symbols of the neighborhood or the surrounding area. They are therefore no longer

merely a block of glass. Building envelopes have evolved into sophisticated, visually

pleasing, and sustainably designed structures because to advancements in façade designs

during the past ten years.

The Design of Shopping Malls Structures

The first step in starting to prepare for functional solutions is to choose flexible modular

components. This is a feature that directly impacts how sustainable the space is in a warehouse

or shopping center. To provide a functional composition solution, a module unit will be created

to multiply by X times. Therefore, a useful geometric module doesn't imply to be ideal as the

optimum model to apply generally. As a result, the structure of the fundamental unit sales will

alter over time.

A modular unit must, however, have variable proportions in order to target a sales

region that would fit in a much more conventional design solution, taking into account the trend

and original design thoughts. In addition, I will often make reference to laws and guidelines that
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have been established in the relevant nations in an effort to meet worldwide conceptual design

standards. Thus, there is a good chance that modular design elements of shopping center

structures will result in a functional hybridization that is connected.

Fig. 1. Conceptual composition of shopping mall zones

Fig. 2. Conceptual composition of shopping mall zones

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An empirical observation of the circulation in one of the busiest sales zones will serve as

the foundation for a fundamental analysis, adoption, adaptation, and improvement of pedestrian

movement in sales areas.

Strong points in a retail establishment are those that are seen to be most crucial for sales:

price, exclusivity, and brand. Alternatively, the most alluring establishments are the checkpoints,

which are regarded as corner stores with additional main recreational attractions or locations near

eateries and candy stores. The busiest locations are usually the major retail establishments, and

until a new attraction opens up or is seen as a fresh focus of interest, shopping interest tends to

decline over the period.

Fig. 3. Functional organizational zones, shopping mall

Fig. 4. Pedestrian circulation defines the geometry of mall

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Fig. 5. Functional organizational scheme, points of interest

Fig. 6. Functional organizational scheme, shopping mall.

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Special Provisions for Mall Structures

Many individuals have nevertheless visited a shopping mall, despite the fact that online

buying has become the standard in today's digital era. Even while the majority of shoppers have

probably never witnessed a mall fire firsthand, a short google search reveals that these incidents

happen often, not just in the US but all around the world.

1. Mall structure. A mall structure is defined by NFPA 101 as “a single structure enclosing

a number of tenants and occupancies wherein two or more tenants or tenant buildings

have a main entrance into one or more mall concourses.” The code goes on to say that

“anchor buildings shall not be considered as a part of the mall structure.” That definition

uses the term anchor building, which is also defined by NFPA 101.

2. Anchor building. An anchor building is “a building housing any occupancy having low

or ordinary hazard contents and having direct access to a mall structure, but having all

required means of egress independent of the mall concourse.” A good example of an

anchor building would be a department store that connects to a mall but that has its own

dedicated entrances/exits. Again, the code definition of an anchor building uses another

term—mall concourse.

3. Mall concourse. A mall concourse can be open or enclosed. In order to be considered

open, one of two conditions needs to be met. The first is that at least 50 percent of the

total area of the perimeter walls and roof of the concourse are open to the atmosphere.

The openings need to be evenly distributed over the length of the concourse and cannot

be concentrated in one particular area. The second condition is that an engineering

analysis shows that the smoke layer interface is at least 6 feet (1,830 millimeters) above

the highest walking level surface open to the mall concourse. That minimum 6-foot
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(1,830-millimeter) smoke layer interface height must be maintained for 1.5 times the

calculated egress time, or 20 minutes, whichever is longer.

4. Protecting a mall. The provisions of 36/37.4.4 are only applicable to mall structures that

are three or fewer stories in height. If a building meets the definition of a mall, then a

designer may choose to utilize 36/37.4.4 but is not required to. The other option would be

to protect the building as a multiple occupancy building in accordance with 6.1.14. The

special provisions of 36/37.4.4, however, are intended to address the common design

challenges and unique features of mall structures, such as travel distance, plastic signs,

kiosks, smoke control, occupant notification, and automatic sprinklers.

5. Travel distance. Travel distance can be a challenge in mall structures, particularly on the

mall concourse. The travel distance within the tenant space must comply with the

occupancy chapter; the travel distance within these spaces is measured to an exit or to the

mall concourse. An additional 200 feet (61 meters) of travel for enclosed mall

concourses, or 300 feet (91 meters) of travel for open concourses, is permitted provided

certain criteria is met. The criteria include requirements for minimum clear width for the

mall concourse, minimum widths for exits, automatic sprinklers, construction of walls

between tenants, and smoke control for mall concourses connecting more than two levels.

6. Plastic signs. Unique to malls is the number of plastic signs present. To minimize the

contribution of plastic signage to fuel load and fire growth, a number of restrictions are

placed on plastic signs. Plastic signs are permitted to cover no more than 20 percent of

the wall area facing the mall concourse. There are also maximum sizes for signs,

minimum distances between signage and adjacent tenant spaces, and restrictions on the

types of materials permitted.

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7. Kiosks. Another unique feature of malls is the presence of kiosks. Kiosks, whether

temporary or permanent, are considered tenant spaces and must comply with several

requirements. There are requirements related to the construction materials of combustible

kiosks, horizontal separation distances between kiosks, or groups of kiosks, and other

structures, and a maximum area of 300 square feet (27.8 square meters) for each kiosk,

group of kiosks, or similar structure.

8. Smoke control. A smoke control system is required for all new enclosed mall concourses

that connect more than two stories. While a smoke control system is required, there are

options in how the system is designed. It could be a completely separate mechanical

exhaust system, or it could be a mechanical exhaust system in conjunction with HVAC

systems. Another option would be automatically or manually released gravity roof vent

devices. The designer may choose to combine any of those types of systems or could

choose another engineered system.

9. Occupant notification. At any time the mall concourse is occupied, the fire alarm

system, once initiated, must either activate a general alarm in accordance with 9.6.3

(positive alarm sequence is permitted) or use voice communication or a public address

system in accordance with 9.6.3.10. It should be noted that visible signals are not

required in mall concourses.

10. Automatic sprinklers. A supervised automatic sprinkler system is required throughout

all mall structures and all anchor buildings. The sprinkler system must be capable of

having any portion of the system serving tenant spaces taken out of service without

affecting the operation of the portion of the system that serves the mall concourse. Any

shades, canopies, awnings, or similar structures in an open mall concourse must be

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protected with automatic sprinklers. Kiosks or similar structures within enclosed mall

concourses must be protected throughout with automatic sprinklers.

How can technology improve shopping center architecture design?

Use technology to deliver good shopping experiences and produce actionable data in

order to improve your approach to shopping center architecture and design. Digital signage, for

instance, may quickly switch between interactive kiosks for additional advertising space and

navigation, offering creative methods to provide visitors important information. In order to track

which components are having the biggest effects over time, a lot of these signs also have

circuitry integrated into them that is intended to measure consumer usage.

Retail is not an exception to how augmented reality is continuing to reinvent and

influence how customers interact with physical environments. Given that more than 60% of

consumers prefer to buy in locations with AR experiences, augmented reality (AR) is a useful

tool for increasing consumer interest in retail. Interactive mirrors that let visitors virtually try on

a variety of clothing items and digital twins who offer guided tours and extra information via

smartphone applications are two popular augmented reality experiences.

AR can assist your company with consumer data collection and analysis as well. This

information may be used to identify choke areas in high-volume foot traffic, describe the

consumer path through your shopping mall, or identify underperforming shops in relation to their

neighbors. Afterwards, you may use this data to modify the architecture or design of retail

centers in order to enhance the overall experience for patrons.

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CONCLUSION

In conclusion, studying the concepts of designing a shopping mall represents a critical

exploration of the multifaceted impact of shopping centers on urban development, societal

values, and consumer behavior. Shopping malls, evolving from simple marketplaces to complex

urban hubs, play a central role in shaping modern cities, influencing transportation patterns, land

use, and commercial activity. Beyond their aesthetic appeal, malls reflect dynamic societal trends

and technological advancements, adapting to changing consumer preferences and economic

demands.

Through the investigation of architectural strategies employed in mall construction and

renovation, we gain insights into the underlying motivations driving these developments. This

research emphasizes the importance of considering economic, architectural, and design

components at the predesign stage to ensure that shopping centers effectively meet the needs of

communities and contribute positively to urban environments.

Ultimately, the study of mall architecture underscores the broader significance of

architectural design in fostering sustainable and inclusive urban development. By recognizing the

diverse impacts of shopping centers, from economic stimulation to cultural influence, this

research highlights the imperative for architects and planners to embrace innovative and socially

responsible design practices that prioritize both the functionality of these spaces and their

positive contributions to society. Through thoughtful design, shopping centers can evolve into

vibrant and sustainable urban landmarks, enhancing the overall quality of life for present and

future generations.
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REFERENCES:

What Is Shopping Center Architecture and How Does it Affect the Customer Experience? (n.d.).

https://www.resonai.com/blog/shopping-center-architecture

Shah, R. (2024, January 23). Mall Design :10 things to remember while designing shopping

malls. RTF | Rethinking the Future. https://www.re-thinkingthefuture.com/rtf-fresh-

perspectives/a1622-10-things-to-remember-while-designing-shopping-malls/

Bajçinovci, Bujar. (2016). Architectural Conceptual Design – the Sustainable Shopping Malls

Structures. European Journal of Technology and Design. 14. 136-143.

10.13187/ejtd.2016.14.136.

NFPA 101 and malls. (2022, November 9).

https://www.nfpa.org/news-blogs-and-articles/blogs/2022/11/09/special-provisions-for-

mall-structures