ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

CASE STUDIES
The case of adaptively reusing the industrial buildings presents a unique set of

constraints which may not be present in other reuse projects. The underlying

constraint being that industrial buildings have become an integral part of the urban

fabric and in most cases are the foci around which the socio-economic fiber of the

city is organized. Therefore, any such intervention in adaptively reusing industrial

buildings is likely to have ramifications on a larger, urban sale.

Given below are the cases of industrial buildings, set in urban context, which have

been reused.

3.1 HIGH STREET PHOENIX MALL, MUMBAI

LOCATION- High Street Phoenix, 462, Senapati Bapat Marg, Lower Parel (West),

Mumbai - 400 013.

ARCHITECT- Andre Bilokur

CLIENT- The Phoenix Mills Co. Ltd

TOTAL RETAIL FLOOR AREA- 650,000 square feet (60,000 m2)

NO. OF FLOORS- 4

NO. OF STORES AND SERVICES- 500

WEBSITE- highstreetphoenix.com

1
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

3.1.1.INTRODUCTION
High Street Phoenix, formerly known as Phoenix Mills, is one of the largest shopping

malls in India, situated in Lower Parel, Mumbai.

Its gross floor area is 3,300,000 square feet (310,000 m2). In addition to the mall, the

compound hosts a five-star hotel, a multiplex, commercial space and a residential

tower.

The mall consists of the Palladium, Sky Zone and Grand Galleria. South Asia‘s

largest 20 lane bowling concourse was first started here in 1996. India‘s first Hyper

market concept Big Bazaar was introduced in 2001 at High Street Phoenix.

Both Bowling lanes and Big Bazaar have been discontinued now.

3.1.2.HISTORY
Phoenix Mills was originally started in 1905 to manufacture cotton textiles in Bombay

and was known as Bitia Mills. The company, which has been listed on the Bombay

Stock Exchange since 1959, is owned by the Ruia family.

In 1938, the British government ordered firing at workers who were peacefully

protesting the proposed Bombay Trades Disputes Bill. The workers at Phoenix Mills

went on strike between 11 April 1939 and 1 November 1939, demanding an increase

in pay. Phoenix was affected by the general strike that shut down all mills in Mumbai

(then Bombay) for over a year in 1982–83. Mumbai's mills went through a turbulent

time in the 1980s and '90s owing to labour unrest in addition to higher operating

costs of a mill inside Mumbai, making mills such as Phoenix loss-making and

nonviable entities. The management chose redevelopment of mill land, which had

high commercial value. Sections of the mill were still operational when

redevelopment began with the establishment of the Bowling Co. Workers were

2
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

unhappy with the management's decision, alleging that it was illegal.

In 2005 The Phoenix Mills celebrated its 100th anniversary.

3.1.3.LOCATION
462, Senapati Bapat Marg, Lower Parel (WEST), Mumbai - 400 013.

HIGH STREET PHOENIX MALL

Figure 11 Location of mall in Mumbai and zoomed in location

3.1.4.CONNECTIVITY
High Street Phoenix mall is very well connected through public bus and local train.

o Nearest bus stop is Phoenix mill bus stop less than 50m.
o Nearest Local train station is Lower Parel Station around 500m away.
o Nearest airport is Chattarpati Shivaji International Airport 18km away.

3
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

o Nearest Railway station is Chattarpati Shivaji Terminal 7km away.

3.1.5.REDEVELOPMENT
Phoenix was one of the first mill companies to go in for redevelopment; the

compound has been redeveloped and includes a luxury tower, hotel and shopping

mall whereas the chimney is reminiscent of its past as a mill. While existing

structures have been retained due to government rules, they have been refurbished

and additional structures have been built around them in phases. In 1977, a fire

destroyed its spinning units and the company decided to replace the area with a 28-

story residential tower which came up in 1992. By the late 1990s, Bowling Co, India's

first bowling company and sports bar, and a night club, Fire and Ice, had been built

at Phoenix mills, which were facing trouble with keeping afloat as a mill. Standard

Chartered Bank too moved its offices into Phoenix Mills, taking a 30,000-square-foot

area in 1998.

In 2007, Phoenix joined up with Shangri-La Hotels and Resorts to run a five-star

hotel for them in the Phoenix Mills compound. Today, High Street Phoenix, which is

divided into the Palladium and Grand Galleria, hosts brands such as Burberry and

Zara at the higher end and McDonald at the lower end. PVR Cinemas runs amultiplex at Phoenix.

In 2010, Hamleys opened its first store in India at High Street Phoenix.

4
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

3.1.6.TIMELINE TO DESTRUCTION:

1977: A fire destroys the Blower Department of Phoenix Mills. The entire four-storey

structure was razed to the ground. No cause was established. The Mill was closed

for three years and 700 mill workers and 400 office staff were rendered jobless.

1979: Government of Maharashtra sanctions a rehab scheme, which included

development of a commercial complex. Funds generated from this were specifically

to be used for revival of the mill. The mill was never revived and relief schemes

never implemented. Workers were not paid their dues and work was not restarted.

1982: The great textile mill strike. Phoenix Mills management moves to declare their

mills as ―sick‖. Work is shifted/outsourced to the unorganised power loom sector. It is

also alleged that shortly after this strike, the land-scams begin. Sai Motor Services

currently today stands on the land that used to be the workers canteen.

1984: Government attempts another relief and revival scheme. The Mill was allowed

to develop 69,085 sq. mt for office space and 22,400 sq. mt was converted from

industrial use to residential use. The Mill takes back 1,200 workers released after the

strike. But, all are taken on badli (temporary) basis including erstwhile permanent

workers.

1995: Yet again, the management moves to declare the mill as sick and approaches

the BIFR. The approved revival scheme allows tax concessions. Management is

directed to upgrade machinery and constitute a committee accountable to banks and

financial institutions to oversee the modernisation and revival process. Once these

tax concessions were approved, no revival scheme was implemented.

23rd April 1998 – The management applies to the BMC for adding recreational

facilities such as table tennis, health clubs and – of course - bowling alleys. On the

grounds that its workers are ―continuously demanding these facilities, and went on

agitation in Jan-98‖. Yes – workers demanding bowling alleys, sauna steam baths

and billiards tables.

April and May 1998 – Management begins to terminate services of staff across

various departments. The processing department is closed abruptly. Second and

third shift at the Mills are stopped.

5
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

July 1998 – Labour Court issues an order to the Mill to restart closed departments

and reinstate workers. Workers allege that just before the orders, management had

introduced a voluntary retirement scheme (VRS) for retrenched workers. In the

meantime Phoenix Towers is constructed over what unions allege was space

reserved for a municipal school and a public garden. Not a single paisa from these

constructions goes to the workers.

Early-1999 – Phoenix Mills submits a report that it is no longer sick (i.e. turned net-

worth positive). Till date, no one knows how.

Epilogue - May 1999 – Bowling Company opens at Phoenix Mills. This is an

extract from their profile – ―So many options, so little time. Presenting, ladies and

gentlemen – The Bowling Company – India‘s premier leisure Centre. 30,000 square

feet of state-of-the-art fun – that‘s a first for Mumbai, we can tell you‖.

2002- Resdential Phoenix Tower were completed and opened for sale.

Figure 14 Satellite image of 2000 showing the residential towers

6
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

2002 to 2004- Major part of mill was converted into mall (sky zone) with famous

eateries like McDonalds opening along with the symbolic chimney that was retained.

Figure 15 Satellite image of conversion of mill to mall (sky zone)

2005- Grand Gallery part was increased with more stores and PVR cinema. The

construction of Palladium mall also started. Palladium was new construction and had not retained
any part of mills.

Figure 16 Satellite image showing Grand Gallery and Construction of Palladium Mall

7
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

2012- Grand Gallery Expanded with years retaining the mills original structure and

construction of palladium mall (first 4 floors), parking (next 3 floors), mall‘s office (8th

floor), St. regis Five Star hotel (next 7 floors)

Figure 17 Satellite image showing expansion of Grand Gallery & completion of Palladium mall

3.1.7.SURRONDING LAND USE PATTERN:

Figure 18 Land Use Pattern of surrounding of Mall

8
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

The Figure shows the surrounding land use pattern of High street Phoenix Mall.
The Most prominent land use of Lower Parel used to be industrial during the colonial
times. With time as Phoenix mills (Industrial Land use) converted into High street
phoenix mall (commercial land use) the surrounding area also saw a change in Land
use to commercial and mix land use, which shows the impact of mall‘s land use on
its surrounding.

3.1.8.PLANS

Figure 19 zonal plan of High Street Phoenix mall

The plan shows the mall divided into three parts; Palladium zone, Grand Gallery and Sky
Zone.
While Palladium is new construction done on open Phoenix mill ground, the Sky Zone and
Grand Gallery are conversion of mill structure into mall with a lot of additions and
renovations.

9
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

10
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

3.1.9.PHOTO GALLERY

The following photos show various features of High street Phoenix mall and various parts
that
are retained in mall from mill.

Figure 20 Shows the Chimney

The Chimney which has been retained in mall from the mill as an symbol of Phoenix mill‘s
history.

Photos showing old steel mill roofing being retained over modern stores with false ceiling
inside and raised façade wall outside.

11
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

Figure 23 Sky zone Roof and Phoenix residential towers in background

Figure 24 Sky zone‘s façade

The façade of skyzone also show‘s characters of old industrial architecture.

12
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

Figure 25 Façade of Sky zone

Photos shows use of Glass and A.C.P to cover old industrial façade.

13
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

14
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

15
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

Godrej imagine studios at vikhroli

16
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

INDUSTRIAL HERITAGE

Site plan

17
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

BUILDING ELEVATIONS

Façade being renovated

18
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

19
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

20
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

Office space- internal chimneys retained to provide

historical look

With interiors renovated. A mix of old industrial heritage

and modern construction

Interiors being demolished

21
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

Building 2- residence and

common spaces

Plan of building 2

22
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

The boiler room – exterior

retained and extra renovation
added with interiors used for
restraint space

Vikhroli social

23
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

Site images

old industrial cylinders being used as interactive sitting spaces

24
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

sitting made outside with same material to bring similar looks

25
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

Old industrial site

New site

26
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

3.2 Pearl Brewery Redevelopment, San Antonio, Texas

3.2.1 History
The Pearl Brewery Redevelopment project is located in the north of downtown San

Antonio, Texas (see Figure 34). This site was occupied by a brewing company founded in

1883. Under the leadership of Emma Koehler, San Antonio Brewing Association became

the largest brewery in Texas in 1916. However, after the ownership changed several times,

this industrial site stopped producing beer in 2001.

Figure. Map of the Pearl Brewery area, produced by the author using ArcGIS Pro.

Since then, new owner, Silver Ventures, Inc. purchased the 22-acre property in

2001. This site was considered to have potentials in economic benefits because of its

strategic location which is near downtown San Antonio and easy access to several

highways. The Silver Ventures, Inc. decided to use the historic preservation strategies to

attract businesses as well as tourists (Wikipedia 2017).

27
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

The first tenant in the Pearl Brewery redevelopment was the Aveda institute in

2006, which was transformed from the old brewery’s garage built in 1939. In May 2006,

Pearl Stable (see Figure 36) was originally opened as a museum and transformed into a

wedding venue. The building functioned as a former Pearl corral since 1894 and architects

preserved its oval shape with inserted ‘skylight cupola’ (‘insertions’ type).

Figure . The largest Brewery in Texas, Production reaches over 110,000 barrels per year under the
leadership of Emma Koehler – San Antonio Brewing Association becomes the largest brewery in
Texas, outpacing Lone Star. Courtesy of Pearl Brewery.

Figure . The Pearl Stable was the corral space. It was transformed into new space for wedding
venue or museum, photo courtesy of the author.

28
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

The original brew house with massive beer production in the early twentieth

century was transformed into the boutique hotel called Emma in 2015 (see Figure 37). The

old facade and materials of the brewery was restored and adaptively reused for hotel

facilities, fine restaurants, unique lounge bar, and hotel rooms.

Figure . Emma Hotel was transformed from the old brew house, photo courtesy of the author.

Adaptive reuse strategies for the Pearl Brewery redevelopment continues. Several

buildings were revitalized and there are still remaining buildings waiting to be redeveloped.

The old industrial site and building currently provide various functions and open public

spaces for the visitors and local communities in San Antonio.

5.2.2. Formal analysis

The abandoned industrial site currently produces residences, retail stores,

restaurants, offices, public spaces as well as academic spaces (see Table 18). The buildings’

information is following;

• Hotel: 146 rooms in the brewery tower • Restaurants: 18 restaurants and bars, 109,400 ft2 •
Residences: 410,600 ft2 • Offices: 121,500 ft2 • Banquet space: 17,800 ft2 • Education: 30,500 ft2,
Culinary Institute of America7

The Pearl project had four adaptive reuse typologies; ‘insertions’, ‘parasites’,

‘juxtapositions’, and ‘peeling’ (see Table 19). The main architecture design firm, Lake

Flato, conducted multi-phase design development to adaptively reuse the existing buildings

and transform the site into a vibrant space (Lake|Flato 2018).

29
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

Illustration 8 represents two diagrams; the first diagram shows four development

phases in this project and the other compares preserved buildings and the addition. Most

historic buildings were preserved and restored and reused for new functions. Adaptively

reused buildings have a well-balanced out form.

Pearl Brewery Redevelopment phases (left), and analysis of building types (right).

Comparison of figure and ground diagrams before and after adaptive reuse.

30
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

Illustration. shows the height and new functions of buildings in the Pearl Brewery

project. The new hotel is located in the center of the site. With front green spaces, the hotel

can be recognized well from the entrance of this project (see Figure 38). The Pearl project

has a strategy of containing various mix-used redevelopments in different height and

various functions.

Illustration .Height and program diagrams, created by the author.

The Hotel Emma was built inside the old brewhouse. It has 146 uniquely designed

rooms, restaurants, and bars. The hotel building itself becomes the tourist’s attraction

because of its preserved materials and unique spaces.

31
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

I found four different types of adaptive reuse strategies in

this project. Figure 39 shows one fine restaurant among residential buildings. The

restaurant was nested into the preserved facade (‘insertions’ type). It has an industrial-style

interior and its exterior brick facade gives attractions to the public with its historic memory.

It can be also categorized as ‘parasites-juxtapositions’. A link between the old structure

and a contemporary residence is built at the western side. The green open space is around

the building, and it is used as an outdoor seating area or performing space (e.g. live music,

farmers market).

I found an interesting adaptive reuse form in the Pearl site. Figure 40 represents the

‘peeling’ type of building, architects intended to preserve the original columns, girders,

and industrial water storage of the old building. Rather than keeping its facade, they

eliminated the old facade to open up the space. The raw concrete materials and rusty iron

makes this space feel like the 20th century. With the Pearl brand logo on it, this space is

used for café terraces, music performances, and a farmers market.

32
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

Figure . shows another adaptive reuse type: the ‘parasites’ in the boiler house.

This building was originally built for boiling with an adjacent chimney. The space is

attached to the second level of the old facade, which provides balcony and canopy for the

main entrance. The original industrial space is expanded with this strategy. The new boiler

house is currently acting as a restaurant and bar, and provides outdoor seating spaces in

front of the historic facade. It is possible for visitors to see the original bricks and to have

an unique experience.

The ‘parasites’ strategy is applied to hotel Emma. There is a bridge between the

hotel and adjacent building’s roof which is used as the balcony and pool for the luxury

apartment complex. The Pearl project is applied with various adaptive reuse strategies. It

effectively helps to preserve the old structures and materials depending on the different

buildings or its conditions. It also promotes the Pearl site to be vibrant, active, and open to

Reuse of industrial elements in the Pearl the public

33
 ADAPTIVE REUSE OF INDUSTRIAL BUILDINGS

34