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:

ANGEL DANLI ELYZA E. CHUA

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 field dedicated to crafting retail spaces to optimize the customer journey from entrance

to departure is referred to as mall architecture and design. In the process of devising shopping

center layouts, designers must think innovatively as a single negative encounter could tarnish a

visitor's experience, potentially diminishing both satisfaction and revenue. Various elements such

as the organization and connectivity of outdoor and indoor parking, the placement of amenities,

and even the interior aesthetic can impact a customer's mindset and shopping behaviors.

A shopping center is a cluster of businesses offering goods and services, located within a

defined area, designed, built, and managed collectively, including parking facilities. In more

contemporary terms, it is an assortment of businesses carefully selected and arranged around a

unified concept to generate a harmonious impact. These businesses may occupy one or more

buildings on a single property, connected by a cohesive architectural design and managed together,

featuring a retail area, parking facilities, and landscaped surroundings in proportion to the overall

layout.

The study of mall architecture is a captivating field that intertwines design, utility,

economic factors, and social interactions. Through the years, malls have progressed from basic

market venues to intricate urban complexes that act as pivotal centers for retail, leisure, and

communal engagement. Delving into mall architecture entails examining not just the physical

arrangement and design fundamentals but also delving into the broader repercussions these spaces

have on societies and economies.

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During the pre-design phase, the architectural characteristics of shopping centers in major

cities are shaped according to the demands encompassing economic, architectural, and design

aspects of the entire project. Understanding mall architecture goes beyond surface aesthetics. Malls

play a vital role in urban growth, shaping transportation patterns, land usage, and commercial

dynamics. They mirror societal norms and consumer trends, adjusting to evolving preferences and

technological progress. Analyzing the architectural approaches employed in constructing and

updating malls allows us to reveal the driving forces behind these advancements.
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BACKGROUND

With market saturation, competition among retail businesses escalates sharply. The

architectural excellence of retail malls and the developer's ability to attract tenants and consumer

traffic become increasingly pivotal.

Customers enjoy the convenience of accessing a diverse range of goods across multiple

categories. However, modern malls serve as more than just shopping destinations. They function

as social hubs, akin to megastores and expansive shopping complexes, fostering interpersonal

connections much like the internet facilitates digital interactions. People are drawn to these spaces

primarily for dining, entertainment, and leisure activities.

These shopping complexes offer a myriad of recreational options, including spas, saunas,

salons, massage centers, fast food and fine dining restaurants, as well as coffee shops, dessert areas,

movie theaters, arcades, and gaming rooms. The mall often serves as a preferred meeting spot for

many. Integrating these amenities into the luxurious and lively environment requires careful

planning.

How does shopping mall architecture design impact the customer experience?

A thoughtful strategy in the architectural and design aspects of shopping malls could determine

the distinction between a highly valuable, bustling retail space and one that is deserted by both

customers and businesses. Here are some instances illustrating how your architectural approach

could impact consumer behavior and financial outcomes.

1. Influence customer mood.

The mental state of a consumer can significantly influence their purchasing

decisions, and the architecture of your retail center can impact how patrons feel while they
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are there, even if their mental state upon arrival is unpredictable. Even before entering your

retail mall, you can begin shaping their emotions. Customer satisfaction and loyalty are

closely linked to positive experiences in the parking lot, including availability and safety.

Ensuring ample parking near all main entrances and facilitating easy access and exit from

the parking lot is crucial.

Once inside, various sensory factors such as lighting, sound, smells, and greenery

can influence the customer's emotional state. Consider the potential mood effects of natural

versus artificial lighting, cramped versus spacious corridors, and open-air layouts. An

atmosphere characterized by adequate lighting, vibrancy, and organization is more likely

to create a positive experience.

Additionally, managing and improving foot traffic flow, ensuring easy access to

amenities like lounges and restrooms, and providing clear, visible signage contribute to a

better shopping experience for visitors.

2. Increased shopping times.

As online shopping continues to dominate as the most convenient option, retail

establishments must innovate to attract and, crucially, retain customers. Experts suggest

that contemporary shopping mall architecture aims to prolong guest stays as much as

possible. Shopping center owners can achieve this goal through various strategies, such as:

 Brand mix/clustering: Creating an optimal blend of tenants and organizing them

by department enhances shopping convenience and motivates consumers to

navigate through the entire mall to access various retail categories.

 Well-spaced lounge areas: Offering designated spaces for socializing and

unwinding encourages customers to leisurely explore while shopping, alleviating

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fatigue and tension. Introducing charging stations can also alleviate stress by

ensuring guests can conveniently recharge their smartphones without interruption

during their visit.

 Event spaces: Shopping centers can serve purposes beyond retail, serving as

venues for concerts, gatherings, and other events. Additionally, entertainment

facilities such as cinemas, arcades, bowling alleys, and virtual reality attractions

can serve as a connection point to and from the retail offerings within your center.

 Dining plazas: Offering a diverse range of fast-food and casual dining options

encourages customers to schedule their day around a visit to your shopping center.

3. Visibility and accessibility of retail stores. The architecture of shopping centers can

significantly affect the success of individual retail stores within them. It's essential that all

stores in the retail center are easily accessible and prominently displayed, according to the

building's architecture. Planners should ensure that stairs are accompanied by accessible

routes like elevators. Anchor stores should receive similar architectural emphasis to

prevent neighboring retail establishments from being overshadowed. By maximizing

visibility and accessibility without creating overlooked areas, the dollar value per square

foot of your shopping center can be optimized.

Points that need to be considered while designing a shopping mall

4. Know your Market.

Examining the market is essential to ascertain whether the mall will receive

sufficient support from the surrounding area. Understanding the competitors within and

around the vicinity, often across the entire city, is crucial. This analysis illuminates the

types of businesses that should be included in the mall, which vendors should be invited to
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participate, and what additional measures are necessary to transform the location into a

landmark. This particular mall, recognized as the largest in the world, boasts over 1200

stores, 120 restaurants, and numerous smaller eateries. However, its renown is primarily

attributed to its location and amenities, attracting visitors from various countries. Serving

as the gateway to the towering Burj Khalifa, the mall hosts an array of entertainment

options, including an Olympic-sized ice skating rink, Rainforest Café, Hysteria Haunted

House, Dubai Aquarium and Underwater Zoo, among others.

5. Site design.

Site design encompasses various crucial elements such as building orientation,

layout, parking lot and circulation design, landscaping, water supply, drainage retention,

among others. In all types of commercial centers, the pedestrian environment's quality

should be prioritized as a fundamental feature that shapes the site plan and design concept.

An exemplary illustration of effective site planning is demonstrated by this mall. Its

orientation towards the lake ensures visual continuity between the development's on-site

and off-site components. The inclusion of buffer zones between developed and

undeveloped areas, along with well-organized parking, further enhances its design.

6. Cater to the Parking requirement more.

Precise planning of parking arrangements should be a significant aspect of the

design development process. When space is limited, basement parking is often preferred.

It's crucial to align parking designs with the orientation of mall buildings to ensure both

pedestrian and vehicular traffic move harmoniously. Valet parking has become a popular

feature in many malls nowadays. Additionally, landscape islands, medians, and

interconnected pedestrian walkways should be integrated into the parking lot plan as
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essential elements. Originally known as Hurlington Mall, Bella Terra is an outdoor retail

mall built in 1966. Although it underwent closure, it later reopened under the name Bella

Terra. To accommodate parking demands, the mall now includes a separate parking

structure alongside the existing open parking lot established in 1966.

7. A grand entrance.

The building entrance serves as a significant feature, acting as a transitional element

between the indoor and outdoor functions of a space. It serves as the initial impression of

the upcoming environment, thus necessitating careful design consideration. For instance,

incorporating elements like a water fountain or a well-lit mural depicting the mall's theme

can showcase its grandeur. This particular mall boasts a rooftop terrace garden adorned

with lush green trees, stairs encircling a skylight, and numerous seating areas surrounded

by vegetation, alongside multiple retail outlets housing renowned international brands. The

mall's standout feature is its kaleidoscope entry tube, guiding traffic to upper floors. This

tube provides an immersive experience, offering a captivating view of stylishly dressed

individuals reflecting like vibrant elements in a kaleidoscope.

8. Create a space that invites all categories of people.

Ensuring accessibility for patrons with disabilities is a crucial requirement for

malls, spanning from the parking lot to the top floor, to ensure a delightful and inclusive

experience for all visitors. Creating a mall that caters to a diverse range of age groups and

interests can enhance foot traffic and average spending per visitor. This remarkable mall,

constructed on the site of the former Metropolitan Stadium, the former home of the

Minnesota Vikings and Twins, boasts over 500 stores and a myriad of attractions, including

LegoLand, the Nickelodeon Universe amusement park, Sea Life Minnesota Aquarium, and
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more. The mall features fourteen movie theaters, one of which offers D-Box Motion Seats.

Renowned as one of the most iconic malls in America, it attracts over 40 million visitors

annually due to its extensive array of attractions.

9. Depending on retail stores only to draw traffic.

In today's age of online shopping, it's unrealistic to expect consumers to visit malls

solely for retail purchases. Instead, people primarily visit malls for leisure activities. As a

result, essential amenities for any mall include dining options, movie theaters, play areas,

gaming rooms, and more. Many malls also feature expansive indoor theme parks,

aquariums, casinos, snow worlds, and amusement parks, all of which attract a larger

number of visitors. One notable example is Berjaya Times Square, the fifth-largest

structure globally. Located in Kuala Lumpur, this mall boasts over a thousand stores, 65

restaurants, and a wide range of entertainment options. These include Malaysia's first-ever

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

the fifth and eighth floors of the structure.

10. Connect the spaces.

Organizing interconnected areas on a small site is relatively straightforward, but it

becomes more challenging on larger sites with multiple buildings and scattered parking.

However, this challenge can be addressed by implementing clear road plans and circulation

routes, offering on-site transportation options like go-karts or shuttle buses, installing

obvious signage, and establishing sidewalk connections. The Grove exemplifies a classic

outdoor marketplace situated adjacent to the Farmers Market. It features beautiful Art Deco

facades reminiscent of traditional historic districts, alongside spacious pathways,

expansive public plazas, commercial lanes, and private courtyards. Trolley rides are
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available to travel from the Grove to the Farmers Market, and all pathways are designed to

be pedestrian-friendly.

11. Sustainability.

A crucial element in modern building design is energy efficiency, particularly in

malls where substantial lighting, air conditioning, and ventilation are necessary and can

significantly contribute to carbon emissions. Sustainability should be carefully considered

in the planning of malls. Various strategies, such as installing solar panels, implementing

green roofs, and using low-carbon construction materials, are employed to minimize the

building's carbon footprint.

12. Building envelope design.

Retail centers transcend mere structures; they serve as symbols of the

neighborhood or surrounding area. They have evolved from simple blocks of glass into

sophisticated, visually appealing, and sustainably designed structures, thanks to

advancements in façade designs over the past decade.

The Design of Shopping Malls Structures

The initial step in preparing for practical solutions involves selecting flexible

modular components, which directly impacts the sustainability of a space in a warehouse

or shopping center. To offer a functional layout solution, a modular unit will be developed

to be replicated multiple times. Therefore, an effective geometric module does not

necessarily need to be perfect as the ideal model for universal application. Consequently,

the structure of the fundamental unit's sales will evolve over time.
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However, a modular unit should possess adjustable proportions to cater to a sales

area that fits within a more conventional design solution, considering trends and original

design concepts. Additionally, I will frequently refer to laws and guidelines established in

relevant nations to adhere to global conceptual design standards. Consequently, modular

design elements in shopping center structures are likely to result in a connected functional

hybridization.

Fig. 1. Conceptual composition of shopping mall zones

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Fig. 2. Conceptual composition of shopping mall zones

An empirical examination of pedestrian traffic flow in one of the busiest sales areas serves

as the basis for analyzing, adopting, adapting, and enhancing pedestrian movement within retail

spaces.

Key strengths in a retail establishment are those aspects perceived as crucial for driving

sales: pricing, exclusivity, and brand recognition. Conversely, the most enticing establishments

are considered to be anchor stores, often located near main recreational attractions or eateries and

confectionery shops. The busiest areas typically consist of major retail establishments, and unless
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a new attraction emerges or gains fresh interest, shopping activity tends to decline over time.

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

Despite the prevalence of online shopping in today's digital age, many people still frequent

shopping malls. While most shoppers may have never experienced a mall fire firsthand, a quick

online search reveals that these incidents occur frequently, not only in the United States but also

globally.

1. Mall structure.

According to NFPA 101, a mall structure is described as a single building housing

multiple tenants and occupancies, where two or more tenants or tenant buildings share one

or more main entrances leading to mall concourses. The code specifies that anchor

buildings are not to be included as part of the mall structure. This definition also references

the term "anchor building," which is further defined by NFPA 101.

2. Anchor building.

An anchor building is defined as a structure accommodating any occupancy with

low or ordinary hazard contents, having direct access to a mall structure, yet possessing all

necessary means of egress separate from the mall concourse. A typical example of an

anchor building would be a department store linked to a mall but equipped with its own

dedicated entrances and exits. Once more, the definition in the code refers to another

term—mall concourse.

3. Mall concourse.

A mall concourse may be open or enclosed. To qualify as open, it must meet one

of two criteria. First, at least 50 percent of the total area of the perimeter walls and roof

must be open to the atmosphere, with the openings evenly distributed along the concourse's
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length and not concentrated in one area. Alternatively, an engineering analysis must

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

highest walking level surface accessible to the mall concourse. This minimum 6-foot

(1,830-millimeter) height of the smoke layer interface must be maintained for 1.5 times the

calculated egress time or 20 minutes, whichever is longer.

4. Protecting a mall.

The regulations outlined in section 36/37.4.4 apply exclusively to mall structures

that are three stories or fewer in height. If a building meets the criteria for being classified

as a mall, the designer has the discretion to opt for compliance with 36/37.4.4 but is not

obligated to do so. Alternatively, the designer may choose to protect the building as a

multiple occupancy building as per section 6.1.14. However, the special provisions of

36/37.4.4 are specifically designed to address the common design challenges and

distinctive characteristics of mall structures, including travel distances, plastic signs,

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

5. Travel distance.

Travel distance poses a challenge in mall structures, especially within the mall

concourse. The travel distance within tenant spaces must adhere to the regulations outlined

in the occupancy chapter, with measurements taken to an exit or to the mall concourse. An

additional allowance of 200 feet (61 meters) of travel for enclosed mall concourses or 300

feet (91 meters) of travel for open concourses is permitted, provided specific criteria are

met. These criteria include minimum clear width requirements for the mall concourse,

minimum widths for exits, mandatory installation of automatic sprinklers, construction

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specifications for walls between tenants, and implementation of smoke control measures

for mall concourses connecting more than two levels.

6. Plastic signs.

Malls are distinctive in their abundance of plastic signs. To reduce the potential

contribution of plastic signage to fuel load and fire growth, several limitations are imposed

on such signs. Plastic signs are allowed to occupy a maximum of 20 percent of the wall

area facing the mall concourse. Additionally, there are specific maximum sizes for signs,

minimum distances required between signage and adjacent tenant spaces, and restrictions

on the types of materials permitted for signage.

7. Smoke control.

All new enclosed mall concourses connecting more than two stories must have a

smoke control system in place. However, designers have flexibility in designing the

system. It could involve a standalone mechanical exhaust system, or it could be integrated

with HVAC systems. Alternatively, gravity roof vent devices that are automatically or

manually released could be utilized. Designers may opt to combine these systems or select

another engineered solution.

8. Automatic sprinklers.

All mall structures and anchor buildings are mandated to have a supervised

automatic sprinkler system installed. The sprinkler system should have the capability to

isolate any part serving tenant spaces without disrupting the operation of the portion

serving the mall concourse. Additionally, any shades, canopies, awnings, or similar

structures in an open mall concourse must be equipped with automatic sprinklers for
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protection. Furthermore, kiosks or similar structures within enclosed mall concourses must

be fully equipped with automatic sprinkler coverage.

How can technology improve shopping center architecture design?

Leveraging technology to enhance shopping experiences and gather actionable data is

crucial for refining approaches to shopping center architecture and design. Digital signage, for

example, can swiftly transition between interactive kiosks for additional advertising space and

navigation, providing innovative ways to deliver essential information to visitors. Many of these

signs are also equipped with embedded circuitry to track consumer usage and assess the most

impactful components over time.

Retail is no exception to the transformative influence of augmented reality (AR) on

customer interactions with physical environments. With over 60% of consumers favoring locations

with AR experiences, this technology is invaluable for boosting consumer engagement in retail

settings. Popular AR experiences include interactive mirrors for virtual try-ons of clothing items

and digital twins offering guided tours and additional information via smartphone applications.

AR also facilitates consumer data collection and analysis, enabling identification of high-

traffic choke points, mapping of consumer pathways through shopping malls, and identification of

underperforming stores relative to their counterparts. Subsequently, this data can inform

adjustments to the architecture or design of retail centers to enhance overall patron experiences.
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CONCLUSION

In summary, exploring the principles of shopping mall design is essential for understanding

their profound impact on various aspects of urban life. From their humble beginnings as simple

marketplaces to their current role as complex urban hubs, shopping malls shape the fabric of

modern cities in significant ways. They influence not only transportation patterns and land use but

also societal norms and consumer behavior.

Beyond their aesthetic appeal, shopping malls serve as reflections of societal evolution and

technological advancement. They continuously adapt to changing consumer preferences and

economic conditions, making them dynamic and responsive urban spaces.

Studying the architectural strategies employed in mall construction and renovation

provides valuable insights into the driving forces behind these developments. It highlights the

importance of considering economic, architectural, and design factors from the outset to ensure

that shopping centers meet the needs of communities and contribute positively to urban

environments.

Furthermore, understanding the broader significance of mall architecture underscores the

role of architectural design in fostering sustainable and inclusive urban growth. Shopping centers

have diverse impacts, ranging from economic stimulation to cultural enrichment, emphasizing the

importance of architects and planners embracing innovative and socially conscious design

approaches.

Through thoughtful design interventions, shopping malls can evolve into vibrant and

sustainable urban landmarks, enhancing the overall quality of life for both current and future
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generations. This underscores the transformative potential of architecture in shaping the urban

landscape and promoting societal well-being.

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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