CHAPTER 2

REVIEW OF
RELATED
LITERATURE
 2. REVIEW OF RELATED LITERATURE
To understand the subject more, it is important to investigate or look more to the existing
studies or body of knowledge that is related to the project. This chapter gives the readers a review
of related literature to help in conceptualizing, analyzing, and synthesizing this study thus giving
a comprehensive overview of the existing knowledge that surrounds the project, ILATAG: A
Sustainable Strip Mall in M.F. Jhocson Street. The data are organized from general topics to
specific topics.
2.1 NU Triangle Project
2.1.1 Rationale of the Project
The collaboration of National University and the SM group of Companies has led
a great development impact in academic discipline. Characterized by marketing ventures via
establishing commercial spaces along the M.F. Jhocson Street residential locations. With the
potential growth of the area, NU Triangle, under the National University, is a great representation
of success for the future. As a part of this progress, a dynamic and functional design of buildings,
with the acknowledgement to the importance of Architecture in helping to shape the urban
community and architectural solutions become crucial. Taking not just the functionality but also
the security and safety of people living in the area as a part of consideration when designing. The
NU Triangle is a vision of continual growth and progress, as well as prioritizing how the project
can have a good impact to the community with its open opportunities and sustainability.
2.4.4 Setting of the Project
As one of the largest and oldest universities in the Philippines, National University,
it has evolved into a dynamic educational institution that offers various excellent academic
programs such as Architecture, Engineering, Business, Education and Health Science. Therefore,
becoming a place of different activities with state-of-the-art facilities and equipment, modernized
classroom for student’s comfort and an in-depth resource to aid the learning and research in the
future. It lies along M.F. Jhocson Street that is situated at Sampaloc, Manila. A bustling district
with a blend of spirited residential, commercial, and educational community. The partnership
between SM Group of Companies with National University has created great opportunities in the
area surrounding M.F. Jhocson Street.
2.2 Shopping Mall History (Agarwal, R.)
Shopping mall, also known as just mall, is either an enclosed space or partially enclosed
space where different stores, restaurants, entertainment, services, and other amenities are located.
Mall even began way back into ancient times were local artisans, farmers. fishermen, and
craftsmen sells goods that people go and buy. A single place where comfort and convenience of
people are prioritized offering wide selection of stores and restaurants to choose from. Even has a
specific area that often hosts events such as exhibits, and other cultural activities that will interest
people that walks by.
2.2.1 Types of malls
 According to the study conducted by Hashemi in the year 2019, and Agarwal, the
landscape of shopping malls has different types that is distinguished by its area and
character.
2.2.1.1 Regional Shopping Malls
Regional shopping malls, occupying a sizeable range between 400,000
square feet to 800,000 square feet, stand as pivotal commercial hubs renowned for
their expansive footprint and diverse array of retail offerings. These multifaceted
complexes serve as vibrant centers of commerce and community interaction,
characterized by retail establishments spanning from full-size
department stores to an eclectic mix of specialty shops, boutiques, and culinary
destinations. In addition to providing a comprehensive shopping experience,
regional malls often house a spectrum of service-oriented businesses, including
medical facilities, banks, and entertainment venues, catering to the diverse needs
and preferences of their patrons.
One distinguishing aspect of regional shopping centers lies in their
commitment to showcasing locally sourced products, showcasing the unique
craftsmanship and offerings of the region. This emphasis on regional identity
fosters a sense of pride and connection among shoppers while supporting local
artisans and businesses.
Furthermore, regional malls serve as more than mere commercial entities;
they serve as vibrant community hubs, particularly during weekends and holidays
when they host a variety of local events and activities that foster social interaction
and community engagement. From artisan markets and cultural festivals to live
performances and educational workshops, these events transform the mall into a
dynamic space for leisure and recreation, attracting visitors of all ages.
Perfect example of a regional shopping center is the SM Mega Mall in
Mandaluyong City, Metro Manila.
2.2.1.2 Super-Regional Malls
Super-Regional shopping centers represent the epitome of retail
destinations, boasting expansive footprints exceeding 800,000 square feet or 74,000
square meters of gross leasable area. Distinguished by their substantial size and
scope, these centers serve as anchor points within their respective regions, drawing
in patrons from far and wide with their vast array of retail offerings and amenities.
With a minimum of three anchor stores complemented by an assortment of mass
merchants and an extensive selection of boutique outlets specializing in fashion
apparel and accessories, super-regional centers emerge as premier shopping
destinations, catering to a diverse array of consumer tastes and preferences.
These expansive complexes typically operate as enclosed spaces, providing
visitors with a climate-controlled environment conducive to leisurely shopping and
entertainment experiences. In addition to housing a broad spectrum of retail stores
and dining establishments, super-regional centers often feature dedicated
entertainment areas, including cinemas, arcades, and performance venues, further
enhancing their appeal as comprehensive entertainment destinations. Moreover,
their larger size allows for the provision of ample spaces for recreational activities,
catering to the needs of large groups and families seeking immersive leisure
experience.
Through their expansive layouts, diverse tenant mix, and comprehensive
amenities, super-regional shopping centers emerge as dynamic hubs of commerce
and social interaction, serving as focal points for community engagement and
economic vitality within the regions they serve.
2.2.1.3 Vertical Malls
Vertical malls, as their name suggests, represent a departure from the
traditional horizontal layout commonly associated with shopping complexes. This
innovative concept arose as a response to the challenges posed by densely
populated urban environments, where land prices prohibit the expansive horizontal
expansion typical of conventional malls. By embracing a vertical orientation, these
malls optimize land use efficiency, allowing for the consolidation of retail outlets
and amenities within a vertical structure.
Characterized by their towering architecture, vertical malls are
predominantly accessed via elevators and escalators, facilitating seamless vertical
movement between floors. Unlike their horizontal counterparts, which sprawl
across vast expanses of land, vertical malls adopt a floor-by-floor system, with each
level dedicated to a specific theme or category of retail offerings. For instance,
individual floors may be tailored to cater to distinct consumer preferences, such as
beauty and fashion, electronics, or dining and entertainment, enhancing the
shopping experience by streamlining the browsing and purchasing process.
However, the introduction of the vertical mall concept necessitated a period
of adjustment for consumers accustomed to the horizontal layout of traditional
shopping centers. The transition from moving laterally to ascending and descending
within a multi-level structure posed initial challenges in terms of navigation and
orientation. Nonetheless, as patrons acclimatized to the unique vertical
arrangement, vertical malls have emerged as viable solutions for maximizing retail
space in densely populated urban settings, offering a diverse array of shopping and
leisure options within a compact footprint.
2.2.1.4 Strip Malls
2.2.1.4.1 A strip mall, often referred to as a 'shopping plaza,' a
distinctive retail concept characterized by a linear layout of retail
stores and eateries, typically situated along a sidewalk facing major
 traffic arteries. These open- air shopping are designed as cohesive
units, featuring ample parking facilities that fronts onto busy
streets, facilitating convenient access for shoppers.
Strip malls, ranging in size from modest footprints of 5,000 square feet to
expansive complexes spanning 100,000 square feet or more, serve as self-contained
retail destinations intimately connected to their surrounding neighborhoods. While
smaller strip malls cater primarily to the immediate local community, larger
complexes draw visitors from a broader catchment area, functioning as regional
'power centers' that exert significant gravitational pull-on consumers from across a
wide radius.
'Power center' by real estate developers and industry insiders, underscores
their intrinsic capacity to attract and captivate residents within their vicinity. The
diverse array of retailers populating strip malls reflects a blend of popular national
chains and locally owned establishments, tailored to the specific needs and
preferences of the surrounding demographic.
In essence, strip malls represent dynamic nodes of commercial activity,
serving as vibrant hubs of retail commerce and community interaction. Their
strategic positioning, comprehensive amenities, and diverse tenant mix position
them as integral components of the urban fabric, enriching the retail landscape and
fostering economic vitality within their respective neighborhoods.
2.2.1.5 Dead Malls
Dead malls represent a poignant symbol of urban and economic
transformation, once bustling centers of commerce that have fallen into disuse and
disrepair over time. These shopping centers, which were once vibrant hubs teeming
with activity and foot traffic, have gradually faded from prominence, losing their
appeal and relevance in the face of shifting socio-economic dynamics and changing
consumer preferences.
The decline of dead malls can be attributed to a multitude of factors,
including socio-economic shifts within their surrounding communities. Economic
downturns, population migration, and changing demographics can contribute to a
decline in consumer spending and foot traffic, leading to a gradual erosion of the
mall's viability as a retail destination.
Additionally, the emergence of new, larger, and more modern malls in
proximity can pose significant competition, drawing customers away from older
shopping centers and diverting retail investment towards newer developments. The
allure of these newer malls, with their state-of-the-art facilities, diverse tenant mix,
and innovative experiences, often eclipses the appeal of older, outdated shopping
centers, further exacerbating their decline.
2.2.1.6 Outlet Malls
 Outlet malls are retail centers where manufacturers sell their products
directly to consumers, often at discounted prices. Located in rural areas or tourist
destinations, they offer a wide range of merchandise and convenient return options.
Popular for bargain shopping, outlet malls provide value and a relaxed atmosphere
for shoppers.
2.2.1.6.1 Features of Outler Malls
1) Prices of products are less than the usual price that is located
inside a bigger mall.
2) Owned by the manufacturer.
3) Often located outside towns for less and cheaper rent.
2.3 In-Depth Study of Strip Malls (Wolf, K.L.,2009; Fiocchi Jr., C.L. 2010; Manning, M.J. 2009)
Strip malls also known as ‘Mini malls’ are retail complex that is known for its linear layout
of its stores. It is mostly located along roads with buzzing streets and is usually accommodated by
parking spaces. Vary in sizes, some strip malls only host 2 to 5 tenants while other strip malls have
two floors for its multiple tenants. Although criticized to be somewhat ‘ugly’ or unsightly and is a
contributing factor for the fall of the traditional business district, strip malls are well-made and
helps in maximizing spaces while keeping the low cost of real estate. (Wolf, K.L. 2009)
2.3.1 History (Fiocchu Jr., 2010)
Strip malls, then called “taxpayer strips” began to emerge between the year of
eighteenth eighty to nineteenth century when an assumption of concentration of
settlements would spread therefore increasing the value of land. The peculators thought of
a single row of stores and offices that is cheaply made just for the purpose of gaining
revenue to pay taxes then to be demolished after. And although the expected result was not
met, “taxpayer strips” were not replaced but continued to survive and evolve.
As stated before, strip malls are widely looked down upon by some people, joining
this is an American author named Winston Churchill in his 1917 novel, The Dwelling Place
of Light, in which is written.
“The main artery…is a wide strip of asphalt threaded with car tracks, lined on both sides
with incongruous edifices indicative of a rapid, undiscriminating prosperity. There were
long stretches of ―ten foot‖ buildings, so called on account of the single story…. These
―ten foot‖ stores were the repositories of pianos, automobiles, hardware, and millinery…
Flanking the sidewalks, symbolizing, and completing the heterogeneous and bewildering
effect of the street were long rows of heavy hemlock trunks, unpainted and stripped, with
crosstrees bearing webs of wires. Trolley cars rattled along, banging their gongs, trucks.”
And in this century, “taxpayers” and “ten footers” are economic stars that
contributed to the continuous hate of strip malls since the rent is lower than downtowns.
 Consumers could arrive by walking, automobile, bicycle or trolley and the streets are not
that crowded.
2.3.2 Strip Mall in The Philippines
Malls have been a part of the Philippine culture since the 19th century, specifically,
1932 where tianguis or markets are already a weekly sight for Filipinos. It was in the late
20th century when strip malls started to emerge in the Philippines due to urbanization and
the increase of population along with consumer behaviour.
Strips malls were heavily influenced by the American culture and trends. It was a
solution for the consumers that demands convenience retails spaces that fills the needs of
the residents of the area. As it targets what was needed and what was demanded by
the locals, its focus was the satisfaction for its users that either owns automobile or not.
2.3.3 Case Studies
2.3.4.1 Local Case Study
1. Pearl Drive Mall
2.3.4.2 Foreign Case Studies
2. The Grove at Farmers Market
3. The Dubai Mall
4. Oxford Street
5. Tsuen Wan Plaza
2.4 Sustainable Development
Sustainability is an important factor in buildings today. As it fulfills what was in needed
now without risking the environment and the future opportunities. According to the UN, there are
three (3) components to keep sustainable development in the right track, economic growth, social
inclusion, and environmental protection. If one goes down, everything is over. Meanwhile,
according to Local Agenda 21 Tyrol, there were two (2) important elements for sustainable
development which are the investigation of renewable energy and the promotion of technological
innovation. Therefore, it is important for a building to reduce its energy consumption through an
appropriate energy development.

By implementing both philosophies from UN and Local Agenda, the use of sustainable materials
and supporting the local brands that produce such materials are very important. Some
DRYVIT

Dryvit is an outsulation that makes it ideal

for buildings where owner and architects
who are seeking for LEED certification
with its proven energy efficiency and green
characteristics. With over 40 years of
expertise in the field.

APO FLOORS

Under Gonzalo Puyat and Sons Inc., it

promotes locally made materials for
different buildings making it a great option
for a sustainable building, due to less
carbon dioxide it produces.

MOLDEX ECOSAFE PPR

A good pipe that is eco friendly

components such as 100 percent virgin
PPR resin. It is also certified by PIPAC for
non-toxicity materials, and it follows ISO
15874.
Aside from materials, there are also certification system for Sustainable designs, here are some of
the followings:

Fig. 1: LEED Logo Fig. 2: Arya Residences

LEED is a worldwide standard for sustainable architecture that is developed by USGBC. In the
Philippines, LEED certification that serves as the basis for sustainable construction practices.
Arya Residences is one example of LEED-certified buildings in the Philippines with feature such
as energy efficiency and water conservation.

Fig. 3 BERDE Logo Fig. 4 DLSU Henry Sy. Jr. Hall

Building for Ecologically Responsive Design Excellence (BERDE) is a certification that takes
the distinct environment and cultural considerations in the Philippines that was developed by
Philippine Green Building Council (PhilGBC) to befit the local context. An example of a
building that is certified by BERDE is the DLSU-Manila Henry Sy Jr. Hall with its energy
efficient design and water conversation measures.
 FIG. 5 PGBI Logo FIG. 6 Hyundai Logistics Center
Philippine Green Building Initiative (PGBI) is another certification of sustainable design in the
Philippines that strongly promotes in integrating sustainable design principles in architectural
plans and constructions. One example of a building that has been certified by PGBI is the
Hyundai Logistic Center in Calamba, Laguna. It shows a great water conservation measure and
promotes sustainable and local source materials. Moreover, it also improves the biodiversity by
embracing green architecture and landscapes.

2.3.1 Application
In this study, it shows materials and certifications that are vital to build an
effective sustainable structure that not only keeps the environment safe but also let the
future protected. By knowing and by being aware of the existence of these certifications,
the researchers will be able to design and implement an effective plan for the project.

2.5 Sustainable design as a marketing strategy

With the ever-growing problem that revolves around environment, sustainability became a
hot topic for everyone. As government and other private sector tries to promote green and
sustainable design for products, services, and buildings. Not only that, but many businesses also
try to be environmentally responsible giving more opportunities, entice future investors and let the
brand loyalty grow for a long time. (Joyner, 2019). And with that was happening today, global
warning, sustainable products and buildings are being more supported than ever. People are being
drawn to anything that can save the environment due to the fact that many things have been
happening around the world.
2.4.1 Application
With the knowledge of how sustainable design can affect the market, and how it
can help how the business will grow, the research can conclude that while opening more
opportunities for innovation and growth for the community, the project will also be a way
to heal the environment slowly.
2.1

Par, B. E. (2024). UNIFIED RESEARCH AND DESIGN-BASED PRIMER FOR ADESGN1S,

ADESGN3S, ADESGN5S, ADESGN7S, & ADESGN8S. Metro Manila; National
University.

2.2

Agarwal, R. (2015, March 31). Shopping malls and it’s types (with statistics). Your Article
Library. https://www.yourarticlelibrary.com/retailing/shopping-malls-and-its-types-with-
statistics/48436#google_vignette

2.3

Wolf, K. (2009a). Community context and Strip Mall Retail.

https://www.naturewithin.info/Roadside/TRB_Trees&StripMalls.pdf

Wolf, K. (2009b). USDA. International Society of Arboriculture.

https://www.fs.usda.gov/pnw/pubs/journals/pnw_2006_wolf001.pdf

Fiocchi Jr., C. (2010). A sustainable design for the American Commercial Strip Mall. Scholar
Works. https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1549&context=theses

Manning, M. (2009a, August). A sustainable design for the American Commercial Strip Mall.
Scholar Works.
https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1549&context=theses

Manning, M. (2009b, August). Death and life of Great American Strip Malls: Evaluating ...
https://getd.libs.uga.edu/pdfs/manning_matthew_j_200908_mhp.pdf

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content/uploads/2015/04/Reconstructing-the-commercial-strip_ICFinternational.pdf

Said, I., Gambo, N., & Ismail, R. (2016). An evaluation into the architectural factors attracting
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https://jbrmr.com/cdn/article_file/i-25_c-250.pdf

Orly Linovski (2012): Beyond Aesthetics: Assessing the Value of Strip Mall Retail in Toronto,
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2.4
Bajcinovci, B. (2016). (PDF) Architectural Conceptual Design – the sustainable shopping malls
structures. Research Gate.
https://www.researchgate.net/publication/313360373_Architectural_Conceptual_Design_-
_the_Sustainable_Shopping_Malls_Structures
Berezko, O. (2010). Repozytorium PK - Politechnika Krakowska.
https://repozytorium.biblos.pk.edu.pl/

Cakmak, B. Y., & Yilmaz, C. (2018). Semanticscholar. ICONARP.

https://pdfs.semanticscholar.org/175a/9c1ffadaa72efe0fc9952e57bda91e8833df.pdf?_gl=1
*xhm97d*_ga*MTI0NzYxOTk4NC4xNjgwMjEzNTQ5*_ga_H7P4ZT52H5*MTY4MDIx
MzU0OC4xLjAuMTY4MDIxMzU1My4wLjAuMA.

Shields, R., & Patchett, M. (2012, December 14). The future of strip malls. Academia.edu.
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United Nations. (2023). Fast facts - what is sustainable development? - united nations
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development/

2.5
Kumar, V., Rahman, Z., Kazmi, A. A., & Goyal, P. (2012). Evolution of sustainability as marketing
strategy: Beginning of new era. Procedia-Social and Behavioral Sciences, 37, 482-489.
Chebeň, J., Lančarič, D., Savov, R., Tóth, M., & Tlučhoř, J. (2015). Towards sustainable
marketing: Strategy in Slovak companies. Amfiteatru Economic Journal, 17(40), 855-871.

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