Bringing people together, creating opportunities for discovery, and providing convenient access for quick errands are the priorities of today’s retail architects.
Copper Valley Town Center is a residential and entertainment district being designed by KTGY. The project is located in Calaveras County, near the resort area of Lake Tulloch in Northern California, and features 26,000 square feet of retail and dining, 8,000 square feet of office space, a brewery, an event lawn, fire pits, kids play area and residential loft units.
It’s a fact of life that online shopping and the omnichannel approach have altered the way people shop. They’ve also altered the function of today’s shopping centers. So has COVID. What was once a place for transactions has now become a place for connection, escape, and the ability to recharge.
Providing this sort of environment often leads to transactions — whether that means grabbing a last-minute item on the way home or reuniting with friends for dinner after a long day. However, this primary goal of shopping center owners must take a backseat to the guest experience for the property to thrive.
The center’s operations and tenants will inherently play a major role in this experience…but so will the place itself. This puts architects in the spotlight as they aim to create spaces that resonate with consumers.
“Retail design will continue to evolve and innovate to meet consumer needs and desires, but the constant remains the human need for gathering and connection to each other and their community,” says Brandon Wernli, executive director of production in KTGY’s Irvine, California, office. “This fundamental aspect drives the ongoing transformation and enhancement of retail spaces, ensuring they remain relevant and appealing in an ever-changing market.”
FROM THE OUTSIDE IN
Transactions may take place inside retail establishments, but a center’s experience begins and ends outside.
“Everything is about the customer experience, so the first 10 to 14 feet need to be tactile, exciting, and memorable,” says Robert Oppenheimer, senior project architect at Little Diversified Architectural Consulting in Charlotte, North Carolina. “What we hear most are requests for design elements that focus attention on the entries, patios, and amenity areas.”
David Sabunas, senior design director at RDC in Long Beach, California, hears that too.
“In many of our projects, we focus on making the arrival sequence more pleasant — simplifying circulation and linking retailers and public spaces by opening sight lines,” he says.
RDC did that recently at Fashion Valley Mall in San Diego. The firm removed obstructive architectural features and relocated vertical circulation elements to create better pedestrian flow and visual connection.
A center should also offer ample opportunities to linger and socialize. Patrons receive visual cues to do so through the use of shade, water features, landscaping, and lighting.
“This is something we have been seeing for several years as the emphasis moves from running a quick errand to the desire for a destination — an experience that puts people first and emphasizes areas where people can gather, see, and be seen,” Wernli adds.
Frankie Campione, founder and principal of CREATE Architecture Planning & Design in New York City, likes to generate visual interest in a center’s façade plane by incorporating architectural elements like sunshades and bump-outs that can play with light and shadow.
Open spaces of all sizes are generally welcomed and encouraged, though larger outdoor areas allow for a broader selection of activations. These include plazas and large, central lawns.
“The latest trends in layout and configuration reflect a move toward creating versatile, multi-purpose spaces that can adapt to various uses throughout the year,” says Sammy Saludo, partner at AO in Orange, California. “This trend often includes the development of a large plaza that serves as a central gathering point that can host farmer’s markets, concerts, movies on the lawn, food trucks, community events, and craft fairs. These dynamic uses help bring the community together, giving people reasons to visit and engage with the space, while keeping the shopping environment fresh and inviting.”
David McCullough, principal landscape architect at McCullough Landscape Architecture in San Diego, believes these types of events are crucial to a center’s success. As such, they should not be overlooked.
“I would suggest that owners hire a full-time event planner and program manager who has a clear vision to keep all spaces activated within the shopping center,” he says. “It’s one thing to provide space, but to bring the entire center to the next level, these professionals can keep the center active and relevant. This will drive significant traffic as shoppers return to see ‘what’s up next.’”
Architect Noel Cupkovic, principal of Cleveland-based Cupkovic Architecture, adds that lighting design also needs to play an important role when creating these activated outdoor spaces, particularly at night.
Another outdoor design trend is literally that: emphasizing a shopping center’s natural outdoor environment. This can include the integration of trees, plants, water features, and artificial turf in high-traffic or heavy-use areas.
“Biophilic design elements are popular for making spaces feel more welcoming and connected to nature,” Wernli says.
MATERIAL WORLD
The natural approach extends beyond aesthetics in some cases.
“Sustainability is gaining a significant share of design focus, with an increased prioritization on incorporating sustainable materials, systems, and technologies,” Wernli continues. “In more mild climates, such as coastal Southern California, there is a preference for natural ventilation to reduce air conditioning usage, incorporating features like roll-up garage doors to enhance the connection between indoor and outdoor spaces.”
McCullough acknowledges the return to a more natural environment through the use of sustainable items and biophilic design. At the same time, however, he has also witnessed a resurgence in the urban aesthetic at shopping centers.
“There’s a lot of inspiration coming out of the early 20th century,” he says. “It’s really hot and popular right now. Warm materials are back with wood, steel, brick, and stone used in creative ways to keep costs down.”
Saludo has also seen tile, glass, and metal cladding added to architectural elements, such as tower features or highly visible building surfaces.
“These materials not only add depth and texture to the design, but they enhance the overall visual appeal and durability of the structures,” he says. “This blend of authenticity in style and diversity in materials allows for the creation of unique, contextually relevant retail spaces that stand out and engage the community.”
Another way to keep costs down while appealing to a broad range of tastes is through a more minimal approach.
“Our clients are gravitating away from themes in favor of more simple, elegant designs and timeless materials,” Sabunas says.
This was the strategy RDC undertook with the Fashion Valley Mall redesign.
“The remodel reflects simple forms inspired by the legacy of the regional modernist architect Irving Gill, expressed in a refined palette of colors and materials,” Sabunas continues. “Elegant but casual, the updated design conveys a classic sense of luxury and the idea that the premier retail center will remain a beloved landmark for generations to come.”
Oppenheimer notes many of his clients have adopted the mantra of “less is more.”
“Material palettes have been staying clean and modern with few exceptions,” he says. “On the East Coast, we see tons of brick masonry but in modern color variations, such as black and white.”
Oppenheimer notes that contrasts like black and white have been a common theme overall. This doesn’t mean color is excluded from today’s trendiest centers. Rather, it’s now used more strategically — typically on patios and in outdoor areas.
“Canopies and entries tend to bring in warmer and more tactile materials, such as wood siding and ceramic tile,” Oppenheimer continues. “Varying textures in similar palettes are also prevalent to enhance the sensory experience of the customers.”
For all the emphasis on clean and simple, Campione clarifies that a center’s location often has the biggest influence on its architectural style.
“While the neutral contemporary aesthetic remains prevalent in developments nationwide, our clients appreciate designs that resonate with the local community,” he adds. “Our architectural approach prioritizes reflecting the identity of the community over promoting the branded style of the architect.”
Saludo notes the “local approach” is particularly valuable when a project can lean into what the area is best known for. In some cases, this may mean tapping into its history by recreating emblematic facades. In others, it could be as simple as adding murals that showcase well-known destinations.
“The focus is increasingly on creating authentic spaces that resonate with the context of a center’s location rather than adhering to a specific architectural theme,” Saludo says. “A project in Palm Springs, for example, may lean toward mid-century design, reflecting the area’s rich history and iconic aesthetic. In contrast, a project in Los Angeles will most likely embrace a more contemporary style, aligning with the city’s dynamic and forward-thinking atmosphere.”
KTGY was able to bring the theme of Urban + Farm, the name of a new mixed-use district in Bozeman, Montana, to life by integrating elements from both surroundings into the project.
“Urban + Farm authentically expresses the best of both urban and rural environments by combining sleek building forms with traditionally agrarian materials,” Wernli says. “This blend harmonizes the new, more urban development with the traditional uses of the land and surrounding natural beauty.”
TECH FOR TODAY, TOMORROW
The urban and natural environments also collide where tech is concerned. Today, forward-thinking technology can extend to just about every touchpoint, from wayfinding to parking, merchandising to murals.
“Countless design trends have emerged in response to technology, reflecting its profound impact on retail spaces,” Saludo continues. “Some key examples include the incorporation of interesting murals and backdrops specifically designed for social media. These features encourage customers to take selfies and share their experiences online, effectively turning the retail space into a form of digital marketing.”
Charging stations — for both electronic devices and vehicles — are a must-have nowadays in ground-up and renovation projects. The efficiency technology brings also allows tenants to do more with less. This is significant for architects, many of whom must now design in and around smaller stores.
“The reduction in stock leads to smaller retail footprints and more showroom-like approaches,” Wernli says. “Augmented reality is also being incorporated into stores to enhance the customer experience, offering interactive and immersive shopping experiences.”
One of the cornerstones of technology is never knowing where it’ll go next. This is something else architects have to keep in mind, which makes an adaptable design key.
“There is also a trend toward more flexible store layouts with less rigid, fixed designs and more opportunities for customization,” Wernli continues. “The introduction of modular and movable wall partitions allows retailers to create multi-functional spaces within larger retail environments, providing adaptability to respond to evolving customer needs and preferences.”
One of the preferences shopping center owners are always trying to fulfill is the ability to discover what’s new, novel and compelling. This is where flexible spaces can really come in handy, Oppenheimer argues.
“Flexible spaces and kiosks allow newer, and/or local brands to test concepts while bringing something fresh that will keep the shopping center experience from becoming dull or dated,” he says.
Technology shines outside the stores as well, notes Saludo, who now regularly incorporates interactive displays and large LED screens into his shopping center designs.
“These multi-purpose, high-tech screens offer various benefits, from showing movies in the park to displaying advertisements, which can generate additional revenue streams for the center,” he explains.
Today’s post-pandemic shopping experience has also accelerated a few trends, including ridesharing and curbside pickup. In much of the same way that architects must provide a clear line of sight for guests to discover all a shopping center has to offer, they have to also design convenient parking and drop-off/pickup zones for patrons to get in and out with ease.
“The circular parking lot is out,” McCullough says. “The new emphasis is on bringing people easily right to the front doors of their favorite businesses.”
McCullough believes creative car parking distribution is critical to the overall layout of a center.
“Parking garages are expensive but, when done right, they should be buried in the development to seem integrated and not appear like a traditional garage if at all possible,” he continues.
Wernli adds that the trend of traditional, inward-facing retail surrounded by large parking areas is also out of favor. In its place is comfortable outdoor spaces that integrate shade, landscaping, and lighting that obscure parking whenever possible.
Regardless of the trends surrounding parking or outdoor space, Cupkovic’s biggest advice is to simply stay attuned in this ever-changing industry.
“All the products we work with are evolving constantly,” he says. “As an architect, we have to dedicate time to stay current with the latest products.”
Though the preferences may change, the fact that shoppers have these preferences will not. This means the goal of the architect will remain, as it has for some time: bring people into the centers. How they achieve that goal is the moving target they must keep their eyes on.
“Context and placemaking will always be what we strive for,” Saludo says. “They’re what’s crucial in shaping the overall shopping center design and establishing an exceptional customer experience.”
