线上购物刚刚兴起时，许多媒体便断言传统购物中心将走向衰亡。这与Kindle将取代印刷书籍、网飞（Netflix）将淘汰电影院的预期并无不同。但是，正如人们仍然喜欢阅读纸质书籍和喜欢周末去电影院看电影一样，人们依然会前往购物中心享受便利的服务、人群的氛围和亲身购物的乐趣。然而，为了适应不断变化的生活方式，在效率方面赶超线上购物，并为新消费人群提供丰富的体验，购物中心需要做出改变。

Traditional shopping malls were declared dead at the onset of online shopping by a slew of media outlets. It’s no different than the expectation for Kindle to replace printed books, and for Netflix to make movie theaters obsolete. Just as we still love the feel of a book and a Friday night trip to the movies, people will continue to congregate in malls for convenience, community, and for the enjoyment of shopping in person. It’s true that our shopping malls must change to fit our evolving lifestyles, compete with the efficiency of online stores, and offer experiences for the new consumer.

一些购物中心可以通过彻底的改造，以服务于不同的功能，进而创造价值；还有许多购物中心可以通过创造性的方法进行重塑，以满足消费者不断变化的需求，并且能够更好地融入周边社区，实现长久的存在。

While some will bring more value as an entirely different use, many have long-term viability if they are creatively reimagined to meet shifting consumer needs and if they are better integrated into surrounding communities.

利雅得Riyadh Front度假村，沙特阿拉伯

CRTKL西雅图董事Matt Billerbeck谈到：“在思考购物中心改造方案时，零售仍将是未来购物中心的主宰——改变的只是外观和感受。新的购物中心应能够为消费者提供‘充实的旅程体验’，推动各种精心策划的混合功能发挥作用，并维持零售功能的核心地位。”

Matt Billerbeck, Principal of CRTKL Seattle said, “As we consider what to do with our shopping malls, it’s clear that retail will continue to dominate these developments in their next chapter—things will simply look and feel a bit different. The new mall will require a narrative journey that drives a careful choreography of blended uses, while maintaining retail at its core. ”

360科威特购物中心

作为一家全球性建筑与规划设计咨询公司，CRTKL将丰富、多样化的经验和对客户行业和业务目标的透彻理解结合，以交付高质量的项目。我们所参与的每一个项目均展现了许多富于创造性、充满力量以及重要的深度思考。我们认为，当前可以通过四项策略来改造购物中心，赋予其新的活力，并为周边社区提供经验共享和场所互联的新方式。

CRTKL is a global architecture, planning, and design practice to deliver high-quality projects that combine our rich and diverse experience with a thorough understanding of our client’s industry and business goals. Every project we do reveals something original, something potent and something vital. There are four strategies that will allow us to reinvent our shopping malls, giving them new life as well as offering our communities new ways of sharing experiences and connecting with place.   

重新构想零售店铺的未来

Reimagine Anchors of the Future

购物中心为人们提供了外出聚会的场所，给家庭提供了享受美食以及一次性购买所需的空间。这些购物中心多以大型百货商店为主，而其中许多百货商店如今正陷入困境，只有少部分成功转型成为体验式目的地，因而得以持续蓬勃发展。除了提升零售业态的创新外，业主和开发商也在充分利用闲置的空间，将品牌商和娱乐场馆作为吸引客流的手段之一。周到的体验式产品及服务，由单个或多家品牌联合提供，能让消费者重拾对购物中心的兴趣。

The birth of shopping centers brought fashion to the suburbs. They gave teenagers a place to hang out and families a space to eat and buy everything they needed at once. They were anchored by big-box department stores, many of which are now failing. Only a select few continue to thrive, a testament to their ability to reinvent themselves as experiential destinations. Outside of those retail innovators, savvy owners and developers are turning to entertainment retailers and venues as a means of attracting visitors, and they’re capitalizing on those dark department store spaces. A thoughtful program of experiential offerings—whether a single tenant or a rotating list—can bring vital interest back to malls, while giving people a reason to shop and stay a while.

由CRTKL操刀商业室内设计的韩国首尔现代百货商场，基于自然的休闲理念、结合一系列特色设施及项目，以及广泛而有特色的零售产品组合，打造了一种“零售疗法”，通过大胆的决策，将50%的区域设计成公共空间，提供了一个优于传统商场的体验环境和社交场所。这些特色空间不仅为顾客提供了休闲购物的场所，更给予了网购无法获得的、更有意义的零售体验。

The commercial interior design of the Hyundai Department Store in Seoul by CRTKL, through a strategy that promotes the calming value of nature, a significant mix of amenities and programs, and a wide range of unique retail offerings Hyundai created what they call “retail therapy”. Combined with their bold decision to dedicate what ended up being close to 50% of the area to public space where people can socialize in a much more experiential environment than the typical mall. These featured spaces create reasons beyond just shopping for customers to come and spend their entire day here and provide something much more meaningful that can’t be found from online shopping. 

FITURE（魔镜）北京旗舰店

回归社区

Return to the Community

昔日的购物中心采用的往往是有意为之的“孤岛式”运营模式，但对于今天的消费者来说却已经失去了吸引力。未来的购物中心将与周边社区无缝融合，在满足消费者需求的同时，体现当地社区的价值观和文化。混合体环境将沿公共绿色空间叠加设置零售、住宅、酒店及其他功能的空间。零售体验将成为连接上述环境空间的“结缔组织”，但并非唯一的体验。未来的购物中心将被设计为一座本地化枢纽，不再是传统意义上的商场，而是成为一个邻里聚会场所，人们可以在这里购物，也可以在这里获取日常所需的各项服务，例如社区医疗、新鲜食物、健身房以及本地小商贩特色的快闪店等。

The plight of yesterday’s shopping malls was their tendency to operate on an island—an approach made by design, but that is no longer effective in attracting today’s audience. Tomorrow’s malls will be seamlessly enmeshed with their community. In this way, the mall reflects the community’s values and culture while meeting consumer needs. Blendeduse environments will allow retail, residential, hospitality, and other uses to overlap along public green spaces (read more on how to achieve this here). Retail will be the connective tissue of these environments, but not the only experience offered. Designed as a local hub, rather than a traditional mall, the space will become a neighborhood gathering place, where people can purchase goods, but also have access to vital, everyday services: community healthcare, access to fresh food, gyms, and pop-ups featuring local vendors.

巴尔斯顿购物中心（Ballston Quarter），阿灵顿，弗吉尼亚州

重新焕活主街

Revive Main Street

要想重新焕活主街空间，需要让这些空间不再成为阻碍社区发展的壁垒，转而向社区居民开放如停车以及内部体验等空间。在某些情况下，尤其是在较为城市化的环境中，购物中心将完全地“去商场化”。换句话说，购物中心将被拆解，由内而外进行改造，去掉墙壁和屋顶，形成一条新的主街空间，让行人和部分车辆可以直接抵达核心场所。购物中心将变身成为城镇中心或零售商业街。目前闲置的停车空间也将被改造成社区公园和户外场地等。改造完成后，从前封闭且孤立的零售中心将不复存在。

To make these spaces successful, they can no longer act as barriers to communities, with seas of parking lots and experiences that only face inward. In some cases, and especially in more urban environments, the mall will be completely “de-malled.” In other words, buildings will be deconstructed and turned inside out, peeling away the walls and roofs until a new main street is revealed, allowing pedestrian and limited vehicular traffic to return to its center courts. The result is more so a town center or retail high street. The now-empty parking structures will be transformed into parks and outdoor venues. When complete, it will be hard to recognize the remnants of the enclosed and insular retail center.

位于深圳市南山区的深圳万象天地是深圳人文综合体华润城的商业中心，毗邻深圳高新科技园，南临深南大道，东靠沙河西路，与地铁1号线高新园站无缝接驳。以“街区+mall”的独特空间规划，打破传统购物中心大盒子形态，带来10座全新独栋旗舰店。国际时尚、特色餐饮、儿童天地、人文生活四大特色业态的品牌规划，带来了近300个店铺，逾1,000个品牌，其中约30%的品牌是首次进入深圳，为深圳消费者构建了独特消费和生活方式体验。

The city of Shenzhen is a sophisticated community of architectural trendsetters where new development has embraced signature, contemporary architecture. The Dachong MixC World project is no exception. Dachong MixC World brings together eclectic retail and entertainment environments, such as a MixC shopping center, with diverse offerings and activities; an exquisite high street featuring the latest luxury brands; a hip, art-infused retail street’ and a historically conscious green plaza. The project is characteristically reflective of Shenzhen -- leveraging the synergy between art and technology to shape a modern, yet intimate and comfortable, work, live and play destination. 

深圳万象天地

彻底改造

Repurpose Entirely

现有的部分购物中心需要接受彻底改造。它们的用途可能会从提供消费用品转变为通过订单履行中心和配送中心为消费行业提供服务。购物中心还可以转型成为教育或医疗园区，聚焦于科技、生命科学或高等教育等领域。如今的购物中心通常位于主要公路或交通干线附近的关键位置，这样的位置优势非常有助于综合体开发项目在未来获得成功。重新定位和发展购物中心及其结构设施的机会将是无限的。

Some existing shopping centers will need to be completely reinvented. They may shift their purpose from providing consumer products to servicing consumer industries with fulfillment and distribution centers. Others will pivot to education or healthcare campuses, with a focus on technology, life sciences, or higher education. Shopping centers today are often positioned in key locations near major highways or transit lines, which are critical to the future success of any mixeduse development. The opportunities to reposition and evolve their structures and facilities are endless.

活力洛城（LA Live）-洛杉矶旧城区改造，加利福尼亚州

未来的购物中心将变成什么样？我们认为，体验感强的、开放的、多元的购物中心才能契合人们不断变化的生活方式，更好地服务于多用途的旅程，重新唤起人们对线下购物的热情，发挥购物中心的价值.

What will the future of shopping centers look like? We believe that shopping centers that are experiential, open and diverse will fit in with people's changing lifestyles, better serve multi-purpose journeys, revitalize people's passion for offline shopping and bring out the value of shopping centers.

设计腕儿官方微信

010-88600030