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Design centers that work, architects told

It isn’t enough for a shopping center to look pretty — it must look authentic, and make some reference to its location, said architects, addressing this week’s ICSC RECon Latin America, in Panama City.

Designers must consider the market, culture and weather in a given location, and stay away from replicating designs from other markets, said Gonzalo Montaño, president of Montaño Arquitectos Consultores, a Mexico City–based architectural firm. “We need to understand that, when it comes to designing a shopping center, a balance between the financial, retail and real estate aspects must be struck. Otherwise, we will not attain the financial success the client seeks.”

For that, architects must collaborate closely with those who will operate the centers, he said.

Mediterranean architecture looks great in the Mediterranean, but does it have to be used everywhere? RTKL’s Jeff Gunning cited “what we call globalization fatigue, with shoppers looking for authenticity. There is a desire for a real local experience when it comes to shopping.”

Food continues to be “front and center stage” in retail real estate design, but shoppers are looking for higher quality dining alternatives. Some malls are responding by offering a more upscale experience, moving away from the traditional food court.
“Some projects have deconstructed the food court and are blending the dining seating area with shoppers’ traffic,” said Gunning.

Sustainability continues to be a driving design force, but consumers do not want to be “green washed” and want to see retailers live up to their green talk, added Gunning.

Nearly 600 executives from 23 countries have gathered for the conference, which concluded Thursday.