More about the project developed by Compagnie de Phalsbourg here
– “Waves : le centre commercial révolutionnaire ouvre à Metz le 31 octobre” – LSA – 29 octobre 2014 – here (Fr)
“Le centre commercial est-il l’élément clé d’une requalification urbaine ?” – INFLUENCIA – 13 octobre 2014 – here (Fr)
Bees like cities… it’s not as easy to see hives, but there are many for instance on Parisian roofs or gardens : Opéra, Scribe Hotel, Tour d’Argent restaurant, Luxembourg gardens…
Bees like cities, and also more recently shopping centres :
Beaugrenelle in Paris, Alexandrium in Rotterdam are housing hives, reaping honey and selling jars.
– “Alexandrium shopping centre sells its own honey” – Retail Detail – 6 August 2014 – here
– “Première récolte de miel à Beaugrenelle” – Paris.fr – 9 septembre 2014 – here
Source : Hammerson 22 May 2014 – Read more here
“Les centres commerciaux se réinventent face à l’offensive d’Internet ” – Le Monde – 3 décembre 2013 – Pdf
“Foodette” is an Internet service enabling shoppers to interact with high street retailers.
The principle :
You consult a menu on the website, order the ingredients, chose the day you can collect your basket in the shop (grocery, butcher, fish shop…) and go back home for a cooking cession.
Recipes are provided with the purchases or available on a mobile app.
For now, the service is only present in some Parisian districts; I guess it should expand or be replicated in other retail places…
Read more about “Foodette” here
How managing kids or tens if they don’t adhere to code of conduct while visiting a shopping center?
2 different initiatives in 2 registers :
– ICSC proposes a training DVD to interact with the “Me first” generation – here
– “Le Terraze” Website proposes a video game to identify dangers in a shopping center – here
– SCT November 2013
– Le Terrazze
Beaugrenelle (Gecina, Apsys) and Aéroville (Unibail-Rodamco) shopping centers opened recently in Paris.
On paper, I visited 2 very distinct projects, located in very distinct areas (Paris inner city and Roissy CDG airport district); as a result those 2 places are targeting different shoppers and adopted 2 distinct architectural concepts : Beaugrenelle’s (B) front shops are “opened” on an existing high street while Aéroville (A) is on a stand alone basis and has no “direct” connection with an urban neighborhood.
Nonetheless I found significant similarities between the 2 places; does it mean that all shopping centers are looking the same? It means that they’re pointing out similar key points, showing they’re facing the same challenges.
– LUXURY: is present in B via the merchandising plan, in A via the shops design
Risk : Will B face the Sèvres-Babylone and Passy districts proposing the same brands? Will B drive enough tourists flow despite La Samaritaine future competition?
Will A’s design be appreciated by the whole client base? Will A convince the few remaining retailers (or the next to come) who are not playing the “design quality game” to maintain the global unity?
– E-EXPERIENCE : in both projects, progresses in the digital environment’s approach are understated.
B proposes an obscure description of “anamorphose” (???) process… A’s digital map includes spelling mistakes…
– CUSTOMER EXPERIENCE : I visited B during the inauguration’s event; so it’s difficult to figure out what a “classic shopping day” can look like. Near future will also show what we can expect from the “dedicated spaces” in A (Shop Up Kitchen, Atelier Shopping by Aéroville).
Apart from those “efforts”, nothing – in both places – is praised or even mentioned regarding global online sales …
– THE FOOD EXPERIENCE : Unibail already developed the notion of “Dining experience”; but whatever it’s called, the 2 places significantly upgraded their food court quality : new retailers entering in shopping centers, space, terrace disposal… A was crowded at lunchtime, I guess B will be the same.
– Whatever the postulate chosen, the strategic options adopted in a shopping center development can be different
– Digital world doesn’t prevent from assuring initial positioning
– Physical stores and places can (and must) still be attractive provided that they give clear elements regarding their role and their identity
Read also Laurent Morel (Klépierre) article “Understanding the purchase life-style” – here
Related posts :
– Beaugrenelle’s inauguration [photos gallery] – here
– Visit Aéroville [photos gallery] – here