1, parameter high value
The development of commercial real estate shopping center is different from residential "buyers and users", and commercial real estate shopping center is oriented to both merchants and consumers. Therefore, in the early planning and design, we should not only consider the differentiated needs of future tenants, but also deeply analyze the psychological feelings of future consumers on space. Leading commercial space designers found in their practical work that more and more shopping center developers began to pay attention to the early planning and design, which should have been advocated, but it is worth noting that all commercial real estate enterprises now require designers to adopt "high standards" in details such as access and height. This "high standard" is usually conducive to positioning high-end and building high-quality property hardware, but it is also necessary to adjust measures to local conditions in specific operations to avoid "overcorrection" and limit the commercial value of the property.
2, inefficient big square
As an important node of introducing indoor and outdoor people flow in shopping center planning, the square not only plays the role of enriching visual changes and sublimating wandering experience, but also can be arranged in its relatively open space to achieve the purpose of concentrating people flow. The author found that many projects plan the square area very large, which looks very imposing, but the details are very extensive, and they don't even have the function of letting people stay, let alone attracting people. Such a square is a square that can only be seen, and its efficiency is very low. In fact, the business square doesn't have to be big. The key is to have a "functional" design that can attract people to gather, participate and use here. In the specific planning, we can consider dividing a big square into several Little Square with different themes and different functions, so that each Little Square has a unique attraction, which is connected with the commercial street like a pearl and can drive the flow of people in the block.
3, transparent but messy facade
Based on the needs of external display, shops facing the street will be more favored by brands. In order to meet the needs of merchants, more and more shopping centers now make the facade close to the main street transparent, so that the brands stationed here can be displayed through the facade. This approach seems to fully explore the commercial value of the project, but in fact it may have adverse effects. The facade of a shopping center, like a person's dress, is an important part of conveying taste characteristics and attracting consumers' attention. A fresh and creative facade image will greatly enhance customers' goodwill and glow with positive attraction. If every pane of glass is covered with promotional pictures of different brands, the overall facade looks like an irregular "painted face", giving people the impression of "low quality" and damaging the value of the shopping mall.
4. Depressed high-rise buildings
Based on the location advantages of shopping centers in the past, many international brands could not settle in because of the height of floors, which restricted their value. In order to avoid repeating the same mistakes, all new shopping center projects in China have started to develop to "high" floors. For a high-quality commercial property, a reasonable height is necessary, but the choice of height must also be comprehensively considered in combination with factors such as project positioning, consumer psychology and planning indicators. Simply seeking "high" may also bring disadvantages to the project. Usually, for high-end projects, there can be a high level of reservation, which is in line with the opening needs of the corresponding brands and consumers' preferences for space experience; For popular shopping center projects, just reserve a reasonable height. For the public, the relatively small-scale space that is not easy to be watched will make them feel comfortable, just like the lobby of a high-star hotel will put pressure on them. And the top of commercial real estate will also make them feel "expensive, indifferent and depressed". Moreover, the high-rise of commercial real estate will inevitably lead to high development and construction costs. Therefore, the higher the height, the better.
5. Black hole in atrium on the first floor
How to improve the customer arrival rate of underground and high floors is a big challenge that the shopping center operation team needs to face in the early planning and design. In order to achieve the best results, we should think about how to conceive and motivate people to move up or down as much as possible. Nowadays, in order to enhance the value of the first floor, more and more shopping centers or complexes have adopted the planning and design scheme of "atrium expanding downwards", that is, the atrium extends directly from the high-rise to the first floor or even the second floor, so that customers who step into the first floor can easily see the shops on the underground floor and attract them to step down.
This seems to be no problem on the surface, but it may actually cause risks to the shopping center. Therefore, the author thinks, don't copy indiscriminately, be careful. Because the first floor often represents the image of the shopping center and is also the key point to create a business atmosphere, when the first floor is connected with the negative floor through the atrium, the current first floor loses the area that could have formed a "Little Square" and the opportunity to create a business atmosphere with the help of this "Little Square". When customers entering the first floor of the mall arrive at this atrium, they will see the "empty" space going up or down, which will easily lead to the feeling of lack of popularity, which will form a negative incentive for them to act, thus affecting the vertical three-dimensional traffic flow organization of the mall and further affecting the overall operation effect of the mall.
6. Curved and unhelpful paragraphs
At present, the internal moving lines of large commercial complexes in China are almost more and more curved, even slightly curved. Admittedly, compared with straight channels, curved channels usually have advantages in the following two aspects: First, the total length of equidistant separation curves is longer than that of straight lines. Therefore, for each brand store, the curved channel can provide a larger display surface for adjacent channels. Secondly, the visual experience created by the straight curved channel is rather boring, mainly seeing the empty channel itself and the distant end, while the curved channel can introduce more shops into the visual range with the help of radian, creating a rich visual and interesting walking experience. Although the curved channel can bring many benefits, it is not universal in all cases, and the moving line of the curve is generally more suitable for projects with long channels.