“It is not primarily an argument for the importance of what it is you are

researching. While it is necessary to explain what the primary purpose of

your research is”

“A literature review is organised aro und ideas, not the sources themselves
as an annotated bibliography would be organised. You should assess
previous studies and discuss their strengths and weaknesses. You also have
to think about which themes and issues your sources have in common.”

LITERATURE REVIEW - INTRODUCTION

 Introduce the GAP that is present in the current society.
 Introduction into the BODY of the literature review

LITERATURE REVIEW - BODY

 WHAT are the main successful and not so successful design
principles of the shopping mall?
 WHY the shopping mall design principles are more ‘effective’ than
street mall design principles?
(possible reasons for similarities or differences between studies)
o Business Failure
o Consumer Preference
o Targeting Consumers Segregate into
o Crime, Vandalism and Neglect separate sub
 Maintenance headings within
o Retail Mix each title to create
o Utilising Space a structure where
 WHAT are the successful and not so successful design principles of the comparison of
the street mall? different authors’
o Character
ideas will begin to
o Heritage congregate or
o … differentiate.
 WHAT design principles from the shopping mall can be integrated
into the street mall?
o Overview of previously talked about literature

LITERATURE REVIEW – CONCLUSION

 WHY the shopping mall design principles should be incorporated
into street mall retail?
o Review all past literature
LITERATURE REVIEW CHECKLIST
 Did you outline the scope and purpose of the review?
 Have you identified appropriate source material mainly from
primary and secondary sources?
 Did you keep bibliographical records of all the researched material?
 Is each source critically reviewed?
 Have you organised all the material you obtained from the
sources?
 Have you developed your approach?
 Have you written a draft and edited it carefully?
 Is your literature review submitted on time and in the correct
format?

Michon, R., Yu, H., Smith, D., & Chebat, J.-C. (2008). Mall Environment,
Shopping Value, and Approach Behavior: A Study of Female Fashion
Shoppers. Journal of Fashion Marketing and Management , Vol. 12, No. 4,
Pg. 456-468.

While malls originally served as catalysts in the growth of suburbs (Stockil,

1972) and faced little competition, they are now in maturity and are
competing with newer power centres (Simmons and Hernandez, 2004) and
other formats for customer traffic.
INTRODUCTION
 Introduction in the GAP

 RETAIL MIX

Kuribayashi and Kishimoto, 2009 found that the shopping districts of major
cities have been declining. The change in customer needs and the increase
in the automobile consumption have led the public to shop in the
convenient shopping malls. This circumstance has induced an additional
problem of the weakening of interrelationship between the individual
shops within the district which is crucial in means of both the local economy
within in these districts and their surrounding community.

Kajalo, S., & Lindblom agree with Beyard and O’Mara (2006) when stating
that shopping centres have been perhaps the most successful retail
business concept of the last 50 years and have become the most powerful
and adaptable machine for consumption that the world has ever seen.
NOTE: The word ‘adaptable machine’
It is evident, and Kajalo, S., & Lindblom agree that there is a growing body
of academic literature on shopping centres. Researchers have been most
interested in studying what makes a shopping centre attractive to
consumers.

 Introduction on how I went about finding literature and WHY?

 Introduction into the BODY of the literature review

BUSINESS FAILURE
 Introduction into business failure

It is important to understand the causes of small business failure when

given the deteriorating economic and social significance of the small
business sector.1 (Watson & Everett, 1993; Berryman, 1983; Cochran, 1981;
Weir, 2011) Holmes (1988, p51) reported that in Australia; small businesses
(i.e. retail businesses with less than 20 employees) accounted for at least
85 per cent of all enterprises, employed 45 per cent of the private sector
workforce and contributed 33 per cent of the economy's gross domestic
product. Within New Zealand, the lowest survival rates since 1998 were in
the sectors of retail trades, accommodation, cafes and restaurants, and
communication services (See figure below). [ CITATION Min04 \l 5129 ] In
New Zealand the contribution that is made by the small business sector is
relatively significant to the overall economic situation [ CITATION Lin01 \l
5129 ] According to the [ CITATION Min04 \l 5129 ], 96.8% of businesses are
small, (Full time employee size less than 20) with these small businesses
accounting for 38% of the New Zealand economy and employing 42.2% of
New Zealand’s full-time workers. So small businesses act as a large resource
towards the economic growth of a country and therefore improving the
retail market, finding out why particular small business’ fail is essential in
creating a business’ success.

1
The economy grew by the barest of margins in the December quarter, up just 0.2 per cent on the back
of a recovery in manufacturing and a lift in the export log trade, but other sectors, such as the retail
sector going backwards, falling 2.1 percent.
 Survival Rates for 1998 – 2004 Enterprise Births by ANZSIC

Number of Enterprises by Size, as at February 2003

Total Employment (FTEs) by Enterprise Size, as at February 2003

ANZSIC industry classifications used in this section are: A - Agriculture, forestry and fishing, B - Mining, C - Manufacturing, D - Electricity, gas
and water supply, E - Construction, F - Wholesale trade, G - Retail trade, H - Accommodation, cafes and restaurants, I - Transport and
storage, J - Communication services, K - Finance and insurance, L - Property and business services, M - Government administration and
defence, N - Education, O - Health and community services, P - Cultural and recreational services, Q - Personal and other services.
[ CITATION Min04 \l 5129 ]
  Defining ‘failure’

An important stance that I have to make is actually defining ‘business

failure’, which is a debated argument between scholars due to the broad
nature of the government reporting such aspects as ‘the lack of
continuance’ being a part of business failure. Cox and Vos state that
obstacles to knowing true small business failure rates include the lack of
reliable data, different measures for what defines failure. (Bannock &
Doran, 1980; Lindsay et al 2001; SEAANZ, 2001).

Watson and Everett found that the Classification of Primary Reason for Sale
or Closure of Business was as follows:

1. Bankruptcy/Loss to creditors
(Dun and Bradstreet's definition of failure)
2. To prevent further losses
(Ulmer and Nielsen's definition of failure)
3. Did not make a go of it
(Cochran's definition of failure)
4. Retirement or ill health
5. To realise a profit
6. Unknown
7. Other

 Differenciating between shopping malls and shopping centres

Goss describes that the shopping mall as an unnecessary mix of oversized

space, horrendous design, uncomfortable settings, frustrating paths, and
awkward experiences, but the design principles within a mall is purposely
created for the customer and consumption to be at its maximum. This is
achieved through the development involves the coordination of a complex
of concerns that are always over-determined by the goals of retail profit.
Freiden also believed that although the shopping mall is not a desirable or
sustainable community, there is no denying that shopping malls create a lot
of money and added that shopping malls are unexpectedly a secure
investment against other forms of real estate. Reynolds believes that this is
achieved through shopping centres operating to maximise “foot traffic” by
attracting the target consumers and keeping them on the premises for as
long as possible. The more you give shoppers to do, the longer they stay,
and the more they spend.

Cox and Vos found that the data presented in their analysis included
shopping centres that were management dependent in which the small
businesses operating within the centres were subject to tenant selection,
monitoring and constant advice. In contrast, the other shopping centres in
the study were management independent in that the small businesses
operating within the centres were not exposed to monitoring and tenant
selection and were not accountable to management. Cos and Vos
maintained similar results as Watson and Everett who had also surprisingly
found that the failure rates captured within a managed and unmanaged
business were not statistically different from one another which was in
complete opposition from the majority of findings from other texts. (FIND
INFORMATION TO DISPROVE COS AND VOS)
CONSUMER PREFERENCE
Consumer Preference and the following sections on Targeting Consumers
and Retail Mix are closely related and much of the information can be
translated into both.

 Introduction

Consumer preference is essential in creating an environment that enables

maximum successful consumption by attracting maximum foot traffic.
There are different aspects of addressing consumer preference in that
researchers either look at the mental theories behind shopping motivation 2
or the physical aspects of the shopping mall that attracts consumers.

 Mall environment
Try and avoid (Retail Mix)

Rajagopal states in his analysis of retailing patterns in urban areas in

reference to customer orientation strategies, product search behaviour and
enhancing the customer value, that urban consumers make holistic
evaluations of shopping malls in view of the quality of ambiance and extent
of arousal for shopping. He also goes on to say that the consumers find the
environment significantly positive and exhibit higher levels of approach and
impulse buying behaviours, and experience enhanced satisfaction when
retail ambiance is congruent with the arousing qualities [ CITATION
Mat04 \l 5129 ]
The author also segregated the types of analysis of shopping mall
attractiveness to reference the three broad segments of shoppers that
include stress-free shoppers, demanding shoppers, and pragmatic
shoppers. This enables mall managers to develop appropriate retailing
strategies to satisfy each segment [ CITATION ElA07 \l 5129 ].

Rajagopal found that the major attributes of shopping mall attractiveness

include comfort, entertainment, diversity, mall essence, convenience, and
luxury from the perspective of shoppers. Small retail stores outside the
large shopping malls display ethnic product which are of low price and high
attraction. Shoppers visiting large malls choose to shop between ethnic
shops and mainstream store brands located inside the malls. Such
behaviour of shoppers is observed when the strong presence of ethnic
economies and mainstream businesses in large shopping malls compete
against each other [ CITATION Wan07 \l 5129 ].

 Conclusion / findings

Rajagopal concludes by saying that retailers need to pay attention not only
to the pleasantness of the store environment, but also to arousal level
expectations of young consumers (Wirtz et al, 2007). The lack of
appropriate external and internal ambiance of retail stores is a major
2
Shopping motivation is one of the key constructs of research on shopping behaviour and exhibits a
high relevance for formulating retail marketing strategies. [ CITATION Raj11 \l 5129 ]
source of dissatisfaction among young consumers whilst making their pre-
purchase decisions. Thus the higher the attraction in the retail store, the
higher the satisfaction of urban shoppers and lower the perceived conflicts
in decision process.
The study by Rajagopal reveals that the behaviour of urban shopper is
guided by the logistics, accessibility, and location of the shopping mall,
demographic surroundings and agglomeration of shops in the commercial
area. The discussions in the study also divulge that shopping arousal is
largely driven by mall attractions, inter-personal influences, sales
promotions and comparative gains among urban shoppers. Major factors
that affect shopping arousal among urban shoppers are recreational
facilities, location of the mall, ambiance and store attractiveness in
reference to products and services, brand value, and price.

I believe that Rajagopal has discussed some interesting theories regarding

the consumer’s preference but Goss begins to ground these theories by
believing that the shopping malls have created the ‘one stop shop’ through
retail mix, good parking, good prices, good environment, clean, safe and
close to home. McCloud agrees with Goss in that the shopping mall’s
appearance is important to their success through the virtue of their scale,
design principles, and function, shopping centres appear to be public
spaces, more or less open to anyone. The design has to create a safe,
secure feeling and make sure it’s not intimidating to any minority. So, this
combination of shopping mall strengths has created dominance over the
consumer when faced with a decision of where to shop. The main failure
within Goss’s text is that it focuses too much upon the success of mall
design being a failure towards human society. For example, to consider that
people go to malls because they've been deceived into feeling that they're
not consuming. Consumers go to the mall because it offers something that
is genuinely desirable, i.e. ‘the one-stop shop.’

McCloud continues with stating that the consumer is mostly always going
to prefer to go to the shopping mall because it offers these needs that the
individual retail market cannot obtain. So whether the consumer does take
longer on purchase decisions, or the mall has bad accessibility, unappealing
demographic surroundings and the location of the shopping mall is
detrimental, Goss points out that the shopping mall has a lot to offer
consumers, although it would still be beneficial of incorporating Rajagopal’s
and McCloud’s ideas.

Something to watch out for is Wakefield and Baker’s observation that too
many malls look alike and offer too many stores that have highly similar
merchandise; fewer consumers report enjoying the experience associated
with mall shopping.
TARGETING CONSUMERS
Targeting Consumers and the information on Consumer Preference and
Retail Mix are closely related and much of the information can be
translated between each subject.

 Introduction

 Techniques on targeting wanted consumers

Attracting the ‘Right’ Consummer

Ricks discusses the importance of tenant choice saying that it is important

that leasing agents plan the mix of tenants and their locations within the
centre, inevitably excluding repair shops, Laundromats, or thrift stores that
might remind the consumer of the materiality of the commodity and attract
those whose presence might challenge the normality of consumption.
Where resale shops are found, they conventionally indicate difficulty in
attracting more desirable tenants. Similarly, vacant stores are hidden
behind gaily painted hoardings, and we are assured that a store will be
“opening soon”.
Hazel goes on further to mention that public services not consistent with
the context of consumption are omitted or only reluctantly provided. For
example: drinking fountains, which would reduce soft drink sales and
restrooms, which are costly to maintain and which attract activities such as
drug dealing and sex that are offensive to the legitimate patrons of the
mall.

Signs and Symbols

"The Last Stop of Desire", this text is significant in that Brottman attempts
to use Roland Barthes' semiological perspective (a philosophical theory of
the functions of signs and symbols), specifically the notion of a plural text,
to approach the activity of shopping. Brottman explores shopping as a
particular semiological system, a system which can be read as a text of
‘pleasure’. Brottman takes on a different stance on the pleasures of
shopping than most critics, taking a neo-Marxist, anti-capitalist, or
dystopian perspective, regarding shopping as the object of reprobation. (pg.
46)

NOTE:
The text begins with a brief introduction into a range of theoretical
positions on shopping. These positions include: the neo-Marxists,
who examine the relationship between consumption and false
consciousness, and between commodity fetishism and
democratized consumption; the psycho-analytics, who regard
shopping as a destructive activity engendering desire that is
 ultimately left unfulfilled; the Futurists, who see consumption as a
spiritual transaction; and the various historic perspectives on
shopping, including architectural-aesthetic-textual analyses.

Brottman tries to ‘gain an access’ to the plural text of shopping through an

assortment of possibilities. As she looks at shopping as history, she
discusses shopping having no past, but only if the consumer buys into the
illusion perceived by the mall, unless it is deliberately shown on behalf of
the mall, (Arcades, restorations, etc...). Within the context of women and
shopping, Brottman takes on the view of Rachel Bowlby: a woman’s sense
of self is of a self which is consumed, while she herself is consuming but
goes on further to state that ‘the standard, statistical, market-based
analysis of the relationship between women and shopping has become a
somewhat outmoded and possibly even invalid route of access to this
shifting plural text.’

Shopping Localities

Rajagopal observed that within the community’s shifts in the shoppers’

mobility options, many planning efforts aim to develop neighbourhoods
with higher levels of accessibility that will allow residents to shop closer to
home and drive a lesser distance [ CITATION Kri03 \l 5129 ]. The proximity
to shopping centres largely influences also the choice of residence of urban
dwellers. The location preferences largely depend on income and housing
budget, proximity to good schools and shopping centres [ CITATION Chial \l
5129 ]

New Social Agendas

Rajagopal believes that within the emerging markets, shopping malls with
multiplexes such as cinema theatres, food courts, and amusement corners
in shopping malls for children are becoming the centre for a family’s day
out. Goss aims to explain that developers have wanted to moderate the
collective guilt over obvious consumption by designing a fantasized
dissociation from the act of shopping into the retail built environment. In
other words, shopping makes consumers feel guilty, or insecure; but if we
don't believe like we're shopping, then it's acceptable. This has helped the
consumer pretend that the experience within the mall is segregated from
the external ‘real’ world through a selection of successful design principles
that aim towards the ultimate goal of developer profits. I think Goss's
failure to consider the time-geography does undermine his argument
slightly, however, the modern strip mall, which may be more closely related
to my thesis topic, has a less constructed atmosphere than the indoor mall
that is the focus of Goss's work, and in-turn, human behaviour would be
experienced differently within these different atmospheres.
  Findings / Conclusion

Within Rajagopal’s analysis of shopping behaviour of urban consumers, he

noted a study conducted in the United States of America about the impact
of shopping locations on consumers’ patronage behaviour which revealed
that shopping orientation, importance of retail attributes, location
advantages and beliefs about retail attributes all influence patronage
behaviour [ CITATION Yan09 \l 5129 ].
Rajagopal also noted that bigger shops and trading spaces of non-impulsive
products and services in shopping malls are more likely to be found at
upper floors which discourage casual shoppers to explore for shopping.
CRIME, VANDALISM AND NEGLECT
 Introduction

 Types of Security
- Formal / Informal

Kajalo and Lindblom, 2010 as a successful formal type of security, security

guard patrols are clearly perceived to be the most effective formal
surveillance method. Although uniformed guard patrols can cause a
surprise among consumers and consequently, the result of these security
investments might be that consumers may ultimately feel very
uncomfortable at shopping centre. Clearly, formal surveillance must be
promoted as discreet element as far as possible [ CITATION Col06 \l 5129 ].
Overstreet & Clodfelter, 1995 estimated that 5 percent of consumers
regularly avoid malls for security reasons, and over 20 percent avoid malls
for the same reason once-in-a-while in the USA. Although these figures are
based on survey from USA from mid 1990s they still give general picture of
safety and security concerns of consumers which is why Coleman’s
perspective on security being discreet is extremely important.

 CPTED

The theory of crime prevention through environmental design (CPTED) is

being used by urban designers, town planners, and city centre managers to
tackle crime and the fear of crime (Cozens et al, 2001; 2005). CPTED asserts
that “the proper design and effective use of the built environment can lead
to a reduction in the fear and incidence of crime, and an improvement in
the quality of life”[ CITATION Cro00 \l 5129 ].
CPTED is a multi-disciplinary approach to crime prevention and it offers a
wide range of strategies to prevent crimes. These strategies include, e.g.
access control, surveillance, territorial reinforcement and maintenance of
the facility. Moffat, 1983 divides CPTED into seven areas: territoriality,
surveillance (informal and formal), access control, image/maintenance,
activity programme support, target hardening, and defensible space.

Every part of the mall should be designed for maximum comfort, ease, and
above all-- safety of the customers. Whether customers have come for a
shopping spree, a food court snack, a movie or to visit a professional, they
should be able to do so in comfort and security. When done properly, such
security designs can go hand-in-hand with aesthetic elegance.[ CITATION
CPT051 \l 5129 ] Out are the old enclosed "box style" covered malls. In are
the well laid out multiple building shopping centres which promote outdoor
activity such as eating and walking. This is an important design feature of
CPTED shopping malls, as it enhances natural surveillance through activity
support.
  Conclusion / findings / solutions

Kajolo and Lindblom, 2010 agrees with Fernando, 1995 who argues that it is
unrealistic to expect a shopping centre to be freer from crime than a city
street. According to Lee et al., 1999, shopping centres face the same
problems that a central business district does. Lee et al., 1999 state that
several features make shopping centres suitable targets for criminal
activity.

There are three common types of crime in shopping centres:

1. Vandalism.
2. Disturbance.
3. Shoplifting.

The study by Kajalo and Lindblom revealed that the three types of security
problems mentioned above have slightly increased in recent years and are
currently a significant problem. The limitation of this study is that it focuses
on the perceived effectiveness of surveillance, instead of the actual impact
it has upon crime.

An example of considerations for the design in incorporating the CPTED

guidelines are, fencing and landscaping to enhance natural surveillance and
control access to the perimeter of the shopping mall; incorporating the
CPTED design principles will direct the flow of people at the shopping mall;
CPTED can reduce or prevent graffiti on the shopping mall buildings or
structure through vegetation or murals; Avoid designs in plans that have
small alcoves, crawl spaces, dark corners, or areas that might provide hiding
spots; The position of restroom entrances is to be visible from main
pedestrian areas, but not close to parking lots where people could lurk.
[ CITATION CPT051 \l 5129 ] The interior layout of each individual business
of the shopping mall should incorporate the CPTED principle of natural
surveillance. For example signage for windows should be placed so that
they do not obscure the view into or out of the business.

Hazel states that within the shopping mall, public services not consistent
with the context of consumption are omitted or only reluctantly provided.
For example: restrooms, which attract activities such as drug dealing and
sex, which are offensive to the legitimate patrons of the mall.
Security within shopping malls therefore must be of high quality and in turn
developers must protect their investment property and guard themselves
against liability, but Hazel believes that the key to successful security
apparently lies more in an overt security presence that reassures preferred
customers that the unseemly and seamy side of the real public world will
be excluded from the mall. It is argued that the image of security is more
important than the substance.
MAINTENANCE
Whyatt, 2004 discusses that the key objective of most town centre
management schemes has been to increase consumer spend, to attract
more retailers, and to promote the town to a range of target markets.
Some town centre management schemes services are cleaning, parking,
toilets, ambience (e.g. greenery and maintenance of civic amenities) that
make a town centre attractive.
Goss, 1993 describes that shopping malls create a very high standard of
maintenance so that the shopper in consummed within the space of
consumption. A utopian space that appears to be, in a way, perfect, an
idealized nowhere (ou = no; topos = place), and thus on a Saturday
afternoon, the terror of time and space evaporates for the thousands of
New Zealands at the mall. McCloud agrees with Goss adding that everything
is to be kept at a very high quality to maintain the family appeal. The design
has to create a safe, secure feeling and make sure it’s not intimidating to
anyone.

Warnaby and Davies, 1997 describe how the customer is also buying their
own individual “bundle of benefits” from the service provider when at a
shopping mall or town centre.
Whyatt goes on to add that a shopping mall could not function without the
support which consists of unobtrusive services such as cleaning, transport
provision, delivery of goods to shops, etc. This is a reminder that it is the
interdependence of all these aspects of the shopping mall that provides
consumers with the elements of their individual bundle of benefits, and
meets their needs. This demonstrates that maintenance is everyone’s
business.
RETAIL MIX
 Introduction

Goss, 1993 defines the retail mix within shopping mall design as being
heavily managed towards a selection of particular retail outlets that gives
the consumer a broad range of consumption, clustered together within
similar demographic classes so that there is no financial competition
between similar outlets.

 Percentage Rents

Colwell and Munneke’s argument focuses upon the use of percentage

leases leading to superior returns by allowing a rent structure that
approaches perfect price discrimination and that risk sharing through the
use of percentage leases may also create value for the property owner and
lead to lower rents for tenants. In other words, a win-win economic
situation for all involved.

 Configuration

Fong, 2003 presents a morphological analysis of a mega-scale shopping

centre, stating that “the ‘shopping mall’ is a very interesting case in itself, in
that it attempts to recreate the scene of natural movement using
apparently opposing dynamics. Fong takes on the idea that shopping
centres are an attraction for consumers through a series of specific design
installations that are replicated from the external market, and improved to
create a more desired shopping experience (see also Beyard and O’Mara,
2006; Coleman, 2006; Hunter, 2006).

“Shopping malls are built to replicate the retail offer in established

city centres, providing comparison shopping in a ‘continuous’ selling
space on goods... all under one roof” (pg 10.1)

Fong specifically focuses upon the movement throughout the shopping

mall, stating that “a critical approach within architectural discourse misses
the opportunity to raise interesting questions concerning their design in
terms of how natural laws of movement are seemingly opposed inside a
shopping mall.”
Fong perceives that the classic dumb-bell concept, (large anchors at
conflicting ends) is an important factor within mall dynamics in attracting
consumers into and through the mall. (See below)
[ CITATION Urb02 \l 5129 ]

The Urban Land Institute, 2002 provides a basic design diagram of the
spatial elements of a typical regional shopping centre.
Hillier 1993 and 1996 partly agrees with Fong, is relation to shopping mall
design, stating that “Natural movement is the proportion of movement on
each line that is determined by the structure of the urban grid itself rather
than by the presence of specific attractors or magnets.” (Hillier, 1996: 161)
(Ooi & Sim, 2007; Beyard & O’Mara, 2006; Coleman, 2006; Hunter, 2006).
The schemes discussed by Fong, Hillier and others are relevant to create a
stronger analysis of shopping mall design through configuration, whether
there is a form of attraction or simply just the configuration of
corresponding outlets.
Fong states that through her analysis, from the point of view of mall design,
minimising integration differences seems to be the objective of mall
designers when thinking of the shopping centre as a managed ‘asset’. The
main concern of mall managers’ and developers’ is rent optimisation, which
is best achieved by ensuring an evenness of foot traffic to all its tenants. It
would appear that although principles of attraction do have contributory
effects on the distribution of movement through the arrangement,
placement and allocation of space in the tenant mix process, configuration
still provides a stronger predictive power, yet the addition of an attractor
increases the foot traffic considerably.

 What’s Missing

Where Fong focuses mainly upon the shopping mall and decided to exclude
shopping districts, Kuribayashi and Kishimoto, 2009 applied the Space
Syntax Theory conducted by Fong in designing the pedestrian movement
within a commercial space to apply this theory to a city’s domestic
shopping district to reveal the natural law of human attraction to the
certain classification of shops. The paper discovers the successful point of
the creation of commercial space by ‘shopping malls’, and compared them
to the ‘shopping district’. Through using the Space Syntax values,
Kuribayashi and Kishimoto analysed four sample commercial spaces; two
city centre shopping districts, Jiyugaoka and Daikanyama, and two shopping
malls, Outletpark Iruma and Lalaport Yokohama. Through this analysis, the
results showed that the sampled shopping malls were successful in
attracting the pedestrians to the core compared to the sampled city centre
shopping districts. Also, it was shown that the matching of customers’
behavioural pattern and shop locations are significant in the creation of
successful shopping environments.

Colwell and Munneke’s, 1998 argument is relevant to a very small specific

mall structure where the landlord has complete confidence in the gross
income of its tenants. The only prime candidates for this would be national
tenants with proof of a high positive income, relevant to it context and
having some surrounding precedents. However, if this is the case, the
tenant would not be willing to do a percentage lease, which would be
taking a sum of the profits when the business has already created a
standing within the current economic market. The scheme is correct, but I
believe that the justification of real-world application would not be as
simple as Colwell and Munneke perceive.

 Conclusion

(TALK ABOUT HOW HILLIER DOESN’T BELIEVE IN ATTRACTORS AT ALL, YET

FONG BELIEVES THAT THEY STILL HELP)

Fong concludes that through her analysis, there is reasonable evidence that
configuration has a direct relationship with the distribution of movement
within planned, artificial shopping centre environments; hence,
configuration has a stronger prediction than anchors, attractors or
magnets.
UTILISING SPACE
 Introduction

 Visual Utilisation

Brown, 1999 focuses upon one mall within the article ‘Design and Value’,
Beau Monde, which opened in 1985 and defaulted on loan payments and
sold for about 25% of its construction costs to ‘Happy Church’ claiming “as
if it was built for us.” Browns focus is upon three main areas; space is what
real estate and building, site and urban design have in common; spatial and
related visual patterns have deep behavioural and cultural constraints often
overlooked; and when these patterns combine with non-rational human
behaviours, serious decision and judgment errors are more likely. Brown
claims in this article, “The real intelligence, the central nervous system of a
building, is its spatial configuration. The special central nervous system
choreographs interface patterns: person to person, goods to person. If not
adequately interconnected, parts of the building served by its spatial
interconnection, or even all of it, will cause atrophy.” An article by the PUD
market guarantee brings the interconnection even closer stating that some
downtown retail complexes often include condominia, and residential
development above the suburban mall is predicted to be an inevitable new
trend, closing the gap further upon goods to person.

In the article ‘Design and Value’, Brown focuses upon a very important part
of the successful shopping mall design; spatial syntax, when properly
structured, this link (the shopping centre) works top-down from the macro
level of the street to the micro level of the merchandise, global to local, not
bottom-up. Brown believes that spatial syntax is so important as to claim
that in some cases a well-designed and otherwise attractive shopping
centre can countervail a poor location. Whilst in-turn a poorly designed
shopping centre can be redeemed by a good location, it is not inevitable,
especially when a shopper has a choice on where to shop.

 Utilising Physical Space

There is a large unutilised opportunity by property developers, Rathbun,

1990 observes that within the streetscape, retail tends to segregate
demographic trends across a horizontal axis, whilst shopping malls have the
vertical structuring of space according to the social status of the targeted
consumers. (high-low level and upper-lower class) This is achieved through
shopping centre marking environmental clues such as ceramic tiles, types of
finishing’s, type of window displays and colour coordination. This lack of
vertical structure within the streetscape has architecturally segregated the
first floor from the corresponding floors above as well as missing a prime
occasion to gain a second level retail outlet.
This is discussed by Maitland, 1990 saying that in multi-storey shopping
centres, the design encourages vertical movement so that pedestrian traffic
is exposed to shop displays on all floors. This is achieved through a specific
design integration of movement patterns and other devises to persuade
and invite people to move upward.

 Conclusion
CONCLUSION
Conclude the findings of finding the GAP
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