Brief
My topic is urbanisation.
Before Start
This project is the last one in MA, I need to think about how it relates to my career.
A classmate mentioned that the project of revival of the mall was not very much related to the major (Communication Design) studied. So I found a more comprehensive explanation of this major in Wikipedia. See below.
0 / Initial Brief
The COVID-19 pandemic has shocked the retail industry. What’s responsible for the fall of the mall? The media likes to jump to that headline it’s online shopping. Mainly because we built so many of them, they began to cannibalize each other.
The mall’s past and future
01 / DISCOVER
Data visualisation
Basic overview of Underground Shopping Mall
Surrounded by many shopping malls
Time and distance to the train station and nearby shopping malls
It has excellent geographical advantages. It is in the centre of the shopping area and opposite the train station. It is a mall located on the ground floor with three levels and the size of four standard football pitches.
The Problem: Almost Dead Mall
What surprised me the most is those fashion retailers made way for food and it became a new anchor to bring visitors to the mall. Malls have to create a reason for consumers to return to in-store shopping post-COVID-19.
One thing is certain:
our retail experience is about to be revolutionized.
02 / DEFINE
Understanding People – PERSONA of Vistors
Current situation
The renovation of the shopping mall is still in the planning stage and the exact timing of the construction has not yet been determined.
Difficulty in Restructuring
03 / DEVELOP
Case study
The currently announced Restructuring plan of Victory Plaza Mall
Business on each floor
Poor Wayfinding System
The current situation in the mall is that the majority of visitors only stay on the B1 floor, and most of the people who go to the B3 floor (Food Court) are locals and regulars. Visitors are confused and intimidated by the maze of this shopping mall and the lack of exit points.
So without an adequate attraction and wayfinding System, visitors will not easily go down to the second and third basement levels.
Food renaissance is coming
As a social experience, dining out appeals to all customer segments—and it cannot be replicated online. Smart mall owners are viewing food and beverage venues as the new anchor that will enhance their destination appeal.
So what does the “mall of the future” look like?
Dalian Victory Plaza will be a shopping mall and entertainment attraction for locals and tourists destination.
The mall can no longer be purely about shopping.
04 / DELIEVER
Through interviews, focus groups, and consumer surveys, mall landlords and retailers must embrace if they want to keep customers coming back. Social media is the most effective way to promote this mall. It’s very easy to double-tap on a picture than reading long paragraphs.
4 Tactics To Revitalise and Reconstruct with Social Media
Change of floor function
Tactic 01 # Creating Memorable Public Places in B2
B2 is now an abandoned floor, the size of a standard football pitch. So I choose B2 the focus of the renovation, creating memorable public places and redesigning the wayfinding system.
Tactic 02 # Food Revolution
When it comes to the experience of food choices in the mall, a renaissance is coming.
05 / OUTCOME
