北京CBD文化業(yè)中心案例分析

1、 thomas consultants inc.beijing culture citycase study profiles international cbd retailcbd case study introductionthe following five case studies aid in establishing key principles and trends used in retail development within an international cbd masterplanned mixed-use setting.each case features i

2、ts own unique market context, land use program & retail target markets. while vastly different, each project integrates retail, f&b and entertainment as the glue that ties all other uses together in a dynamic way. each of following world class international cbds offers its own unique lessons

3、 and implications for the subject site. 1.union square hong kong* 2.canary wharf london3.potsdamer platz berlin 4.downtown burj dubai dubai* 5.west side rail yards new york*union square is considered a key case study due to its comparable qualities to the beijing culture center vision as well as the

4、 success of the retail component: elements luxury flagship shopping centre. elements is the latest and most newly developed award winning asian retail centre.*along dubais cbd corridor, dubai mall is an exceptional case that has been profiled to counter balance the other more classic cbds with a pro

5、ject that is largely driven by tourism, in one of the world leading retail markets.west rail yardsnew york(under development)canary wharflondonpotsdamer platzberlin*key case study union squarehong kong(under construction)downtown burj dubai(under construction)1 thomas consultants inc.beijing culture

6、 citycbd case study summarythe retail program at the cdbs profiled differ and reflect the respective market contexts, on-site uses, adjacencies and target markets of each development.the table to the right summaries the retail merchandise mix of the case studies, as well as on-site ta context. union

7、 square (*key case study) retail at base of high density mixed-use centre. strong f&b (18.2%) and entertainment (18.8%) serve on-site office and residential segments, with high fashion catering to hotel guests and destination cohorts.canary wharffeatures a targeted mix of underground retail prim

8、arily serving high level of on-site office worker segments. canary wharfs 5 integrated centres offer an above average allocation of service (11.1%) and f&b retail (23.9%).potsdamer platzmasterplanned cbd retail integrated within a full range of land uses. acting as a super regional downtown dest

9、ination with high levels of entertainment (55.0%).downtown burj dubaithe worlds largest mall at the base of the world tallest tower. a high level of comparison goods shopping (77.4%) largely positioned to serve tourists. west side rail yards (under development- tenants tbd)largest planned developmen

10、t in north america featuring retail as the heart of the project.dubai mallelements mall*key case studyarkaden & sony center5 integrated underground shopping mallscase study profiles international cbd retail2 thomas consultants inc.beijing culture city*key case study: union square hong konga high

11、 density mixed-use masterplanned development in kowloon bay featuring 1.1 million m2 gfa on 34 acres and centered around hong kongs tallest skyscraper: the international commerce centreto be completed in 2010.at full build-out onsite uses include: 232,342 m2 office; 2,230 hotel rooms; 8,356 resident

12、ial units (of which 2,490 will be service apartments) 70,000m2 of public space/gardens; and 72,287 m2 retail gla in elements mall- a super regional shopping centre.featuring a wide selection of premium and exclusive fashion brands and hong kongs largest cinema, elements expects to see 36.5 million v

13、isitors per annum. project attributes & elements of successwinner of the 2008 uli award for excellence, among many other awards, elements mall is a luxury flagship shopping center themed around 5 “elements”: metal, wood, fire, earth & water, with distinct merchandise clustering for each. wit

14、h a large average inline store size at 277 meters, elements caters to successful international tenant demands for larger “flagship” space. developed & operated by the mtr corporation, elements succeeded in leasing 100% of its space prior to opening. 30% of those tenants are “pilot” retailers and

15、 new to hong kong.while the project is developed above ground, the roof effectively acts as a ground floor with a traditional vertical merchandise circulation reversed. centered around a courtyard on the roof and connected to the icc tower, are vertically integrate, 2-storey restaurants and a flagsh

16、ip prada store which drive on-site office workers to the lower floors.the mall itself is adorned in public art and common area spaces that are designed in accordance with the districting theme of the 5 “elements”. r21gicc towerentertainmenthealth & beautyfoodkidslifestylejewelry & flagshipfo

17、odsports & entertainmentlifestyleflagshiphealth & beautyf&b squarevertical integrationf&b squareearth zonecase study profiles international cbd retail3 thomas consultants inc.beijing culture citycanary wharf london mixed-use masterplanned cbd (97 acres), primary composed of office (1

18、.26 million m2) & accessible by light rail, metro, bus & river boat.onsite uses include: office, hotel, conference center, residential, transit station, community centers, open space, outdoor skating rink, canals, 200 retail shops (59,000 m2) and entertainment (theatres & cinemas).with 9

19、3,000 daily on-site office workers, the 5 integrated underground shopping malls are estimated to witness 26 million visitors per annum. a recent expansion included an additional 4,000 m2, and included zara, massimo dutti, river island and leon. future on-site and adjacent developments total over a 1

20、 million m2 across mixed commercial, residential and retail development. project attributes & elements of successcanary wharf has been designed as a pleasant working environment with careful attention given to the design and provision of public spaces, including parks, squares and promenades.the

21、 tenant mix is largely driven to serving the convenience needs of on-site office workers during the day, but its strong entertainment and food and beverage offering drive traffic during the evenings and weekends. key anchor functions include: a specialty grocery store/department store (waitrose); a

22、sports club & spa (reebok); a personal service precinct; a destination restaurant precinct; and day care.initially tenants had trepidations about locating in a center so far from the business district; however, this project has proven to be an extremely successful example of integrating mixed us

23、e with transit options. it is now a highly sought after location for retailers. the redevelopment of former dock-lands proves canary warf as an example of successful urban revitalization.natural light to basement levelsal fresco diningcase study profiles international cbd retail4 thomas consultants

24、inc.beijing culture citypotsdamer platz - berlinmixed-use masterplanned cbd redevelopment in metropolitan berlin across 150 acres. onsite uses include: 205,000 m2 office; 70,000 m2 residential; 820 hotels rooms; and 117,800 m2 of retail featuring a wide assortment of entertainment uses.in addition t

25、o 4,000 m2 of outdoor public performance space, entertainment uses include: 3 cinemas (over 5,000 seats and home to the berlin international film festival); 2 large format theatres (over 2400 seats featuring blue man group & international circuits and high profile events); destination night club

26、 precinct; casino; art exhibition space; and a legoland. service by a multi-modal transit node, the projects retail offering sees roughly 28.6 million visitors per annum.project attributes & elements of successthe integration of various built forms centered around the historic potsdamer gate cre

27、ates a pedestrian friendly and architecturally stimulating mixed-use environment. the integration of well designed public spaces with the multi-nodal transportation function and stunning architecture creates a ideal setting for live concerts, exhibitions, talent search shows, fashion shows, seasonal

28、 events as well general public gathering and activity.creating an entertainment-oriented retail complex at a transit node is an efficient use of urban space and can create a real draw for patrons as it is easy to visit the project via bus/train. the combination of on-site uses ensures a vibrant flow

29、 of traffic throughout the day and night. potsdamer platz is an example of successful regeneration of an underutilized urban space. +1 0 -1food court,home furnishings,specialty grocerytheatrescinemasmuseumsoutdoor eventsnight clubsrestaurants,fashion,servicefashion,wellnessarkaden shopssony centerca

30、se study profiles international cbd retail5 thomas consultants inc.beijing culture citydowntown burj (near cbd) dubaialong dubais cbd corridor, downtown burj dubai is a masterplanned mixed-use project centered around the worlds tallest skyscraper: the burj dubai. the downtown burj dubai development

31、positions itself as “the new heart of the city”.while much of the project is still under construction, the projects retail component: the dubai mall sits at the base of the burj tower, is now open with over 340,000m2 of retail, food & beverage and entertainment across 1,200 stores. with over 30,

32、000 residential units & 2,000 hotel rooms planned, the mall draws its trade area far beyond on-site user groups and is primarily driven by tourism.the dubai mall expects 30 million annual visitors in its first year.project attributes & elements of successfeaturing the largest selection of in

33、ternational brands anywhere in the world, the dubai mall was able to attract 165 new “pilot” retailers to the region, amounting to over 100,000 m2 of its total gla.by virtue of the projects size, dubai mall offers a very strong districting and merchandise clustering, as oppose to a more randomized d

34、istribution found at other centers in the region, in order to make circulation and way finding easier for visitors.vertically integrated department stores anchor the ends of the projects main mall. themed merchandise clusters distinguish the projects side malls. various entertainment anchors draw vi

35、sitors to the top level and a food & beverage precinct, home wares and convenience bring patrons below ground.centered by a multi-storey aquarium and gold souk with 220 retailers dubai mall is unparalleled in the shopping centre industry. other than its lack of a hypermarketthe dubai mall offers

36、 a classic and traditional shopping centreonly bigger. case study profiles international cbd retail6 thomas consultants inc.beijing culture citywest rail yards new yorkthe west rail yards project is a joint partnership development between related and goldman sachs above the mtas west rail yards in n

37、ew york. estimated to cost $15 billion, it is the largest planned development in the u.s. other than the size of the retail component, currently slated for 100,000 m2, plans are not yet explicit. in addition to its retail components, the west rail yards is a 26 acre project scheduled to feature: o51

38、0,000 m2 of office spaceo492,000 m2 of residential space including 5,000 residential units of which roughly 2,000 are slated for affordable rental housing.oa signature hotelo15 acres of public space including 9 acre parkoa new cultural facilityo11,000 m2 ps/is schooloother community and public ameni

39、tiesarchitectural and design elements to include: oworld-class architecture, design and public spaces in a mixed-use setting.opreservation of the high line (elevated rail park) with connection to site.oiconic new waterfront bridge to hudson river park.oenvironmental sustainability strategy.case stud

40、y profiles international cbd retail7 thomas consultants inc.beijing culture cityinternational cbd summary and key trends international mixed-use central business districts exhibit a variety of common threads, trends and successful concepts with implications and relevance to beijing culture center re

41、tail development potential. trends in international cbd retail include.1.healthy focusohealth & beauty, fitness clubs, spas, specialty grocers and green features. 2.professional service ocatering to personal services of professional classes, including daycare.3.24/7 activity oweekend & eveni

42、ng activity generated by restaurants, night clubs & entertainment precincts. giving office workers reasons to stay and off-site cohorts reasons to visit. 4.merchandise districtingocatering to convenience on-the-go and connectivity across large sites. 5.discerning consumer tastesoluxury fashion b

43、rand precincts and higher end department stores.6.vertically integrated anchorsovertically integrated key tenants not only aid in drawing office workers down into retail, they increase ability for store frontage (and thus rents) in key exposure areas. 7.“pilot” retailersoretailers new to a region ar

44、e attracted to the high visibility they receive in cbds.8.public space integrationocbd retail is often combined with strong architectonics, parks and plazas. 9.high arts & cultureoretail integration with public art, galleries, performance theatres and museums. international flavorointernational

45、brands, international cuisine and international arts & culture combine for a successful retail offering at an international cbd. case study profiles international cbd retail8 thomas consultants inc.beijing culture city4) roppongi hills tokyo9) mega box hong kong6) lifehub daning shanghai2) lalap

46、ort tokyo3) mixc shengzhenicsc design award5) namba park osakaicsc design award8) langham place hong kongicsc design awardretail trends asiaasian retail trends: 2000-2007over the past decade, retail centers across asia have been advancing in terms of design sophistication, mixed-use function integra

47、tion and offering.while many asian nations have boasted some of the most advanced shopping centre developments worldwide*, japan and china have historically lead the way. 1) canal city fukuokaicsc design awardjapans retail evolutionchinas retail evolution1245* singapore has had a strong history is m

48、odern retail development (eg. orchard road), but much of its supply was built in the 70s, 80s & 90s. taiwan (eg. dream mall) thailand (eg. siam paragon), indonesia (eg. grand shopping town) & the philippines (eg. bonifacio) also features numerous modern mall developments.9638features shopper

49、tainment1220002001200220032004200520062007346895710710) elements hong kongthemed districts with value componentunique modern experience, public spaces & merchandise offering appealing to all lifestylesmixed-uses and public gathering amenities promote communityunique design experience and luxury

50、brandsintegrates green experience with gardens for relaxationfamily entertainment is the anchorvalue is the destination appeal “l(fā)uxury flagship mall”icsc design awarduli award for excellence7) omotesando hills tokyoicsc design awarduli award for excellencenext generation underground retailcasino res

51、ort retail12) the grand canal shoppes macaugreening retail through sustainable design11) urban dock toyosu11 121011129 thomas consultants inc.beijing culture cityasian retail trends: 2008 & beyondkey asian shopping centre deliveries in 2008 were again dominated by mainland china in preparation f

52、or the 2008 beijing olympics, with solana, the place and santilun village leading the way. macau also witnessed two shopping centre deliveries in 08, characterized by themed, luxury resort retail. projects in singapore & songdo ibd incheon signify key asian retail development trends through 2010

53、. latest asian retail trendsbeijingculture center123themed districts with value component4200820082008koreas first true international style super regional shopping centre green design, double height luxury flagships and terraced dining north american lifestyle village in asianext generation placemak

54、ing digital experience luxury casino themed retail200856872009casino, convention & edutainment anchored retail. 200920102010waterfront resort destination retailsentosa festive walk singaporemarina bay shoppes singaporeshoppes at four seasons macausantilun village beijingthe place beijingsolana b

55、eijingion orchard singaporesomerset singaporeorchard central singaporeorchard road singaporesongdo ibd incheon12345678retail trends asia10 thomas consultants inc.beijing culture cityasian retail summary and key trendsover the last decade, asian retail centres have evolved through meeting the demands

56、 of increasingly discerning customers and prescriptive tenants. asias competitive retail landscape continues in leading the world in retail development product and sophistication, as developers utilize the latest trends and principles to fiche their niche and stay ahead. the following are 10 trends

57、in asian retail:1.double volume high ceiling storesokey tenants want space that offers a great deal of height and presence (300m2).2.health & beautyoadvanced products and tech eg. ion orchard will feature a 1,500 m2 “beauty hall”.3.underground retail oincreasing land costs spur need for effectiv

58、e underground retail eg. omotesando hills.4.terraced dining precinctsoutilizing views and people-watching for f&b establishments planned in many projects.5.unique branding, signage, facades & lighting techniquesoincreases in technology and lower prices will continue to improve signage techni

59、ques.6.casino anchorsocasino environments create the excitement and buzz that drives successful retail. 7.outdoor environmentsooutdoor shopping environments and exterior facades/entries on enclosed centres. 8.green designoadvances in green tech. will continue to give added community buy-in and savin

60、gs.9.natural lightobringing in natural light increases energy efficiency & creates more pleasant settings.architectural continuity and points of differentiation oiconic architecture/landscape design/faade treatment entices prospective tenants and customers.retail trends asia11 thomas consultants inc.beijing culture city1) auto forum caf, with auto beauty parlor retail anchor conceptsmodern hi-tech entertaining luxury experience unique flagship automotive premier ur