Often we are asked to think about fusing these streetscape concepts with a core retail offer in a more conventional, internalised mall solution. This approach can generate unique hybrid solutions which in turn generate their own individual character zones in the mall, the open streets and in the interesting transitional zones between. This type of project can create fascinating linkages, relationships and spaces — with opportunities for the creation of a variety of environments, which means that they will always be more interesting than a solution containing a single typology. They can create fantastic urban destinations, which catalyse far wider urban renewal.
One of the key aspects to get right is the creation of great public realm and landscaping — the important‘glue’ that knits all the buildings together in a powerful and attractive new townscape. The best ideas are often generated by exploiting existing features of a site — a key view, a beautiful retained historic building, or a wonderful lakeside perhaps. These existing features are the memories of the city, and should be embraced in the formation of new authentic places. Recognising the morphology of a historic urban streetscape and sensitively linking into it, is key to creating environments where new and old sit comfortably together. City authorities always welcome this strategy.
Combined with this approach to public realm landscape and history, it is important to consider climatic issues and how the prevailing conditions might temper the urban design. The tactics you employ on a north facing Scottish riverfront will be very different to those employed in a retail neighbourhood of downtown Dubai — each will drive its own unique character. Techniques of creating shelter, shade, wind protection or cooling will all contribute local individualities which make every project different.
In a hybrid solution, it is vital that the mall and street components complement each other, and that one does not dominate at the expense of the other. Popularity and footfall must be balanced, with the variety of character zones adding to customer curiosity and dwell-time. It is also important that the new open streetscape obeys the basic rules of retail planning — visibility, sight lines, zoning, anchoring, linkages and circuits are critical. The layout must be straightforward, navigable and understandable. The needs of the retailer must be carefully considered in terms of prime position, visibility, ease of servicing, and adjacency to car parking. Provision of vehicular servicing must not damage the urban qualities you are trying to create. The best urban streetscapes create opportunities for special iconic pavilions, custom designed for individual retailers. They act as landmarks and can draw admirers to them. Other new forms of retailing are constantly evolving — lifestyle concepts, pop-up stores and speciality markets too.