Shopping Centers Today

NOV 2018

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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Page 32 of 63

grand design Global architects grapple with the reinvention of retail By Steve McLinden ontemporary retail architecture is barely recogniz- able from what it was nearly two decades ago. Mall designers back then had tried frantical- ly to cra creative themes around endless corridors, ubiquitous stores and generic food courts. Today architects are weaving in a disparate mix of tenant uses — including •ne dining; arts and entertainment; showrooms; o•ces; homes; and hotels — skillfully coordi- nating and orchestrating their plans as multiple stakeholders keep a wary eye on the encroachment of e-commerce retail. "Expectations have changed," said Matthew Billerbeck, who leads the shopping and entertainment district practice of architectural •rm CallisonRTKL. "Everyone has to step up their game." †ese days retail architects must under- stand the new consumer mindset while merging technolo- gy into innovative brand expressions, if they hope to draw N O V E M B E R 2 0 1 8 / S C T 33

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