Numerous headlines have declared the decline, or death, of the high street and, indeed, many facts would seem to support this point of view. 2019 was the worse year on record for British retail. High Street sales fell for the first time in 24 years with 12% of stores now standing empty. In the United States there are about 1,200 shopping malls with one-third of them already failing.
Originally the high street and shopping mall was the centre of activity and social life for many people. With technological and social changes, we are shopping and interacting differently. Our current generation is the most informed and diverse in history, actively seeking out new experiences. High Streets and shopping malls cannot remain a collection of independent outlets that make up a whole, they must become contributing factors that create an experience for the consumer.
I photographed the Mall of Egypt in Cairo for the architects CallisonRTKL and operated by the Majid Al Futtaim Group. Last year CallisonRTKL topped the “Visual Merchandising and Store Design” ranking for the third year in a row. The 280,000-SM Mall of Egypt offers a dynamic mix of activities connected by a series of indoor and outdoor public spaces that respond to the region’s climate and lifestyle.
Located in Cairo’s modern 6th of October district, the retail and entertainment destination is designed to LEED Silver standards and is intended to foster a family-centred sense of community. The two-level centre includes a hypermarket, global flagship retail, a range of dining options, and exceptional entertainment venues including a cinema complex, the first indoor snow park in Africa and Magic Planet entertainment. The centre’s master plan is divided into three themed zones, each designed to complement the other and integrate with the overall 6th of October city master plan: Zone 1 or “The City” is arranged in a series of streets lined with retail and family-friendly public spaces. Zone 2 or “The Desert Valley” has an elegant interior, housing the centre’s upscale department stores, international retailers, and a central courtyard for music and cultural events. Zone 3 or “The Crystal” is characterised by its dynamic lighting and is the mall’s destination for leisure and entertainment.
The Mall of Egypt has been designed as a consumer engagement space with a sense of community created out of the entertainment, experiences, and services which are offered. It is no longer a place for retailers to push out product offerings into a mass market but somewhere which has a pull-marketing approach orchestrated around the needs and interests of an increasingly diverse consumer market, segmented by age, ethnicity and locality.
To succeed in the future the industry will always have to think like the customers it serves. The high street and shopping centre have to create a platform where people engage with brands to facilitate sales in an environment that is conducive to their requirements. There won’t be a “one size fits all” design concept but there will be certain elements that will transcend different shopping centres. Entertainment and the experience will be a key factor along with the dining facilities.
Specifically designed mini cities where people live, and work is one concept foreseen as the future of the mall. These would also feed into the appetite of the increase of consumer tourism of places to visit and shop. What we can foresee is that where we shop in the future will not look like the traditional high street as we know it. It will be an entirely new retail experience—one that will change throughout the year and even throughout the day to keep people coming back for new, fresh experiences. These advancements will affect developers, consumers, retail brands and designers, from the smallest neighbourhood to the most impressive Class-A regional shopping centre. The future of retail is ever-changing and ever evolving and it’s up to developers, retailers and designers to pinpoint what fads will fade and what trends will cement themselves and flourish into the future.
Behind the scenes
Photographing any project abroad has a number of challenges. I always work with the architect / designer and the building management team.
There are three important elements to photographing this sort of project. The first is understanding and appreciating the design of the project through talking with the architect and drawing up a shot list of spaces and features to be captured. After establishing a shot list, we agree on how long the shoot will take and start organising a suitable date agreeable to all parties involved. It is always best to photograph any space as soon as possible to showcase the project and avoid any wear and tear. However, too early after its completion and you may not have all the units filled and subsequently less people visiting. There are also additional considerations of local public holidays or unique events to consider. It definitely pays to speak with the building’s management team.
The third element is the logistics of photographing such a project and working in a different country. There is the obvious consideration of what essential equipment I need to take, where to stay local to the project, visas, weather etc. Then there are the unforeseen challenges that you have to work with, such as equipment failure and illness.
When I first landed in Cairo I had organised being picked up and taken to my hotel. The driver explained how I needed to pay for my visa in either Euros or dollars. I had neither so had to negotiate a local currency rate. On learning that I was a photographer he asked me how much equipment I had and whether I had more than one camera. I always travel within a whisker of the weight allowance with as many bags as permitted. These will contain some extra clothing and a toothbrush but 99% is equipment! My driver proceeded to tell me that of the last two people he had attempted to pick up with film and stills cameras one had been detained for five hours and then allowed to proceed without his equipment and the other had been turned away. Lucky for me we were just waved through.
At the end of last year I photographed the new ICON Outlet at the O2 for CallisonRTKL. The opening of ICON Outlet completes CallisonRTKL (CRTKL) and the clients’, AEG and Crosstree’s, vision to deliver an unparalleled leisure and entertainment district for London – a place where retail and leisure converge. The development will complete the circuit within the Entertainment District to create a 360-degree visitor experience that not only supports the main arena events but has the critical mass to be a customer draw in its own right.
“The retail world is ever-evolving, the focus on the curated experience is a real shift of approach. Shopping destinations are now seeking new leisure experiences to attract, activate and energize their existing offer. What we have here is one of the most iconic leisure destinations in the world, anchored by the world’s favorite arena. We believe that the addition of the ICON Outlet is the final critical piece that will not only transform the O2 but in its own right create a new paradigm,” said Nathmya Saffarini, Senior Associate Director at CallisonRTKL and thought leader in sports anchored entertainment districts.
The success of a mixed-use project hinges on activity. The more people are walking around, using the space and engaging with it, the more it creates an inclusive atmosphere and people want to be there. Creating spaces where communities can come together, alongside major entertainment destinations would ensure that the district will never ‘go dark’ and the different zones will offer varied, engaging experiences for visitors any day of the week.
New contemporary food concepts were curated for ICON Outlet to compliment the fashion district and deliver a true lifestyle destination.
The urban outlet has been divided into key themes, which the developers state reflects consumer trends and behaviour, from ‘Best of British’ highlighting quality and heritage to ‘Global fashion’, featuring premium brands from across the globe. Other areas include ‘Beauty and accessories’ and ‘Sports and lifestle’, offering some of the most exciting names in athleisure.
To complement the retail offer, Icon Outlet will also host a range of experience-led services, including personal shoppers and stylists, hands-free shopping, and unique event shopping packages.
CRTKL’s concept focuses on the creation of two unique retail experiences – the Petals and the Clouds – to correspond with the leasing strategy and the character of the space they occupy. The ceiling treatments within these spaces are a unique feature to the site, designed to create a sense of light, space and tranquillity. Clever use of LED lighting enables the tone and look and feel of the development to shift depending on the time of day.
“The two-storey mall section referred to as the Petals creates a sensory explosion of colour and form inspired by London’s fashionable retail streets. The canopy that runs along its street is designed to replicate the dappled shade of a tree-lined thoroughfare,” said Nathmya Saffarini, Senior Associate Director at CallisonRTKL.
The single storey section referred to as the clouds is designed to be a column-free retail space, the ceilings, roofs, walls are hung from the existing trusses in the space. It is a clever solution that gives the client the flexibility to move internal partitions as needed to meet retailer requirements.
“‘The Cloud’ is designed as a calming retail escape. It creates an ambiance of light and tranquillity with its immersive forms and cool colours. The ceiling treatment consists of a series of fins that envelops the space below,” said Nathmya Saffarini, Senior Associate Director at CallisonRTKL.
Designing the ceiling treatments was one of the most exciting challenges, the design needed to be lightweight, work with the O2’s smoke fire strategy whilst creating visual interest underneath the tent liner.
A second phase comprising another 32 stores on the lower level will open in Spring 2019. Being in the middle of a global city, it has an amazing residential catchment so an outlet would work in its own right but being in an iconic building, with river frontage, tourist attractions and the huge profile of its leisure offer Icon Outlet should mature into one of the very best outlets and should set the bar for others.