80
Retail
SHOPPING MALLS
RETAIL, THE NEW CHALLENGES OF SHOPPING MALLS By Matteo Melani Thanks to wide spaces and variety of offers, shopping centers play a major role in retail sales. On the other hand, in addition to traditional shopping, for customers it also represents a place where to entertain, and share, just thinking about how many faces and restaurants can be found walking along the aisles of the malls. As well as a cinemas or gyms. Hence, to remain on the market, we do not have to eliminate physical shopping centers, but update them to make them appealing to customers. Starting with the leisure areas. Like the Cammin de ‘Gigli shopping mall, so named in honor of Dante Alighieri, which extends over an area of more than 2,700 square meters of the I Gigli shopping center, and which creates an elevated avenue that integrates and harmonizes the various areas of the entire
Today, however, shopping attitudes are changing, and consumers are looking for new experiences. The restrictions due to Covid-19 have accelerated those practices such as click and collect, and the delivery, which until a few years ago were the preserve of the few brands. Nonetheless, the presence sales experience remains in first place among consumers, also because after a year of containment measures the desire to go out is great.
Cammin de’Gigli at the Shopping Mall I Gigli
zone. The project bears the signature of Design International studio. “These areas, surrounded by greenery, offer new services for the public, relaxation areas, co-working areas, restaurants, and a large playground area to entertain children, with a dinosaur theme, “I Giglisauri”. This next step of a traditional mall aims to bring added value to the current commercial offer. Some of the essential elements are the natural materials, the greenery, the ‘urban’ design, and the look inspired by open spaces. We add the work done on lighting, aimed at obtaining subtle scenographic effects”, explains Paolo Bianchini, design manager of Design International.
THE CHANGE BETWEEN TRADITION AND INNOVATION
The Play Zone at the Cammin de’Gigli
The evolution of shopping centers reflects the transformations of society as a whole: income of individuals, trends, working hours. In the last thirty years,
