layered
a discover y platform
layered
a discover y platform
entertainment /,en(t)ərˈtānmənt/ noun
1. an entity or event that provokes an emotional response and touches the senses 2. a choreography of human experience
{ contents } 2
business
Project Spotlights
14
culture
Finding Place
24
design
Creating a Story
32
inspiration Trends & Forces
41
outlook
What’s Ahead
1
volume C | layered
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Welcome to JERDE Layered – a new bi-annual booklet dedicated to our philosophy of creating discovery. The places we have the privilege of working on with our visionary partners around the globe are often conceived as layers of experiences and attractions, ever-changing with each new visit. With this inaugural issue, we are highlighting ideas of Layered Entertainment. As laborers of creative retail, mixed-use, integrated resort and leisure concepts, these different uses are increasingly being merged and collided into new formats that blur traditional definitions and become the essence of what Entertainment is. Whether it is stimulating the senses, introducing delightful density, or new ideas to enhance the ‘third space’ (as referenced in the ‘Design’ section), the strategies that result in long-lasting success for commercial real estate are those that prioritize the entertainment experience. We hope the works, ideas, and viewpoints shared within can set the stage to propel sustained new ideas and approaches forward. – John Simones AIA, Co-CEO, JERDE Design Director –
setting the stage JERDE
1
the
business of entertainment { project spotlights }
Pictured: Pacific City under construction, Huntington Beach, CA 2 | layered
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In the business of commercial real estate and city making, the role of the architect and good design is increasingly critical for sustained success. Buildings should act as vessels for community gathering and social activity to occur. Creating places that feel like part of the urban fabric, while offering emotional connections to the user is what makes a city livable and dynamic. Architects must focus less on form making, and concentrate on introducing authentic programming, spatial, and experiential elements that collectively entertain the human spirit. The following section showcases a selection of works in progress around the world—a highlight of JERDE’s current business in creating places that entertain and sustain, along with ‘tips’ curated from our experiences in domestic and global design that continue to deliver special environments for people.
JERDE
Business of Entertainment | 3
tip
#1
When looking to develop a lifestyle and retail entertainment center in high traffic areas, it’s important to plan strategically for parking, make it accessible to more casual traffic off main routes; and to allocate for open air parking that reflects the openness of the project. This way, we can better utilize the higher traffic areas to provide a conveniently visible project from the road with an easier, more controllable parking flow at grade behind the buildings, closer to residential, tourist and more casual traffic.
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{ LOCAL LIFESTYLE } Pacific City
LOCATION - HUNTINGTON BEACH, CALIFORNIA, USA STATUS - UNDER CONST., EXPECTED FALL 2015 CLIENT - DJM CAPITAL PARTNERS
PROGRAM - RETAIL FITNESS
DINING MARKET
Designed as a casual contemporary seaside village, Pacific City will introduce approximately 60 tenants across 191,000 sq. ft. of open-air retail, restaurants and entertainment, set adjacent to a new hotel and multi-family residential development. The design maximizes views to the pier and ocean and takes queues from classic California craftsman bungalows. Top brands, new SoCal concepts, and diverse makers and artisans will complement the project’s overall sense of place.
Atlanta Braves Ballpark & Development Master Plan ATLANTA, GEORGIA, USA STATUS - MASTER PLAN COMPLETED 2014 CLIENT - ATLANTA BRAVES / JONES LANG LASALLE
PROGRAM - RETAIL DINING OFFICE
ENTERTAINMENT STADIUM HOTEL
The new home of the Atlanta Braves will be more than a state-of-the-art ballpark. It will redefine the traditional model of a “live, work, play” development as a “play, work, stay” destination. With its unique shops, restaurants and entertainment venues, people can play throughout the day – every day of the year. The new district will offer approximately 1.5 million sq. ft. of retail and entertainment, 500 residences, a boutique hotel, and office space. The design respects and embraces the natural topography of the property, using abundant green space to create a park-like setting and introduce a new communal environment.
ATLANTA BRAVES SPORTS CITY MASTER PLAN | Design Option | March 19, 2014
JERDE
AERIAL VIEW 1
Business of Entertainment | 5
ArcLight Cinema
at Santa Monica Place LOCATION - SANTA MONICA,, CALIFORNIA, USA STATUS - UNDER CONST. , EXPECTED FALL 2015 CLIENT - MACERICH
As the first cinema house to be built in the city since the 1980’s, the new ArcLight Cinema will deliver an elevated movie brand venue that complements the modern lifestyle experience of Santa Monica Place. The 14-screen, stateof-the-art theater will enhance the third-level, open-air Dining Deck with a premium entertainment anchor, setting a spectacular stage for ‘dinner and a movie’ for locals and visitors in Santa Monica.
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JERDE
- LEWIS GRACE, SENIOR DESIGNER
“To truly understand retail design, we must understand human emotions and the experiences they seek.”
- TODD STEVENS, SR. PROJECT MANAGER
Working with our client Macerich directly to enhance the goals for the existing mall were key. The design intent was to create a focal point attraction that could be seen throughout the mall. There are vantage points that will draw attention and pull people up towards the third level even without knowledge of the cinema. Though the third level was already a unique destination with restaurants and a spectacular dining deck with incredible views, the cinema adds yet another entertainment alternative. And entertainment and the experience are tied directly together. The more you enjoy your experience, the more time you will spend and wander throughout the center and surrounding districts. ArcLight’s mission is to create the best movie-going environment possible, through careful thought, design, and attention to detail. This newest offering will further showcase their brand. Santa Monica has been in need of new movie going experiences for a very, very long time. With the timing of the light rail soon to be completed, this is a cherry atop of the ice cream sundae known as Santa Monica Place. A night out on Third Street Promenade is now a fully complemented venue because of the new Arclight. As retail evolves, much as Jon Jerde initiated long ago, the emphasis on the human element has never lost its main focus, though maybe blurring once or twice. To truly understand retail design, we must understand human emotions and the experiences they seek. Retail has continued to evolve to be more than just a place to go shop, it’s a place to gather, to participate, to explore and to seek to fulfil our needs and wishes. Part of that need is to be entertained, to enjoy, to relax and unwind. Our culture today is more focused on experience and spontaneity, and the cinema customer is equally becoming more spontaneous, deciding to catch a movie and drink in the lounge on a whim. ArcLight is poised for this customer.
in depth Business of Entertainment | 7
{ CHINA COLLABORATION } Jerde values continued collaboration and design visioning with our clients worldwide. Our projects aim to translate core values and philosophies with places truly representative of our client’s brand and mission. CLIENT FEATURE - SHENZHEN HUAQIANG HOLDING LIMITED
Melody Gardens LOCATION - SHENZHEN, CHINA STATUS - DESIGN DEVELOPMENT
PROGRAM - RETAIL DINING OFFICE
ENTERTAINMENT KINDERGARDEN HOTEL
PROGRAM - RETAIL DINING OFFICE
ENTERTAINMENT APARTMENTS HOTEL
Woven together as experiential strands and hubs of activity, the Melody Gardens entertainment district stitches the blocks into a cohesive district linking the residential neighborhoods on the south to the commercial hubs on the north. The project brings the concept of green living into the heart of the electronics district in an effort to enhance the quality of living, create a 24 hour destination place for relaxation, dining and entertainment, music, art and animation in a garden setting.
Park Place
LOCATION - QINGDAO, CHINA STATUS - DESIGN DEVELOPMENT
Between residences and offices, a public promenade activated by diverse offerings of retail and entertainment unfurls as an iconic benchmark for lifestyle and recreation. Carved out by the sea breezes, public gathering areas, community gardens, plazas, and amphitheaters dwell at the heart of the project, sculpting the spaces between the expanse of commercial offerings.
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FOR SALE RETAIL
ENTERTAINMENT
RETAIL
FOR SALE F & B
ANCHOR RETAIL
F&B
PODIUM PROGRAM MASSING
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tip
#2
Important factors discussed with our client as part of confirming the development brief and preliminary concepts on various China projects include: 1. How cultural components are being integrated into retail and entertainment projects 2. Program & designated areas to showcase specialty products/ brands within retail projects 3. How Asia defines the term ‘Entertainment’ 4. A new concept and integration of a Cinema Entertainment Retail complex
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Business of Entertainment | 9
There were many obstacles to overcome in this particular project. Since the site was located along Qinnian Road, one of the busiest and most intense shopping streets in Shenyang, one of our major challenges was finding a way to differentiate our commercial project in an area already driven by big retail brands. We looked to multiple places for inspiration, including the vast forest around the city, Shenyang’s history—once capital of the Qing Dynasty, the young local culture highly influenced by Korea and Japan, and our client’s dedication to being a leader in the creative culture industry. Our goal became to deliver a place that was much more than shopping, and would give back space to the community for both social and cultural enrichment.
- TAMMY MCKERROW, SENIOR DESIGN PRINCIPAL
Mixed-use projects typically bring an interesting mix of opportunities to create a true destination within a city district. At the same time, they can bring many problems as well. Public, semi-public, and private relationships between the given programs, distribution of for-sale components, and usage of public space where locals and visitors can mingle, all need creative collaboration between designers and developers. Understanding the core value of this authentic mix can transform constraints into more opportunities, and the decision between efficiency vs. experience no longer needs to be a battle.
- DANNY HA, DESIGN PRINCIPAL
When asked what our plan was for the adjacent neighborhood, what we wanted to do most was to embrace them and propel them to continue what they have been doing for generations. Their existing program of after-hours gathering and socialization would allow the community to spill into our project’s open market style and be mutually beneficial. It is these unique experiences that we seek, driven by existing cultures and activities that locals have thrived on; it is often not necessary to impose something different. 10 | layered
in depth SPRING / SUMMER 2015
The King LOCATION - SHENYANG, CHINA STATUS - UNDER CONSTRUCTION, EXPECTED 2016 (podium) CLIENT - SHENZHEN HUAQIANG HOLDING LIMITED PROGRAM - RETAIL DINING OFFICE
THEATER RESIDENTIAL HOTEL (W HOTEL) SERVICE APARTMENTS ENTERTAINMENT (INCL. IMAX)
Huaqiang Business & Financial Center, also known as ‘The King’, brings a modern, international “urban forest” of lifestyle, entertainment, and natural amenities across four integrated city blocks. Developed over two phases of construction, the four city blocks will offer a diverse composite of urban life to create a fresh new destination that blends public amenities with social experiences. Comprising the entirety of Phase 1 development is the mixed-use ‘Glass Forest’ district which sits at the southernmost end of the site, serving as the project gateway from the Youth Park and Nanyun River, and directly connected to the main Metro station. Weaving culture and entertainment into the commercial draw, the complex also includes a dramatic performance theater and events ballroom that serve as leisure getaways from the bustle of the urban streets below.
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Business of Entertainment | 11
tip
#3
Rapid urbanization in emerging markets is a densification issue and is core to sustainability issues. It requires a software-based design in the future, where we need to be much more specific with flexibility and uses to tie to demographic changes. So rather than a top-down view of how to do mixed-use developments, it is very much a ‘bottom-up’ approach that starts with a focus on people-oriented design first.
Pictured: Queen’s Wharf vision, Brisbane, Australia 12 | layered
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{ INTERNATIONAL VISION }
Queen’s Wharf Master Plan LOCATION - BRISBANE, AUSTRALIA STATUS - DESIGN VISION COMPETITION CLIENT - DESTINATION BRISBANE CONSORTIUM
PROGRAM - RETAIL DINING OFFICE
ENTERTAINMENT THEATER GAMING
PROGRAM - RETAIL DINING OFFICE
ENTERTAINMENT RESIDENTIAL
Destination Brisbane’s “whole-of-precinct” vision will activate and connect South Bank, the CBD and Queens Street Mall, by transforming the heritage Treasury casino buildings into a premium shopping experience and a new six-star Ritz Carlton hotel, and building a new pedestrian bridge to South Bank
PUBLIC SPACE HOTELS
where there will be a new lyric theatre at QPAC. Collaborating with Steelman Partners and Grimshaw, the quintessentially Brisbane landmark scheme will be a fully integrated resort destination, drawing an estimated 1.39 million additional overnight tourist visitors to Queensland each year.
Kuntsevo Plaza LOCATION - MOSCOW, RUSSIA STATUS - OPENING 2015 CLIENT - ENKA TC
Situated within central Moscow, Russia, the new live, work, play Kuntsevo Plaza will deliver a modern community gathering destination rooted in art, nature, and urban connectivity. Inspired by Russian avante-garde art, the pedestrian-oriented center will establish a vibrant complex reconnecting the urban fabric of the historic Kuntsevo district, while creating a new
JERDE
landmark for the city. The project’s key urban design principles establish vital connections to the surroundings, including to the nearby transit line with a grand public plaza at the front entry closest to the metro, and multiple entryways and accessibility from the various streets, taking advantage of the site’s unique topography and grade change.
Business of Entertainment | 13
the
culture of entertainment { finding place }
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The culture of something is the core of its identity. Yes, we are architects, planners, designers, but at JERDE, it is our distinct culture that makes us different. Likewise, in urban density and development in both established and emerging markets, where cultural differences are evident from one city to another, must revolve around the idea of authenticity. Like urban archeologists, designers of place have to dig, dissect, pull apart and put back together the various cultural influences that exist in each and every unique locale. One way this can be accomplished is a detour from the standard architecture scope, and ensuring that the first site visit/meeting accounts for extra time for a more in-depth tour of the city, surroundings, and competitive projects to better understand the cultural traditions. Take surveys, ask questions, record comments, participate in local entertainment, and of course, for designers, take thousands of photos. You will often be surprised what small detail that appears insignificant at the time, becomes the seed of inspiration for the project. As the authentic qualities are weaved within the plan, program and uses, the entertainment value will excel beyond expectations because the public feels an immediate connection to the environment, whether they realize why or not. And while we rely on variation in each context to provide differentiation, there are universal attractors in delivering lifestyle. One of the most prominent is walkability (a feature our own downtown in Los Angeles could certainly use more of; it did not even make the list in Urban Land’s recent article: Walk Score’s 10 Most Walkable U.S. Cities; NYC #1 and Baltimore #10). Cultures and people have an inherent need to explore, be adventurous, and truly dare to discover place. JERDE
Culture of Entertainment | 15
re-made for walking Andrea Pavia | JERDE Senior Urban Planner
Typically during Christmastime, I fly back to Rome to visit my family. Upon arriving, almost ritualistically, my father and I take long walks throughout the historic city. The sun sets and we venture out for a passeggiata, which literally translates to ‘going for a walk’. This word however, has a much richer essence; properly translated, ‘passeggiare’ in Italian is much more than walking—embedded within it is the idea of strolling, of enjoyment and leisure. Passeggiare is a very common activity among Italian people; it is a part of our culture and we have done it for millennia, incrementally sculpting cities that have grown and developed around this primordial activity. When I go for a passeggiata with my father, we walk for hours with no clear destination in mind. We allow ourselves to get lost in the city. Like two flâneurs, we wander through the labyrinth of the old city fabric, consuming clues of a story untold. Past narrow streets and plazas, the city lures us to walk more and more, deeper into the cradle of its monumental walls. Here, perhaps for the experiential quality of the environment, we drift along, guaranteed to journey far beyond the typical quarter-mile threshold. It is through walking that for centuries we have perceived space, measured it and understood it.1 This fundamental relationship between the act of walking and the form and life of cities has held true until the last century.
Rosario Pavia, Il passo della città. Temi per la metropoli futura. Donzelli editore, Rome, 2015. 1
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The ordinary practitioners of the city live ‘down below’, below the thresholds at which visibility begins. They walk – an elementary form of this experience of the city; they are walkers, Wandersmanner, whose bodies follow the thicks and thins of an urban ‘text’ they write without being able to read it. Michel de Certau
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Culture of Entertainment | 17
The inexorable rise of the automobile and mass transportation systems now change the urban form, introducing new ways of life and new ways to perceive and understand space. Rapid modernization placed demands that traditional pedestrian patterns could not accommodate. In existing urban cores, new urban planning principles overlaid organized grids onto the organic urban fabrics and segregated formerly integrated uses. In many cities, walking has become a marginal and discouraged activity from what was once a central organizing factor of city life. Relative to the evolution of humanity, this transition has occurred extremely quickly and regarded almost everywhere with indifference. Cities around the globe in the past and present century have been constantly designed and redesigned for vehicular advantage. This ascension toward unprecedented and unequal urbanization urges designers to advocate even more strongly for the importance of placemaking and walkability as interdependent instruments of a more just and beautiful city. But when so much of our built environment is still planned for the sake of bigness, sprawl, and vehicular accommodation—a practice enforced in our profession through design school—it is an ironic necessity to have to advocate for walkability despite its well-known social, economic, and health benefits for the broader community.
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Julie Campoli, author of Made for Walking2 points out all the qualities of the pre-car world city fabric that make a welcoming, walkable environment a great place:
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Julie Campoli, Made for Walking: Density and Neighborhood Form. Lincoln Institute of Land Policy, Concord NH 2012. 2
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Culture of Entertainment | 19
< City leaders, planners, and designers have envisioned and re-envisioned the urban form at multiple points in history, always accounting for the intricate layers of accessibility necessary for people mobility. Today in the design profession, the demand for ‘walkability’ is gaining momentum in all major markets, even in sprawling car-centric cities like Los Angeles and Rome. In the US, the New Urbanists and the Complete Streets movement have aimed to raise community awareness, demonstrating how a more balanced and human scale approach to city design can be achieved. The tactical urbanism inspired improvement works in New York’ Manhattan are exemplary in this sense. Similarly, cities across Europe are integrating progressive master plans for safer, more walkable cities. Urbanist and architect Jan Gehl’s work in Copenhagen, for example, has radically re-oriented the city for the pedestrian through incremental improvements of the city’s urban form over the course of over forty years. His humanistic method of planning has been applied to cities such as London, New York City, and Sydney, as city leaders rediscover the communally transformative effects of urban walkability and its potential for creating fulfilling social experiences. These movements in creating “complete” streets and in advocating for human-scale environments have spurred the ideals of placemaking. In the current debate, placemaking is understood by architects, landscape architects, and urban planners as an approach to the design of the city that is rooted in the nature of place identity and generated from the local context. It describes the process of creating public or private spaces like squares, plazas, parks, streets, and waterfronts that will attract people because they are enjoyable and attractive. It is these urban spaces which capture the curiosity and meandering attention of the everyday streetscape connoisseur. Culture of Entertainment | 21
On a deeper, more aspirational level, placemaking is intended by some professionals as a way to involve and strengthen the local community and to foster a sense of belonging and identity. For others, it is primarily a participatory process. Alex Krieger in his article “Where and How Does Urban Design Happen?” defines placemaking as ”the provision of distinctive, lively, appealing centers for congregation to alleviate the perceived homogeneity of many and large contemporary urban areas”3 — in other words, the construction of a sense of place: a place to wander, to relax, to entertain, or to simply be. From a JERDE urban design and architectural perspective, one of the primary goals of placemaking is to design the space around and between buildings; the ‘void’ and ‘in-between’ spaces are elevated to primary importance and become the drivers of spatial composition, the buildings as backdrops. This approach contrasts the traditional/modernist modus operandi of architects creating buildings as elements of object form where the interstitial spaces are of secondary consideration. Also key to this inherent placemaking approach is the design of the void according to the desired walking patterns that will connect the new place with its immediate context — a ‘bottom-up’ approach to mixed-use development often pointed out by JERDE Co-CEO, managing director, Phil Kim.
One of the lasting elements of the placemaking method is the ability to respond within the context of the existing market demands to the growing needs for space identity and communality globally and to bring these back as built experiential places for the enjoyment of the local community. The method hinges on the understanding that to produce successful development, it is necessary to forge effective relationships between retail, public space and context. This philosophy aims to create places for the collective enjoyment of the many, if not for everyone, that becomes economic drivers for urban regeneration. This pragmatic model can be instrumental in realizing a framework of communal spaces as cities around the world seek new ways to improve their physical, social and economic environments. JERDE Placemaking continues to evolve the core strategies and principles of the concept in ways that advance connectivity and city-making. As architects of the city, we need to advocate and seek for incremental redesign to foster this public network in both our public and private projects, large and small, and propel this fundamental ingredient within the recipe of successful urban development and livability. Alex Krieger, “Where and How Does Urban Design Happen?” In Harvard Design Magazine. The Origins and Evolution of Urban Design, 1956 – 2006. Spring/Summer 2006. 3
In the role of senior urban designer/ planner, Andrea Pavia works directly with JERDE’s design principals to conceptualize projects that complement the firm’s design philosophy of creating international-standard, mixed-use developments which result in long-lasting economic and social value. He has collaborated in the design and development of a number of mixed-use, office, campus, and residential projects in the US, China and Europe. His core interest is on what constitutes good, resilient urban form at the intersection between city planning, urban design, and placemaking.
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Culture of Entertainment | 23
the
design of entertainment { creating a story}
Authentic environments are introduced into projects by linking them to existing urban fabrics, public transit and community amenities, but also through the, arts, colors, flavors, and festivities of that particular culture. Designers must really understand the site and existing surroundings, and bring those elements into the project to develop a story that illustrates those elements and ideas. A critical design component in every project, and particularly entertainment projects, is the ability to orchestrate an engaging story. 24 | layered
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The story helps guide from the beginning of conceptualization to the very end to choreograph a unified and compelling environment with a cohesive narrative, which then resonates with people interacting with the spaces. Design, no matter the typology, now needs to be highly immersive and flexible to create a sense of exploration and discovery, while allowing people to have multi-layered experiences and connections.
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Design of Entertainment | 25
d e n i f rede
RETAIL
Eduardo Lopez | JERDE Sr. Design Principal
As humans, social creatures and participants of civilized life, we typically operate within the boundaries of what is loosely defined as â&#x20AC;&#x153;third spaceâ&#x20AC;?. American urban sociologist Ray Oldenburg introduced this theory that our entire existence can be spatially reduced and compartmentalized into three spaces: the first space, the home, is the family-oriented environment; the second space, the workplace, is where one is expected to be a productive member of society; and the third space, where you relax, interact and enjoy. Historically, agoras, markets, plazas, piazzas, and town squares served as the third spaces, developed as a natural construct of human behavior across cultures. As society evolved, the offerings of the third space became satisfied partially by regional malls â&#x20AC;&#x201D; large formulaic structures that could sequester locals and travelers into a common place to shop and be entertained. The mall typology developed as a response to consumerism, and survived due to its fundamental representation of the third space. As technology advances and lifestyles change, the traditional flaws of the mall have continued to materialize, leading shoppers to turn elsewhere to satisfy their consumer and leisure needs.
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Design of Entertainment | 27
Today, approximately 83% of Americans are shopping online in some capacity â&#x20AC;&#x201D; a number that will continue to increase as e-commerce and delivery services such as AmazonFresh and Google Express further expand upon commercial efficiency. Rather than competing with e-commerce, the successes of retail centers are now dependent on its adaptive technologies and seamless operation within the digital age. Consumer experiences and quality can now be instantly verified and evaluated through social media and business review platforms. Public opinion is now more transparent than ever, quickly attracting or deterring prospective customers who will drive the success of an operation. While the digitization of brick and mortar stores through mobile app connectivity, mobile payments, and tablet integration will help sustain relevance, they will only play a small part in the overall appeal of retail center attendance. With the isolation of online shopping, e-commerce has decreased public social interaction, inversely spurring the drive to reconnect with people in other capacities. The relic mall is being replaced by shopping hubs that have evolved into richer, experientially integrated environments.
New program mixes reveal the value of boutique shops, innovative eateries, and authentic public spaces; to fully reach its economic and social potential, retail can no longer stand on its own. It is all about THE RIGHT MIX.
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Experiential & unique offerings Complementary uses that add increased value to retail Brand new spaces Urban collisions
40
Traditional + new concepts Well established brands Upcoming retail gems Floor by floor retail network
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Transitions into more personalized shopping experiences, catering to millennials with higher service expectations are on the rise. Shops are adapting into showrooms that focus on the brand over the product â&#x20AC;&#x201D; platforms to resonate corporate philosophies and ideals that attract consumers to a buy-in of identity. At a more urban level, retail is also reaching toward a broader grasp of the overall lifestyle experience. As cities become increasingly denser and populations progressively move inward to city centers, urban commercial hubs are serving up amenities beyond shopping as a means of diversifying the consumer attraction and offering even greater convenience. Dense vertical developments are taking advantage of transit integration and pedestrian-oriented design to reinforce both the accessibility and relative intimacy of walkable community destinations. As designers, planners, and retail brands continue to respond to the needs of the changing society, one constant that can be found is the public need for authentic experiences. Consumers are demanding more complex environs that cater to a variety of daily needs while offering opportunities to connect, reconnect, and be memorable. The mall of the future will be more than a place of commerce and leisure, but a place of rejuvenation and balance â&#x20AC;&#x201D; a place to unplug and channel a personal sense of style through tangible experience and active social interaction.
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Design of Entertainment | 29
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Design-driven, the retail center speaks to the user and advocates for the brand. Architects are no longer confined to the rigidity of corridors and bland spaces, but instead, can draw shoppers through creative nodes of attraction all linked by a contextual journey and exciting sequence of events. At JERDE, this commercial tapestry of nodes and links arranges space in a way satisfying to the consumer while conducive to building connected communities. Nodes typically fall into five primary classifications: community, dining, entertainment, education, and wellness. Each node is important to the success of the complex in order to deliver traditional elements and modern significance. Community nodes are expansive and iconic open spaces that catalyze social activities and programmed events while reflecting the surrounding region and culture. The resulting open space is an effort to embrace the public realm and provide a hub of communal enjoyment. Surrounding each node, Food and Beverage will become anchors that introduce unconventional concepts of gourmet and fusion cuisines, multiple forms of entertainment will be incorporated to provide nearly round-the-clock activity, and both cultural and wellness facilities will be included to promote overall community progress and wellbeing. Unique and attractive outright, these nodes are strung together by links — a vital component that leads people along exploratory paths through projects. They bridge the gaps between nodes and are used to enliven and connect plazas, parks, piazzas and markets. They are meticulously designed to craft a leisure experience through complex environments, following canals and cascading water, navigating canyons, touring villages or exploring the wilderness. By design, they invite and encourage discovery and exploration to achieve thorough circulation. Thoughtfully weaving the strands of experience and place, architects can craft a successful program carefully tailored to fit the existing social and cultural context. By providing a place to reconnect and create memorable experiences, places will be designed to extend staying time and increase the possibility of return visits. For a window into the future of retail, we look to create more than a ‘mall’, but a destination of compelling stories that invite by design and take cues from its locality to create the comfort of familiarity and authenticity.
Eduardo Lopez joined JERDE in 1995. While integrating the JERDE philosophy of experiential design and placemaking, and applying his passion for great design with his background in art and sculpture, Ed has been instrumental in expanding the firm’s vision through his concepts and architectural designs. Ed has participated first hand in the company’s evolution as a predominantly retail-oriented firm, to a leader in integrated mixed-use projects throughout the world.
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inspiring entertainment { trends & forces }
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With an ever-changing state of tastes and consumption, itâ&#x20AC;&#x2122;s often a battle to stay relevant to diverse audiences. Designers are constantly searching for ways to really connect & reach people. And it comes down to capturing a sense of wonder, imagination, or memory, and tapping into the visceral nature and feelings people inherently link to a specific place and time. The following ideas represent ongoing forces in design that are stirring new modes of socialization, community responsibility, and interactivity, and tap into the universal human curiosity as seeds for inspiration.
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CITY PABULUM - material for intellectual nourishment -
{ magazine meets retail }
{ gallery meets retail }
{ digital integration }
{ community collaboration } 34 | layered
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INNOVATION CATALYSTS THAT INSPIRE CREATIVE FORCES IN DESIGN The newer one stop shop, Merci curates the “best of” various consumer markets conveniently combined in one intimate space. Merci retains relevancy by cycling through market focuses like monthly editions of Vogue. Merci’s unique and ephemeral retail environment ensures routine traffic and return visits for those looking for something new and exciting. Merci : 111 Boulevard Beaumarchais, 75003 Paris, France
A revolutionary retail concept modernizes the catalog, turning a Manhattan storefront into a revolving boutique shop. Story channels the creativity of the neighboring Chelsea Art Galleries to sell quality items. With a slogan, “changes like a gallery, sells things like a store,” Story provides a unique and experimental shopping experience. Story : 144 10th Ave, New York, NY 10011
Uniqlo’s virtual try-on “Magic Mirror” first implemented in San Francisco allows users to adjust the color of garments digitally and instantaneously. A myriad of other retailers are experimenting with virtual try-on and other digital enhancements to physical retail components. Uniqlo : 111 Powell St., San Francisco, CA
The ultimate farm to table market, OMA has designed a masterplan for a mixed-use project that will provide a new centralized facility for the growing, selling and distribution of food for local farmers and the community. Working in collaboration with the city of Louisville, the Food Port will take significant steps towards rejuvenating a vacant 24-acre former tobacco plant into an active economic and community hub. www.oma.eu JERDE
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â&#x20AC;&#x153;IF YOU WANT TO SEED A PLACE WITH ACTIVITY...
{ return of the urban market }
{ repackaged spaces }
{ responsible dining }
{ speakeasy meets smorgasbord } 36 | layered
SPRING / SUMMER 2015
...PUT OUT FOOD.” William H. Whyte
The market, a foundation of urbanity, is being recognized as a critical component to vitality and activity for every community. In a relapse from the hypermarkets, cities are rediscovering the value of historic markets that have enlivened neighborhoods for centuries. www.pps.org/markets
The Anaheim Packing District is an adaptive reuse marketplace in Orange County breaking the routine as a gathering place for foodies and loungers. In a sea of cookie cutter developments, the renovated facility stands out, attracting artisan eateries, experiential dining with live music, event spaces, and a sustainable garden to hearken back to its days as a fresh fruit facility. Anaheim Packing District : 440 S Anaheim Blvd, Anaheim, CA 92805
Global domain, local dining at Google’s Headquarter, 150café serves unique cuisines sourced locally, with all ingredients harvested within 150 miles of the Google Campus in Mountain View, California. The initiative by Google aims to support sustainable farming and aid local business. Googleplex : 1600 Amphitheatre Pkwy, Mountain View, CA 94043
Off-the–grid dining establishments, pop-up restaurants, and secret supper clubs are creating the most personal dining experience, attracting those who crave a completely unique feast. wolvesmouth.com www.kalidining.com dineateight.blogspot.com starrykitchen.com JERDE
Inspiring Entertainment | 37
{ creative conservation }
WATER AS NARRATIVE
featured collaborator: James A. Garland AIA NCARB, Founder & President, Fluidity Design Consultants
The drought in California, the increased costs of potable water and energy, and worldwide sensitivities towards the conservation of resources have transformed how we and others work. Today's water features must be more place-specific, more experiential, more meaningful, more unique and beautiful, and more entertaining and delightful —and they have to do it all more efficiently. Interestingly, it’s also more fun and professionally satisfying to grapple with all these contemporary challenges than it was to work the simpler way we used to. As we look to the future, we envision a world more healthy and connected to nature, with lifestyles exploring ever wider ranges of opportunity. Pride of community and high-value experiences are of continually increasing importance — and designs are moving in this direction. The newest water features celebrate essence of place with higher standards of beauty, design, and entertainment. They are narrative-driven, and when possible, they transform with the seasons or incorporate colorful plantings. And always, together with everything else, integrated water features should instill that oldest fountain virtue — the offering of an enchanted and replenishing sense of balance in the world.
For more inspiration from Fluidity, visit www.fluidity-design.com
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SPRING / SUMMER 2015
PHOTO CREDITS Page COVER Ent. Contents
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outlook
Image Mecenatpolis Biking in the Playground On Top of The World Festival Fun Festival Farm-inspired Melody Gardens Roppongi Tower Pacific City construction Client Workshop Pacific City render Atlanta Braves renders ArcLight Cinema render Melody Gardens render Park Place render Melody Gardens render The King renders Queen’s Wharf render Queen’s Wharf render Kuntsevo Plaza render+photo Festival Fun Color My Life D-Cube City Jerde projects (variety) May Live To See (1925) What We Are Coming To (1895) The Next Frontier (1976) Cities A Walking City Roppongi Hills Festival Kanyon Vision section render Visioning Farm-inspired Merci, Paris Story Magic Mirror Louisville Food Port render Market Hall Anaheim Packing District 150cafe Supper club Roppongi Hills Dubai Festival City D-Cube City Pacific City render
Credit E. Jae-Seong wallpaperscastle.com/uploads/2014-01 ALTUS, flickr.com/photos/altus/3166269812 Glen E. Waters, flickr.com/photos/glenn-in-japan/7872164718 Alexandre Moreau, flickr.com/photos/ptital/6776912192 eye-swoon.com/farm-dinner-design-details JERDE ALTUS, flickr.com/photos/altus/3166268754 JERDE JERDE JERDE JERDE JERDE JERDE JERDE JERDE JERDE JERDE JERDE JERDE Glen E. Waters, flickr.com/photos/glenn-in-japan/7872164718 flickr.com/photos/blubbla/4040106772 PLUS Magazine JERDE Retronaut Public Domain Grant E. Hamilton, Judge magazine Isaac Asimov, National Geographic Atelier Olschinsky Archigram JERDE Alexandre Moreau, flickr.com/photos/ptital/6776912192 Massimiliano Raposio, flickr.com/photos/mrapx/8846960010/in/pool-distagon21mm JERDE JERDE eye-swoon.com/farm-dinner-design-details remodelista.com/posts/visiting-merci-in-the-haut-marais-of-paris theaviso.com/story Nicole Wong, flickr.com/photos/nicolecwong/11792661296 OMA MVRDV eighty-sevens.com/lifestyle/2014/9/20/anaheim-packing-district islandbreath.org/2012Year/03/120321googleplex.jpg dailycandy.com/los-angeles/article/157286/Dinner-Lab-Lands-in-Los-Angeles JERDE Fluidity JERDE JERDE
EDITORIAL STAFF
MATTHEW HELLER Vice President, Marketing Director, Business Development Manager
JULLIANNE MEDRANO Marketing Manager
MICHAEL HAYES Marketing Coordinator
Layered Role: Managing Director + Writer
Layered Role: Creative Director + Designer
Layered Role: Copywriter + Creative Assistant
We are excited and optimistic to be working in mixed-use, retail and hospitality sectors going forward. Entertainment is at the heart of many of the new forces driving innovation in these types of development. In the world of design, architecture, and planning, we at JERDE view Entertainment as the act of provoking an emotional response, either by amusement, participation, or feeling
future outlook
– something that provides a very positive connection that touches the senses. And these notions are more than ever influencing places in the world’s growing downtowns. According to Forbes, average downtown growth across U.S. cities increased by 26% in the first millennium decade, with Chicago leading at 36% in downtown population increase. New or evolving urban cores are seeking expertise in creating truly integrated ‘hives’ that resonate with today’s and tomorrow’s generations. Developers and designers of new ground-up retail and entertainment-driven environments should start a project by simply asking: ‘Am I vested in creating a Covent Garden or Third Street Promenade type of destination quality?’ Owners or investors of existing assets that require significant remodeling understandably have multiple constraints to consider. The key to a successful repositioning strategy is the careful balance of creative concepts with pragmatic architectural solutions that a here to a specific redevelopment plan and budget. We see abundant opportunities in exploring relevant mixed-use design and programming in the new downtowns of the future; as well as modifying the hundreds of struggling malls across the U.S. A lot of groups talk about creating experiences and a sense of place within commercial development. We hope most are able to translate their vision to reality. If they are successful, we are in for an astounding world of a high-quality ‘third space.’
PHOTO CREDITS
EDITORIAL STAFF