The Ordinary Nature of Shopping Districts by Xin Zhao by yazid

SHOPPING

The Ordinary Nature of

SHOPPING 2

INTRODUCTION

METHODS

Rubenstein (1992) states that “The development of urban spaces, which began with Greek Market-place called the agora, grew out of a pedestrian - oriented culture long before the invention of the auto - mobile.” Shopping malls are an essential part of a city and have grown with the city. Jackson (1996, p1111) states that “Merchandising outside city walls began in the Middle Ages, when traders often established markets or “fairs” beyond the gate to avoid the taxes and

Analyze what role of shopping malls play in people’s daily lives and combined with their history, characteristics and people’s requirement to provide a more suitable place for urban development and more pleasant place for people’s daily life. Analyze the potential of the shopping mall. Help Melbourne develop better by promoting a pedestrian and shopping network.

congestion of the urban core.” The formation of a city necessarily includes the creation of shopping malls. Therefore the history of the shopping mall is part of urban culture. Malls enrich people’s daily lives and provide commodities for people. With the development of the city, shopping malls are becoming more and more functional and becoming one of the busiest parts of the city. For mall operators, it is necessary to gain insights into consumer shopping behaviors to increase their competitiveness ( Rahman, 2015). For the city, Shopping malls drive economic development and increase employment opportunities. For local residents, the shopping mall has enriched their lives and provided living materials.

SESEARCH QUESTION How can shopping centers help Melbourne develop better? What kind of form will it develop into the future? How to make it easier and safer for people to cross the shopping area?

SHOPPING by Ir is X in Zhao

Chapter 1 - Image of the mall The image of the shopping mall has a strong influence on customer behavior (Kaihatu, 2016). Business street or some market-place create a vision for the city where they located ( Rubenstein, 1992). Shopping malls have gradually become a place where travelers often choose to go because they represent the image and economy of a city. Shopping malls should use their strengths to serve the city and people better.

Compare the commercial streets of two cities Compare the business street in Luoyang, China and Bourke street mall in Melbourne, Australia. Study the characteristics of the two streets and how they develop, what are the similarities and differences between them?

Location Rubenstein (1992, p2) found that “As commerce and government expanded, the agora became the focus of business, the marketplace, as well as the place of assembly. This was the nemesis of modern urban space.” Therefore, the first center of a city is the shopping mall, and the location of the shopping mall is a city center and the most advantageous place. Rubenstein (1992, p39) also states that “The topography of an area often has a great influence on the location and design of a mall.” Shopping malls in the heart of the city are often located in a prime location.

This picture is the location of the business street in Luoyang. The business street is in the center of the old town, and the old town is the center of the city from many thousands of years ago to now.

Luo Yang

Tow main road of Luoyang Source: Google map Time: 2019

The malls in Luoyang and Melbourne have one thing in common that they are both near the river but not beside the river. Civilization has always flourished alongside rivers. They are both the history of the city.

This picture shows the location of Bourke street mall. Bourke street mall is in the center of CBD as well, which is similar to the business street in Luoyang. The location of Bourke street mall again proves that is formed in the early days of urban development and its superior geographical position.

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Tow main road of Luoyang Source: Google map Time: 2019

Architecture Hays (1984) states that “That architecture, as activity and knowledge, is fundamentally a cultural enterprise may hardly seem a contentious proposition. And yet questions concerning the precise nature of the reciprocal influences between culture and architectural form bring opposing theories of architecture and its interpretation into forceful play.” Melbourne preserves many Victoria Architecture which is a special architecture style in Australia. With the development of the city, the city demand for housing and another urban floor will keep increasing. The height of buildings is more and taller the old lower buildings are surrounded and covered by high – rise buildings. Most of the buildings at Bourke street are the old buildings which have a long history and culture. Figure 1 is the Bourke street mall in Melbourne in 1970. In the 1850s, as retail presence increased the Bourke street mall was often compared to London’s Oxford Street. It is tough to say the building style is Melbourne style, but these buildings are old compared with other buildings in Melbourne city. “ The three - storey brick building at 274-278 Bourke Street was built in 1859 as a three-part row with a shop in each section ”(Financial review2018, para2). The architecture and history of Bourke street mall should be a part of Melbourne’s culture, and it is the advantage of Bourke street mall.

Bourke street mall Source: ABM 24, pinterest Time: 1970s

This figure shows the built year of the building in Melbourne, most buildings at Bourke street are old. Therefore the buildings at Bourke street mall should represent the architectural character of Melbourne. Architectural features are an important factor in helping cities build their image and attract tourists.

This picture is the business street in Luoyang, China Henan province. Because of the long history of this city, this business street was created when the city was formed thousands of years ago, and it is pronounced to see the unique Chinese style architecture. This business street has become part of the urban culture. About twenty-five years ago, this street just a part of the residential area. Through the change of time, this mall has become a famous tourist attraction, the mall plays a different role, and the buildings have a different function. A resident of the old town, have a different experience as well. This mall helped residents increase their income but also made their quiet life noisy.

Luo Yang Old Town Source: Jui Wu, Tourist Time: 18 Apr 2015

Summary

Comparing Bourke street mall to the business street in Luoyang, Bourke street mall serves the residents better, and the business street in Luoyang provides higher economic benefits and promotes the local culture. They are the embodiment of urban development. According to financial review argues the buildings in Bourke street mall “The building’s stunning facade and under - utilised upper levels make it ideal for the successful purchaser to transform it into the Melbourne CBD’s next multi-level retail icon” (Financial review2018, para11). The buildings in Bourke street mall still have potential to develop.

Chapter2 The contribute of the mall to the city

The role of mall play in people’s live Hopkins (1990, p6) states that“we live in an era in which we can literally select the time and place we want to experience.” Where do people choose to go and when to go that place decided the importance of this place in their lives. Therefore, human traffic can show the popularity of a place and the number of people in the time proves the role of this place in people’s lives. The sensors of the Melbourne city can show the number of people passing by. These data can show how many people go to Bourke street mall and what time people go to Bourke street mall to conclude that how the Bourke street mall effect to people’s lives and what the role the mall play in people’s life. The following four figures show the number of people passing through the 60 sensors in the different place of the Melbourne city in 2019 January 18th. The open time of the Bourke street mall is from 9 am to 9 pm. The time of 4 data is 10 am when Bourke street mall open 1 hour, 1 pm when people have lunchtime to break, 4 pm when some people have already got off work, 7 pm when most people have already got off work and this time is close to Bourke street mall closing. People usually think that the busiest time in the mall should be after work because they do not need to consider work and they can have plenty of time and mood to go shopping. However, the data is not the same as people expected. The data show the number of people go to Bourke street mall at 1 pm (3656) is more than 4 pm (2802) and 7 pm (2235).

Summary These data prove that people prefer to go Bourke street mall at the lunchtime break instead of after work. Therefore, what can they do at lunchtime and why they choose to go to Bourke street mall? People want to have a good rest in a comfortable place after lunch or find a place to discuss work together, and the mall provides them with such an environment. According to the data, at 4 pm, people began to walk towards Flinders station where they can take the train to go home, and this situation continues until 7 pm. After the end of the day, people are more eager to go home instead of going to the shopping mall. These data show the role of the Bourke street mall in people’s life. At workday, people prefer to use Bourke street mall as a place to rest instead of shopping. Is there a difference between workdays and weekends? People usually think that weekends are the best time to shop, and the number of people at weekends in the mall will be more than the number of working days. The data once again exceeded people’s expectations. Data shows the number of people go to Bourke street mall in working days is more the weekend. That means Bourke street mall play a bigger role in the workday and in the working days the Bourke street mall mainly offer a place for people to have a rest at lunchtime. These data show that the Bourke street mall not only provides a shopping place for people but also provide a place for people to take a rest, even resting more than shopping at working days. Hopkins (1991, p268) found that “The emergence of a mega-mall with its increased scale, size, and ensuing annexation of much of a city’s retail and social life-intensifies the need for research about the social functions of shopping centers.” The malls can affect people’s lives and help people to improve people’s living standards. The desire of residents is an important part of engaging the development of shopping malls. If people need this indoor urban environment to have a rest, the malls should consider how to provide a more pleasant environment for them. These data represent Bourke street mall give people a pleasurable and free place to enjoy especially the elevated walkways of the Bourke street and Meyer where is a great place to rest and work. “The mall offers an alternative to the instrumentality of the neighborhood center and superstore because it attempts to create pedestrian environments and destinations where the public can ‘go shopping’ rather than just ‘do the shopping’ in an environment offering personal and social attractions” (Buttle, 1992).

Pedestrian street and Transportation Rubenstein (1992, p15) argues that â&#x20AC;&#x153;After second World War pedestrian free zones or malls develop due to increased urban growth, affluence, a large number of cars, and the dense urban fabric with a relatively high residential population.â&#x20AC;? Because the city streets are getting crowded, so the pedestrian street in the mall is getting more and more needed. The exclusive road not only provides a more comfortable environment for people but also ensures that people are safe in a crowded environment by keeping people away from dangerous vehicles. The Bourke street mall remains one of Melbourneâ&#x20AC;&#x2122;s few dedicated pedestrian spaces. Public transport is tram only, and other vehicles are not accessible. There are many other successful examples, such as the pedestrian areas in Hamburg, the government were constructed within the redeveloped building blocks then the malls helped to stimulate retail trade in the central business district and reduced automobile traffic congestion (Rubenstein, 1992). Therefore the traffic system and pedestrian system can stimulate shopping the development of a shopping mall and provide a safer and more relaxed environment.

This figure shows the tram route and on street parking bays in Melbourne CBD. According to the data that there is no on street parking bays near Bourke street mall, that represent if people want to go to Bourke street mall, the best way to go there is take a tram. The success of pedestrian malls and urban spaces in American cities must include convenient and economical parking and parking and transit systems are a vital factor in the success of pedestrian malls and urban areas (Rubenstein, 1992). Different space needs to link to each other for ease of use. Therefore, Bourke street mall lacks parking lot.

Summary According to the study of the role of Bourke street mall play in peopleâ&#x20AC;&#x2122;s life. The number of people goes to Bourke street mall is smaller at the weekend. The transportation might is a big reason because the private car is the most convenient traffic tool but there is not enough car parking near Bourke street mall, and the only tram is passable in this area. Worse, there are few tram access to the suburbs. On the other hand, this traffic system is best for a place with a huge number of people. This traffic system separated cars from pedestrians, and it is safer for people. This Less car traffic system also provides a more comfortable shopping environment and resting environment for people, so people prefer seat outside at Bourke street instead of Swanston Street and Elizabeth street, although they are very close. The Bourke street mallâ&#x20AC;&#x2122;s special transportation system and the pedestrian system helps to create a comfortable shopping and resting atmosphere despite still certain the shortage of parking spaces.

Economy McGreevy (2016, p404) state that “The opening of a major shopping center typically comes with the promise of a met increase in employment and an overall boost for the economy of the town in which they establish.” The development of the shopping mall is usually accompanied by increasing economic activity and local employment. Shopping malls usually provide great economic benefits and provide a lot of job opportunities. As figure 14 shows, the blocks for census of land use and employment in Melbourne CBD in 2016, the employment – intensive places are concentrated in the city center which is a commercial area. The land use and employment in suburban are significantly reduced. According to McGreevy (2016) research, when a shopping mall open, it will affect the employment activity and business activity of the neat town. This situation is the same in a city. When a shopping mall or commercial area appear in the city center, the business activity and employment activity will reduce, many people come to the city center to find a job. McGreevy (2016, p409) points that “ There is also an emphasis in the research of measuring short term effects on retail employment alone, ignoring medium and long term impacts upon a region’s broader commercial activity and employment.”

2016

Surmmary According to analysis pedestrian in Melbourne, many people go to Flinders station after work, that means most of them live in the suburbs and they need to take the train to go home. Considering the large number of staff coming from the suburbs to the city centre, providing a better downtown environment and a better pedestrian and shopping network is even more important. In addition, Suburbs commercial activity and employment also need to be considered, concentrated employment and commercial activity is not a long-term development plan.

Energy consumption After analysis, the shopping mall is an indispensable part of the city, especially played an essential role in people’s workdays. In future development, how can shopping malls better serve people and cities? How the shopping malls to meet the development requirements? Kaihatu (2016) states that “Competition is intensifying amongst shopping malls.” The shopping malls need to show their competitive advantage to develop better. According to the research, understanding the role of shopping malls play in people’s lives and understanding people needs are very critical. Therefore, shopping malls also need to combine people’s needs to improve their advantages. This mode is a benign cycle, a better understanding of people’s needs will increase their competitiveness, then more people go to the mall, the more the shopping malls can understand their needs. Bourke street mall is a good example. The new elevated walkways of the Bourke street and Meyer provide some tables and chairs and charging port, at that place people can sit down and have a rest or have a meal and talking to friends and also charge their electronic devices. However, commercial district can not only consider development but forget the negative impact of development, such as energy consumption. Ortiz (2007, p394) states that“Growth in population, increasing demand for building services and comfort levels, together with the rise in time spent inside buildings, assure the upward trend in energy demand will continue in the future. For this reason, energy efficiency in buildings is today a prime objective for energy policy at regional, national and international levels.”

This figure shows the block level energy consumption in 2016 projection. Most of the usage is concentrated in the Melbourne CBD and the amount will continue to rise. Therefore, we should comprehensively look at promoting the development of shopping networks. It is best to encourage development while reducing energy consumption.

Surmmary

With the increase in the number of people and the development of the shopping network, we must consider the negative impact of development. Avoid some problems caused by development to develop longer.

Chapter 3 Point cloud models

location of Bourke street mall Superior geographical position of Bourke street mall. It was in the position when the city’s development was first formed. Geographical location and historical background are his development advantages. It will be the center of shopping network.

“?:Bourke stree mall./”B

In this street, we can see that the buildings at Bourke street mall are relatively low, and most of the tall buildings are newly built. Surrounded by new buildings, these old and short buildings should give play to their characteristics.

Section of Bourke street from Spencer street to Swanston street

Bourke street mall

Lower and older building at Bourke street mall

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In the Bourke street mall, the pedestrian and tram route is on the same level. Many people cross the tram route, which is unsafe.

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pedestrian

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6.3 Section of Bourke street mall

tram route

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Pedestrian oninthe Pedestrian and and tram tram route toute is are thesame samelevel level

Chapter 4 Future activity center Because of the increasing number of walking in Melbourne, we need to provide a safer and more comfortable environment for people. Use existing advantages to expand the pedestrian network to create the activity center. Increase pedestrian connectivity and improve personal safety and road safety.

lineage map

Claiming Ground This image shows the proposal site in the short-term and long-term. The ambition is to create a pedestrian network where people can move around the city quickly, safely and comfortably, people will be more likely to visit railers, cafes and restaurants.

proposal parking owner: Golden Square Parking

Managing assets

(lower the speed limit)

pedestrian and tram route

Short-term plan To extend parking to connect networks of public transit, to ensure the movement network provides for safe interactions between transport modes.

Long-term plan Create a unique culture of the city. Create a vibrant streetscape which can attract residents and visitors. Use culture to expand the pedestrian network to Collins street, which has many retail and visitor like to go there.

Precedent Seattle has a very successful pedestrian network. Seattleâ&#x20AC;&#x2122;s Department of Transportation measure pedestrian flow so that projects can be targeted in the right areas and updating safety features to make it easier and safer for walkers to cross streets. People can plan their walk according to this walking map.

Conclusion In conclusion, according to analysis, the shopping mall is developing together with the city and is a necessary part of the development of the city. It is Conducting the history, buildings, location of the Bourke street mall to understand its position in the city. After analysis, the pedestrian in Melbourne CBD found the role of Bourke street mall play in peopleâ&#x20AC;&#x2122;s daily life. People enjoy the different experience that Bourke street mall brings to them and they prefer to go there in the lunchtime break in working days. A pleasure, relaxing and multifunctional environment encourages people to go Bourke street mall and Bourke street mall still working hard to provide a more comfortable environment for people. A particular traffic and pedestrian system in Bourke street mall help to form a safer and relaxing public space. However, the parking system need to be considered and develop, it will help people to go there more convenient in order to attract more people. In that case, the number of people goes to Bourke street at the weekend will increase. Increasing competitiveness and provide better public space are substantial but the energy consumption should be considered as well because a benign cycle of development is an excellent way to develop more lasting. Create a new pedestrian network which needs to understand peopleâ&#x20AC;&#x2122;s needs and combine their advantages to form into an attractive activity center and help Melbourne to have a better urban space.

Reference list FINANCIAL REVIEW 2019, Historic Bourke Street mall building on the block, FINANCIAL REVIEW, viewed 03 May 2019, <https://www.afr.com/real-estate/historic-bourke-street-mall-building-on-the-block20180417-h0yvf2>. Hopkins, J 1991, ‘West Edmonton mall as a center for social interaction’, vol. 35, pp. 268-279. Jackson, KT 1996, ‘All the World’s a mall: Reflections on the Social and Economic Consequences of the American Shopping center’, The American Historical Review, vol. 101, pp. 1111-1121. Kaihatu, TS, Spence, MT 2016, ‘The relationship between shopping mall image and congruity on customer behavior: Evidence from Indonesia’, vol. 24, pp. 141-145. Lombard, LP, Ortiz, J, Pout, C 2007, ‘A review on buildings energy consumption information’ vol. 40, pp. 394398. McGreevy, M 2016, ‘THE ECONOMIC AND EMPLOYMENT IMPACTS OF SHOPPING MALL DEVELOPMENTS ON REGIONAL AND PERIURBAN AUTRALIAN TOWNS’, Austualasian Journal of Regional Studies, vol. 22, pp. 402-440. Rahman, O, Wong, k, Yu, H 2015, ‘The effects of mall personality and fashion orientation on shopping value and mall patronage intension’, vol. 28, pp. 155-164. Rubenstein, HM 1992, Pedestrian Malls, Streetscapes, and Urban Spaces, viewed 03 May 2019, <https:// books.google.com.au/books?id=9QchSbtSwlUC&printsec=frontcover&dq=pedestrian+malls&hl=zhCN&sa=X&ved=0ahUKEwia0PTNgYLiAhVLXn0KHdpWC10Q6AEIKTAA#v=onepage&q=pedestrian%20malls&f=false>.

SHOPPING