FALL 2008
URBAN RETAIL Northeastern University School of Architecture ARCH G691 Graduate Degree Project Studio
FALL 2008
URBAN RETAIL Northeastern University School of Architecture ARCH G691 Graduate Degree Project Studio
ERIC ARMY
MATTHEW NATHANSON
MIKE BARRETT
HUY NGUYEN
LOREN GOODKNIGHT
JESSICA TWIGGS
CHANSAN HUN
ELIZABETH UTZ
Bibliography Bow-Wow, Atelier. Pet Architecture Guide Book Vol 2. Japan: World Photo Press, 2002. Published by Northeastern University School of Architecture 360 Huntington Ave Boston, Massachusetts 02115
Copyright © 2008 by Northeastern University School of Architecture All rights reserved
Chung, Chuihua Judy, Jeffrey Inaba, Rem Koolhaas, Sze Tsung Leong, and Tae-wook Cha. Harvard Design School Guide to Shopping. New YorkL Taschen, 2001. Raford, Noah. “Movement Economics in Fractured Urban Systems: The Case of Boston, MA.” London: University College London, 2004. Study conducted by Helwig Associates, Inc. for The Downtown Crossing Association, 2004; Boston Redevelopment Authority
First printing December 2008
Studio Research Team Eric Army
- Store typology and signage
Mike Barrett
- Urban mapping and shopping district typology
Loren Goodknight
- Kiosk typology and writer
Chansan Hun
- Mid box typology and branding
Matthew Nathanson
- Urban mapping and shopping district typology
Huy Nguyen
- Mid box typology and branding
No part of this publication may be used, reproduced,
Jessica Twiggs
- Kiosk typology and axonometric illustrations
stored in a retrieval system, or transmitted, in any
Elizabeth Utz
- Kiosk typology and book design
form or by any means, electronic, mechanical, photocopying, recording, or otherwise, except as
Studio Lead Tim Love
permitted under Section 107 or 108 of the 1976 - Associate Professor
United States Copyright Act, without the prior written permission from the authors.
Unless specifically stated otherwise all content is Special thanks to
property of the authors. Every reasonable attempt
Andrew Grace and Kristin Phelan of the Boston Redevelopment Authority
has been made to identify owners of copyright,
Rosemarie Sansone of the Downtown Crossing Partnership
photographs, diagrams and images. Errors or omissions will be corrected in subsequent editions.
This publication has been prepared as part of a five week graduate thesis studio assignment in the Northeastern University School of Architecture for the Fall 2008 Architecture G691 course. Other publications in this series include hotel, office and parking garage typologies, all produced by other graduate students in the Northeastern University architecture program.
Contents 9
11
Introduction
13
Defining The Types
55
59
Store Front
67
69
Interior Program
77
Contents
91 79
Circulation
89
Urbanism
123
I
URBAN RETAIL 7
Newbury Street
Introduction
I
URBAN RETAIL 9
Introduction to Urban Retail Quincy Market Retail Returns to the Urban Center “After languishing in the shadow of suburban malls for years, Main Street is developing a new luster for America’s largest retailers. While mall development lags, companies such as Gap, Saks Fifth Avenue, Barnes and Noble, Sears and CVS are discovering new opportunities for growth by catering to shoppers who hanker for the ambience and convenience of a shopping experience that resembles that of a small
Downtown Crossing
town or old-fashioned city neighborhood� (Harvard Design School Guide to Shopping). In the not so distant past, the rise of the shopping mall captured retail and pulled it into the suburbs where rent was lower and automobiles were prevalent. This made the shopping mall the de facto standard for retail. In more recent years, retail has returned to the city center making the urban experience dependent on the retail experience. The city provides the individual store more opportunities to make a sale; there is more money per square foot due to the density and also more pedestrian traffic, aka window shopping.
Boston, MA Outlined are the three districts where urban retail was thoroughly mapped to support our research.
Kiosk Retail
Micro Retail
Store Retail
Mid Box Retail
Introduction
I
URBAN RETAIL 11
The Building Blocks of the City Center
hotels, historical sites, tourist destinations, etc. is a
chosen since it is this grain of smaller scale retail that
While the individual store is certainly important
major factor in the success of the shopping district.
distinguishes urban retail from suburban retail types.
to urban retail, even more critical is the role that
Retail has been tasked with creating the qualities of
In addition, small retail creates a greater diversity
urban retail plays in the larger agenda of creating
urbanity: pedestrian traffic, noise, excitement, and
of consumer options and a richer urban realm. The
walkable urban neighborhoods, whether as part of
activity. One charge of the urban retail center is the
kiosk is defined in this study as a temporary structure
an urban revitalization strategy or in a new transit-
staggering of activity during the day. A successful
operating as an island of retail around which both
oriented development. While most urban planning
urban retail area offers the same buzz at all times of
seller and buyer can circulate. Examples of micro
includes street-level retail as part of a larger tool kit
the day. From tourists to locals to business people
retail are stores that have colonized undersized
for creating an active public realm, the precise recipe
getting lunch to the evening dinner rush and the late
and “left-over� space within a shopping district.
for the retail mix and the specific characteristics of
night festivities, urban retail caters to all.
Because of their small size, every available surface
the individual shops have not been accommodated
is used for product displays and signs, often with an
within a rigorously defined design framework. This
The Critical Elements of Retail Establishments
overwhelming exuberance that is in contrast to the
study attempts to create both a finer-grain typological
In all scales of urban retail, certain features are of
carefully controlled environments of larger national-
framework and a methodology for understanding the
critical importance to the success of the store. The
brand stores. Small stores are the typical building
interrelationship between retail types as an urban
pedestrian nature of the city calls for significant
block of historical shopping streets. Like micro-
design strategy.
attention to be given to signage, exterior display and
retail, their small size necessitates efficiency, while
the ways that retail design can pull customers from
allowing for a range of layouts and enough space to
As such, this study hopes to take some of the economic
the public realm into the interior space of the store.
include displays on the floor. The mid box sized shop
planning strategies advanced by market analysts and
By mapping interior circulation patterns, a more fine-
operates much in the same way as the store except
convert them to a set of tactics that focus specifically
grained understanding of the zones within a store is
that it has more generous spaces for merchandise
on the physical and sociological characteristics of
possible: from the door to the boundary that separated
and is often multi storied. A vital shopping district has
the contemporary city. Our study is based on the
public access from the back-of-house service areas
a healthy mix of these various.
understanding that a specific combination of retail
of a shop. Well-designed product display and interior
types is both aligned with the demographic of the
design can keep the shopper engaged and in the
shopper and the overall nature of the urban space. A
mood for purchasing.
careful calibration of these issues can have an impact on the success of the district. This success is also
Scales of Retail
contingent on the placement of the market/shopping
The urban retail explored in this volume, ranges from
district within the greater city fabric. Proximity to
temporary kiosks up to mid box stores. This range was
Defining the Types •
Kiosk: a free-standing (often mobile or temporary) structure, which allows vendor and buyer to circulate freely around it.
•
Micro-retail: enclosed retail with under 13 linear feet of street frontage and minimal footprint. The required elements of retail (signage, product display, transaction counter) are at their minimal size.
•
Small Stores: retail with 13 to 30 linear feet of store frontage and limited to one story of display space. Enough room is present to accommodate a variety of display layouts. This is the most common type of urban retail, and in agglomeration, is the best at building a streetscape.
•
Mid-box: larger than the historic urban storefront and a mostly a contemporary retail type, its large floor plate (at least 3 times a small store) is planned on two or more levels. Many national chains utilize this size store for their urban flagship locations.
15
25
Defining The Types
Kiosk
Micro
Four Discovered Typologies Through an exploration of the various shopping
types, and the conventional small store are also
districts in Boston, it was discovered that a mix of
included in the taxonomy. Although big box retail has
four distinct typologies of urban retail distinguish
made inroads into urban shopping districts, big box
the urban shopping experience and the character
retail was not included in this study because it is felt
of the environment from suburban retailing models,
that the smaller scale retail is what sets the urban
whether the shopping center or the mall. The types
retail experience apart from the suburban retail.
have been identified on a sliding scale, from mobile
The
typologies
are
best
defined
31
Store
by
kiosks up to mid-box stores that are also common
understanding the relationship between the customer,
in more suburban retail environments. Micro-retail,
the vendor/salesperson, the goods/products for sale,
embedded within the same street wall as larger retail
and the public sidewalk.
45
Mid Box
I
URBAN RETAIL 13
Kiosk \ ’kē-äsk\ noun - a free-standing (often mobile or temporary) structure, which allows vendor and buyer to circulate freely around it
•
0 - 39 square feet
•
highly mobile, seasonal, or temporary
•
circulation around structure
•
located outside near high traffic areas
•
adds richness to a streetscape with colors, noise, and movement
Kiosk
I Defining The Types
I
URBAN RETAIL 15
Out of the three types of kiosk retail, the first one has the vendor completely enclosed while serving the customer on the outside. In the second option, there is a continuous counter in which the vendor and the customer share the space around it. The third option has an additional cart that can alter the configuration of the counter space.
Kiosk
The streetscape would be a very different place without street vendors selling food, beverages, and Customer
goods from kiosks. The physical and social impact of the kiosk reaches far beyond its footprint, since vendors often use vocal advertisement and the vendor and the buyer usually both inhabit the space beyond the footprint. In New York City, some food vendors garner such a large fan base that the line for the kiosk
Vendor
can be more than a half a block long. Kiosks also play an important role in capitalist societies. Because of their low start-up and operating costs, kiosks provide entrepreneurial opportunities for new immigrants and other lower income groups.
I Defining The Types
I
URBAN RETAIL 17
Kiosk
T MOS E IL B O M
Mobility, whether literal or potential, distinguishes kiosks from types of urban retail. The temporary status of kiosks can also have advantages from a regulatory standpoint since the code requirements for temporary structures are generally less stringent than permanent in-line stores. Many kiosks can follow their clientele to maximize sales. Rent of the kiosks (or the land on which they sit) is lower than that of the permanent structures around them. This allows lower start up costs and means the kiosk is often an entrepreneurial gateway to more permanent types of businesses. Despite these positive attributes, retail that is not a permanent fixture in the urban environment also has specific challenges. Kiosks expose customers and vendor to the elements, a virtue on warm sunny days, can result poor sales during inclement weather, even during peak season.
I Defining The Types
I
URBAN RETAIL 19
T
Kiosk
Downtown Crossing Kiosk Schedule
day
The Downtown Crossing shopping district becomes a night
very different place when the sun starts to go down. The bustle from the workday starts to recede and a new chaos ensues. The kiosks start their evening ritual of disappearing without a trace. The vendors pull tarps or cloths over their goods and push, pull, drag, or fold up their carts. Following a kiosk on the move results in the discovery of a world unknown to most Bostonians. Where do the carts go? Many of them are hidden in the open-air vestibules of service doorways or locked behind roll down security gates. Others are stored in the open circulation areas of nearby store interiors. Both are efficient strategies for reusing existing space off-hours. In addition to renting space in nearby stores for off-hours storage, kiosk owners often lease space to store their stock a well. The vendor can then restock the kiosk every morning or night when the cart is in storage location. Many kiosks in Downtown Crossing are dedicated to making sales year round. Rain or shine, cold or hot, Downtown Crossing’s vendors are a committed bunch.
Diagrammed are the daily routine of kiosks in Downtown Crossing and their variety of options for nighttime storage.
I Defining The Types
I
URBAN RETAIL 21
et
rth
No
ee t Str
Clinton Stre
FANEUIL HALL
reet Chatham St
rth
No
ee t Str
Clinton Stre
et
FANEUIL HALL
reet Chatham St ton Street
rth
No
ee t Str
Clin
FANEUIL HALL
reet Chatham St
Kiosk
day
Quincy Market Kiosk Schedule Quincy Market kiosks have been designed for a
night
different kind of mobility from the kiosks in Downtown Crossing. The carts found at Quincy Market remain
winter
in place day and night from April through October. They have lockable metal panels that are pull down for off-hours security. Unlike the Downtown Crossing kiosks, the Quincy Market carts are restocked in situ. The kiosks at Quincy Market hibernate during the winter. They are towed away from the marketplace and stored in parking garage off site.
Diagrammed are the ever-changing movement patterns of kiosks in Quincy Market at different times of day and the seasonal closing of its outdoor kiosks from the end of October to the beginning of April. (Left) Photo of one method of security at the end of the day at Quincy Market. (Below)
I Defining The Types
I
URBAN RETAIL 23
Micro Retail \mī-krō rē-tāl\ noun - enclosed retail with under 13ft of street frontage and minimal footprint. The required elements of retail (signage, product display, transaction counter) are strategically organized to take maximum advantage for the small space.
•
40 - 499 square feet
•
highly efficient use of space
•
display and storage are often limited
•
provide very limited layout options and circulation paths
•
exist often as anomalies in a shopping district cropping up in leftover spaces
Micro
I Defining The Types
I
URBAN RETAIL 25
Out of the three types of micro retail the first option has wrap-around shelving where the customer and vendor share a common space. The second option has a counter towards the middle of the shop that divides the space into zones for servers and those served. In the third option, the customer is restricted from entering the building while the vendor utilizes all the sheltered space for their needs.
Micro
Micro Retail often colonizes small vacant lots and blank building edges of vital shopping districts. As a Customer
result of the small size of the stores, there are very few options for layouts. Most micro retail establishments are not chains; in fact they play a vital role on the urban scene because of their variety and individual personality. Micro-retail is often owned by the vendor and has been in the same location with owned by
Vendor
the same family for many years. Some micro-retail shops are so compact, that they no longer comply with building and accessibility codes, they persist only because they remain unchanged and are therefore grandfathered from many new regulations. They often employ quirky solutions to the problem of limited space.
I Defining The Types
I
URBAN RETAIL 27
Micro
T MOS NT E I C I F EF
Micro retail is worthy of study because it serves as a model for the efficient use of space. A diversity of products are displayed in a very small amount of space, often resulting in a chaotic exuberance of goods. The variety of colors and type faces of product labels and the small size of the goods on display, creates a rich mosaic of visual experience. Many of the products for sale are high-volume convenience items. As a result, efficiency of display is often coupled with efficiency of service. In micro-retail, there is no roaming space within and sometimes is limited to a service window only. Micro retail is often crammed into the leftover space between buildings and is sometimes tacked onto existing buildings.
I Defining The Types
I
URBAN RETAIL 29
Store \stor\ noun - retail with thirteen to thirty linear feet of store frontage and limited to one story of display space. Enough room is present to accommodate a variety of display layouts. This is the most common type of urban retail, and in agglomeration, is the best at building a streetscape.
•
500 - 2,999 square feet
•
multiple vendors often required
•
located on the lower level of larger buildings
•
freedom with display layouts
Store
I Defining The Types
I
URBAN RETAIL 31
The first of the three types of store retail has a L-shaped counter within the store. The second has a wrap-around U-shaped counter within the store. In both of these examples, the zones for the servers and those served are separate. The third type is more open-ended in which the customers and vendors share the space in some parts and are kept separate in others.
Store
The store is overall the most common urban retail type. It is found in abundance in all three Boston Customer
urban retail study areas. Unlike micro retail, the store offers a variety of layout options and vendor/ customer relationships. Circulation through a store is more complex than of that through micro retail (where there is sometimes no circulation at all for the customer). The store is the arguably the best street
Vendor
maker of the urban retail typologies in this study. The stores on Newbury Street will often spill into the public zone (side walks) to claim the space outside for advertisement and enticement.
I Defining The Types
I
URBAN RETAIL 33
Store
BEST T E STREER K MA
Newbury Street, while largely composed of store sized retail, contains an intricate agglomeration of ‘sidewalk’ zones. As this once residential street began to be adapted to a retail use, the private property, where the residential front garden once occupied, began to find alternate uses. Each user of these public/private zones has a particular way of ‘lending’ its private exterior space to the public, and bringing them into relationship with the display window. It is the agglomeration of these individual events that begin to give Newbury Street’s pedestrian experience its texture.
I Defining The Types
I
URBAN RETAIL 35
pull ponder
+,%&' $*&*&!' ()"*#' -.*/)' -.*/)' $*&*&!' Open
passage
Serial Shopping
!"#$%&' +,%&' +,%&'
An analysis of Newbury Street has shown the three
It should also be noted that each of these three types
main street interface types begin to emerge. The three
‘stratifies’ the public zone into three types of space:
we shall examine are “Garden”, “Stair” and “Open”.
Passage, Ponder and Pull. Passage zones are used
“Garden” is the original residential interface type,
for travel, and are the highest speed. Ponder zones
“Stair” is an adaptation of the split-level residence
permit slower walking, and are the prime viewing area
into dual-level retail, and “Open” represents a retail-
for the store displays. Pull zones represent exterior
intended development with an uncluttered sidewalk.
‘public’ areas which if pedestrians step, they are very likely to be ‘pulled’ into the store.
Store
private public
()"*#' ()"*#' Stair
!"#$%&' !"#$%&'
Garden
I Defining The Types
I
URBAN RETAIL 37
Garden The original street interface, it should be noted that this interface keeps the pedestrian furthest from the storefront. Because of this there is no slow ‘ponder’ zone in front of the store; pedestrians must make a quick decision to enter the store’s well-landscaped front walk, or continue to pass on by. Only 40% of the pedestrian’s field of view is occupied by the Garden interface storefront, as seen from the center of the pedestrian passage-way. It is an attempt to capitalize on ‘unbranded’ space that we will see the following adaptations occur.
ponder
pull
passage
Store
retail field of view 10LF of 25LF = 40%
I Defining The Types
I
URBAN RETAIL 39
Stairs As Newbury Street began to be a shopping destination, many of the residential brownstone buildings began to be converted for ground-floor retail. These residences employed a half-sunken ground floor, which lent itself to be readapted as dual level retail. While change in grade is typically avoided in retail design, here we see it employed successfully. (It should be noted, however, that critical mass of pedestrian traffic plays a significant role in this success. Store interface is the compliment to this critical factor.) The stair-case and sunken plaza act in tandem to create a large, sectional other, a pull zone for retail. The dimensional requirements conveniently set them back from the main passage zone, giving the pedestrian added time to view the storefront, and consider entering the ‘pull’ zone. The sectional consequences here are significant. This is our first example of a street interface adaptation ponder
pull
that not only increases the retail display area, but also gives the median pedestrian improved visibility to it. It should be noted that, at prime pondering distance, 100% of the pedestrian’s field of view is occupied by the store’s display.
passage
Store
retail ďƒželd of view 17LF of 17LF = 100%
I Defining The Types
I
URBAN RETAIL 41
Open The third typical condition is the most intentional, if not the most successful. As Newbury Street began to be known as a retail destination, many lots were redeveloped with more standard street-level retail. This created the “Open” condition, where the storefront rests 22 feet from the edge of the public zone. This distance is mitigated by the extension of the sidewalk well into the ‘private’ zone. When leisurely pedestrians occupy this ‘ponder’ zone, they like the “Stair” condition, have 100% of their field of view occupied by the display window. While it is further to travel to achieve this condition, there is the mitigating factor that there is no level change to negotiate. pull
ponder
passage
Store
retail ďƒželd of view 10LF of 10LF = 100%
I Defining The Types
I
URBAN RETAIL 43
Mid Box \mid bäks\ noun - larger than the historic urban storefront and a mostly a contemporary retail type, its large floor plate (at least 3 times a small store) is planned on two or more levels. Many national chains utilize this size store for their urban flagship locations.
•
3,000 - 20,000 square feet
•
larger scale version of the store
•
variety of layout options
•
often larger chains
•
sometimes multiple levels
Mid Box
I Defining The Types
I
URBAN RETAIL 45
The one and only type of mid-box retail is often an open floor plan with a series of zones defined by either wrap-around or continuous counters.
Mid Box
Mid box sized urban retail often houses a variety of merchandise but generally of the same “family� of Customer
goods. Luxury stores often have fewer displays and more circulation within the space. Mid box retail is typically part of a larger chain so the branding of the space and merchandise becomes a critical aspect of the store design. One common branding strategy is to make the architecture of stores consistent with other
Vendor
stores in the chain, indifferent to the location of the individual stores. Mid-box stores are the largest scale of retail establishment considered as part of this study because it is the largest store type that contributes to the overall vitality of an urban location.
I Defining The Types
I
URBAN RETAIL 47
Mid Box
T MOS ED D N A BR
When branding is discussed, it often starts with the logo that gives identity to the merchandise sold. However, branding is more than just the trademark of the company. It is a business strategy that focuses on visual identity and the use of technology to enhance shopping experiences. The goal of a strong brand is to convey and maintain a perceived set of values associated with a family of products as well as create customer loyalty.
I Defining The Types
I
URBAN RETAIL 49
Mid Box
Branding Branding is also known as a collection of visual
minimalist display, clean white surfaces, and freedom
images that symbolize the company, the products
from cables running across the display convey the
and the service. Visual identity is created through
sleek, innovative, and wireless technology of Apple
thoughtful design of the logo, choice of a slogan, and
computer themselves. In attempting to express
the design of the exterior and interior environment
the mobility of the Apple computers, all stores also
of the store. For example, the brand of the Apple
employ the use of the handheld EasyPay system,
Store is carefully designed with the larger than life
which allows customers to purchase Apple products
and glowing white apple logo. The glass facade and
without the conventional line to a cash register
the glass spiral staircase inside the store convey the
counter.
idea of innovative and high technology. The overall
Exterior and Interior photos of Apple Store in Boston, Massachusetts
I Defining The Types
I
URBAN RETAIL 51
Branding Image and Identity
Apple Store Sydney, Australia
The image of a company communicates a certain
Abercrombie & Fitch, and Crate & Barrell employ the
concept with the customers. The consumer, based
consistency in image, Prada stores each have a one-
on previous experience or word of mouth on the
of-a-kind contemporary image to brand their clothing
individual brand, has a preconceived notion of the
line.
quality or style of the product. The concept of branding
The Apple Store maintains consistency by using
is to have a uniform but strongly individual identity
common architectural style and technology such as
so that it will be viewed and read the same way by
the glass facades and minimal structural connections.
the customers but be memorably differentiated from
In this case the facades speak about the products by
competitors. While stores such as Apple Computer,
allowing the Apple logos and the products to be as
Apple Store Fifth Avenue, New York
Interior showing the Genius Bar
Prada store, Los Angeles
Prada store, Tokyo
Prada store, New York
Mid Box
Abercrombie & Fitch, Los Angeles
visible as possible from the outside. The architectural design of the Prada stores employs an opposite approach. The architecture and technology are different from store to store. They maintain a luxurious contemporary in each store, but articulate this through unique ways.
I Defining The Types
I
URBAN RETAIL 53
SALE ITEMS AND SEATING AREA
DESTINATION ZONE FITTING ROOMS, LOUNGE, SALE ITEMS
TRANSITIONAL ZONE THROUGH OUT THE STORE CASHIER, ACCESSORIES
4
FITTING ROOMS
CASHIERS
3
MOST WORTHY ZONE FOR DISPLAY OF NEW PRODUCTS
ACCESSORIES
NEW ITEMS
NEW ITEMS, ACCESSIBILITY OF ITEMS
ENTRANCE MINIMAL DISPLAY
2 1
NEW ITEMS
WINDOW DISPLAYS
Axon views and plan showing typical interior zones and programs
WINDOW DISPLAYS
Mid Box
Brand Zone Retail establishments can be broken down into four
grouped together with the accessory items. The first
zones of customer experience. The first zone is where
is these items are small making them a prime target
the customer transitions from a pedestrian to engaged
for shoplifting. The second reason is that the shopper
consumer. Because of the time this transition takes to
is forced to peruse these items while waiting in the
make, many retail establishments use this entrance
checkout line making them likely items for impulse
zone to display only a few new items since they can
buys. Zone four is usually designed as a destination
be largely ignored. Zone two is the most important
zone where sale items and fitting rooms are located.
section of the shop; it is here that new items are
The reasoning behind this layout configuration is that
displayed. Zone three usually contains the cashier
many shoppers impulse buy on the sale racks either
and accessories, as it is a bridge between zone two
before or after their trip to the fitting room. (Harvard
to zone four. There are two reasons why the cashier is
Design School Guide to Shopping) FITTING ROOMS
CASHIER
ACCESSORIES
Typical section
Interior photos of typical clothing stores
I Defining The Types
I
URBAN RETAIL 55
Brand Experience The customer experience is one of the most important factors for gaining a loyal customer following. The personality of a retail establishment is often conveyed by the window display and becomes part of the shopper’s experience as soon as they enter the space. For value-added shopping experience, designers can introduce multiple ways of perceiving the store and its merchandise. While visual experience is always there, a brand can also introduce a sound, smell and/ or texture to the overall experience. Popular brand like Abercrombie & Fitch makes use of all these senses to enhance their customers’ experience. Upon
Section drawing of double-height space
entering the store, shoppers encounter large posters of images that the brand wants to be associated with. Immediately, one can smell the heavy perfume that permeates the store. Apart from browsing and touching the merchandise, customers can hear the loud music being blasted from the overhead speakers. Accompanying with the dark interior environment, the careful branding suggests that the merchandise is sexy, cool, and a party scene for teenagers.
Photos of the application of double-height spaces at the entrance and at the vertical circulation zone
Mid Box
BRANDING
VISUAL IMAGE & IDENTITY HEARING BRAND ZONE SMELL BRAND EXPERIENCE TOUCH
Branding diagram
Photos of low lit environment of Abercrombie & Fitch Mid Box
I Defining The Types
I
URBAN RETAIL 57
Store Front As scale increase, percentage ‘unused’ space increases. In many instances, signage sf stays consistent while size of store increases. Each scale of store undertakes unique ways to increase the store’s ‘claimed
Store Front
61
Kiosk
space’. These range from vendor’s direct interaction with the public, to various space claiming techniques, to architectural façade design.
63
65
67
Micro
Store
Mid Box
I
URBAN RETAIL 59
4’-6”
10’-0”
optional shelf
SIGNAGE SIGNAGE SIGNAGE
creative wheel opportunity
8’-0”
5% 50%
SIGNAGE vendor as marketing agent
3’-0”
3’-0”
4’-0”
SIGNAGE
1’-6”
1’-0”
signage location, if any
signage
SIGNAGE SIGNAGE SIGNAGE
6’-0”
50%
2’-0”
signage
display
45%
20% 30%
necessary wheels
display
Kiosk
12’-0”
5’-0”
audible space
actual space
-
Exterior study - Kiosks Kiosks have two normative conditions- both of which
the typical food-cart, which is adorned with over 50%
are designed around intense usage of available On one extreme is the souvenir
signage, and minimal product display. Food-cart ‘signage’ also includes the often-gregarious vendor,
stand, which relies on display of goods, which cover
who through voice and customer interaction is able
an average of 50% of available surface area, with
to extend their cart’s implied space up to twelve feet
minimal signage. The other end of the spectrum is
beyond the kiosk footprint.
surface area.
I
Store Front
I
URBAN RETAIL 61
3’-0”
3’-0”
SIGNAGE
neon optional recessed full-lite door
SIGNAGE 5’-0”
sliding access window
10’-0”
3’-6”
SIGNAGE
2’-0”
3’-6”
SIGNAGE
7’-0”
10’-0”
35%
30% signage
30%
signage
50%
display
35%
display
20%
Micro
3’-0” claimed
3’-0” given
Exterior study - Micro Retail Micro retail, despite differences in façade articulation,
on roll-up doors, blades and awnings. These awnings
maintains a 3:4:3 ratio of signage:display:wall.
also serve as a way for the store to ‘claim’ public
Signage is often overstated, at times covering the
space; this is augmented by recessed, and invariably
entire display window, or employing neon for effect. It
full-lit, door which becomes public space ‘owned’ by
is found on a variety of exterior sign types, including
the storefront.
I
Store Front
I
URBAN RETAIL 63
understated signage
optional signage or product display
SIGNAGE
SIGNAGE
9’-0”
SIGNAGE
13’-6”
SIGNAGE
4’-6”
SIGNAGE
optional exterior stairs
4’-0”
display on raised platform 25’-0”
shared doors to 1st fl retail and upper floors 10’-0”
5% 35%
signage
10%
10’-0”
signage
60%
85%
display
60% display
30%
15%
Store
12’-0” public
22’-0”
12’-0” ‘reclaimed’
‘open’ private
Exterior study - Store Standard size stores have similar signage:display:wall
of the overall façade. While not providing more
ratios, and at this scale we first see ‘understated
display square footage (less actually), they are able
signage’. Views of product and store interior serve
to provide a higher percentage of display in the area
to be the primary conduit for communicating with the
of the façade they occupy.
pedestrian. Though two different facade conditions
Another aspect of dual-level retail is the use of the
must be highlighted. Street-level, dedicated access
necessary, and often undesirable, grade change as
stores spread their communicative elements across
a way to claim public space as being in the store’s
the 25ft +/- store front. Stores whose access is through
domain. Should pedestrians make an exterior grade-
a shared door, or part of dual-level retail concentrate
change decision, it is more likely they will become an
their branding and display efforts to a specific portion
interior shopper.
I
Store Front
I
URBAN RETAIL 65
upper floor glazing may provide display for distant pedestrians
2 to 3 stories
s s SIGNAGE
SIGNAGE
25’-0” to 60’-0”
5% 15% 10% 70%
25’-0” to 60’-0”
signage display
5% 30%
signage
distant display
20% 45%
display
distant display
Mid Box
Exterior study - Mid Box Mid Box retail, despite its greatly increased surface
suited to their second-story display space. The
area, surprisingly has the same low-signage ratio
second can be seen in stores such as Apple, which
of standard stores. A high percentage of store
through new construction create a façade that is in
surface area goes ‘unclaimed’, regardless of façade
contrast enough to its surroundings to function as
materiality- a condition Mid Box stores have more
an urban marker, a subtle take on branding. While
control over, as this is the only type considered that
not a sectional condition, it is analogous to the other
takes on considerable architectural construction. Two
sectional analysis, as this architectural contrast
strategies are implemented to attempt to capitalize
serves as a subtle but effective measure to extend
on this opportunity. The first is employed successfully
their store’s influence further into the public realm.
by Urban Outfitters, who creates product displays
I
Store Front
I
URBAN RETAIL 67
Interior Program
Interior Program
71
73
75
77
Kiosk
Micro
Store
Mid Box
I
URBAN RETAIL 69
Kiosk
The spatial relationship between customer and vendor in kiosks is the inverse of other types of retail storage
explored in this volume. Typically in larger retail, the consumer inhabits the interior and merchandise line
display
the walls facing in towards the shopper. The kiosk display faces outward and the shoppers and vendors
left over volume
circulate around in the space beyond the footprint of the cart. Kiosks have a unique relationship with their “back of house” space. In a traditional retail space, the storage is likely located to the back of the store accessed from behind the checkout counter. Kiosks typically store additional goods or necessities inside the kiosk itself or off site within another retail venues’ back of house space. More so than other types of retail, the kiosk checkout counter is display (often other stores display some goods on the counter like accessories, but the kiosks only display is often the check out counter). The kiosk has the ability to expand as needed to accommodate new program or an increase in customer demand. The food cart is the main type to take advantage of the expandability of the kiosk. It is common to see a food cart with an extra cooler sitting beside it or behind it.
I
Interior Program
I
URBAN RETAIL 71
TERN
WES
N
UNIO
DR CIG INKS ARE T TE S
WES
TERN
THE C I G A R E T T E S
P H O N E C A R D S
UNIO
LOT T N ERY L O T T E R Y
The Lottery Boston, MA
CAFE
MEN
U
ESPR
ESSO
CAP
PUC CINO
Cafe Boston, MA
Micro I
Micro Retail, like the kiosk, has to be inventive with storage space. Often, these establishments are too storage
small to sacrifice an entire back room to the storage of stock. Additional merchandise in micro retail is
display
typically crammed, piled and stuffed into the display space, creating visually chaotic interiors. Any surplus
left over volume
or larger items are stored above the display on larger shelves or in an attic like space within the volume of the store interior. Storage can also be found on the floor below the display shelves. In this way storage in micro retail is best diagrammed in section while a plan diagram can locate storage in most other retail types.
Interior Program
I
URBAN RETAIL 73
Kenneth Cole 597 Broadway, NYC
Fresh 121 Newbury Street, Boston MA
Store
The store employs either a second floor or a backroom for storage. Additionally, storage is hidden in cabinets in the display area of the store, often as a storage
base to store display and under transaction counters. The volume of storage space is often greater than
display left over volume
the volume of the displayed goods. This is especially true of higher luxury stores, which may consist only of very sparsely populated display racks. The display layout is highly contingent on the type and size of the product being displayed.
I
Interior Program
I
URBAN RETAIL 75
Crate & Barrel 777 Boylston Street, Boston, MA
Apple, INC. 815 Boylston Street, Boston MA
Mid Box
The mid box interior program, like that of the store, depends on the type of product sold and the brand strategy of the retailer. Taking the Apple store in storage
Boston and comparing to the Crate & Barrel just a few doors down will highlight the range of strategies for approaching the interior layout.
display left over volume
Apple’s display is luxurious and sleek since the product itself is small and crisp. The minimalism of the brand’s product is reflected in the design of the display. The space is wireless and “no strings attached.” The Apple store’s large open circulation space maximizes the number of shoppers that can browse the store. The goal behind this display tactic is not to sell quantity but rather to sell a single larger expensive item. The apple store has high levels of transparency in the façade. This makes the store enticing and allows the product to speak for itself, in lieu of large amounts of signage. The materiality of the Apple store suggests the technology of the goods found inside. It uses an innovative spiral glass stair and a façade with glass structure support. Crate & Barrel on the other hand is dense with wide range of goods. The almost claustrophobic display of goods limits the number of shoppers that can inhabit the space. The towers of display are placed intentionally to allow for cozy aisles lined with goods and create a meandering path for the shopper. The goal of Crate & Barrel, as deduced from their display style, is to sell a large quantity of goods. Crate & Barrel has a rather opaque façade. This helps to disguise or hide the clutter of the interior. Crate & Barrel employs more old fashioned, cozy materials in its display and architecture, symbolic of the home. This is in keeping with Crate & Barrel’s focus on house wares.
I
Interior Program
I
URBAN RETAIL 77
Circulation
Circulation
81
83
85
87
Kiosk
Micro
Store
Mid Box
I
URBAN RETAIL 79
Add-On
Add-On Kiosk
Kiosk
Customer
The circulation path for a kiosk is very different from heavy traffic
that of the typical retail experience. For starters, a
medium traffic
kiosk has no door through which a shopper enters.
light traffic
In a way, looking at a kiosk is enough to have the same relationship with the merchandise as you get from entering other stores. Both the vendor and the shopper inhabit the same space - the space around the kiosk. A kiosk is generally situated within the flow
Vendor heavy traffic medium traffic light traffic
of pedestrian traffic in a shopping district. This forces the passerby to see the goods offered and potentially make an impulse purchase. A buyer, not just a window shopper, almost exclusively takes the circulation path closest to the kiosk. The customer can easily determine what a kiosk sells from a distance and the decision to purchase is made often before one approaches the kiosk.
I
Circulation
I
URBAN RETAIL 81
The Lottery Boston, MA
Cafe Boston, MA
Micro
Customer
Shopper and vendor circulation paths often do not heavy traffic
cross in micro retail, unlike kiosks where they share
medium traffic
the same space. Micro retail is sometimes set up with
light traffic
the vendor inhabiting the space inside the store with just a window for interaction between them and the customer. Other micro retail allows the customer to inhabit the space in front of the counter inside the establishment. This arrangement does not allow for
Vendor heavy traffic medium traffic light traffic
much variety of movement of the customer; sometimes there is only enough room for one or two people to stand comfortably in the space. Micro retail has a very direct path between the point of entry and the point of transaction. Time is rarely spent meandering through the store and often the merchandise in micro retail is kept behind the counter.
I
Circulation
I
URBAN RETAIL 83
Fresh 121 Newbury Street, Boston MA
Kenneth Cole 597 Broadway, NYC
Store
Customer
The Store has a more complex, varied and heavy traffic
orchestrated circulation path than the two smaller
medium traffic
scales of retail. Displays can be set up to form a
light traffic
distinct path through the space. With a little knowledge of human behavior, the vendor can guide shoppers to certain items and force the discovery of these items on them. This helps the vendor make more frequent sales of impulse goods along the path. A store display
Vendor heavy traffic medium traffic light traffic
must work to engage the consumer. There are two possible behavior patterns that can arise based on the display. The first and desirable reaction is that the customer finds the products and atmosphere appealing and continues browsing into the depths of the store. Attractive and popular products are more likely to be displayed against the wall as opposed to a floor display. The second undesirable reaction is that the customer makes a small circuit through only the front of the store before turning around and leaving. It is because of the potential of the second situation that a store must put its best foot forward to garner the continued interest of the customer.
I
Circulation
I
URBAN RETAIL 85
DN
Crate & Barrel 777 Boylston Street, Boston, MA
Apple, INC. 815 Boylston Street, Boston MA
Mid Box
Customer
The mid box allows for the most variety of movement heavy traffic
through. Apple Store is considered to be an
medium traffic
environment with controlled circulation. This is base
light traffic
on the fact that it has a very rigid display pattern that almost acts like a grid. Products are display from front of the store to back of the store base on their popularity on the market. This is to pull all possible customers through the whole depth of the store to
Vendor heavy traffic medium traffic light traffic
increase higher possibilities of sale. In addition to display pattern, the innovative environment by Apple also contributed to the marketing effort, which in turn causes customers to navigate through the store by their curiosity. The Apple store’s open display lets the shoppers be easily observed by one another. The Crate & Barrel’s approach to circulation is very different. Crate & Barrel’s small corridors and tight spaces embrace the shopper as they move through. The display racks reflect the stores goals of maximizing the number of products displayed per square foot. They are often five to six feet tall and spaced densely. The Crate & Barrel’s more intimate atmosphere forces a more rigid path and closer contact with other shoppers when one does happen upon them. This also causes the customer to navigate through the store looking for what he or she wants and therefore the circulation path is random
Percentage breakdown of the different retail types Downtown Crossing consists of mainly store retail with a healthy amount of mid box retail.
and meandering.
I
Circulation
I
URBAN RETAIL 87
Urbanism
Urbanism
I
URBAN RETAIL 91
93
Three Urban Districts
99
Downtown Crossing
109
Quincy Market
117
Newbury Street
123
Type Distribution Analysis
Newbury Street
Three Urban Districts
I
Urbanism
I
URBAN RETAIL 93
Three Urban Districts
Quincy Market
To
better
understand
the
characteristics
and
interrelationship between retail types, Downtown Crossing, Quincy Market and Newbury Street were selected as study areas. Each district was identified as catering to different demographics and operating in different ways, yet each is a successful urban shopping area. Downtown Crossing has the widest range of retail scales and types (from kiosk to mid box) as well as a diverse range of shoppers. The
Downtown Crossing
retail at Quincy Market is more narrowly targeted to tourists during the day and college-age people in the evening. The Newbury/Boylston Street shopping district caters to more upscale tastes. Diverse districts were selected to understand the interaction between store types and specific categories of consumers.
Boston, MA Outlined are the three districts where urban retail was thoroughly mapped to support our research.
North End
North End
Quincy Market
Quincy Market
Downtown Crossing
Downtown Crossing
North End
Quincy Market
Downtown Crossing
Chinatown Chinatown
Chinatown
Local Resident Movement Map
Business Worker Movement Map
Tourist Movement Map
This contour map shows the density of local residents
Business workers traverse through Quincy Market
Tourists have far less draw to go to the Downtown
moving through out the districts. The highest density
en route to the North End. In the Downtown
Crossing district and therefore the pedestrian tourist
of local traffic occurs along the western edge of
Crossing district, the highest densities are found
is significantly sparser in this area. The majority of
Quincy Market and the Chinatown area of Downtown
along Washington Street and to the East towards
tourist density is found in Quincy Market.
Crossing.
Chinatown.
Three Urban Districts
I
Urbanism
I
URBAN RETAIL 95
Contour Movement Maps Combining the different users into one map reveals the densest pedestrian activity takes place along the Chinatown side of Downtown Crossing. There is also significant movement laterally through Quincy Market to reach the New England Aquarium and the Aquarium T stop. North End
How this can be applied:
•
Understanding the movement patterns of different demographic groups within the city allows for better
Quincy Market
planning of urban retail.
•
Potential sites of new urban retail districts can be identified through movement patterns.
New England Aquarium
•
New retail typologies can be implemented that address the retail needs of targetd demographic groups.
Correlation contour movement maps for Boston, MA. Raford, Noah. “Movement Economics in Fractured Urban Systems: The Case of Boston, MA.” London: University College London, 2004.
Downtown Crossing
• Chinatown
Correlation Contour Movement Map for All Groups
• • • •
Pedestrian counts done on 08/04/2004 and 08/07/2004, Wednesday and Saturday. 8am to 8pm, weather data unavailable Stationary gate method Counts every 5 minutes for 82 observation points (gates) Three demographic groups were recorded, logging the movements of business workers, residents and tourists at each observation point.
Downtown Crossing
block dimensions block dimensions
pedestrian movement pedestrian movement
380’
400’
Quincy Market
365’
Newbury Street
720’
260’
560’
alley accessalley access
Three Urban Districts
Newbury Street
Quincy Market
Downtown Crossing
context
context
I
Urbanism
I
URBAN RETAIL 97
Block Analysis City blocks in a variety of sizes, shapes and
weave that forms the complex pattern of a city. The
configurations make up the smallest and basic unit
operation of the streets within the three established
of the city’s urban fabric. Stitched together with
districts varies from location to location. The relation
an often intricate pattern of streets and alleys, city
of display front to the service access is an important
blocks form a fabric of districts. If formed over a long
one in urban retail. The urban sites are often compact
period of time the district will take on an irregular
making the dance between service and display a well
shape as seen in the historic Downtown Crossing
choreographed one. The pedestrian promenade is
district. When designed as a destination point such
often fully removed from the service. This is not a
as Quincy Market, a district may ignore the pattern
front experienced by the consumer. The relationships
created by the weave of the urban fabric and stand
discovered during the exploration of Boston shopping
as a unique district on its own. The more rigid and
districts hold true with this division. The success of
planned grid of the Newbury Street district provides
a district is contingent on the operation of the blocks
its own complex and organized blend of retail
within. A successful shopping district contains a wide
and residential to the urban fabric of the district.
variety of products sold, scales of individual stores,
When brought together the different patterns and
clientele attracted and hours of operation.
organizations of these districts create a unique
Downtown Crossing
kiosk
32
micro
36
store
315
mid box
73
total
456
I
Urbanism
I
URBAN RETAIL 99
Type Distribution in Downtown Crossing The Downtown Crossing shopping district in Boston,
The nineteenth century saw the area grow into the
Massachusetts is sandwiched between the Financial
department store hub in Boston with the Filene’s
District
Downtown
Basement flagship store occupying a central spot in
It is called home by 27,000 residents
the district. The fabric of the area is enriched by the
and sees 240,000 people flood into the streets daily
variety of retail scales. A revamping of the district is
for work. In addition to these consistent numbers,
currently underway as a result of the neighborhood
about 100,000 people visit Downtown Crossing for
that many felt was losing its luster and retail tenants.
entertainment, medical care, education, shopping
The goal of the revitalized Downtown Crossing district
or sightseeing. It consists of small streets winding
is to create a 24-hour city; it is to be equally active
through the retail district, some of which are closed to
after dark as it is during the bustling work hours.
and
Crossing.
the
Boston
Common.
vehicular traffic giving the area an old world charm.
Downtown Crossing Retail (District) November 2008
Type Jewelry Stores
7.0%
7.9%
16.0%
Percentage breakdown of the different retail types. Downtown Crossing consists of mainly store retail with a healthy amount of mid box retail.
Percent of Total
194
42.5%
Eating & Drinking Places
93
20.4%
Miscellaneous Store Retailers
58
12.7%
Apparel & Accessory Stores
38
8.3%
Health & Personal Care Stores
22
4.8%
Sporting Goods, Books, Music Stores
20
4.4%
Electronics & Appliance Stores
16
3.5%
Food & Beverage Stores
9
2.0%
*General Merchandise
6
1.3%
Furniture & Home Furnishings Stores
0
0.0%
456
100.0%
Total
69.1%
Number
*General Merchandise Stores include: Macy’s; Filene’s; Filene’s Basement; TJ Maxx; Marshall’s; and H&M
1502
ol St
to
tre
et
reet
hin g as
on tS
3519
W
Tre m
1438
2342
2972 Wi
nte
1918
rS
1399 1641
tre
et
Franklin Street
2747
Su
m
m
1136
Ch au
nc y
Str
ee
t
W
Trem
1173
St
re
et
2795
as
hin gt
ont S
on
tree
Str
t
ee t
er
804
nS tre
Scho
et
1256
Downtown Crossing
I
Urbanism
I URBAN RETAIL 101
Downtown Crossing Pedestrian Traffic Average hourly pedestrian traffic for Downtown
Financial District, Chinatown and South Station.
Crossing can be seen as heavily focused on
The more heavily travelled
specific paths. As indicated by the thicker orange
Street/Summer Street
lines, and corresponding higher pedestrians per
Both of these roads are primary retail streets and
hour value, pedestrians move across distinct routes
direct routes from public transportation points
through the district. This correlates to movement
to other points of interest in downtown Boston.
routes include Winter
and Washington Street.
between the Boston Common and areas in the
How this can be applied:
• • •
Understanding pedestrian foot traffic within a district provides insight into potential missed urban retail blocks. Knowing where pedestrian movement activity becomes isolated within a district helps to plan future urban retail blocks. Visualizing the overlay of both pedestrian foot traffic and movement patterns provides insight into the daily operation of the urban district.
This technical report was conducted as part of the Boston Downtown Crossing identity and branding strategy (Intelligent Space Partnership, Ltd.).
Graphically represents the density of foot traffic in Downtown Crossing; the thicker the line, the more density. The values are average pedestrians per hour (pph) on that street.
• • • • • • •
Pedestrian counts done on 11/15/2006, Wednesday 7am to 7pm, cloudy and dry, temps in the 50s Stationary gate method Counts every 5 minutes for 68 observation points (gates) Generated flow count in pedestrians per hour (pph) Peak times at 8-9AM, 12-2PM and 5-6PM Influenced by location of public transportation and retail destinations
T
Government Center
Quincy Market
Beacon Hill
T T
T
T T
T
T T
Boston Common
T T
T
T
Financial District
T Chinatown
Downtown Crossing
I
Urbanism
I
URBAN RETAIL 103
Downtown Crossing Pedestrian Density Pedestrian activity in the Downtown Crossing district
movement pattern as indicated by the darker orange
can be seen to be both directional and consolidated.
region in the lower right corner of the Downtown
Overlaying
movement
Crossing district map. This correlates to movement
map for all groups (orange shaded areas) - tourist,
between the Boston Common and areas in the
business worker and local resident - with pedestrian
Financial District, Chinatown and South Station.
traffic densities (black lines) a movement pattern
The point loaded nature of the correlation contour
becomes clear. As indicated by the thicker black
movement map indicates, once in the destination are,
paths, pedestrians move across distinct routes from
there is a high probability that pedestrian activity will
public transportation points toward the high density
remain isolated to that zone.
the
correlation
contour
How this can be applied:
• • Graphically represents the density of foot traffic in Downtown Crossing, the thicker the line the more density, with movement patterns of all demographic typs.
•
Understanding pedestrian foot traffic within a district provides insight into potential missed urban retail blocks. Knowing where pedestrian movement activity becomes isolated within a district helps to plan future urban retail blocks. Visualizing the overlay of both pedestrian foot traffic and movement patterns provides insight into the daily operation of the urban district.
mf ield
hin
Str ee t
et
on St re
gt
Bro
W as
Pro vin ce
Str ee
t
tre et
Tre mo nt S
Scho ol St reet
Downtown Crossing
kiosk
2
micro
7
I
Urbanism
I
URBAN RETAIL 105
Downtown Crossing Block Analysis - Day A more in-depth exploration of an individual block in Downtown Crossing was undertaken to understand the finer grain of retail typologies. The Downtown
store
60
Crossing study block is lined with continuous shops and has an interior web of service alleys. This block,
mid box
8
like the rest of Downtown Crossing, consists of primarily store-scaled retail establishments. There are a number of eateries to serve the business people
total
77
who populate the area during daytime hours. The one thing lacking in this district are dumpsters. There
dumpster location
are far fewer dumpsters than there are stores in the
• •
district. There are also few service access doors,
Understanding the distribution of different retail typologies, geographically and by percentage, in an urban retail district can help to plan new retail blocks. Service access becomes a critical factor in block design with lack of planning becoming an inconvenience to the vendor and the consumer.
raising the question of how these retail buildings deal
alley access
efficiently with loading and waste removal service.
food & beverage
Downtown Crossing Retail (Block) November 2008
Number
Percent of Total
Jewelry Stores
12
15.6%
Eating & Drinking Places
16
20.8%
Miscellaneous Store Retailers
20
26.0%
Apparel & Accessory Stores
7
9.1%
Health & Personal Care Stores
4
5.2%
Sporting Goods, Books, Music Stores
3
3.9%
Electronics & Appliance Stores
5
6.5%
Food & Beverage Stores
5
6.5%
*General Merchandise
2
2.6%
Furniture & Home Furnishings Stores
3
3.9%
77
100.0%
Type
bar 2.6% 9.1% 10.4%
77.9%
How this can be applied:
Percentage breakdown of the different retail types in this representative block of Downtown Crossing.
Total
*General Merchandise Stores include: Marshall’s; and H&M
Bro ield Str ee t
ing to n
mf
W as h
t
re e
St
Pro vin ce
Str e
et
tre et
Tre mo nt S
Scho ol St reet
Downtown Crossing
kiosk
micro
Downtown Crossing Block Analysis - Night Nighttime at Downtown Crossing sees a very different place. At 9:00 in the evening, most of the stores close down leaving very quiet, abandoned streets. Kiosks
store
begin to pack up and go to their evening storage spots when the sun goes down. Evenings in Downtown
mid box
dumpster location
alley access
food & beverage
bar
Crossing focus on a few select bars instead of the wide variety of options open during the day.
I
Urbanism
I
URBAN RETAIL 107
Quincy Market
kiosk
80
micro
49
store
85
mid box
15
total
I
Urbanism
I
URBAN RETAIL 109
Type Distribution in Quincy Market The Quincy Market District includes, Quincy Market
mall. Its success made it a model for similar types
proper, Faneuil Hall, and neighboring streets. Quincy
of “festival marketplace� retail development in the
Market was established in 1826 near the waterfront
United States. Quincy Market is one of the top tourist
as a marketplace in Boston and includes three
destinations in the nation because of its vibrant, up
long granite buildings. Since the 1970s, the Quincy
beat atmosphere.
Marketplace has operated as an indoor/outdoor
229
Quincy Market Retail (District) November 2008
Type Jewelry Stores
6.6%
34.9%
7
3.1%
65
28.4%
Miscellaneous Store Retailers
63
27.5%
Apparel & Accessory Stores
49
21.4%
Health & Personal Care Stores
9
3.9%
Sporting Goods, Books, Music Stores
1
0.4%
Electronics & Appliance Stores
5
2.2%
15
6.6%
0
0.0%
*General Merchandise Furniture & Home Furnishings Stores
21.4%
Percentage breakdown of the different retail types. Quincy Market consists of an equal distribution of kiosks, micro retail and store retail.
Percent of Total
Eating & Drinking Places
Food & Beverage Stores
37.1%
Number
Total *General Merchandise Stores include: N/A
15
6.6%
229
100.0%
North End
T
T
Government Center
T
T
New England Aquarium
Downtown Crossing
Quincy Market
I
Urbanism
I
URBAN RETAIL 111
Quincy Market Pedestrian Density
Graphically represents the density of foot traffic in the Quincy Market district, the thicker the line the more density, with movement patterns of all demographic typs.
Pedestrian activity in the Quincy Market district is
shopping center. Market research indicates that 20
heavily influenced by tourist activity and tourism
million people annually pass through the Quincy
related
superimposed
Market shopping center. The correlation contour
correlation contour map with the pedestrian traffic
map shows a high probability that pedestrian activity
density illustrates the pedestrian activity of this
will remain between Quincy Market, the Aquarium
unique urban retail district. Pedestrian traffic for
and points South along the waterfront. Pedestrian
the Quincy Market district is oriented between
movement toward the North End is influenced by
Government Center, the New England Aquarium on
business worker movements as illustrated in previous
the waterfront, and Boston’s North End district. The
correlation contour movement diagrams. The large
most direct route from public transportation points
number of tourists in this district morphs the overall
between Government Center and the Aquarium is
correlation contour movement map and minimizes
through the heavily trafficked Quincy Market festive
the impact of the daily workers commute.
points
of
interest.
The
et Clinton Stre
No
rth
eet Str
treet Chatham S
t Stree State
Jo hn Fit z
ge
ral d
Ex pr es sw ay
Quincy Market
kiosk
53
micro
44
I
Urbanism
I
URBAN RETAIL 113
Quincy Market Block Analysis - Day The Quincy Market shopping district is a tourist hot spot. The Freedom Trail, a historic walking path through Boston, passes through the market bringing
store
40
in large volumes of foot traffic. The nearby New England Aquarium and Marriott Hotel add to the large
mid box
10
number of tourists in the area. The Quincy Market District is also close to several subway lines and it is easily accessible from the Financial District, making
total
147
it a viable option for a lunch during the workday.
dumpster location
alley access
Quincy Market Retail (Block) November 2008
food & beverage
Type Jewelry Stores
bar 6.8%
36.1%
27.2%
Percentage breakdown of the different retail types in this representative block of Quincy Market.
Percent of Total
7
4.8%
Eating & Drinking Places
50
34.0%
Miscellaneous Store Retailers
50
34.0%
Apparel & Accessory Stores
24
16.3%
Health & Personal Care Stores
3
2.0%
Sporting Goods, Books, Music Stores
1
0.7%
Electronics & Appliance Stores
1
0.7%
Food & Beverage Stores
4
2.7%
*General Merchandise
0
0.0%
Furniture & Home Furnishings Stores
7
4.8%
147
100.0%
Total
29.9%
Number
*General Merchandise Stores include: N/A
et Clinton Stre
No
rth
eet Str
treet Chatham S
t Stree State
Jo hn Fit zg e
ral d
Ex pr es sw ay
Quincy Market
kiosk
micro
Quincy Market Block Analysis - Night Quincy Market is intended to have a festive marketplace atmosphere. Because of this desire, the hours of the market’s operation are not limited
store
to daytime hours. The retail establishments do close in the evenings but the lively atmosphere remains
mid box
late into the evening because of the large numbers of restaurants and bars that cater to tourists and
dumpster location
alley access
food & beverage
bar
college-aged visitors.
I
Urbanism
I
URBAN RETAIL 115
Newbury Street
kiosk
3
micro
0
store
310
mid box
total
35
I
Urbanism
I
URBAN RETAIL 117
Type Distribution on Newbury Street Located in the Back Bay neighborhood in Boston, the
merchandise gradually increases as one walks from
Newbury/Boylston St. runs from the Boston Common
the Massachusetts Avenue to the Boston Common
to
century
along Newbury Street. Boylston Street is defined by
brownstones lining Newbury Street are filled with
buildings of a more recent vintage, the stores tend
hundreds of retail establishments. The primary scale
to be primarily mid box scale and national brand
of retail in this district is the store. The price point of
franchises.
Massachusetts
Avenue.
The
19th
348
Newbury Street Retail (District) November 2008
Type
14
4.0%
Eating & Drinking Places
48
13.8%
13
3.7%
122
35.1%
51
14.7%
7
2.0%
Electronics & Appliance Stores
12
3.4%
Food & Beverage Stores
32
9.2%
Apparel & Accessory Stores Health & Personal Care Stores Sporting Goods, Books, Music Stores
10.1%
*General Merchandise Furniture & Home Furnishings Stores Total
89.1% Percentage breakdown of the different retail types. Newbury Street consists of mainly store retail.
Percent of Total
Jewelry Stores
Miscellaneous Store Retailers
0.9%
Number
4
1.1%
45
12.9%
348
100.0%
*General Merchandise Stores include: Filene’s Basement; Marshall’s; Lord & Taylor; and H&M
Clar
t
end
tree
yS bur
on S
New
t
tree
t
e Stre
l Boy
uth tmo
Dar reet
St ston
Newbury Street
kiosk
0
micro
0
I
Urbanism
I
URBAN RETAIL 119
Newbury Street Block Analysis - Day Newbury Street is known for drawing locals and tourists alike. The retail in this district caters to upscale tastes. The old brownstones limit the options
store
55
of retail size in this area, which makes the store sized retail very prevalent. The split-level entries allow for
mid box
5
two stores to share the same faรงade with both getting street frontage. Boylston Street sees a marked difference in scale. The stores along this street are
total
60
mostly larger mid box scale.
dumpster location
alley access
Newbury Street Retail (Block) November 2008
food & beverage
Type
bar
2
3.3%
Eating & Drinking Places
6
10.0%
2
3.3%
24
40.0%
Health & Personal Care Stores
9
15.0%
Sporting Goods, Books, Music Stores
0
0.0%
Electronics & Appliance Stores
2
3.3%
Food & Beverage Stores
4
6.7%
*General Merchandise
0
0.0%
Furniture & Home Furnishings Stores
11
18.3%
Total
60
100.0%
Apparel & Accessory Stores
91.7%
Percentage breakdown of the different retail types in this representative block of Newbury Street.
Percent of Total
Jewelry Stores
Miscellaneous Store Retailers
8.3%
Number
*General Merchandise Stores include: N/A
New
t
tree
Dar
u tmo
reet l
St ston
t tree th S
Boy
on S end Clar
reet b
St ury
Newbury Street
Newbury Street Block Analysis - Night
kiosk
Newbury Street, though it has a number of restaurants
micro
open into the evening, it is not known for its nightlife. Boylston Street, however, is a destination area for
store
later in the evening because of a higher percentage of mid-priced restaurants. The Newbury/Boylston Street shopping district mitigates the change between the
mid box
city and the residential neighborhood of Back Bay. During the evening, the amount of pedestrian traffic
dumpster location
drops off dramatically from the Prudential Center and Boylston Street to Marlborough Street, moving
alley access
perpendicular to Newbury Street.
food & beverage
bar
I
Urbanism
I
URBAN RETAIL 121
Downtown Crossing
456 Retail Shops
Quincy Market
Newbury Street
229 Retail Shops
348 Retail Shops
Type Distribution Analysis
kiosk
micro
store
mid box
I
Urbanism
I
URBAN RETAIL 123
Type Distribution Analysis - Cross Analyzing By cross analyzing the three districts we are able to
leftover parcels have been colonized by micro-retail
understand what makes the retail mix work for each
while new development has introduced mid-box retail
district.
to the historic fabric of storefront retail.
Downtown Crossing consists of a balanced mix of
Newbury Street consists of 85% “store� retail. The
all four typologies that we have analyzed. There are
consumer base is less diverse and therefore the retail
several factors that resulted in the retail mix to occur.
is limited to higher end products. While the street is
The first is the diversity of consumers and products
economically successful it does not possess goods
for sale. Downtown Crossing is considered the hub
and services for all classes of consumers.
of Boston, with 240,000 people walking its streets
Quincy market is rich in historical character,
each day. A micro retail store that sells only lottery
contributing to its success as a destination. The area
tickets and cigarettes is dependent on visibility and
is more popular for tourists than locals because of
a large volume of consumers to exist. Downtown
the kinds of retail there and the associated tourist-
Crossing offers this type of exposure and allows this
focused programming and amenities. Kiosks make
type of retail to thrive right next door to larger scale
up 34% of the retail in Quincy market while Micro-
retail. This density of people is driven by easy transit
Retail makes up for 28% of the total retail. This high
access, the impact of tourism, and the proximity
percentage of smaller retail like ice cream stands and
of Downtown Crossing to workers in the Financial
gift stands are able to thrive because of the markets
District. The diversity of building types and parcel
attraction to tourists.
sizes, the result of the long history of the area, also contributes to the diversity of store types. Smaller
Kiosk Urban Retail District
Percentage breakdown of the different retail types for all three districts. Photos capturing the atmosphere of each districts street life.
Number
Micro
Percent
Number
Store
Percent
Number
Mid box
Percent
Number
Percent
TOTAL
Downtown Crossing
32
7.0%
36
7.9%
315
69.1%
73
16.0%
456
Quincy Market
80
34.9%
49
21.4%
85
37.1%
15
6.6%
229
Newbury Street
3
0.9%
0
0.0%
310
89.1%
35
10.1%
348
115
11.1%
85
8.2%
710
68.7%
123
11.9%
1033
TOTAL
The Retail Team eric ARMY
chansan HUN
huy NGUYEN
Completed his undergraduate education at Northeastern University. When not taking biased meeting minutes, Eric spends his time measuring crowded sidewalks. His expertise lies with small stores in an urban environment, enticing the passerby with the window display and signage and catchphrases.
Completed her undergraduate education at Northeastern University. She enjoys roaming the mean streets of Boston over turning every stone documenting kiosks. When not dedicating herself to these efforts, one can find Jessica honing her incredible 3D computer modeling skills by building kiosks, micro retail, clothes hangers, garbage cans and a variety of other items.
Completed his undergraduate education at Massachusetts College of Art and Design. San enjoys apples... both eating them, and studying the technology of the stores that sell them. His area of expertise covers mid box retail, the zoning of interior program and branding.
Completed his undergraduate education at Northeastern University. Huy enjoys walking in well choreographed paths around various scales of urban retail. He does not enjoy whale watching. Mid box retail, interior programming and branding are Huy’s areas of expertise.
jessica TWIGGS
Life coach and urban retail extraordinaire. Received the dry eraser marker award for his valuable guidance. When he is not lecturing at Northeastern University, he serves as principal of Utile, Inc. which he founded in ‘02, located in the heart of Boston’s retail district.
Completed her undergraduate education at Northeastern University. She enjoys an ever changing color palette and last minute computer failures. Elizabeth’s expertise is on graphics, file management and kiosks.
lorenGOODKNIGHT
matthew NATHANSON
prof.timothy LOVE
elizabeth UTZ
Completed her undergraduate education at Northeastern University. Loren enjoys researching (aka working at) kiosks and/or stalking street vendors as they pack up their wares for the evening. When not secretly snapping pictures of unknowing vendors, she fills her time with writing.
Completed his undergraduate education at Temple University. Mike enjoys long walks in dark alleys and piña coladas with umbrellas. His expertise lies in a study of the urban fabric of retail market places and micro retail.
Completed his undergraduate education at the University of Michigan. Matthew likes pierogi. He is an expert in urban mapping, unsuccessful locations for banks, and micro retail. Matt is very tactful for dealing with regulatory committees. Hes got it “covered.”
mike BARRETT
URBAN RETAIL ARCH G691 GRADUATE DEGREE PROJECT STUDIO FALL 2008 This publication has been prepared as part of a five week graduate thesis studio assignment in the Northeastern University School of Architecture for the Fall 2008 Architecture G691 course. Other publications in this series include self storage, office, and parking garage typologies, all produced by graduate students in the Northeastern University architecture program.