REGENERATION OF SHOPPING MALLS OF THE 90’s
SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF
DEGREE of MASTERS OF ARCHITECTURE
Graduate School Department of Architecture, Interior Design and Built-Environment Mapua Institute of Technology Manila September 2014
Submitted by:
Arch Leonard Briones Arch Elma Bulayo Arch Cheery Domingiuano Arch Ma. Elena Lamasan
To, The Dean of the Graduate School, Department of Architecture, Interior Design and Built-Environment Mapua Institute of Technology, Manila
Thru: Professor: Arch Ma. Leah De La Rosa, Phd
September 29, 2014
Respected Ma’am, Subject: REGENERATION OF SHOPPING MALLS OF THE 90’s . For the partial fulfillment of Masters in Architecture in the Subject, Arc 201 Design Inquiry and Design Criticism, we would like to submit the Final Term Paper titled : REGENERATION OF SHOPPING MALLS OF THE 90’s.
Hope that this submission satisfy the requirements set for the subject.
Thank you very much.
Yours Sincerely, Arch Leonard Briones Arch Elma Bulayo Arch Cheery Domingiuano Arch Ma. Elena Lamasan
2
REGENERATION OF SHOPPING MALLS OF THE 90’S
Abstract:
A phenomenon, a metamorphosis or whatever descriptions may say about it, it all goes to the birth and the on going development of Shopping Malls not just in Metro Manila but worldwide. It will be nearly the 40th years since the first mall had emerged for the Filipinos. Needless to say that all had undergone renovations and upgrading. The shoppers behaviour and the commercial value of these structures dictates an immediate awareness that the technology especially the communication technology hastens our mind to re-think, renovate and regenerate. The Shopping Malls of the 1990-1999 as the subject of Evaluation in this paper poses an enticing question. Do we need to regenerate or rethink about these Malls to fit to our growing needs and wants? This paper sets a backgrounder on the Definition and Profile of the Shopping Malls or Commercial Center as what the global term to it by way of a table form illustration. In the tables are explained if how are our shopping malls categorized compared to the world standards in terms of floor areas and anchors. The necessity and convenience of the use of Rubrics as an Evaluation Tool for the Subject had match with the use og an online google survey as presented and summarized. In a way, the ideas and conclusion herewith presented are not just based on the writer’s mind but by the collection of real people respondents as they are documented on the Summary of Online Survey. The Shopping Malls of the 90’s in Metro Manila. The focus of the Evaluation states: “Does Metro Manila Shopping Malls needs renewal?” The progress of this paper shall bring to a conclusion that by the use of rubrics and online survey, respondents evaluated the present Malls as to their efficiency, existing effectiveness and applicability while citing what are in these Malls are already to be revised, renovated and renewed. The result in this Evaluation can serve as guide to new planners and designers to consider, thus bidding goodbye to old planning and design and catering to the current needs of the customers of the 21st century. Sub topics touching the major weakness of the metropolis like the Mitigating Factors in Metro Manila Traffic Management had clearly illustrated how the developments of these malls ventilates or suppresses the metro Manila thoroughfares affecting designers’ decision on its design strategies. To soften the manner this paper presents its evaluation, a separate way was done for SM Fairview considering its location from the rest of the subject Malls like Sm Sta Mesa, Robinsons Galeria, SM Megamall and SM Bacoor. The collation of ideas and the results of the surveys gives a convincing statement that the Malls of the 90’s were almost designed in a teamplate-like manner ready to be filled-in with different shops after settling its anchor stores. It had slowly upgraded and structurally renovated but not all resulted so well, some areas became ghost towns, some became overly crowded but there is a message for all of them. A more sensitive mall design and construction catering to the human being of the generation Y of different mind-set. A more nature friendly, passive, and though high tech, yet green and sustainable.
NAME:
Arch Leonard Briones Arch Elma Bulayo Arch Cheery Domingiauno Arch Ma. Elena Lamasan
3
INTRODUCTION
In the Paper titled Ten Principles for Rethinking the Malls by the Urban Land Institute (ULI) the writer states that shopping mall is the quintessential American contribution to the world’s consumer culture. It has been praised by the millions who find an unmatched selection of fashion and specialty merchandise in its climate-controlled splendor, and it has been vilified for promoting both suburban sprawl and the decline of downtown shopping districts and mom-and-pop stores. But regardless of the differing opinions they evoke, malls are a unique and inescapable part of everyday life in America—and, increasingly, around the world. In many places, the mall is the community’s de facto downtown—the main public gathering spot—as well as a highly valued shopping location. As a result, what happens to the mall may ultimately define what happens to the community. In the Philippines today, there are more Malls found in every city and town, and dozens surround major metropolitan areas. Most malls are enclosed, dominated by well-known chain stores, and anchored by iconic department stores. They offer many shopping advantages, and their success has depended on their unique position within the metropolitan marketplace. The SM Supermalls led the troop towards this road to economic progress. In communities outside Metro Manila like Laguna and Bulacan even as far as Batangas, a new approach in planning of Malls are maximizing the rich open spaces. Previously unproductive ricelands, now converted into subdivisions where Malls are essential come-on marketing attraction. They are typically centered amid the vast middle-class suburbs that fueled their rise; they are sited at the most accessible and visible locations along major arterials; they are under single management and provide controlled shopping environments that are perceived as clean, safe, and predictable; they have the largest concentration of the most desirable brand-name stores in their trade areas; they are part of customers’ established shopping patterns; and, perhaps most importantly, they offer plentiful and convenient parking. In effect, like when when you see a McDonalds branch in a corner, expect a Jollibee not far ahead. And so with the Malls, find an SM Mall and you will have Robinsons or Ayala Mall not that far ahead.
DETERMINING FACTOR IN SETTING EVALUATION CRITERIA: Since the construction of the first Mall off the 1980’s, the SM North Edsa, its noticeable that the market for malls is now mature; and because most markets are saturated, only a handful of new malls are under construction at any one time and must be unique to capture attraction. Large sites that are suitable for mall construction are difficult to secure, if they can be found at all; public approvals are increasingly difficult to get; and, except in certain very high growth exurban areas, new markets are limited. At Eton City, Laguna, the Greenfields Shopping environment made a different approach to open air shopping. Much added of that type is the Nuvali Shopping style also in an open field and planning. As what can readily notice, to shop inside a concrete–box mall means you are in the Metropolis. Have a fresh air and you are outside Metro Manila. Because most malls are now decades old, the stock of centers is aging rapidly. Built at what were then metropolitan edges, aging malls are now deeply imbedded within an urban context. Some malls are so dominant in their trade areas that complex redevelopments and expansions can be justified; other centers, however, are small and obsolete, with limited ability to expand because demographics in their trade areas have become less favorable for reinvestment. This is true with the SM Avenida, and the Rizal Avenue and Escolta. The first try for a dream-mall-type shop was for the SM Department Store in Avenida which is really not a correct MALL by an accepted definition. Retail competition has become ferocious, as overbuilding and the emergence of newer formats and delivery channels erode sales among retailers in the traditional middle of the market—leading to their rapid disappearance. Specialty, boutique, entertainment, and especially “lifestyle” retailers are taking away business at the experiential high end, while big-box, outlet, and Internet shopping are taking away business 4
at the value-oriented low end. Internationally, hundreds of malls have foundered because they provided neither the experience and the shopping environment that appeal to a customer’s aspirations and lifestyle, nor the value and selection associated with off- price shopping. While shopping preferences were becoming more diverse, mall design—until recently—was becoming more standardized, with predictable architectural designs, finishes, layouts, environments, and stores. Customers are now seeking authenticity and a deeper sense of connection to their community, culture, climate, and daily lives. Among many shoppers, there is also an emerging preference for outdoor, streetfront shopping experiences—either in new centers or in older shopping districts—that are better integrated with other daily activities. Unfortunately, few of today’s malls provide such environments except for new pocket development outside Metro Manila. Demographically, families in which one parent works and the other stays at home (and has time to shop) no longer dominate. “Non-traditional” households of all types—including singles, elderly people, and twoincome families—are ascendant, and often have very different, and often more cosmopolitan, shopping expectations than households of earlier generations. The mall as it is currently configured simply does not work as well for today’s households. The College of Engineering and the National Center for Transportation Studies, University of the Philippines, had a paper published on Shopping Centers in Metro Manila saying that the square meters area of Malls determines the bulk of traffic it creates in such an area. The bigger the mall, the more jammed is the traffic. As traffic congestion reaches crisis proportions in many locations, the vaunted convenience of mall shopping is disappearing. Most malls can be reached by only one means—the automobile—and, in more and more metropolitan areas, this puts them at a disadvantage in relation to locations that are walkable or linked to public transit, and that offer more multidimensional urban environments. While it’s probably true that most customers will always drive to the mall, their busy lives are reducing the time they are willing to spend shopping. The suburbs and pocket developments like Eastwood City, Eton City, Greenfields, Solenad and many others have changed, too: in the years since their malls were built, these suburbs have matured and the designers and planners become much more creative. What were once locations at the edge of the metropolitan area—with low land prices, low-density residential development, and single-purpose malls— are now more urban locations, with higher land prices, higher densities, aging neighborhoods, congestion, and demand for more urban amenities and a wider mix of uses. This situation presents a range of new development options that were not available when the original malls were built.
In many communities, malls often occupy the largest remaining land parcels under single ownership. Although the value of these sites has increased, often dramatically, most of the land is still under-utilized because it is in the form of parking lots. When market conditions are right, these “land banks” provide valuable opportunities to intensify development by adding land uses and development types that most suburban communities need, but often lack. Possible projects include a new town center, housing forms designed to serve new demographics, mixed-use environments, hotels, civic and cultural facilities, public gathering places, and pedestrian precincts. In response to competitive as well as community changes, the action in the shopping center world has shifted from the construction of new malls to the rehabilitation, repositioning, and intensification of uses at existing mall sites around the country. Exciting and innovative new shopping environments are being created and diversified. In Alabang for example, the ATC, Alabang Town Center and the Filinvest captures verybody even all customers form the south up to areas of Laguna. Traffic and difficulty to reach the place were experienced starting from the approach of Susana Height going to Alabang. These bulk of traffic which are the shoppers made way for ATC to have MOLITO shops and Madrigal Shopping Areas sprout as expansions. Here, different shopping style are observed and dictated by planning. The old rules of mall development are breaking down rapidly as developers rethink what the mall could be. Their emphatic conclusion is that the age of the cookie-cutter mall is over: developers are remaking malls as quickly as they need to in order to remain competitive. New design concepts, retail formats, public environments, amenities, tenant mixes, use mixes, anchors, parking configurations, neighborhood links, price points, and customer experiences are being tailored to fit the needs of the community and the mall site, as well as the competitive demands of the market.
5
1.1.
PROFILE of Shopping Malls in Metro Manila
The Shopping Malls in Metro Manila are very much defined in Wikipedia way back its history up to those that are ongoing construction as of year 2014. The updates says that the first enclosed shopping mall in the Metro Manila was the Crystal Arcade located along Escolta Street in the downtown district of Binondo. This art deco building designed by Andres Luna de San Pedro y Pardo de Tavera also accommodated the Manila Stock Exchange and was the Philippines' first air-conditioned building inducted on June 1, 1932. Modernization in the country may have grayed these historical places but the records shows that prior to the Pacific War, Escolta Street was also home to the city's first standalone department stores, including H.E. Heacock, until then the largest department store in the Philippines, opening in 1900, and the Aguinaldo Department Store, the most premium store in the Philippines opening in 1921. Other notable stores in the 1920s and 1930s include the upscale La Puerta del Sol and Estrella del Norte. Now, Escolta remained the same in the size of the thoroughfares due to unlimited expansion and road widening solutions. Old buildings are renovated and converted to multi occupancy or use. In 1976, the boxing bout of Mohammad Ali was made significant by the opening of the first enclosed shopping mall in the Araneta Center, Cubao, Quezon City. Named Ali Mall, it is an automobile-designed centered type of Mall in the sub-urban Quezon City. In the same year, at Malate, Manila, the Harrison Plaza was also opened to cater to Manila shoppers.
1.2.
MAJOR SHOPPING CENTERS
SUPERMALLS as the super regional in scale have over a hundred local and international stores and are anchored by at least one department store and supermarket. They are also the largest malls in Metro Manila which feature not just stores but also attractions: movie theaters, rides, skating rinks, bowling alleys and other recreational facilities. Each provides thousands of automobile parking spaces and are located mostly accessible thru MRT and LRT and established business districts within the metropolis. These malls serve not only the Metro Manila and Greater Manila Area residents, but also local and foreign tourists.
Name of Shopping Malls
Location and Retail Space in Sq.M.
Anchors
Developer
Alabang Town Center
AlabangZapote Road, Ayala Alabang, Muntinlupa Retail Space 48,000 Sq.m.
6
Ace Hardware, American Outfitters, Armani Exchange,
Eagle
Automatic Center, Daiso, DFA Consular Office(NCR South), Gap, Makati Supermarket, Marks and Spencer, Metro Department Store, Michael Kors, Rustan’s, Salvatore Ferragamo, Santis Delicatessen, Topman, Topshop, Toys “R” Us, True Value
Ayala Land
Festival Mall
Corporate Avenue corner Civic Drive, Filinvest City. Alabang, Muntinlupa
Filinvest Land Ace Hardware, Automatic Center, Daiso, Robinsonss Department Store, Svemore Supermarket, Handyman Do it Best Home Center, Shopwise Hypermartket.
Retail Space 200,000 Sq.m.
Gateway Mall
Aurora Boulevard corner Gen. Aguinaldo St. Araneta Center, Quezon City
Accenture, Automatic Center, Daiso, Marks and Spences, Rustan’s, Shopwise, Uniqlo
Araneta Group
Retail Space 95,000 Sq.m.
Glorietta
Ayala Avenue, Ayala Center, Makati Retail Space 241,000 Sq.m.
Ace Hardware, Aeropostale, Armani Exchange, Automatic Centre, Bershka, Convergys, Cotton On, Daiso, Debenhams, Dorothy Perkins, Forever 21, Gap, Gold’s Gym, Marks and Spencer, Old Navy,Rolex,Tag Heur, The Landmark, The Ramp Crossings, Toys “R” Us, True Value, Uniqlo, Zara
Ayala Land
Adora, American Eagle, Outfitters, Automatic Center, Bally, Banana Republic, Bottega Veneta, Burberry, Bvlgari, Cotton On, Emprio Armani, Escada, Gucci, Hermes, Hugo Boss, IWC, Jaeger-LeCoultre, Jimmy Choo, KateSpade, Kenneth Cole, Louis Vuitton, Marks and Spencer, Michael Kors, , Muji, Omega, Panerai, Rolex, Rustan’s Supermarket, etc.
Ayala Land
Greenbelt
Makati Avenue, Ayla Center, Makati
Retail Space 120,774Sq.m.
7
MARKET! MARKET!
26th Street corner C-5 Road, Bonifacio Global City, Taguig
Ayala Land Ace Hardware, Automatic Centre, Daiso, Metro Department Store, Taguig City Government Office, TELUS International
Retail Space 170,000Sq.m.
Power Plant Mall
Rockwell Drive corner Estrella Street, Rockwell Center, Makati Retail Spaces 41, 000 Sq.m
Lopez Holdings Armani Exchange, Bally, Billabong, DKNY, Dorothy Perkins, Kate Spade, Kenneth Cole, Marks and Spencer, Michael Kors, Muji, Rolex, Rustan’s Supermarket, Salvatore Ferragamo, Santis Delicatessen, Topman, Topshop, Toys “R” Us, True Value, Zara
Robinsons Galleria
Edsa corner Ortigas Avenue, Ortigas Center, Quezon City Retail Space 100,000Sq.M.
Robinsons Land Automatic Center, Daiso, DFA, Consular Office (NCR)-Central), Dorothy Perkins, Gold’s Gym, Marks and Spencer, Robinsons Department store, Robinsons Supermarket, Topman, Topshop, Toys “R” Us.
Robinsons Place Manila
Pedro Gil Street corner Adriatico Street, Ermita, Manila Retail Space 241,000 Sq.m.
8
Robinsons Land Aeropostulate, Cotton On, Daiso, Dorothy Perkins, Fitness First, Marks and Spencer, Red Tag by Rustan’s, Robinsons Department Store, Robinsons Supermarket, Topman, Topshop, Toys “R” Us, Iniqlo
Shangrila Plaza
Edsa corner Shaw Boulevard, Ortigas Center, Mandaluyong Retail Space 170,000 Sq.m.
Shang Properties Aeropostale, Armani Exchange, Bally, Ben Sherman, Crossings, Debenhams, Desigual, Escada, Gap, Hugo Boss, Kate Spade, Kenneth Cole, Life Fitness, Marks and Spencer, Michael Kors, Polo Ralph Lauren, Rolex, Rustan’s, Tommy Hilfiger, Topshop, True Value, Zara
SM Aura Premier
C-5 Road corner McKinley Parkway, Bonifacio Global City, Taguig Retail Space 234,892 sqm
SM Prime Holdings Ace Hardware, American Eagle, Outfitters, Ben Sherman, Bershka, Cotton On, Dorothy Perkins, Fitness First, Forever 21, Marks and Spencer, Miss Selfridge, Rolex, The SM Store, IMAX Theater, Director’s Club Cinemas, SM Supermarket, T.M. Lewin, Topman, Topshop, Uniqlo
SM City North Edsa
Edsa corner North Avenue, Quezon City Retail Space 482,878 sqm
Ace Hardware, Automatic Center, Convergys, Cotton On, Fitness First, Forever 21, Marks and Spencer, Our Home, Savemore Supermarket, SM Bowling, The SM Store, IMAX Theater, SM Supermarket, Uniqlo
SM Prime Holdings
Ace Hardware Cotton On, Dorothy Perkins, Forever 21, Gap, Kenneth Cole, Marks and Spencer, Muji, Our Home, Science Discovery Center, SM Bowling, The SM Store, SM Ice Rink, IMAX Theater, SM Hypermarket, Tag Heuer, Teleperformance, Topman, Topshop, Uniqlo, Zara
SM Prime Holdings
SM Mall of Asia
Central Business Park, Bay Boulevard, Bay City, Pasay Retail Space 407,000 Sq.m. 9
SM Megamall
EDSA Cor. Julia Vargas Ave., Ortigas Center, Mandaluyong
Ace Hardware, Cotton On, DFA Consular Office (NCR-East), Fitness First, Forever 21, Gap, H&M, Marks and Spencer, Our Home, Rolex, The SM Store, SM Ice Rink, SM Bowling, Director's Club Cinemas, IMAX Theater, SM Supermarket, Uniqlo
SM Prime Holdings
Ace Hardware, Fitness First, Our Home, The SM Store, SM Ice Rink, Uniqlo, SM Bowling Center, Forever 21, IMAX Theater, SM Supermarket
SM Prime Holdings
Retail Space 500,000 Sqm.
SM Southmall
Alabang– Zapote Road, Pilar Village, Las Piñas
Retail Space 205,686 Sqm
10
1.3.
COMMUNITY MALLS
Regional shopping centers or Community malls are enclosed malls that are built around one department store or supermarket in Metro Manila. These shopping centers are situated mainly in suburban residential areas of the city and commonly provide to the basic shopping needs of residents around the area. Name
Location
Developer
Anchors
500 Shaw Zentrum
Mandaluyong
Lica Land
Super 8
Agora Mall
San Juan
Ali Mall
Quezon City
Anonas City Center
Quezon City
Araneta Square
Caloocan Monumento
Berkeley Square
Quezon City
Cash & Carry Mall
Makati
Centris Station
Quezon City Eton Centris
Circle C Center
Quezon City
Robinson's Supermarket
Ever Gotesco Common Wealth
Quezon City
Ever Dep't. Store, Ever Supermarket, Abenson
Ever Gotesco Manila Plaza
Manila Quiapo
Ever Gotesco Malls
Ever Supermarket
Ever Gotesco Ortigas
Pasig
Ever Gotesco Malls
Ever Department Store, Ever Supermarket, Abenson
Fairview Center Mall
Quezon City
Fairview Terraces
Quezon city
Ayala Land
Abenson, Puregold, Toys R Us
Farmers Plaza
Quezon City
Araneta Group
Abenson, Wellcome Supermarket
Fisher Mall
Quezon City
Forum Robinsons
Mandaluyong
Robinsons Land
Automatic Center, Robinsons
Graceland Plaza
Marikina
RMR Group of Companies
Robinsons Supermarket
Grand Plaza Mall
Caloocan
Greenhills Shopping Center
San Juan
Ortigas & Co.
Ace Hardware, Automatic Center
Guadalupe Commercial Center
Makati
Hemady Square
Quezon City
Agor Puregold Araneta Group
Rustan's, SM Store Super Metro Dep't. Store
Robinson's Supermarket
Eton Properties
SM Hypermarket
Rustan's Supermarket
Fisher Supermarket, Fisher Dep't Store, Ace Hardware
Wellcome Supermarket
11
Harrison Plaza
Manila, Malate
SM Dep't. Store, SM Hypermarket, Shopwise
HK Sun Plaza
Pasay
I1 Terrazo Mall
Quezon City
Isetann Carriedo
Manila, Santa Cruz
Joymart Consolidated
Isetann
Isetann Cinerama Recto
Manila Quiapo
Joymart Consolidated
Isetann
Isetann Cubao
Quezon City Araneta Center
Joymart Consolidated
Isetann
Isetann Wholesale Store
Manila Sta Mesa
Joymart Consolidated
Isetann
Jackman Plaza
Quezon City
Save More Market
Lucky Gold Plaza / LG Plaza
Pasig
Robinsons Supermarket, Handyman Do It Best Home
North Mall
Caloocan Monumento
Makati Cinema Square
Makati
Plaza Fair
Malabon Citisquare
Malabon
Robinsons Dep't Store
Metropoint Mall
Pasay
Novaliches Plaza
Quezon City
Pearl Plaza
Paranaque
Pergola Mall
Paranaque
Riverbanks Center
Marikina
RMR Square
Quezon City Tandang Sora
RMR Group of Companies
Robinsons Supermarket
Robinsons Magnolia
Quezon City New Manila
Robinsons Land
Aeropostale, Cotton On, Gap
Robinsons Metro East
Pasig
Robinsons Land
Fitness First, Robinsons Supermarket
Robinsons Otis
Manila Paco
Robinsons Land
Robinsons Supermarket
Robinsons Novaliches
Quezon City Novaliches
Robinsons Land
Robinsons Supermarket, Robinsons Appliance Ctr.
Robinsons Town Mall Malabon
Malabon
Robinsons Land
Robinsons Supermarket
Rustan's Supermarket
Ayala Land
Wellcome Supermarket SaveMore Market
Off-Price Dept. Store, Save More Market
12
SM Center Las Pinas
Las Pinas
SM Prime Holdings
SM Hypermarket
SM Center Muntinlupa
Muntinlupa
SM Prime Holdings
SM Hypermarket
SM Center Pasig
Pasig Ortigas Center
SM Prime Holdings
SM Hypermarket
SM Center Valenzuela
Valenzuela
SM Prime Holdings
SM Hypermarket
SM City BF Paranaque
Paranaque BF Homes
SM Prime Holdings
Ace Hardware, Our Home
SM City Bicutan
Paranaque
SM Prime Holdings
The SM Store, SM Hypermarket
SM City Fairview
Quezon City Novaliches
SM Prime Holdings
Ace Hardware, Fitness First
SM City Manila
Manila Ermita
SM Prime Holdings
Ace Hardware, DFA, SM Supermarket
SM City Marikina
Marikina
SM Prime Holdings
The SM Store, SM Supermarket
SM City Novaliches
Quezon City Novaliches
SM Prime Holdings
The SM Store
SM City San Lazaro
Manila Santa Cruz
SM Prime Holdings
Our Home, The SM Store
SM City Santa Mesa
Manila Santa Mesa
SM Prime Holdings
The SM Store, SM Supermarket
SM City Sucat
Paranque
SM Prime Holdings
The SM Store, SM Supermarket
South Station
Muntinlupa, Alabang
Filinvest Land
Star J Mall
Malabon
Starmall Alabang
Muntinlupa
Vista Land
Finds, Robinsons Dept. Store
Starmall EDSA Shaw
Mandaluyong
Vista Land
Convergys, Finds, Puregold
Starmall Las Pinas
Las Pinas
Vista Land
Finds, Puregold
The MarketPlace Mall
Mandaluyong
Ekonomart
Tutuban Center
Manila Tondo
Robinsons Dept store,
University Mall
Manila Malate
Uniwide Coastal Mall
Paranaque Bay City
Ever Supermarket, Watsons
Uniwide Sales, Inc.
13
Uniwide Metromall
Las Pinas
Victory Central Mall
Caloocan Monumento
Victory Pasay Mall
Pasay Libertad
Walter Mart E. Rodriguez
Quezon City
Walter Mart, Inc.
Abenson, Waltermart Supermarket
Walter Mart Makati
Makati
Walter Mart, Inc.
Robinsons Supermarket, Abenson
Waletr Mart North Edsa
Quezon city
Walter Mart, Inc.
Abenson, Gold's Gym
Walter Mart Sucat
Paranaque
Walter Mart, Inc.
LCC Dept. Store, Abenson
Walter Mart Bicutan
Paranaque
Walter Mart Inc.
Abenson, Waltermart
Z Square Mall
Quezon City
Robinsons Supermarket
Zabate Town Center
Caloocan
Save More Market
1.4.
Uniwide Sales, Inc. Robinsons Supermarket
LIFESTYLE MALLS
Lifestyle Malls or Lifestyles centers in Metro Manila are situated in upscale business districts and wealthy areas like Bonifacio Global City, Mckinley Hill Taguig, Makati and Ortigas Center. Open-air and popular dining and entertainment venues for Manila's elite are common at these boutique malls.
Name
Location
Developer
Anchors
A. Venue Mall
Makati
Antel Group
SM Market Place
Bonifacio High Street
Bonifacio Global City
Ayala Land
American Eagle, etc.
Burgos Circle at Forbes Town Center
Bonifacio Global City
Megaworld Corp.
Century City Mall
Makati
Century Properties
Cotton On, Desigual, etc.
Eastwood Mall
Quezon City, Eastwood City
Megaworld Corp.
Automatic Center, Cotton On, Kenneth Cole, etc.
Gastro Strip at Capitol Commons
Ortigas Center
Ortigas & Co.
Lucky Chinatown Mall
Manila Binondo
Megaworld Corp.
Manila Ocean Park Mall
Manila, Rizal Park
Cotton On, Gold's Gym, etc. Duty Free Philppines
14
Newport Mall
Pasay Newport City
Megaworld Corp.
Bally, Burberry, etc.
Paseo Center
Makati
Megaworld Corp.
Rustan's Supermarket
The Fort Strip
Bonifacio Global City
Tuscany at McKinley Hill
McKinley Hill, Taguig
Megaworld Corp.
U.P. Town Center
Quezon City Diliman
Ayala Land
Venice Piazza
McKinley Hill, Taguig
Megaworld Corp.
1.5.
Fitness First
STRIP MALLS
Strip malls consist primarily of food outlets and several stores and businesses sharing one parking lot. These casual dining and retail centers have become popular hangouts among young professionals in Manila.
Name
Location
Anchors
Active Fun
Taguig, Bonifacio Global City
Active Fun, Toys R Us, F&X, etc.
Blue Bay Walk
Pasay
Blue Wave-Marikina
Marikina
Blue Wave-Pasay
Pasay
Centris Walk
Quezon City, Eton Centris
Commercenter
Muntinlupa, Alabang
Crossroads
Taguig, Bonifacio Global City
Eastwood City Walk
Quezon City, Eastwood City
El Pueblo Real De Manila
Pasig Ortigas center
Evia Lifetstyle Center
Las Pinas Evia City
Forum South Global
Taguig, Bonifacio Global city
Gate 3 Plaza
Pasay
Harbour Square
Pasay
Jaka Plaza
Paranaque
Abenson
Lakefront Boardwalk
Muntinlupa
Puregold Price Club
Liberty Center
Mandaluyong
Puregold Price Club
Gold's Gym
Rustan's Supermarket
Metro Fresh 'n Easy Supermarket
15
Madison Square Greenhills
San Juan
Madison Square Pioneer
Mandaluyong
Metrowalk
Pasig Ortigas Center
Molito
Muntinlupa, Alabang
Puregold Price Club
One Parkade
Taguig Bonifacio Global City
Dimensione, Cappellini, MDF Italia
Paseo de Magallanes
Makati
Rustan's Supermarket
Pavilion at Greenfield District
Mandaluyong
Teleperformance
Pearl Drive Commercial Center
Quezon City
Ever Supermarket, Jollibee, Shakey's
Pioneer Center
Pasig Ortigas Center
Pioneer Center Supermarket
Plaza 66
Pasay Newport City
Metro Supermarket
San Antonio Plaza
Makati Forbes Park
Rustan's Supermarket, True Value
San Antonio Shopping Center
Paranaque
Ever Supermarket
Santana Grove
Paranaque
Teleperformance
Silver City Automall
Pasig Ortigas Center
SM by the Bay
Pasay
The Clubhouse at Temple Drive
Quezon City
The Hub at Greenfield District
Mandaluyong
The Portal at Greenfield District
Mandaluyong
Two Parkade
Taguig Bonifacio Global City
UP Ayala Land Technohub
Quezon City
Westgate Center
Muntinlupa, Alabang
Rustan's Supermarket
16
Fitness First
1.6.
RETAIL PODIUMS
Located within major office and residential buildings in business districts and townships around Metro Manila. These retail centers or retail podiums contain several dozen stores or boutiques in the buildings' central atrium or podium.
Name
Building
Location
Anchors
Alphaland Makati Place Mall
Alphaland Makati Place
Makati
Rustan's Supermarket
Alphaland Southgate Mall
Alphaland Southgate Tower
Makati Magallanes Village
Super 8, Teleperformance
DMG Plaza
California Garden Square
Mandaluyong
Robinsons Supermarket
Eastwood Cyber & Fashion Mall
Cyber One Plaza
Quezon City Eastwood City
Jazz Mall
SM Jazz Residences
Makati Bel-Air Village
SM Hypermarket Ace Hardware
Light Mall
SM Light Residences
Mandaluyong
SM Hypermarket
Mezza Strip
SM Mezza Residences
Quezon City Sta. Mesa
Save More
One E-com Plaza
One E-com Center, Ground level
Pasay Mall of Asia Complex
Fitness First
Prism Plaza
Two E-com Center 4th Level
Pasay Mall of Asia Complex
RCBC Plaza Podium
RCBC Plaza
Makati
Serendra Piazza
Serendra
Bonifacio Global City
Shoppes @ Victoria
Victoria Towers
Quezon City Tomas Morato Ave.
Shoppes @ Victoria
Victoria de Manila
Manila
Sun Mall
SM Sun Residences
Quezon City Mabuhay Rotunda
SM Hypermarket
Techno Plaza 2
Techno Plaza 2
Eastwood City
Robinsons supermarket, True Value
The Enterprise Center
The Enterprise Center Tower 1
Makati
Two E-com Plaza
Two E-com Center Ground Level
Pasay Mall of Asia Complex
The Podium
BDO Corporate Center
Mandaluyong Ortigas Center
17
Fitness First
Gold's Gym, Handyman, etc.
Times Plaza Mall
Times Plaza
Manila Ermita
W Global Center
W Global Center
Bonifcaio Global City
Wil Tower Mall
Wil Tower
Manila Ermita
1.7.
DUTY-FREE SHOPPING CENTER
The Duty Free Philippines FiestaMall caters only to the duty-free shopping needs of international travelers, tourists, Balikbayan people (Filipino nationals who are residents abroad) and OFWs. It is located within a few miles of the Ninoy Aquino International Airport.
1.8.
BARGAIN MALLS AND OPEN-AIR SHOPPING PLAZAS
Popular in Manila among locals and tourists alike. These Bargain Malls have independent retailers who are mostly housed in enclosed malls which often spill into surrounding streets. They sell everything from readty-to-wear clothes, electronic items, jewelries, house-hold products, etc.
Name
Location
11/88 Mall
Manila Binondo
168 Shopping Mall
Manila Binondo
Robinsons Supermarket
999 Shopping Mall
Manila Binondo
Puregold Price Club
Baclaran Bagong Milenyo Plaza
Pasay
Baclaran Galleria Shopping Mall
Pasay
Baclaran Supermall
Paranaque
Baclaran Terminal Plaza
Pasay
Harrison Wholesale Center
Pasay
Plaza Miranda Mall
Quiapo
Shoppesville Arcade at Greenhills Shopping Center
San Juan
St. Francis Square Mall
Mandaluyong Ortigas Center
Tiendesitas
Pasig Ortigas Center
Tutuban Center (Prime Block Building)
Manila Tondo
Two Shopping Center
Pasay
18
Anchors
Puregold Jr. Supermarket
1.9.
BIG-BOXES STORES
Almost found in all neighborhoods in Metro Manila and commonly have parking spaces in front.
Name
Location
Cherry Foodarama
Mandaluyong Quezon City
CVC Fresh Supermarket
Caloocan, Valenzuela
CW Home Depot
Alabang, Balintawak, Las Pinas, Makati, Manila Bay, Ortigas
Ever Supermarket
Several
Liana's Supermarket
Several
MC Home Depot
Bonifacio, Ortigas
Puregold
Several
S&R Membership Shopping
Alabang, Aseana, Bonifacio, Congressional
Savemore
Several
Shopwise
Alabang, Commonwealth, Cubao, Libis, Makati, Manila, Sucat
SM Hypermarket
Several
South Supermarket
Alabang, Marikina, Pasig, Valenzuela
Super 8
Several
Wilcon Builder's Depot
Las Pinas, Makati, Muntinlupa, Paranaque, Quezon City
1.10. FLEA MARKETS These markets are housed indoors and occupying the surrounding streets. They have several stalls of independent vendors. Name
Location
Arranque Market
Santa Cruz
Balintawak Market
Quezon City
Cartimar Market
Pasay
Dangwa Flower Market
Sampaloc
Divisoria Market
Tondo
Galas Market
Quezon City
19
Farmers Market
Quezon City
Marikina Market Mall
Marikina
Maypajo Market
Caloocan
MuĂąoz Market
Quezon City
Nepa Q Mart
Quezon City
Paco Market
Paco
Pasig City Mega Market
Pasig City
Pritil Market
Tondo
Quinta Market
Quiapo
Salazar Fruit Market
Binondo
San Andres Market
San Andres
Santa Ana Market
Santa Ana
Trabajo Market
Sampaloc
The Selected Shopping Malls of the 1990’s in Metro Manila as the Subject of this Evaluation 1.
SM Megamall
2.
SM Sta. Mesa
3.
SM Bacoor
4.
SM Fairview
5.
Robinsons Galleria
THE USE OF RUBRICS IN EVALUATION
The Basics of Rubrics
The necessity and convenience of the use of Rubrics as an Evaluation Tool for the Subject Design Inquiry and Design Criticism is the focus of this paper. Other than the various manners of creating rubrics, modes or questioning and the way criteria can be presented to get results, the writer realized that thorough background and knowledge of what must be evaluated is a must.
It is a notion that rubrics is for academe use most likely to evaluate student performances for faster and valid grading system, thus, this paper presented a more clearer use of this tool to evaluate a
20
subject chosen, The Shopping Malls of the 90’s in Metro Manila. The focus of the Evaluation states: “Does Metro Manila Shopping Malls needs renewal?” The progress of this paper shall bring to a conclusion that by the use of rubrics, respondents evaluated the present Malls as to their efficiency, existing effectiveness and applicability while citing what in these Malls are already to be revised, renovated and renewed. The result in this Evaluation can serve as guide to new planners and designers to consider, thus bidding goodbye to old planning and design and catering to the current needs of the customers of the 21 st century.
Types of Rubrics Holistic – Holistic Rubrics provide a single score based on an overall impression of a student’s performance. Advantages is quick scoring, provides overview of student achievement. Disadvantage is, it does not provide detailed information, may be difficult to provide one overall score. Analytic – Analytic Rubric provides specific feedback along several dimensions. Advantages is, it is more detailed feedback, scoring more consistent across students and graders. Disadvantages is, its time consuming to score. General - General rubrics contain criteria that are general across tasks. Advantage is, it can use the same rubric across different tasks. Disadvantage is, the feedback may not be specific. Task Specific – Task Rubric are unique to a specific task. Advantage is, more reliabale assessment of performance on the task. Disadvantage is, it is difficult to construct rubrics for all specific tasks.
In this Paper, two sets of Rubrics is being used. The first is an Evaluation of what are the common architectural spaces that are frequently of great appeal to the customers. The second Set of Rubrics is an Evaluation if what are the design Elements in the existing Malls that are already past its demand and needs to be renewed. On the extreme right side of the Rubrics Form is a space for Comments.
These Evaluation shall be conducted in 6 Known Malls in Metro Manila, sent thru a personnel who shall be the one to explain the Instructions on the Evaluation. Two types of respondents are participating here, the CUSTOMERS as USERS and the TENANTS as OWNERS of the Stores or Facilities.
THE USE OF RUBRICS AS AN EVALUATION TOOL 1
Does Metro Manila Shopping Malls needs Renewal to meet the Demands of the 21st Century Clientele?
This Set No. 1 shows the Common Architectural Spaces in the Shopping Malls. For Purposes of Rethinking or Regeneration of Mall Images, this Rubrics will show of what are the spaces that are still to be retained and what are those that are not functional and gainful already at present. Below are Areas in the Mall where customers spend their long hours most of the time. Kindly check the spaces provided and indicate you Priority as to: 1. RARELY
2. SOMETIMES
3. MOST OF THE TIME
There were 30 participants composed of students and parents that were asked the question for the filling of the Rubrics. A questionaire were sent to 2nd year and 3rd year students of National University whose family goes to the 5 malls discussed in this paper. The students were instructed to make a survey in their homes for the questions. Below is the Result.
21
AREAS
1RARELY
2SOMETIMES
3. MOST OF THE TIMES
TOP SCORE
1
Chapel
12
10
8
Rarely
2
Cyberworks
5
7
18
Most of the times
3
Wellness Spa
9
6
15
Most of the times
4
Kiddie Playground
2
6
22
Most of the times
5
Grocery
1
1
28
Most of the times
6
Bookstore
5
18
7
Sometimes
7
Boutique
8
15
7
Sometimes
8
Appliance Center
8
17
5
Sometimes
9
Hair Saloon
2
5
23
Most of the times
10
Utility Stalls
9
17
4
Sometimes
11
Post Office
21
6
3
Rarely
12
Bayad Center
1
3
26
Most of the times
13
LTO Office
19
5
6
Rarely
14
DFA Office
12
10
8
Rarely
15
Medical Clinics
9
16
5
Sometimes
16
Dental Clinics
11
12
7
Sometimes
17
Department Store
2
3
25
Most of the times
18
Book store
9
16
5
Sometimes
19
Games and Amusements
2
4
24
Most of the Times
20
Movie Houses
4
18
8
Sometimes
2
COMMENTS
THE USE OF RUBRICS AS AN EVALUATION TOOL Does Metro Manila Shopping Malls needs Renewal to meet the Demands of the 21 st Century Clientele?
Below is a List of the Existing Spaces commonly provided in Malls, some of them maybe omitted and /or modified to a new one to fit the latest trend of the Malling Public and to fit to the 21 st Century Lifestyle.. Please check the Criteria of your priority: 1-Not so Needed 2- Maybe Considered 3- Very Necessary
22
The Questionaire in this concerns were given to students and Faculty members in Architecture Schools residing within Metro Manila and often goes to the Shopping Malls discussed. The instruction was just to check the box as to their priority.
SPACES & STYLE
1
2
3
Score
Multi-Level Mall with central Atrium
28
One Storey all with Surrounding Parking Lots
4
Mall Open Area
16
Typical Food Court on the Basements
7
Typical Mall Special EVENT Area
18
Indoor Parking Garage
30
Store Front with Pull Down Gate
9
Mall with attached Hotel
30
Cinema at the Upper floors
23
Grocery Store at Basement
24
Comfort Room at Building ends
3
Cyberworks at upper floors
18
Separate Boutique Shop Grouping
6
Combined Food Stalls and Boutique
5
Combination of Major Recreational Elements
26
Open air Cluster-Type
7
Walking distance to a Multi-Level Parking
29
With Residential Condominiums
8
Wet Market Style
10
Chapel
30
Comments
THE MITIGATING FACTORS ON TRAFFIC FOR 1990’s SHOPPING MALLS
1. SM Megamall 2. SM Sta Mesa 3. Robinsons Galleria 4. SM Fairview 5. SM Bacoor
23
INTRODUCTION In 1990’s the vast development of shopping centers started and other commercial developments flocked in nearby areas. Thus, these shopping structures became the central point of commercialism and leisure hub of new generation. As Metro Manila became highly urbanized, it developed new urban activities, “Malling” has become a popular urban activity, from families, friends, officemates, shopping malls houses activities targeting every leisure for every demographic. Shopping mall conglomerates ensure that their establishment is accessible and could accommodate a huge number of visitors at a time (data here), these malls are situated in major roads which contributes to an already congested locations.
OBJECTIVE
This study targets to point the problems related to traffic in the shopping mall areas and its respective main access roads and to find easy mitigating measures that can be use to ease the problems. TRAFFIC EXISTING CONDITION
SM Megamall
The construction of the new additional structure to the Main building of SM Megamall fronting the busy road of EDSA Boulevard allows more vertical parking spaces and additional setback in front of the mall as grand entourage which serves as the good loading and unloading point for the mall goers.
Public Bus terminal/ drop off and pickup area at the front as part of the strategic planning of SM developments also mitigates the pedestrian traffic jam on front. Unlikely, the back part of the mall often times is congested. The pedestrians, public and private utility vehicles packed at rush hour.
24
The location map of SM Megamall showing the vehicular traffic flow around the mall building Even with the strict Mandaluyong Municipality traffic management procedures, vehicular units still flock at St. Francis St and Julia Vargas Road. The long line of passengers waiting for loading at the FX and UV public transport terminals and the shortage of parking at the back contributes to the long line of cars waiting for the parking space also adds to the congestion along St. Francis Street since this mall terminals cater to the big number of commuters going to Rizal and Pasig areas.
Large volume of private vehicles comes from the nearby Ortigas Central Business District.
25
View from the front of SM Megamall showing the EDSA Boulevard which is the major access road to the mall building.
SM Sta Mesa
Formerly known as SM Centerpoint located between Manila City and Quezon City; the second SM Supermall constructed in the 1990’s.
The location map showing SM City Sta. Mesa situated at Araneta Boulevard corner Aurora Boulevard
The site development of SM City Sta. Mesa is not very much conducive in promoting easy vehicular flow around the building. It has no allocated open space setback at the front or side to allow the public utility vehicles to drop and to pick up passengers and mall goers. Insufficient parking slots for private vehicles also add up to the congestion of passageway around the mall building.
26
PUV and pedestrian traffic congestion at the Aurora Boulevard in front of the SM City Sta. Mesa is often stressful scenery at the site. Since the Araneta Boulevard has ample lanes for public and private cars, traffic congestion is rarely seen in this side of the mall building.
This image shows the traffic situation in front of the SM City Sta. Mesa along Aurora Boulevard
27
The existing drop off/ pick up point in front is part of the sidewalk for pedestrian. This photo is taken before the rush hour in the afternoon.
200 meters from the intersection is the left turn to Baldovino Street and then U-turn for access to the entrance for the private vehicles from the other side of Aurora Boulevard. Long trailer trucks which passes the Baldovino Street also affects the circulation of traffic in this side of the mall for the mall goers with private cars coming from Quezon City areas.
28
Robinsons Galleria
Robinsons Galleria shopping mall is located at EDSA Boulevard corner Ortigas Avenue in Quezon City just near the SM Megamall.
. This is a famous landmark in EDSA because it is at the back of historical EDSA shrine which hosts special historical and political events in the Philippines. Aside from these events, Robinsons Galleria Mall caters to Governments offices which accommodate licensing applications and renewals. This also a major public transport point for the commuters to and from Pasig, Rizal and Quezon City areas.
By these factors affecting the pedestrian and private and public vehicles, it is already expected a heavy and sickening traffic congestion in the area.
29
The image below shows the long lines for government ID licensing application and renewals. Photo credit to SukeyWasHere.com
Public buses and terminals in the mall vicinity are also the main factors in the congestion of traffic in the area.
30
SM Fairview
SM Fairview is located along Quirino Highway and Regalado Avenue, Novaliches, Quezon City, Metro Manila and is the second SM Supermall in Quezon City.
This mall caters to the mall goers from Bulacan Province and Quezon City areas. Since SM Malls has its integrated transport terminal as amenities as support to public, this also helps mitigate the traffic condition in some SM Malls in the Metro.
The location map of SM City Fairview
The exclusive lane for public vehicles such as jeepneys, private vehicle drop off and pickup points and open space for parking and pedestrian usage contribute to mitigate traffic condition in front of the mall building.
31
The traffic condition during rush hour in SM City Fairview.
The image below shows the overpass in front of the building which adds the reduction of traffic congestion due to flocking of pedestrians/ commuters passing the road below.
Photo credit to NERJ
32
SM Bacoor
Sm City Bacoor settles in the corner of Cavite main thoroughfares Emilio Aguinaldo Highway which leads to Tagaytay and Batangas areas and Tirona Highway.leading to Kawit, Naic and Maragondon.
Location map of SM City Bacoor.
Since SM Bacoor is the very first SM Supermall in Luzon, it caters to most Cavitenos and nearby Las Pinas City. The location is very strategic for marketing since Bacoor is the gateway of Cavite. This also affects the traffic condition in the major roads adjacent to SM Bacoor. Large volumes of provincial buses, mini buses, jeepneys and tricycles pass by the mall. The road with two lanes both sides of Emilio Aguinaldo Highway is very narrow with its volume of passing vehicles. The mall entrance in this side also contributes to traffic congestion in front of the mall.
33
This image shows the main entrance of the mall fronting the Tirona highway. Large volume of vehicles passes this road to or from Kawit, Naic up to Maragondon and Magallanes Cavite.
The mall goers with private vehicles tend to park their car in the nearby parking areas near the mall entrance thus this contribute to congestion. You can see the parking on the other side of the mall which has plenty of slots not been used.
This image shows the traffic congestion due to flooding in the area.
34
MITIGATION MEASURES FOR TRAFFIC CONGESTIONS
Conflict and delay at Entry/Exit points of Mall area
Strategic planning for location of Entry/Exit points is needed to promote proper flow of traffic in and around the mall premises. Proper pedestrian traffic flow planning
Congestion of Access Roads
Providing frontage roads is a necessity for the site planning for mall constructions. Installation of traffic signals at intersections Provisions of lane marking at intersections and key routes Installation of traffic safety devices.(e.g. road studs, road signs, street names) Installation of street lighting facilities at accident-prone intersections/areas Measures for traffic capacity enhancement engineering at major and secondary roads through removal of bottlenecks/capacity constraints and channelization
Delay and Obstruction of Vehicular flow
Provision of better location for public transport terminals Construction of pedestrian overpasses (geographical location only), if any is needed Reduction of vehicle-movement conflicts particularly at intersections and on key roads
CONCLUSION
Proper planning and psychology of vehicular and pedestrian pattern is a necessity to promote effective flow of traffic. Intensive feasibility studies for the location of Mall buildings and survey/feedbacks for the commuters and mall goers are key factors for consideration in planning mall complexes.
Effective government rules and regulations for mall buildings pertaining traffics mitigation plans requirements and future provisions for expansion congestion planning.
Building Evaluation based on Personal Visit to SM City Fairview
INTRODUCTION
Davies & Jokiniemi (2008) gave a shopping mall the same definition as a shopping centre as a building or complex containing a number of shops and associated facilities. On the other hand, according to him, a mall also falls into a shopping arcade which is a covered and sometimes arched passage, with shops on one or both sides. This definition described majority of shopping malls or “mall/s” as a colloquially known to Filipinos. This part of the paper evaluates a commercial building built in the 1990 – 1999 focusing in malls and is limited to SM City Fairview or “SM Fairview” as the architectural building being evaluated, but why SM Fairview? SM Fairview is strategically located in a tri-boundary part of Quezon City, North Caloocan City and City of San Jose Del Monte, Bulacan. Referring to the map below, you can reach the following places; North Fairview, Quezon City taking Belfast Ave., towards Quezon – North Caloocan City boundary at the back of Ayala Fairview Terraces, Novaliches area through Quirino Highway towards Nova Stop and going 35
to CSJDM, Bulacan through Quirino Highway passing the direction of Redwoods.
Figure 1:
Map of SM City Fairview fronting Quirino Highway, the Redwoods, Ayala Fairview Terraces, Robinsons Novaliches (Nova Market); Belfast Ave., on the left (towards Mindanao Ave, Extension) and the parking area at rear
ARCHITECTURAL BUILDING EVALUATION In the process of architectural building evaluation, this part of the paper used two types of building evaluation namely; proper or emotional evaluation and utilitarian evaluation. Proper evaluation, also called emotional sense lies in the fact that the evaluator refers his feelings, in a way, to the evaluated object, stating that some features of this object meet his approval or disapproval while a utilitarian evaluation indicates something is good in this or that aspect (Dela Rosa, 2014). The evaluation type presented below may be combined or individually approached, thus the researcher would try to answer the following questions:
1. 2. 3. 4. 5. 6.
What are the site influences on design? What are the architectural developments used? What is the environment qualities applied? What are the psychological effects of design to users? Is the building compliant to building laws? How? Is the structure designed for sustainability?
I. SITE INFLUENCES ON DESIGN Vegetation Vegetation meant plant life in the aggregate (Webster, 1996), or a proximity to a wooded area that may suggest a particular architectural expression (Pressman, 2001). In short vegetation is concerned with the immediate plant life in the surrounding environment.
36
This part is not shown in SM Fairview, though they have trees in selected parts of their development, most of their landscaping employed hardscaping and not of softscaping. As shown in the picture below, the limited number of vegetation at front which is required based on PD1096 and much hardscaping causes too much heat during summer.
Figure 2:
Mall Façade/ Front yard: This photo is taken from Quirino Highway which shows the limited number of bushes serving the front yard.
Climate The location has a climate in the aggregate (Webster, 1996), or a proximity to a wooded area that may suggest a particular
Slope SM Fairview is located in a lot with approximately 5 – 10% slope wherein the lowest point is towards the Bellfast Street – Mindanao Ave. Extension. This site character is used to provide a basement parking and an entrance where buyers may directly be dropped in and off the building directly to the supermarket on the front and an elevated drop in – drop off for the hypermarket at the rear. However, this character caused flood during heavy rains on towards the lowest point of the development.
Socio-cultural context Socio – Cultural or community context is critical to establishing positive, enduring connections (Pressman, 2001) this measures how the building responded to the needs of its surroundings.
In 1997, when SM City Fairview is built, it originally offered a vast parking area and an adjacent public transportation terminal along Regalado Ave., this side of the mall is the city’s gateway to Bulacan and portions of the North Caloocan area and vice versa. The same parking and public terminal is also offered in the original other end of the mall near its neighboring gasoline station. This is the mall’s first response to its surroundings. Anyone who is not aware that the mall stood in a tri-boundary place where it served both as a gateway and a landmark would ask why it offered this vast parking area and a parking – terminal tandem 37
considering that the population of the mall users at the time, is almost just 10% of the current population. Today, roughly seventeen (17) years later, most parking areas in front and rear is mostly occupied, especially during weekends from Friday to Sunday evening. The side boundaries of the mall now functions a 100% public transportation terminal along with the limited drop in – drop off PUJ access at front.
Figure 3:
Public Transport Terminal: this transport terminal is offered on both sides of the mall facing major thoroughfares although the one in front is a 10 second drop in – drop off terminal.
The rise in population in the three major boundaries; Quezon City, North Caloocan City and SJDM Bulacan resulted into a higher number of mall goers since its establishment. Seeing this situation, the mall has expanded twice to cater its growing number, although this does not assure that all mall tenants will earn equally but almost all shops are always occupied. This rise in population also made the mall to offer a BPO branch into a quarter of its Annex II expansion, branches of medical related services, e.g. dental clinics, general medicine clinics, etc., and extended mall hours on weekends.
II. ARCHITECTURAL DEVELOPMENT
SM Fairview’s three buildings reflect its year of construction. The Main Building,1997, is mostly of concrete and looked massive on its upper floors and a curtain walls on its façade, while the Annex II building, 2009, is mostly of glass and steel and lastly, the mall’s Annex I building, 2004, is constructed to look like a transition of the Main Building and the Annex II building.
Figure 4:
Main Building: This photo shows the Main Building of the mall which is originally until the end of the wave-like roof, the next wall seen after the wavy roof is the Annex I Building.
38
Figure 5:
Annex I Building: This photo shows the Annex I Building of the mall that have a different color and character from the main building and employs dining areas for restaurants along the arcade.
Figure 6:
Annex II Building: This photo shows the Annex II Building of the mall that employs glass steel and steel construction, this is the part closer to the annex I building.
Figure 6:
Annex II Building: This photo shows the Annex II Building where a BPO company is located, at this point, the architecture style of the main building is reflected although its construction used prefabricated materials for its walls that is different from the main building.
39
III. INDOOR ENVIRONMENT QUALITY Outdoor Air Delivery Monitoring The mall is artificially ventilated and since there is no alternate natural ventilation, the risk of having a poor air quality is possible. Venturing the mall at the different spaces starting with the supermarket where fresh poultry, meat and fish is offered; the food court that is a public dining area where the smell of different food invites and sometimes annoy, different shops, and public toilets. Each spaces and places has it dominant odor, the smell of fresh meat and blood, the smell of inviting and burnt food, perfumes, and toilet cleaning aids. Although this odor dictates the place you are approaching, there are times that this air is nor delivered outside to produce an air quality that will not affect once sense of smell.
Increased ventilation Provision of artificial or natural ventilation more than the users demand. The mall has a enough and even more artificial ventilation.
Thermal Comfort Human thermal comfort is determined by the body’s ability to dissipate the heat and moisture that are produced continuously by metabolic action (Hoke, 1994). The mall has a good air conditioning system compared to other its age, but sometimes it feels like you are walking into a freezer. Perception on how cold or hot a place is depends on the person, perhaps they are always assuming that the mall would be full and that more cooled air is needed.
User – Building Interaction The building is modified according to the needs of the immediate users. Since its establishment the malls expanded twice and updated its building interiors. When extreme heat continuously visited the Philippines for the past five years they offered rotational sitting areas depending on where they wanted to draw their users. In its first year, a roller coaster has been part of the amusement part on the fourth floor to invite children stay around the place.
Building Maintenance The mall’s cleanliness is well kept. In terms of its building materials, it is replaced in an approximately 5-10 year cycle. In current times most of the malls original interiors has been replaced.
Figure 7:
Mall Interiors: This photo showing different interior spaces of the mall that uses building materials in the early 2000 renovation.
40
IV. PSYCHOLOGICAL EFFECT OF DESIGN TO USERS The mall, being almost 17 years old this October, has been a place of bonding, meeting, passage, workplace, and leisure place for most people venturing from Manila City to North Caloocan City to Quezon City up to CSJDM, Bulacan. This place has created a stigma of that people may stay and enjoy different offering for everyone which could have been the administration’s goal as a shopping mall.
Figure 8:
Atrium 3: This photo shows the third atrium of the mall at the Annex II Building that serve as concert ground, exhibit and sale area at different occasions.
V. COMPLIANCE TO BUILDING LAWS SM Malls have been consequently award as the most accessible building in the Philippines. There is no doubt to that for they have been offering ramps in every entry / exit points of their building, street curbs, chair lifts (SM City Manila), and elevators prioritizing PWD’s. However some of their ramps are not compliant in terms of the required gradient, no international symbol for PWD parking, or may have faded in time. In the use of PD1096, their setbacks and yards are satisfactory, and short with unpaved surface area as most of the structure is of hardscaping. Fire alarms, smoke detector, fire extinguishers are also provided. As a summary, they have good provisions on accessibility for PWD, as well as user friendly considerations but has few softscaping.
VI. DESIGN FOR SUSTAINABILITY The mall provided atrium for the three buildings that functions as a multi purpose area for both the users; during concerts, mall wide sale, etc., and for the shop owners. This atrium allows day lighting along the corridors that also signals the change of weather and time outside.
Figure 9:
Atrium 2: This photo shows the second atrium of the mall at the Annex I Building. In this photo, it is used as gathering area in conducting a talk on astronomy.
41
ARCHITECTURAL BUILDING EVALUATION RUBRICS CRITERIA I
SITE INFLUENCES ON DESIGN
A
Vegetation
REQUIRED
RATING
5
1
5
3
5
5
5
5
5
5
5
5
5
5
5
5
10
9
5
4
5
3
5
3
5
5
5
4
Proximity to a wooded area. Use of existing vegetation in relation to the building. B
Climate Sun, Wind and Rain prevailing on site.
C
Slope Use of natural site terrain on the architectural design of the building
D
Noise, and Smell Presence of noise and smell sources on the site that may dictate the design of the project.
E
Good and Bad Views Incorporation of good views to architectural design and treatment of bad views.
F
Context The response of the building to its surroundings.
G
Traffic Location of parking and access points form both major and minor roads.
H
Socio-cultural context Modifying the building to meet the community needs.
II
ARCHITECTURAL DEVELOPMENT Improvement of the building in response to the changing trends in materials and building technology. Employing innovative techniques that are needed for the building and its users.
III
INDOOR ENVIRONMENT QUALITY
A
Outdoor air Delivery Monitoring Monitoring of air delivery to outdoors.
B
Increased Ventilation Provision of artificial or natural ventilation more than the users demand.
C
Thermal comfort Design of the building where the thermal comfort of majority of its users is considered. Employing cooling systems where it automatically detects and adjusts to the indoor temperature.
D
User – building interaction The building interior is modified to respond to the needs of its immediate users.
E
Building Maintenance The building is designed in such a way that its systems, utilities and finishes are easily maintained. 42
IV
PSYCHOLOGICAL EFFECT OF DESIGN TO USERS The building is evaluated according to its psychological effect to its users. What perception or perceptions are they having every time they approach, see or even think of the building as whole?
V
7
10
8
10
5
105
82
COMPLIANCE TO BUILDING LAWS Compliance of the building to Philippine Building laws as well as universal design standards that is pertinent to the type of use of the project.
VI
10
DESIGN FOR SUSTAINABILITY The building is designed using sustainable design measures where the structure can maintain itself from its own resources.
The Mall of the Future The 1990’s saw explosive growth of the SM Holdings and the Ayala Group and it started a poll of people shopping at the supermalls. Noticeably, as the mall industry matured through the 1990s and 2000s, new retail formats and merchandising concepts emerged to drive sales even as the growth of new square-footage slowed. This included the introduction of off-price fashion retailers, category-killer stores like Bed, Bath & Beyond or Best Buy, outlet malls, and original specialty shop merchandise offerings. Both new and existing retailers identified or generated new market niches that could offer reasonable returns on capital. Some existing malls began to integrate these new concepts, enhancing the merchant mix and offering greater choice, value and convenience for the consumer. Later in the 2000s, locating some government offices to the Malls like Land Transportation Office (LTO) , Department of Foreign Affairs (DFA), Bayad Centers and Fitness and Wellness Center and even the Bingo , all were pushed in the Malls to gather more shopping public.
Cyberworld in Malls Way back late 1980’s , Betamax captures the sight of the relaxing public. And true enough, when VCRs and home video became a popular format, many commentators predicted the demise of the movie theater. Instead, theater operators ramped up their product with new comforts, conveniences and technologies— surround sound, arm- chair seating, IMAX, and more. New the- aters were built, and more Americans than ever before enjoyed the experience of the big screen. Similar claims have been made about the retail industry: everything from home television shopping to the discount business to catalogues has been perceived, at one time or another, to be the ultimate mall killer. All such predictions have been proven wrong. Even more grim were prophesies made about the rise of the Internet. As the 1990s drew to a close, Internet retailing was heralded as the wave of the future and a threat to the stability and even existence of the shopping mall. Mall owners took advantage of this multi-channel phenomenon, creating their own websites, working with their tenants and initiating new ways to build and reinforce relationships with cus- tomers. In many ways, the Internet has served to enhance the mall’s bricks- and-mortar appeal by making it easier for shoppers to get information about purchases. For example, the Internet has enhanced the ability to communicate directly, with powerful new media tools for malls to inform, engage and entice tech-savvy customers. Mall owners are leveraging Internet technologies even further. Real and virtual shopping mutually reinforce each other, and shoppers use more than one channel to find and buy products from the mall’s retailers. A key feature of the online mall is that it allows shoppers to search not only by retailer, but by category, product, brand, price and size across all online stores. It also allows shoppers to interact with each other, 43
sharing their choices and purchases via key social media sites. While Internet shopping is no doubt a competitive force in today’s retail landscape, the technology has also created opportunities for malls and retailers to build stronger relation- ships with consumers.
The Filipino’s Cohesiveness Filipinos are Originally cohesive in nature thus strengthening a Social Network. The most successful and productive malls, which offer a wide range of products, ser- vices, conveniences, and entertainment, are well-positioned to continue to offer a real social networking experience to complement consumers’ digital experience. To sustain themselves and thrive, however, shopping malls must also continue to leverage their key advantage: physical presence. The mall environment must meet a myriad of customer needs, offer services that connect with the customer, generate loyal and lasting relationships, and make every visit compelling and convenient.
We’ve got it all. As what SM Malls says: “ we’ve got it all for you”. The Mall of the Future promotes one such trend in consumer demand for one-stop shopping and entertainment hubs. To paraphrase industry guru Paco Underhill, to succeed in the future, malls must be “alls.” With multiple demands on limited time, consumers carefully choreograph their shopping trips. For years, consumers made separate trips to distinctly different destinations to meet even the most basic needs: one place for food, another for clothes, a third for bargains, another for fitness, yet another for entertainment, and so on. Malls of the future will be designed to capture the full range of consumer activity all under one roof. Shoppers will continue to be drawn by convenient and ample parking at malls. Major tenants will continue to benefit from well-defined exteriors, trade- mark facades and prime visibility along interior corridors. With natural paths of movement, clear sightlines, attractive storefronts, easy circulation, clear navigation, and natural light, mall architecture will continue to evolve the physical form from their former boring bunkers to iconic symbols of the communities they serve, using design and materials to be more reflective of the personality of the com- munity and lifestyle of the customer. Malls of the future will offer amenities that respect shoppers’ need for convenience. Special services such as valet parking, reserved parking, family rest- rooms, and interactive children’s play areas for example have been extremely well received by shoppers and emulated by competitors. Malls of the future will be green. The deployment of energy conservation, green technologies and materials is also a market expectation going forward. Malls of the future will be distinguished by diversity of tenants, services, and choices for the consumer. Shoppers seeking variety and value, fun and fashion, will find them in the mall. Anchored by supermarkets as well as super discount stores, major department stores as well as fresh food pavilions—all within a single building envelope—these one-stop “all” malls will offer convenience, time savings and powerful allure, functioning as retail magnets, generating a critical mass seldom found in the more traditional fashion malls, and attracting shoppers for repeated visits to a single location. Malls of the future will no doubt include another feature that has been with them since the start—skeptics! But successful operators will win them over as they always have, through creativity, resilience, adaptation and performance. With the strong Advocacies in the Philippines both by the Non Government Organizations, Industries and Professionals and with the political will, all efforts will produce good and conscientious shopping center for the Filipinos. Attracting customers not just by the sense of sight and hearing but by all senses and recognizing the value of passive design. Towards a Sustainable Shopping Malls is the cry of the generation Y …. For the next Generation Z of the future.
44
References: 1.
History of Malls in the Philippines http://philippineblog.com/tag/history-of-shopping-malls-in-the-philippines/ 2. Wikipedia – Lists of Malls in the Philippines http://en.wikipedia.org/wiki/List_of_shopping_malls_in_Metro_Manila 3. SM Prime Holdings Website http://www.smprime.com/ 4. Slideshare – Asian Retail Social Media: How the Malls are doing it? http://www.slideshare.net/clement1/asian-retail-social-media-biggest-malls-social-mediastatistics?qid=b01f1fb2-fdb3-4a9c-9785-5fe8603e2ba9&v=default&b=&from_search=7 5. SM North Edsa Annex Mall http://eatas.com.au/projects/detail/sm-north-edsa-annex-mall 6. SM North http://smnorth.blogspot.com/ 7. Demographic Survey http://www.snapsurveys.com/blog/5-survey-demographic-question-examples/ 8. Shopping Center Classification http://www.raventekrealty.com/Buyer-Resources/Buyer-Reports/Shopping-Center-Classifications 9. Shopping Center Definition http://www.icsc.org/research/references/c-shopping-center-definitions 10. Inside retail: Designing the Modern Mall http://www.designbuild-network.com/features/featureretail-designing-modern-mall-shoppingcentres/ 11. Shopping Malls as Town Squares in the Tropics: How Sustainable Are They? http://greenasiaforce.com/Blog/shopping-malls-as-town-squares-how-sustainable-are-they/ 12. Shopping malls should adopt ‘new concepts” to lure Customers. http://www.thejakartapost.com/news/2014/01/20/shopping-malls-should-adopt-new-concepts-lurecustomers.html 13. The Investigative Reporting Magazine: Malls http://pcij.org/imag/SpecialReport/malldesign.html 14. Shopping Mall Trends in Metro Manila, Jessica Mae Go, July 12nd, 2013 http://www.joneslanglasalleblog.com/APResearch/retail-research/shopping-mall-trends-in-metromanila 15. The Mall of the Future http://realestate.wharton.upenn.edu/research/papers/full/708.pdf
45