WHERE ONLINE MEETS IN-STORE
Introduction 2
Close your eyes and imagine the perfect spot for you to open a store. Imagine many people with needs, desires and money to spend, excellent public transportation, generous parking facilities, customers all week and all day long, entertainment facilities, a building in which people feel good about themselves and good neighbors. In fact, imagine a destination that attracts visitors even if there were no stores. Open your eyes: it is 2019 and you are in front of the Mall of Tripla. But now is the time to start planning – with your eyes wide open – for a retail outlet in this amazing hotspot.
ISTOCKPHOTO
What is Tripla? Tripla is a unique place to live, work and visit and provides elegant solutions related to the cityscape, functionality and architecture. It is a public hub for transport, commerce, services, events, culture, recreation and entertainment. In an inspirational and inviting way, Tripla will gather and serve the residents of and visitors to Helsinki for decades to come. Tripla is the largest urban development project in Helsinki and Finland in the past century. Tripla seamlessly integrates everything that makes a city district: homes, offices, retail outlets, restaurants, services, parks, cultural institutions and especially public transportation. In fact, public transportation is the foundation for Tripla; eventually, 200,000 people will use the Pasila Railway Station every day when the whole Pasila project is completed. This concentrates more people than anywhere else in Finland. Pasila will become the second largest hub for public transportation in Scandinavia, only surpassed by the Stockholm Central Station. Today, 60,000 local rail passengers use the Pasila Railway Station each day. About 250,000 residents and 260,000 workplaces are within 10 minutes by car. This provides the largest catchment area of any shopping center in Finland. The City of Helsinki has designated Central Pasila as one of the key development areas for the next decades When fully developed, the new Central Pasila district will accommodate 3000 residents and offer jobs for 15,000 people. YIT is the developer of Tripla. The construction of Tripla will begin in autumn 2014 with the construction of the new Pasila Railway Station. The station will be moved to a temporary location during construction. A decade will pass before all the houses, business parks and other buildings are finalized. Building a new city district exceeding 1 million m2 takes time. The new station will open in 2019, including the new Ring Rail Line (2015) that connects the city to the airport; the approximately 100,000-m2 shopping mall will open in 2019, and in 2020 or 2021, the hotel, the business park with 15,000 workplaces and housing for 3000 people will be completed. ARCHITECTS VISION. COPYRIGHT YIT
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Concept
Close to 550 people have been interviewed about what they consider important when they choose where to shop and what they like and dislike about the current shopping options. One solution does not fit all. Some people like to be in a crowd; others prefer to sit in a quiet corner. Some people love to shop in small, independent, locally owned boutiques; others want to find shops with the major international brands.
Even the same person may have different desires and needs during a day and during a week. On the way home from work, you need to do the daily shopping rapidly and efficiently; on the weekend, you want to be surprised and seduced. The location of Tripla provides many reasons to find yourself at the Mall of Tripla: • a business lunch or a beer after work on Friday; • the need to buy food for cooking or prepared food if you are pressed for time; • picking up prescription medicine at the pharmacy; and • celebrating the victory of your favorite ice hockey team on your way from the Hartwall Arena. The Mall of Tripla has to embrace all this, and it will. The key to unlocking the full turnover potential is the distinctive zoning of the various parts of the Mall of Tripla. The 70,000 m2 of retail space located on 3 + 1 levels easily creates several zones with different characteristics. There will be high-density urban activity, just like in large cities. New York City has been a major source of inspiration for the Mall of Tripla. New York has everything; New York is what you make of it. Just like Tripla: the more you want, the more you get. ALL PHOTOS ON SPREAD / ISTOCKPHOTO
LEVEL 1
LEVEL 2
LEVEL 3
LEVEL 4
The food market on Level 1 just above the parking has major food retailer anchors and a full selection of other food retailers similar to the traditional Finnish food market halls (Kauppahalli) but in a modern and contemporary design.
Level 2 provides direct access to the trains. The ticket office is on Level 4, but people who do not need the ticket office can commute rapidly from Level 2. This level is inspiring, with great stores – some with two-story façades, small boutiques and cafés inviting you to enjoy a brief break in a busy life.
Level 3 is the place to see and be seen. The Mall of Tripla delivers the physical setting for visitors to create and experience their own vision of urban activities. A great square surrounded by magnificent retailers, restaurants and bars. A design developed to make the visitors feel and look good and make the retailers’ storefronts shine.
The grand public space on Level 4 integrates the entrance to the business park, the hotel, the upper part of the station and tenants meeting people’s needs as they pass by. With an 8-meter ceiling and a space dedicated to cultural happenings and events, this indoor square is impressive. The retail offer focuses on grab-and-go products, service concepts and the products most needed by people on the move. On this level, the retailers are small scale, and the full assortment is introduced through the generous view of level 3. Visitors can easily understand that everything imaginable is available just one level down.
All four levels are accessible directly from the street because of the topographic surroundings of the Mall of Tripla.
LEVEL 5 This will also be available for part of the Mall of Tripla: cinemas, sport, clubs and other entertainment.
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Catchment area
The Mall of Tripla has an unsurpassed number of people in its catchment area. The infrastructure is amazing, and the entire region can be reached within 30 minutes by car – 1,082,000 people and 573,000 workplaces. About 250,000 people live and 260,000 people work within 10 minutes of the Mall of Tripla. No other mall in Greater Helsinki has that number of people in the nearby catchment area.
The Mall of Tripla is not only easy accessible by car but is the public transportation hub with the highest footfall in Finland. Today, 60,000 local train passengers use the station daily. This number will increase to more than 200,000 people daily with the Ring Rail Line connection, the western extra rail track and the Ilmala tramline that will be built towards 2020 when the entire Tripla development is completed. The plans also include the Helsinki City Rail Loop and a potential metro network extension.* The catchment area has fantastic potential; the needs and desires of the people coming here need to be understood to make them return and spend money again and again. For this reason, consider three categories of visitors to the Mall of Tripla: local consumers, regional visitors and tourists. *A comprehensive analysis of the catchment area and attractiveness of the Mall of Tripla is available on request.
RIIHIMÄKI
Drive-time areas 5 min
58,000 inhabitants
10 min
248,000 inhabitants
15 min
538,000 inhabitants
30 min
1,082,000 inhabitants
65 min
1,448,000 inhabitants
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1,082,000 residents and 573,000 jobs within 30 minutes of Tripla
LOCAL CONSUMERS Local consumers live nearby, and the Mall of Tripla is the closest retail destination where they can buy what they need in their everyday lives. They expect to minimize the time they spend and expect that daily goods are reasonably priced. They need a supermarket, food stores, pharmacy, hairdresser, services plus a basic retail offer within fashion and home furnishings. They want convenience and nice service – nothing extraordinary. A café or a sandwich bar if they meet a friend and have 15 minutes to spend. A restaurant where the family can eat a pizza. A loyalty card program that offers a discount or
a free coffee occasionally. If they suddenly want to go shopping, they are in the middle of the best retail offer in Helsinki. Many local consumers work close to the Mall of Tripla but live elsewhere. They will use Tripla for lunch, business meetings and networking outside the office and for their commuting needs. They need the Mall of Tripla to be the most efficient provider of daily goods and to solve every kind of sudden consumer situation. They want the Mall of Tripla to be a good partner for after-work networking and an excellent supplier of rewards and indulgence after a thoroughly challenging day at the office.
REGIONAL VISITORS Regional visitors are up to 30 minutes away by car and stay 2 hours or more. They expect a cozy day with friends and/or family, to have fun and be surprised. The regional visitors need good information, restrooms, family facilities and food and beverages. They want to have a good time with other people – friends or family.
They want an experience to talk about during the week at work or school. This could be purchasing something special they cannot find at their local shopping mall. This could be participating in an event. The longer people stay and the more often they visit, the more money they will spend.
TOURISTS For tourists in Helsinki, Tripla has a very special advantage. Hartwall Arena is only 300 meters away, and Linnanmäki amusement park is just over 1 km away. Each of these destinations has slightly more than 1 million visitors per year, and Pasila Railway Station is the closest station. Tripla is the perfect complement to the Ice Hockey World Championship, a concert with Robbie Williams or a family visit to Linnanmäki. Helsinki has about 4 million visitors per year. Tourists need to feel secure, have good information in English, restrooms and family facilities and food service. They want and expect to have fun, experience something extraordinary, be surprised, find something to buy that they cannot find at home and enjoy good food and beverages.
They also want an experience that they can relate to friends, families and colleagues when they are back home and post on Facebook, Instagram and other social media. They want to do things that they normally do not do. Many people like to shop in this situation. They want something that will remind them of the location and the event. The Mall of Tripla has the perfect tenant mix to fulfill all these needs and desires. The design, the store mix, the services, the events and the master plan will make all visitors leave with a smile and the urge to come back sooner rather than later.
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Core values
The core valuations are the basis of all activities. They are based on the results of MIND16. The Mall of Tripla must reflect these consumer valuations in all activities: businessto-business activities, activities targeting consumers, marketing, design and the general offer to consumers, retailers and office tenants.
13% 17% (Average 14%) INTELLECTUAL PRACTICAL
(Average 16%) EMOTIONAL SENSUAL
27% 43% (Average 38%)
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(Average 32%)
Core values:
• POSITIVE • STRAIGHTFORWARD • REALISTIC • ACTIVE • SYSTEMATIC
For one week people in Pasila was interviewed about what they like and don’t like when they go shopping. What stores they would like to see in Mall of Tripla and what they would prioritize if they were in charge. The answer was straight forward – first of all we want it to be easy to do our daily shopping. We want lots of food retail and all kind of other products and services so we don’t have to go somewhere else. And when we have done the need to have, then fashion stores like the ones you find in a down town area, international brands and smaller boutiques from value for money to slightly above the middle price level in Finnish retail. People in Pasila are focused on here and now and they are much more spontaneous than an average consumer group. It doesn’t take more than a glimpse of an attractive item to distract the mind and awake the desire to buy it. Open storefronts and tempting product exhibitions are important requirements to make Mall of Tripla desirable to consumers in Pasila.
Commitments
TIME SPENT People working or living in Pasila have active lives and demanding jobs. Shopping is not the top priority for many of these people. The Mall of Tripla is being designed and developed to keep visitors no longer than absolutely necessary, including understandable master plans and clear and sufficient signage. This is why everybody prefers to do their daily shopping here. Sometimes people need to take a break, relax and have a cup of coffee and buy a new suit. Even those who are not diehard shoppers enjoy staying at Mall of Tripla for a few hours.
OFFER The Mall of Tripla masters understanding people’s daily needs and their demanding consumer desires for excellent service and good quality. The Mall of Tripla offers fashion stores for work, more formal contemporary fashion and fashion for weekends and outdoor activities. The Mall of Tripla understands that people need a minor indulgence for themselves and their children after a long week.
PRICE LEVEL Everyone can shop at the Mall of Tripla. The Mall of Tripla is affordable. Most of the stores are popular value chains, but visitors will also find a number of premium brands. The family of haute couture is available at the high streets of Central Helsinki.
LOCAL FEELING Pasila is not a local destination in Helsinki. It is the hotspot with the highest footfall in Finland. It is a destination for office space, where people from all over Helsinki come to work. There is therefore only one Pasila, a destination with its very own atmosphere: open and bright. The Mall of Tripla will reflect this amazing Finnish hub and warmly welcome everyone that passes by. The embrace will make you feel good: you will feel accepted and that you belong, even you can only stay for 10 minutes.
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Local infrastructure 10
Potential new station Ki
Station Ring Rail Line 2015
Interchange station Potential new route
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PASILA Töölö
City Rail Loop
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Vision for the future rail network in the capital region 2025 (City of Helsinki)
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POTENTIAL NEW METRO LINE
ALL PHOTOS ON SPREAD / ISTOCKPHOTO
Once you have arrived, the Mall of Tripla will meet and fulfill all your shopping requirements. The vast variety of shops and services offered makes the Mall of Tripla a very special destination in Helsinki. This place, the hub of Helsinki, is unique. Every detail is optimized to fulfill the individual needs and desires of up to 200,000 people each day: the structure of the aisles and vertical communication, the total offer of goods and services and the location of each store. People have three basic reasons for visiting the Mall of Tripla (market, moving and meeting), and the strategy is based on fulfilling everyone’s needs according to each reason for being there.
Three basic reasons
MARKET
Some people come to the Mall of Tripla because they need to purchase specific items that they know they need before arrival. A logical master plan with a natural flow and helpful signage simplifies the shopping experience. The right products in the right stores fulfill consumers’ expectations. The goal is the purchase, regardless of the location of the store, as long as the search succeeds. In a shopping mall as large as the Mall of Tripla, consumers expect to be able to find everything that will suit their urban life.
This is precisely possible. With dozens of stores focusing on contemporary fashion and exciting restaurants and cafés, no one has to leave empty-handed.
MOVING
Many visitors to the Mall of Tripla are passing through. They might be commuting to or from work. The new station and the new train lines will probably make these people the largest group of visitors at the Mall of Tripla.
They seek to solve their problems and to make convenient and spontaneous purchases, such as shoe repairs, dry cleaning or picking up medicine from the pharmacy. Perhaps the need the breakfast they may not have had time to prepare or a newspaper to read while on the train. When they pass by, they succumb to the most effective marketing – eyeing tempting shop façades and the signage indicating everything that can be discovered on the other levels. This daily marketing assures that, when they do shop, they will come here first. This requires that the circulation be logical and present no obstacles; otherwise they will choose another way to the destination.
MEETING Finally, the Mall of Tripla will be the place to fulfill needs for social activities. People will come here to shop with family or friends, to meet someone or to simply enjoy looking at other people. City planners and architects say that “people enjoy other people”. The Mall of Tripla offers the perfect location for this. The Mall of Tripla always has people to look at and meet. We have therefore allocated the main square on level 3 to restaurants and cafés. Visitors understand that they are fully integrated into Helsinki’s most modern and urban location.
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Mall of Tripla plan
Level 5
Level 4
Level 3
Level 2
Level 1
Parking floor
Level 1
Level 2 13
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Mall of Tripla plan
Level 3
Level 4
Level 5
Cross-section
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The new heart of Pasila 16
ARCHITECTS VISION. COPYRIGHT YIT
Many people live and work in the Pasila of today, a neighbourhood dominated by rigid and boring architecture and open empty spaces. Even more people will live, work and experience in the Pasila of tomorrow. They will spend their time in a vibrant neighbourhood filled with beautifully-designed buildings, offices, outdoor cafés, cultural events and a wide selection of stores. A new chapter in the story of Pasila is about to begin as this unique location is transformed into Finland’s main railway hub. Pasila’s rebirth will begin with the construction of the infrastructure and retail outlets. It’s just like in the olden days, when towns were established where travelers stopped to let their horses drink and farmers sold food and other goods. This strategy worked 1000 years ago, and it will work today too. Tomorrow is now. Welcome to the Mall of Tripla. ARCHITECTS VISION. COPYRIGHT YIT
YIT has more than 100 years of experience and a strong market position: we are the largest housing developer in Finland and the largest foreign housing developer in Russia.
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UPM HEAD OFFICE
BUSINESS PARK SAFIIRI
14,000 m 2
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SHOPPING CENTRE WILLA
20,800 m 2
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TRIOTTO OFFICE BUILDING
23,000 m 2
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We aim to improve our quality and customer service further and continually offer consumers new and innovative housing solutions. We are also developing innovative business premise concepts in accordance with our clients’ changing business needs by using the opportunities for developing urban structures.
16,800 m 2
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We are also among the largest business premise and infrastructure construction companies in Finland. Our operating area covers Finland, Russia, the Baltic countries, the Czech Republic and Slovakia. We aim to be a leading European project developer, construction company and service provider, creating value responsibly with our stakeholders.
YIT in brief
YIT is a construction industry leader that creates sustainable urban environments by constructing housing, business premises, infrastructure and entire districts.
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Our success is primarily based on skilled employees and continual development of competence. YIT’s shares are listed on the NASDAQ OMX Helsinki.
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COMMERCIAL DEVELOPMENT
LEASING
PIRJO AALTO
ANNA RAURAMO
P E
+358 50 500 2013 pirjo.aalto@yit.fi
P E
+358 50 560 0392 anna.rauramo@yit.fi
HEIKKI ROIVAINEN P S
+358 400 995 380 heikki.roivainen@yit.fi
www.yit.fi/tripla Leasing brochure by reteam group