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SelectCity Walk Mall

Case study of select city walk mall, Saket

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SelectCity Walk Mall

  2. 2. Client: Select Group Completion Date: 2004-2007 Site Area: 6 Acres Built Up Area: 11 Lakh Sq.Ft. Principal Architect: Jointly Developed By DP Architects And TCS (DFI)  SELECT CITY WALK is mix-use development , at district center, Saket.  It comprises of a retail podium, cinemas, an office building and service apartments.  It is centerpiece of 54-acre, well planned business district.  It is an interesting hybrid of a European high street and an enclosed shopping mall, with a 240m facade overlooking a 100,000 square foot of outdoor plaza and 4-acre landscaped park. INTRODUCTION
  3. 3. Press enclave marg Mandirmarg DLF mall office MGF mall Plaza Community centre Select city walk mall MarketMarket Nearest metro station 1.4km away Nearest bus stop PSRI 450 MT Away Site Location
  4. 4. Traditional - Family Celebration - Centre stage High Voltage - Youth Area = Ground Floor Plan
  5. 5. 2 Washrooms 4 different entrances at front side 1 entry from rear side 6 Staircases, 4 lift lobby, 3 escalators and Ramps 1 Feeding room & Resting room 20 MT wide corridor 20MTwidecorridor Area = Ground Floor Plan
  6. 6. 6 MT Wide Balcony Cinemas are accessible through this floor Mother care facility Area = First Floor Plan
  7. 7. Cinema’s exit Terrace gardens for food courts Area = Second Floor Plan 8 MT Corridor Hang Out is a Unique, Rainforest Themed Family Entertainment Center and Café
  8. 8. Public plaza Circulation Vertical movement Commercial spaces Services Ground Floor Plan First Floor Plan Second Floor Plan 9% 9% 11% 11%56% 4% Land use Recreational spaces Multiplex Hotel Office Retail Services Land use
  9. 9. Target customers The mall was built as a neighborhood, fashion and lifestyle destination and the target customers were those living in South Delhi areas like - Saket, Sainik Farms, Greater Kailash and Geetanjali. Trading density The estimated average trading density of the best performing mall — Select Citywalk in Delhi — is Rs. 2,300 psfpm, almost double the national average i.e Rs. 1,184 per sq. ft. per month 70% of its partners are from beauty and fashion category, 30% space is on lease. Footfall Generally mall attracts a crowd of 32,000 on weekdays and 65,000 on weekends, a record 98,000 visitors on October 2 at the launch of Swedish brand H&M,
  10. 10. Various NGOs involved To ensure education to underprivileged children Campaign by Hridaya Foundation Select CITYWALK in association with People for Animals and Heads Up for Tails organized Pets Day Out. Cause 4 the Paws – Pets’ Day out In support of 4 NGO’s(Deepalaya, Chintan, In Awe towards Green, Holy Cow and Penguin Books) World Environment Day UDAAN– CARE INDIA An Awareness campaign on women empowerment by CARE INDIA (NGO). Be it NGOs or schools-The Embassies or the Trade Commissions- all collaborate with Select CITYWALK for various Social and community causes. Select CITYWALK is also the only Shopping Centre in the City with a specially designed Kennel for the Adoption of Homeless Puppies, to support “People for Animals” in their noble cause.
  11. 11. SPECIAL EVENTS EATINGSHOPPING ENTERTAINMENT STAY HEALTHCARE  PVR Cinemas  Hang Out, Rainforest Themed Family Entertainment Center and Café  175 brands shoes & accessory brands, kid’s wear, international beauty brands  Weekly flea@nite  Food grocery & confectionary  Restaurants - fine dining,  Cafes & more  Looks (hair & beauty care)  Aroma Thai (SPA)  Fitness first (first Platinum health club)  Festival or a Special Occasion or simply a Long Weekend  Svelte Hotels & Personal suites added luxury of a spa, salon, shops, gym, and a range of fine eateries Facilities
  13. 13. MARKETING strategies The mediums selected to communicate are outdoor spaces but not frequent print ads Works on 3E model which included engage, entertainment and enthrall the idea of the tallest Christmas tree in the capital, got huge local media publicity, people thronged to the mall to get pictures clicked with this attraction. Newspaper Ads to attract target audience. Keeping South Delhi women as the central Target Audience.
  14. 14. The Mall has won awards like ‘Best Marketing and Promotion’ at the Asia Pacific Retail Awards 2008 & the ‘Images Retail Award’ for marketing in the year 2009. Select Citywalk today has become city’s landmark & benchmark not just in shopping, but also in entertainment & leisure activities. Entertainment Campaigns Under entertainment – Jazz night, fashion show, Diwali, valentines day celebration Kidz Club To engage the kids while the parents are busy shopping. Oktober fest three days event which started with the fashion show captivating international models and it ended with a beer festival
  15. 15. THANK YOU