This document discusses trends in consumer behavior and placemaking for the 21st century. It notes that consumers increasingly value experiences over products and are omnichannel shoppers. Foot traffic to malls has declined 40% since 2008. The document outlines food and transportation trends and profiles different consumer types. It advocates for creating distinctive places through experience design and catering experiences to specific demographics. The focus is on vertically integrated teams and activating common areas to drive traffic and sales. Examples of different types of successful shopping centers are provided.

1. Vincent Zawodny
Vice President
10 November 2016
Placemaking in
the 21st Century

2. The Consumer...
...Invests in experiences.
Nearly 7/10 would rather buy a cool
experience than buy a cool product.

3. The Digital Consumer

4. The Omnichannel Consumer

5. The Store

6. The Store

7. The Store

8. The Store

9. The Mall
Since 2008, footfall traffic has declined by about 40%

10. Future of Cars
1. Arrival
2. Base spacing, floor-to-floor, sloped floors
3. Digital infrastructure

11. Food

12. Food Trends
Restaurantsand food values have accountedfor
nearly 45% of all shopping center expansionover the
past five years.

13. Food Trends
Urban GardeningMarketplace Culinary Farm
Farmscape GardensCity Market Wine Country

14. Application of Trends
Relevance in the Marketplace1
2
3
Thoughtful Guest Experience
Experience Design and Planning

16. Relevance in the Marketplace
MIDLIFE SUCCESS
Navigator
DOUBLE INCOME / NO KIDS. Childless
urbanities,in 30s & 40s
HIGHLY EDUCATED.
Successful professionals
EARLY ADOPTER.
Looks for newest technology & fashion
GIVE THEM:
Inventive fashion and well-design
home goods; exclusiveservice;
opportunities to be pampered; great
spaces to people-watch. A rich,
sensory experience alongwith
moments of sanctuary to re-energize.
YOUNG ACCUMULATOR
Navigator
MARRIED SUBURBANITES.
Couples in their 30s and 40s with kids
FAMILY ORIENTED.
Kid centric
UPSCALE PROFESSIONALS.
Successful,comfortablelifestyle.
GIVE THEM:
Easy access and a directroute; unique
merchandisethat’s easy to spot; great
kids stores;amenities to engage kids
and husband so she can shop;a quick
sense of accomplishmentso she can
relax and wander.
AFFULUENT EMPTY NESTER
Social Seeker
MIDDLE AGE AND OVER.
Larger, older homes.
WHITE COLLAR COLLEGE EDUCATED.
Upscaleprofessionals
CULTURED EXPERIENCES.
Foreign travel & cultural events
GIVE THEM:
Great service; shared spaces and status.
Fresh retail that’s not intimidatingly
trendy; quiet spaces;special serviceand
parkingfor carefree ins and outs; social
places to take a break with friends;help
navigatingthe mall and findingthe
stores she’s interested in.
YOUNG ACHIEVER
Social Seeker
YOUNG & HIP SINGLES.
New to the metro area.
LIBERAL & SOCIALLY ACTIVE.
Cultural creatives.
CLASSIC OVERACHIEVERS.
Work hard & play hard.
GIVE THEM:
Prestige fashion and accessories;help
navigatingthe mall and trends with
serviceand support; exclusiveaccess to
amenities;a placeto check the sports
scores.He needs open, overt service,
activeinteraction and the chanceto be
the center of attention.

17. Vertically
Integrated Team
• Shared path to success
• Corporate alignment
• Ownership of delivery and
income

18. Experience Pie
• Level of capital investment
• Cultural experience
• Match to demographic

19. Experience
Plan
• Tune common area
to leasing plan
• Common area
activation
• Common area
income

20. Places

21. Charming Places Westlake Plaza
Westlake Village, California

22. Restful Places WestfieldUniversity TownCenter
La Jolla, California

23. Futuristic Places DaChong MixC World
Shenzhen, China

24. Urban Places WestfieldSanFranciscoCentre
San Francisco, California

25. Mixed Places Tysons Corner Center
McLean, Virginia

26. Global Places Chadstone Shopping Centre
Melbourne, Australia

27. Global Places Chadstone Shopping Centre
Melbourne, Australia

28. The Golden Rule:
Every place you make
should be known for
something.