GUIDELINES FOR FUTURE SUSTAINABLE MALLS

Abstract

Singapore has seen a spring of new shopping malls in the recent years due to the thriving tourism industry in Singapore. However, while some of the new malls enjoy high patronage level, other new malls suffer from poor businesses and low patronage. This dissertation aims to identify factors for patronage sustainability of future shopping malls by investigating the performance of 2 recently built shopping malls in Singapore, namely the 313@Somerset and the ION Orchard and the reasons behind their performance. These two malls have been perceived by most as successful malls because of their perceived high patronage level. For our study, their performance will depend on (1) their mall patronage level; and (2) pedestrian circulation within the mall. A mall is only considered to be successful if it has a high patronage level and also a balanced circulation flow. The research methodology for this dissertation will be doing case studies on 313@Somerset and ION Orchard to evaluate their design layout and tenant placement, and its effect on pedestrian flow within the enclosed malls. Aspects of the mall such as mall location, mall entrances positioning, vertical circulation arrangement, mall layout configuration, anchor tenants, tenant mix and tenant placement will be analyzed. From the findings obtained, we will propose a new guideline and recommendations for future mall developments that will sustain the high patronage level and a more balanced circulation flow within the mall.