The title map comes from: Visual China, the original title: “The stock optimization of the well-known Mall, why have they “moved the knife” from here?

In the era of stocks where urban space has become saturated, the value mining of underground commercial space is receiving more attention. The continuous improvement of rail transit in major cities has also brought policy support and development opportunities to the development of underground space.

In the past two years, the underground space of shopping centers has become the focus of stock transformation, and the rental value that can be contributed has also increased.

So, How does the underground commercial space of the shopping center make a new “height”? What trends does its development show?

First store block, scene re-engineering, extreme difference… “The bottom level” is becoming a high value place

Across the world’s densely populated cities with tight land use, such as London and Singapore, the commercial value of their underground space has been fully utilized.

In recent years, China’s underground business has also changed. The tight land use in the city has led to the extension of business to the underground. The rail transit business has also brought about changes in the urban business landscape under the vigorous construction of traffic.

The underground space of the shopping mall usually has a transportation hub or outdoor plaza connected to it, thus becoming a major traffic entrance, and its rental contribution even exceeds the first floor.

So, how is underground space developed more scientifically? What is the B1 floor of a shopping mall with a large passenger flow and high efficiency?

Singapore VivoCity Keywords: First Store Block

In 2018, the underground part of VivoCity, Singapore’s largest shopping mall, was reopened. The renovation extended a commercial space of 3,000 square meters on the B1 floor and introduced more than 10 sports brands, including the sports flag brand New Era’s Singapore flagship store, the first FILA megastore and so on.

After the renovation, a new straight ladder was added to the B1 floor, and the connection between the subway and the B2 parking floor became smoother, and the passenger flow from the car was taken. The new area of ​​the B1 layer is the content supplement of the original commercial body, and its value also revolves around the value that the brand brings to consumers.

Case Summary:Vivocity’s underground transformation strategy is to create a branded neighborhood, use the “first store brand power” to attract customers, essentially using high-quality commercial content Consumers offer an attractive array of brands.

Bangkok Siam Paragon Keywords: Extreme Differentiation

The B1 floor of Bangkok’s high-end shopping mall Siam Paragon is located in the largest aquarium in Southeast Asia. Similar to the aquarium in Dubai Mall, it is a strong leisure entertainment industry in the shopping center. .

Beside Siam Paragon is Siam Discovery, another high-end shopping mall in Bangkok. The presence of the underwater world gives Siam Paragon a distinct theme.

Case Summary: Siam Paragon’s underground business idea is to use to emphasize the extreme differentiation with commercial fun, this underground commercial area is also its The key to competing for competition.

Bangkok Megabangna Keywords: Space Breakthrough

Megabangna moved closer to green business after the renovation, and it formed a stable “ecological circle” inside, which made it a veritable “valley”.

The external sunken plaza leads directly to the B1 floor. The underground space is actually in a semi-open state. In addition, the glass dome allows the natural light to be completely ingested. The underground space not only has no sense of closure, but has the feeling of being outdoors.

Case Summary: The semi-open sunken design focuses on solving the physical problems of underground space, increasing a flow of people to import, while dispelling people’s sense of depression in the underground., to a large extent broke the objective conditions of underground business.

Bangkok Central Embassy, ​​Shanghai K11 Keywords: Situational Reconstruction

Located in Bangkok, Thailand, Central Embassy is a top-class commercial complex with one of the most high-end business locations in the area. On the B1 floor, Central EmbassyCreated a food court EATHAI, which combines traditional Thai snacks with Thai national dishes, and combines cooking ingredients such as seasonal vegetables and fruits, seasonings and cooked foods into a retail area, showing the Thai food culture.

Unlike other common foods in the underground, Central Embassy has no sense of clutter, and the performances of various food and beverage merchants are different. There are restaurants and “small carts” of roadside food scenes.

The Shanghai K11, which has been re-engineered this year, has similarities. The beauty of the B1 layer combines fashion and beauty, and the transformation has been redesigned as a whole. The beauty of the first generation was mainly based on the design style of the church. This transformation weakened the theme and focused on highlighting modern and bright, adapting to the fashion beauty brand.

Fresh food on the B2 floor gathers 15 food and beverage brands, as well as retail areas for fruits and vegetables, fresh and healthy food. Overall, K11 Fresh Foods focuses on health and freshness and is a performance upgrade for commercial underground spaces.

Case Summary: Dining themes are most common in the underground commercial spaces of shopping centers. The underground small catering establishments have strong profitability and are high-rental merchants for shopping centers. The above two projects have re-created the scenes of the underground food districts, emphasizing openness and brightness, resolving the boring underground space and maximizing the commercial content. This is also a major trend in the catering industry.

What are the trends in underground business?

Overview of the above-mentioned B1 story of shopping malls that are deeply loved by consumers, we can find that good underground business is all excavating space value, avoiding space defects and solving the pain of underground commercial drainage. From these cases, we can also observe the trend of two types of underground business:

1. Prioritize commercial “fashion” content for underground business

VivoCity puts the first store cluster underground, essentially filling the mainstream of the business world with underground space. The need for drainage in the underground space is very strong, and the attraction of the first store is strong enough.

Domestic commercials have similar practices, such as the “night economy” that is increasingly valued in the domestic business sector. The commercial body with a lively nightlife, such as Heshenghui, puts the nightly open dining district underground, exerts its strong drainage effect, and can also take care of the special characteristics of the night economy, and can operate separately from the ground.

2. Design-led to content-driven change, avoiding “unwilling to visit after visiting”

At the moment, creating a theme area is a common practice for revitalizing space.

In the case of Central Embassy and Shanghai K11 in Bangkok, we can all see small and beautiful underground dining theme blocks.

It can be seen that in these two cases, the design of the underground space is visually comfortable and exquisite. There is no series of decoration designs under the banner of the theme, and then the catering merchants are “hard-wired”.

For this type of theme block, too much emphasis on the theme of design and decoration, so that the wandering business becomes “Mei Chen visit”, antiIt is not conducive to the continuous creation of content, and it is easy to bring aesthetic fatigue to consumers, resulting in the feeling of “willing to visit again after shopping.”

Therefore, from the perspective of drainage, the combination of context and content should be more focused, and design leadership will be dominated by scenarios and around business content.

3. Outdoor space underground, fundamentally breaking physical limitations

In China, the underground space is not only limited by the safety factors such as fire protection, but also has a low floor height, and the space will give people a sense of closure.

Humans have two different mental states in a relatively claustrophobic space: one is to feel safe, to be free, and one to feel oppression, anxiety, and anxiety.

From the aspect of the wandering experience, the good shopping center has a negative layer, which mainly solves the problem of people’s oppressive feeling in the closed space. In the case of a short height, Megabangna has the advantage of the following sinking squares, combined with lighting, green plants, etc., to remove all the disadvantages of the underground space.

For properties that do not have a sunken plaza, this idea is also worth learning, that is, “outdoor space underground”: weakening people’s feelings about closed space by creating a natural landscape is the future of underground commercial design trends One.

Overall, commercial properties have a natural and green design trend, and the commonly used glass dome is one of the manifestations. The penetration of this trend in underground space has begun, and it is also a mapping of people’s needs close to nature.

Summary

The underground business concept originated in the UK and is still developing late in the country. Currently found in East Asian countries such as Japan, Southeast AsiaIn countries such as Thailand and Singapore, underground commerce has been in full swing.

Country The convergence of the inner cities with these countries in the commercial space will further promote the evolution of underground commerce. By then, we will usher in another high-value commercial value in content and space design.