A mall that is not thinking about selling goods is so attractive.
Editor’s note: This article comes from the WeChat public account “Winshang” (ID: winshang) , author: Yu Shuxian, He Lisi.
In 2016, a community business hidden in a residential area became popular. There are no escalators and air conditioners in the shopping mall of only 5,000 square meters, almost “zero” retail brand, only relying on catering, experience formats and a large area of interesting public space, it has attracted a large number of consumers, not only a daily stop for young people. It has also become another model for business in small, sophisticated communities around the world. It is the Commons, a commercial project located in Bangkok, Thailand.
In January this year, the Commons opened its second store in Bangkok-the Commons Saladaeng. The project area is slightly smaller than a store, only 3,000 square meters, a total of 3 floors, not only continuing the concept and style of a store, but also adding more interesting elements on the basis of a store.
Why is everyone willing to come here?
Image source: dsignsomething
01 Inject local “exclusive” cultural feelings, Niche design is full of style
Unlike a shop, the Commons Saladaeng retains many local characteristics and uses feelings to create a deep memory.
✦ Roofs and big trees with stories
The exterior design incorporates the historical elements of Saladaeng (which means “pavilion with a red roof” in Thai), and uses a large red roof. Project-specific memory points.
Image source: dsignsomething
As with the red roof, there are also towering banyan trees with a history of nearly 100 years. When the project was first built, the design team intentionally kept the big banyan tree in its original state and opened a place around it to build a shopping mall. In this way, the project is well integrated into the local community environment, and a fresh story color is injected into it, which is more literary and artistic.
Image source: dsignsomething
✦ The iconic grand ladder
The second store still adopts the “same paragraph” big ladder of the first store, which runs through the entire mall and connects the vertical space. Compared with the escalators of traditional shopping malls, the large ladder highlights the three-dimensional sense of shopping malls, guiding customers to go up and explore different funs.
Architectural drawing,Image source: the COMMONS official website
Image source: asaree@khaosodenglish.com
✦ has natural comfort
The spire roof creates a super high height, the space is very open, and it is equipped with a large fan to speed up the air circulation, even if there is no air conditioning, it does not feel very hot.
Image source: the COMMONS official website
Large glass floor-to-ceiling windows on the facade and a large number of green plants outdoors make the project full of sunlight and greenery, and the environment is very comfortable.
02 A community space that understands life and has strong interaction, Everyone is willing to come
✦ Internet celebrities, literary and art shops gather together vigorously
The COMMONS Saladaeng “inherited” the genes of a shop influencer mall, with more than 20 small shops on the first and second floors, mainly catering, almost all popular local punch card shops or popular foreign brands. One-third of them are “familiar faces” from the COMMONS, such as Bangkok’s popular restaurant Roast, the local super-famous coffee shop Roots, Japanese Matcha dessert bar Seven Suns, the net red lobster burger The Lobster Lab, and Wenqing Flower House Plant House …
In addition, new food and beverage brands have been introduced. Such as ice cream shop Guss Damn Good. Rabbit Land, a popular Bangkok bar from Taipei, Draft Land, and fruit and vegetable beverage shop Paak.
Photo source: the COMMONS official website, Weibo @ Bangkok 雍 大 宝
✦ Rich experience workshops, cultural activities and other experience formats
Specially, the COMMONS Saladaeng has created a multi-functional space on the top floor, providing a highly experiential activity area, including a fully equipped kitchen, a studio with a mirror, a handicraft workshop, an outdoor lawn, etc.
The mall rents out multi-functional spaces in time slots, so that there are various types of rich activities without interruption every day, such as: children ’s entertainment activities such as painting; training courses such as dance, yoga, fitness, cooking; and swing Dance or jazz performance. Customers spend 2500+ baht to earn points, they can participate in about three to seven activities within three months.
Image source: theCOMMONS Saladaeng, kooper, pop
The COMMONS also often organizes some large-scale social events, such as a store with a market event, and Saladaeng also organizes parties, concerts and other events.
Block party event held in February
The abundant activities make the COMMONS Saladaeng a hub for community gatherings. With the help of social activities, shopping malls greatly increase consumers ’interest in visiting stores and increase their return rate.
✦ A large number of public spaces create an invisible social field
In addition to the shops and events that appeal to everyone, the COMMONS Saladaeng ’s biggest highlight is that it provides a lot of interactive space for young people. The large staircase forms a huge public activity atrium, and the shops are set on the periphery of the public area.
There are plenty of seats around the moving line: there are seats on each floor where you can sit down or even lie down, creating a lot of public interaction space on the moving line. These scattered small platforms, coupled with green plants, have become an ideal place for customers to communicate, meet and rest.
Image source: dsignsomething, kooper
Even the entrance can be seated: the entrance of the mall is also a good place to relax. There are large platforms for sitting and resting, there is no gate, and the area is more open, plus the surrounding trees are shaded and the view is wide, many people like it Stay here to enjoy leisure time.
Image source: the COMMONS official website
With unlimited possibilities: In a large flat area, you can see some round wooden platforms. In addition to resting and dining for everyone, more interestingly, they can be cleverly stacked together for the annual music performance. The event creates a small stage, and the surrounding ladder is the “audience”, which can accommodate up to 500-600 people.
Image source: kooper
Image source: dsignsomething
-Summary-
“Our philosophy is to create a community first, and then a shopping mall.” As this sentence on the homepage of TheCOMMONS official website says, this mall was born for the community. It makes us marvel at the wonderful design of small-scale business; let us see the whimsy of community business in addition to retail …
Since this year, affected by the epidemic, community business has once again received the focus of attention in the industry. At present, most of the domestic community commerce is centered on enhancing the retail format, but in the long run, the new community commerce needed in the future is far more than that.
There are many things that we can learn from the unconventional community business model like TheCOMMONS Saladaeng.
-
Do not copy, make local community characteristics: Despite the same series, the second store has made unique characteristics according to the local community, which can be more easily remembered by locals and highlights the differentiation.
-
Open form, breaking the box-like closure: no gates, no high-hanging logos, cutting off the corners and corners of traditional commercial forms, and integrating into the community environment, showing a high degree of tolerance and openness .
-
The output of “a sense of life” is not only a consumption scene: it does not emphasize modernity, but returns to simplicity, no escalator, no air conditioning, and close to nature. At the same time, a large number of lifestyle formats and facilities have been added, which instead adds a rare sense of life in urban commerce, giving business a deeper function.
-
Emphasis on interaction and do community business around “people”: the focus on “people” is more than the pursuit of commerce. The large space in the mall is left blank, which stimulates the frequency of community socialization and enhances the consumer group The stickiness is also inviting customers for shopping malls.
An in-depth community mall will never stick to the superficial commercial value, but will continue to fit the target consumers and even surpass the relationship of buying and buying to lead a lifestyle.
✦ Internet celebrities, literary and art shops gather together vigorously
The COMMONS Saladaeng “inherited” the genes of a shop influencer mall, with more than 20 small shops on the first and second floors, mainly catering, almost all popular local punch card shops or popular foreign brands. One-third of them are “familiar faces” from the COMMONS, such as Bangkok’s popular restaurant Roast, the local super-famous coffee shop Roots, Japanese Matcha dessert bar Seven Suns, the net red lobster burger The Lobster Lab, and Wenqing Flower House Plant House …
In addition, new food and beverage brands have been introduced. Such as ice cream shop Guss Damn Good. Rabbit Land, a popular Bangkok bar from Taipei, Draft Land, and fruit and vegetable beverage shop Paak.
Photo source: the COMMONS official website, Weibo @ Bangkok 雍 大 宝
✦ Rich experience workshops, cultural activities and other experience formats
Specially, the COMMONS Saladaeng has created a multi-functional space on the top floor, providing a highly experiential activity area, including a fully equipped kitchen, a studio with a mirror, a handicraft workshop, an outdoor lawn, etc.
The mall rents out multi-functional spaces in time slots, so that there are various types of rich activities without interruption every day, such as: children ’s entertainment activities such as painting; training courses such as dance, yoga, fitness, cooking; and swing Dance or jazz performance. Customers spend 2500+ baht to earn points, they can participate in about three to seven activities within three months.
Image source: theCOMMONS Saladaeng, kooper, pop
The COMMONS also often organizes some large-scale social events, such as a store with a market event, and Saladaeng also organizes parties, concerts and other events.
Block party event held in February
The abundant activities make the COMMONS Saladaeng a hub for community gatherings. With the help of social activities, shopping malls greatly increase consumers ’interest in visiting stores and increase their return rate.
✦ A large number of public spaces create an invisible social field
In addition to the shops and events that appeal to everyone, the COMMONS Saladaeng ’s biggest highlight is that it provides a lot of interactive space for young people. The large staircase forms a huge public activity atrium, and the shops are set on the periphery of the public area.
There are plenty of seats around the moving line: there are seats on each floor where you can sit down or even lie down, creating a lot of public interaction space on the moving line. These scattered small platforms, coupled with green plants, have become an ideal place for customers to communicate, meet and rest.
Image source: dsignsomething, kooper
Even the entrance can be seated: the entrance of the mall is also a good place to relax. There are large platforms for sitting and resting, there is no gate, and the area is more open, plus the surrounding trees are shaded and the view is wide, many people like it Stay here to enjoy leisure time.
Image source: the COMMONS official website
With unlimited possibilities: In a large flat area, you can see some round wooden platforms. In addition to resting and dining for everyone, more interestingly, they can be cleverly stacked together for the annual music performance. The event creates a small stage, and the surrounding ladder is the “audience”, which can accommodate up to 500-600 people.
Image source: kooper
Image source: dsignsomething
-Summary-
“Our philosophy is to create a community first, and then a shopping mall.” As this sentence on the homepage of TheCOMMONS official website says, this mall was born for the community. It makes us marvel at the wonderful design of small-scale business; let us see the whimsy of community business in addition to retail …
Since this year, affected by the epidemic, community business has once again received the focus of attention in the industry. At present, most of the domestic community commerce is centered on enhancing the retail format, but in the long run, the new community commerce needed in the future is far more than that.
There are many things that we can learn from the unconventional community business model like TheCOMMONS Saladaeng.
-
Do not copy, make local community characteristics: Despite the same series, the second store has made unique characteristics according to the local community, which can be more easily remembered by locals and highlights the differentiation.
-
Open form, breaking the box-like closure: no gates, no high-hanging logos, cutting off the corners and corners of traditional commercial forms, and integrating into the community environment, showing a high degree of tolerance and openness .
-
The output of “a sense of life” is not only a consumption scene: it does not emphasize modernity, but returns to simplicity, no escalator, no air conditioning, and close to nature. At the same time, a large number of lifestyle formats and facilities have been added, which instead adds a rare sense of life in urban commerce, giving business a deeper function.
-
Emphasis on interaction and do community business around “people”: the focus on “people” is more than the pursuit of commerce. The large space in the mall is left blank, which stimulates the frequency of community socialization and enhances the consumer group The stickiness is also inviting customers for shopping malls.
An in-depth community mall will never stick to the superficial commercial value, but will continue to fit the target consumers and even surpass the relationship of buying and buying to lead a lifestyle.
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