By Ranjan Kaplish
Those were decades of uneasy truce between the developed countries and the ones still trying to get there… The infrastructure was (and still is) not right; the economy had no good numbers to recommend itself; and the consumers’ pockets were not so deep. Although the gap, the difference and the uneasy truce remain, their intensity is weak. India, today, has changed.
The bulge in the average middle-class Indian’s pocket is visible; but, on what, how, and in which sort of environment will he shop, his shopping preferences, or his favourite type of centres for shopping to spend that extra dime, remain a subjective issue of understanding.
The above three paragraphs refer to three varied concepts. While in the first are three entities, in the second lies the significance of economics, and in the third is a psychological truism. In all, it is an art, an economy, and a psychology, which, when clubbed together and applied correctly, can create a concept that can do wonders in the ‘business of making people spend where you want them to spend’.
Select Citywalk, the shopping centre in the southern heart of the national capital of India, has woven in a concept that is an amalgamation of several concepts, all practical and operational.
Flashback
The foundation stone of this mall, which is built on over one million square feet of land, was laid about four years ago. The concept of what the mall would be and do, was clear even before the acquisition of land. The catchment areas and the demographics were studied thoroughly. Lessons in ideas and innovations – not to forget the loopholes – executed in shopping centres across the globe, along with the conscious and the latent psychological underpinnings of consumer buying behaviour, were considered while drawing up the blueprint.
“In 2004, when this project was being conceived, there were more than 200 shopping centres coming up across India. But none of them were coming up in south Delhi or south Bombay, where the catchment area was of better quality or more affluent in nature.
“For us, these six acres of land at Saket in Delhi meant an opportunity to build something that would fit in well with the community around. The team, consisting of Select Group and Aarone Group, started putting together a vision and a set of objectives while keeping the DDA master plan in mind,” recalls Pranay Sinha, president and CEO, Select Citywalk.
The ‘opportunity’ here was to create something different – probably an attempt to bring all things to all people, and appeal to those who had had that ‘It’s troublesome and chaotic’ or ‘something is missing’ feeling while shopping in the so-called highs streets of Delhi.
“We looked at success stories where stores were doing well – success stories in terms of marketplaces, such as Greater Kailash and South Extension; success stories in terms of vibrant places, like Dilli Haat; success stories in terms of a nice character, like Santushti; success stories in terms of a popular shopping centre, like those in Gurgaon in the national capital region (NCR). We also looked at overseas models, particularly at KL City Centre, Pacific Centre, Raffles after the renovation, Orchard Road centre, the Middle East shopping centres, and so on. We looked at putting together what we felt a solution for India should consist of,” adds Sinha.
Moreover, the developer had a simple, workable formula – enhance the shopping experience of Indians. It calls to mind the infamous Premier Padmini (Fiat), which, with scarcely a change, kept running on Indian roads until Suzukis brought in the next phase of revolution. Similarly, Select Citywalk has introduced a lifestyle-driven experience that not just enhances the shopping aspect, but also stimulates a social setting.
Elaborating on the tenant mix, Sinha asserts: “We understand our country better than others, and we’ve exhibited and demonstrated pride in doing all of this. You see a collage everywhere in the mall—there is a French Connection with a Rajesh Pratap Singh, an Esprit with a Kimaya, a Body Shop and a Fabindia, a Lancôme with a Forest Essentials. We have a lot of retailers whom we believe in, and who have done the country proud. We see it as a canvas where a retailer, irrespective of being a local or a global brand, gets a uniform, level-playing field.”
Drawing room
The design at Citywalk attempts to address critical issues. Starting from traffic management to balanced navigation on all levels, to secure parking at minus-one level, there is a palpable sense of detailing. Around 90,000 square feet of ground level has been dedicated for landscaping. An open theatre, fountains, street… all elements put together in a seemingly random manner, but making a cohesive impact.
Sinha makes it vivid: “You see the colonnade, you see storefronts, you see cafés and bistros—outdoor areas are very well-integrated at every level because Delhi is a city where you can pretty much enjoy the outdoors practically throughout the year. The outdoor plaza is also themed on the history of the city—that’s why you see the Jantar Mantar type of structure. We plan to hold events here, which will respect the city’s history and culture. Equally, it has the potential to become a nice town square; a nice public-square environment that the people of the city take pride in. Equally, it becomes the anchor for the shopping centre—the reason people will come here.”
Inside, the retail and entertainment concoction comes alive. On ground level are fashion brand outlets, some of them international majors marking their debut in Delhi – Nine West, Charles & Keith, La Senza, Aldo, Inglot, and EDC by Esprit are among them. The internationally acclaimed Promod store faces Rajesh Pratap, an Indian designer, who is not far away from his ramp counterpart Vallaya. Tissot and Ethos Watch Studio are neighbours. Forest Essentials and Lancome share common walls, while Gant awaits a good neighbour. Calvin Klein, Tommy Hilfiger, and Clinique are the other majors along a common corridor, which has a Gourmet Food Bazaar on one end, and a cosmetics hub of Arcelia on the other.
Level one is fashion fusion and an interesting model of adjacency planning. The big Pantaloons store and the Raymond Shop next door are probably vying for each other’s customers, while shoppers at Accessorize can be overheard talking about the Hidesign store or the Kipling store along the same aisle. Da Milano customers can well be attracted by other brands in the category, like Rocia or Lucera, who are right in front of its store. Allen Solly’s left wall is Van Huesen’s right. A Levi’s patron will notice the Pepe store in front, while Nike fans can choose to greet their Reebok buddies. Dockers, Benetton, After Shock, Swatch, Esprit, Body Shop, Kazo and Puma are some of the other major attractions on the floor.
For leisure shoppers, there is Barista, the coffee shop, located strategically with three sides opening, as in a loggia. While two sides face the centre’s corridors, the third opens on to a veranda with a view of the landscape in front of the mall.
Going for a movie at a PVR in Select means, you go round and round and round, passing by the show windows of your favorite brands until the ticket counter is reached. After the movie is over, you reverse through the same aisle, faced with a second reminder from the brands – ‘won’t you buy me today?’ Here’s a conceptual idea to stimulate that impulse buying.
The atrium is such that it provides a 360-degree view of almost the whole of the centre. The size and frontage of the stores lend a sense of uniformity amidst all the diversity of brands. Other design elements, be it furniture, furnishings and lighting, or the ad graphics and the promotional creatives… are in sync in order to enhance what they are there for – the customers’ experience.
Sinha describes the structural division of the centre: “The shopping centre is cut into three broad chunks. Looking at the blend between tradition and modernity that the Delhi woman typifies, we understood that the sari is not going to go out of fashion. At the same time, though, an Esprit is definitely going to get into fashion. We’ve got pretty much everybody in beauty, skin, cosmetics, and fragrances, and to top it all, there is Arcelia, which is a new proposition by Shoppers’ Stop – a house of cosmetics, fragrances and women’s products. The other category we bet big on is children. There’s a full zone with focus on children—we’ve got a kids’ play-area indoors and another one outdoors (still under completion), and together with that, stores like Mothercare, Gini & Jony, Lilliput, Okaidi, Play-n-Pets. The third category that we felt bullish on was home. Good Earth is doing a 22,000 square feet store with us. We’ve got Home Stop by Shoppers’ Stop, in about 25,000-30,000 square feet; then, there are Fabindia, Maspar, Art d’inox and OMA – a stunning store in terms of looks, feel and character, and elements of style.
Not the Least Model
In 2004, south Delhi saw about 10 new shopping centres opening. Select Citywalk had its piece of land sandwiched between the properties of Emaar MGF and DLF, two invincible names in retail real estate development. More than anything, the challenge was how to attract an occupier in the centre when there was upcoming competition on the left and the right, literally?
Challenges are dealt with challenges. Select Citywalk did not sell any shop and decided to control the content of the mall. The company introduced a model that not only attracted occupants, but also helped the company to choose as to whom they should lease.
Discussing the leasing model, Sinha explains: “We took some drastic steps that differentiated us over time. It is who is in the mall that determines who comes to the mall, and how often. So, we converted the entire shopping centre into a leased model. Occupiers were initially doubtful whether we would be able to deliver on our promise, but then came around to accepting the model as a win-win situation. Over time, we increased the minimum guarantee – people who came in the beginning obviously came with a higher risk, so they got a lower rate; people who come now, come with practically no risk, and, therefore, at a much higher price. For about 80-90 per cent of our leases, we maintain affordable and sustainable minimum guarantees.”
Luxury Dome
Do not miss out on anything. Do not leave any stone unturned. There is tradition, there is fashion, and there are brands and non-brands. Then, there will be luxury.
Around 10 per cent of the area in the centre is reserved for a niche but growing category of luxury. The company is in talks with various luxury brands across the globe, and some of them are expected to open shops at the ‘luxury’ Dome in the mall. Although the plans are as yet camouflaged, the lure of luxury may be expected soon at Select Citywalk.
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