Shopping Centers and Science

for Retail News Magazine 1–2/2019

The Appearance of Shopping Centers Has Changed Significantly Since Their Inception. Most Have Undergone Renovations or Complete Redesigns.

By Emma Dikyová, Creative Laboratories Worldwide & Vladislav Kulhánek, ABMV

Cultural and Societal Shifts

The cultural and societal changes of the late 20th century brought with them new trends in the construction of shopping complexes. This period saw a massive boom in shopping centers. Among the first modern shopping malls in the Czech Republic were Palác Flora, OC Černý Most, the Olympia network across several cities, OC Letňany, Metropole Zličín, OC Chodov, and others.

DESIGN

Storefronts have grown in height, and brand logos are now often enhanced with internal backlighting. There has been a significant increase in glass displays, while blank white walls have nearly disappeared.

Major design upgrades have also been made to information systems within shopping centers, increasingly integrating interactive tools.

These interior design changes reflect a societal shift in aesthetic preferences, particularly toward maximum transparency. We see a gradual move toward simplified shapes and lines, with decorative elements disappearing, and greater emphasis placed on allowing natural daylight into corridors and galleries.

The materials used are more luxurious, and their combinations are more sophisticated.

DESIGN AND SCIENCE

In advanced economies, purposeful design and architecture are the main driving forces behind retail in shopping centers.

Spaces that are easy to navigate are not only intuitive but also instill trust. Customers perceive these environments as more valuable because they save mental energy and time.

One of the latest trends in design is the use of knowledge from other scientific fields. Designers now work with marketers and apply insights from neuroscience—the study of the brain.

A branch of this science, known as neurodesign, uses psychology to create more effective, purpose-driven design.

TRENDS IN SCIENCE AND DESIGN

In the past, we relied on fields like behavioral economics, which answer the question of “what” customers do. Now, neuroscience and psychology are helping us uncover the “why”—revealing hidden mental processes and principles.

In an age where our brains are constantly overloaded with information, and our conscious mind cannot process everything, neuroscience has become indispensable. It's no surprise that it has become a standard tool for many designers and retail strategists.

Retailers, marketers, and designers now use neuroscience to understand how the brain evolved, how people perceive design, which elements are effective, and why. This connection between science and practice helps us focus on essential components, eliminating unnecessary “design noise” to create powerful and efficient solutions in architecture and design.

IN CONCLUSION

It would be inaccurate to judge the commercial success of a shopping center solely by its design. Other key factors include:

• The size of its catchment area,

• Accessibility and public transport connectivity,

• A well-balanced mix of product categories and brands,

• And a smart marketing strategy.

However, as consumer expectations rise, the appearance of shopping centers will continue to play an increasingly significant role in their commercial potential.

Amid growing competition, shopping centers will need to stay at the forefront of innovation and the latest trends in architecture and design in order to retain customer loyalty.

"Function: Good design appeals to both logic and emotion."— Onur Cobanli