北京CBD文化商业中心案例分析.ppt
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1、Case Study Profiles International CBD Retail,CBD Case Study Introduction The following five case studies aid in establishing key principles and trends used in retail development within an International CBD masterplanned mixed-use setting. Each case features its own unique market context, land use pr
2、ogram & retail target markets. While vastly different, each project integrates Retail, F&B and Entertainment as the glue that ties all other uses together in a dynamic way. Each of following World Class International CBDs offers its own unique lessons and implications for the Subject Site. Union Squ
3、are Hong Kong* Canary Wharf London Potsdamer Platz Berlin Downtown Burj Dubai Dubai* West Side Rail Yards New York * Union Square is considered a Key Case Study due to its comparable qualities to the Beijing Culture Center vision as well as the success of the retail component: Elements Luxury Flagsh
4、ip Shopping Centre. Elements is the latest and most newly developed award winning Asian retail centre. * Along Dubais CBD corridor, Dubai Mall is an exceptional case that has been profiled to counter balance the other more classic CBDs with a project that is largely driven by tourism, in one of the
5、world leading retail markets.,West Rail Yards New York (Under Development),Canary Wharf London,Potsdamer Platz Berlin,*Key Case Study Union Square Hong Kong (Under Construction),Downtown Burj Dubai (Under Construction),1,CBD Case Study Summary The retail program at the CDBs profiled differ and refle
6、ct the respective market contexts, on-site uses, adjacencies and target markets of each development. The table to the right summaries the retail merchandise mix of the case studies, as well as on-site TA context. Union Square (*Key Case Study) Retail at base of high density mixed-use centre. Strong
7、F&B (18.2%) and entertainment (18.8%) serve on-site office and residential segments, with high fashion catering to hotel guests and destination cohorts. Canary Wharf Features a targeted mix of underground retail primarily serving high level of on-site office worker segments. Canary Wharfs 5 integrat
8、ed centres offer an above average allocation of service (11.1%) and F&B retail (23.9%). Potsdamer Platz Masterplanned CBD retail integrated within a full range of land uses. Acting as a super regional downtown destination with high levels of entertainment (55.0%). Downtown Burj Dubai The worlds larg
9、est mall at the base of the world tallest tower. A high level of comparison goods shopping (77.4%) largely positioned to serve tourists. West Side Rail Yards (under development- tenants TBD) Largest planned development in North America featuring retail as the heart of the project.,Dubai Mall,Element
10、s Mall *Key Case Study,Arkaden & Sony Center,5 Integrated Underground Shopping Malls,Case Study Profiles International CBD Retail,2,*Key Case Study: Union Square Hong Kong A high density mixed-use masterplanned development in Kowloon Bay featuring 1.1 million m2 GFA on 34 acres and centered around H
11、ong Kongs tallest skyscraper: the International Commerce Centreto be completed in 2010. At full build-out onsite uses include: 232,342 m2 office; 2,230 hotel rooms; 8,356 residential units (of which 2,490 will be service apartments) 70,000m2 of public space/gardens; and 72,287 m2 retail GLA in Eleme
12、nts Mall- a super regional shopping centre. Featuring a wide selection of premium and exclusive fashion brands and Hong Kongs largest cinema, Elements expects to see 36.5 million visitors per annum. Project Attributes & Elements of Success Winner of the 2008 ULI Award for Excellence, among many othe
13、r awards, Elements Mall is a Luxury Flagship Shopping Center themed around 5 “elements”: Metal, Wood, Fire, Earth & Water, with distinct merchandise clustering for each. With a large average inline store size at 277 meters, Elements caters to successful international tenant demands for larger “flags
14、hip” space. Developed & operated by the MTR corporation, Elements succeeded in leasing 100% of its space prior to opening. 30% of those tenants are “pilot” retailers and new to Hong Kong. While the project is developed above ground, the roof effectively acts as a ground floor with a traditional vert
15、ical merchandise circulation reversed. Centered around a courtyard on the roof and connected to the ICC tower, are vertically integrate, 2-storey restaurants and a flagship Prada store which drive on-site office workers to the lower floors. The mall itself is adorned in public art and common area sp
16、aces that are designed in accordance with the districting theme of the 5 “elements”.,R 2 1 G,ICC Tower,Entertainment,Health & Beauty,Food,Kids,Lifestyle,Jewelry & Flagship,Food,Sports & Entertainment,Lifestyle,Flagship,Health & Beauty,F&B Square,Vertical Integration,F&B Square,Earth Zone,Case Study
17、Profiles International CBD Retail,3,Canary Wharf London Mixed-use masterplanned CBD (97 acres), primary composed of office (1.26 million m2) however, this project has proven to be an extremely successful example of integrating mixed use with transit options. It is now a highly sought after location
18、for retailers. The redevelopment of former dock-lands proves Canary Warf as an example of successful urban revitalization.,Natural Light to Basement Levels,Al Fresco Dining,Case Study Profiles International CBD Retail,4,Potsdamer Platz - Berlin Mixed-use masterplanned CBD redevelopment in metropolit
19、an Berlin across 150 acres. Onsite uses include: 205,000 m2 office; 70,000 m2 residential; 820 hotels rooms; and 117,800 m2 of retail featuring a wide assortment of entertainment uses. In addition to 4,000 m2 of outdoor public performance space, entertainment uses include: 3 Cinemas (over 5,000 seat
20、s and home to the Berlin International Film Festival); 2 large format theatres (over 2400 seats featuring Blue Man group and a Legoland. Service by a multi-modal transit node, the projects retail offering sees roughly 28.6 million visitors per annum. Project Attributes & Elements of Success The inte
21、gration of various built forms centered around the historic Potsdamer Gate creates a pedestrian friendly and architecturally stimulating mixed-use environment. The integration of well designed public spaces with the multi-nodal transportation function and stunning architecture creates a ideal settin
22、g for live concerts, exhibitions, talent search shows, fashion shows, seasonal events as well general public gathering and activity. Creating an entertainment-oriented retail complex at a transit node is an efficient use of urban space and can create a real draw for patrons as it is easy to visit th
23、e project via bus/train. The combination of on-site uses ensures a vibrant flow of traffic throughout the day and night. Potsdamer Platz is an example of successful regeneration of an underutilized urban space.,+1 0 -1,Food Court, Home Furnishings, Specialty Grocery,Theatres,Cinemas,Museums,Outdoor
24、Events,Night Clubs,Restaurants, Fashion, Service,Fashion, Wellness,Arkaden Shops,Sony Center,Case Study Profiles International CBD Retail,5,Downtown Burj (near CBD) Dubai Along Dubais CBD corridor, Downtown Burj Dubai is a masterplanned mixed-use project centered around the worlds tallest skyscraper
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