News and Views
JK Iguatemi mall Sao Paulo - components for the future of retail mall design.
JK Iguatemi Mall
Located in the heart of Itaim, São Paulo, Brazil, the challenge for the developers and designers of JK Iguatemi Mall was to create a luxurious shopping destination that incorporates restaurants, cinemas, three office towers, and a blend of local and international luxury retail brands. The spatial design of the project aimed to efficiently organise and orient visitors within the expansive public spaces of the mall's interior. Two distinct spatial volumes, “The Gallery” and “The Plaza,” are linked by secondary spaces called “The Streets,” creating a coherent internal flow using urban architectural principles. Additionally, the design ensures visitors can maintain a sense of orientation with views of the city centre.
While shopping malls are ubiquitous, the traditional design model, which has held for the past 50 years, is now facing a turning point in the current economic landscape. Social media platforms like Instagram, combined with global trends, are influencing mall designers and operators to reconsider their roles within the community.
Malls are no longer just about fashion, home goods, department stores, hypermarkets, and fast food. Today’s consumers expect experiences that extend beyond shopping and foster community engagement. Modern mall business models must collaborate with a network of over 500 influencers to create a brand presence that resonates and thrives within local communities.
These shifting trends are compelling designers, developers, and operators to rethink how they plan and manage shopping centres. One of the most effective ways to retain customers is by offering quality dining experiences, making food courts a central focus in mall design. With vegan and health-conscious food trends becoming mainstream, traditional fast food no longer meets consumers’ expectations.
Beyond food, malls are finding new ways to entertain and engage visitors. The foundation of this strategy is creating spaces where people genuinely want to spend time. Special events and cultural programs are also essential for generating foot traffic.
A notable area of growth in shopping malls, particularly for Westfield, has been the health and wellness sector, specifically "micro-fitness" concepts such as Barry’s Bootcamp.
Once shoppers are drawn in, the challenge is ensuring they return regularly, which can be achieved by introducing tenants that encourage habitual visits.
In response to these challenges, mall planning must evolve to remain relevant, increase foot traffic, drive sales, and improve operational efficiency. The most successful players in the market are investing along three key fronts:
A. Differentiating the consumer offering, focusing on experience and convenience. B. Transforming the mall experience by integrating technology and multichannel strategies. C. Exploring new formats and commercial real estate opportunities.
A prime example of this approach is our collaboration with Multi Shopping Malls.
Multi Corporation, a pan-European retail asset management, property management, and redevelopment company, owns and manages over 120 retail assets across Europe. Their portfolio includes shopping centres, retail parks, outlet centres, and grocery-anchored shopping malls. Multi specialises in redeveloping large-scale mixed-use shopping centres and inner-city regeneration projects that are innovative, sustainable, and visually striking. Their “Design & Development” formula emphasises exceptional design and quality.
At Campbell Rigg, our internal process of renewal allows us to continuously benchmark best-in-class retail trends across various market sectors globally. Please take a moment to explore other news items linked to this page.
Feel free to reach out to discuss your shopping mall design or refurbishment program, branding, digital, and social media needs.