DESIGN BRIEF

1

DESIGN BRIEF

What should be the nature of the open Space?

What Should be the nature and the orientation of the built forms?

What Should be the amenities in the projects?

What should be the nature of street and streetscapes?

2

3

Neighborhood level open space: The open space can be articulated in a

a er that it a t as ourtyard for eigh orhood alo g ith fulfilli g the basic necessity of the residents.

The neighborhood level open spaces can be connected at various levels to

achieve better social harmony and avoid differences within the society. The

neighborhood level open space should be exclusively for the residents of the

project only

Neighborhood Level Open Space

Project: Nahar Amritshakti

Open Space should be welcoming and should create view within the project

It should be well lit in the time evening in the purview of security

It Should be active and promote social interaction

4

Integration of amenities (Jogging track, landscaped gardens)

Club House with the open area

5

Ashok Gardens K Raheja Vivarea

WHAT SHOULD BE THE NATURE AND ORIENTATION OF THE

BUILT FORM?

6

Iconic Built forms

Promoting open green view, city view

7

No obstruction of sea view, Mahalaxmi Race course sea view, city view

PROJECT -GODREJ PLANET

Built forms promoting natural green views and designed green

view from both side

8

Blocks are not obstructing sea view, Mahalaxmi

Race Course view.

Living and Bedrooms are facing towards Sea

and Green view

Iconic towers crating landmark

in the location

PROJECT –K Raheja VIVAREA

Iconic towers creating its own identity in the location

9 PROJECT –Sheth Developers Beaumonde and Ahuja Towers

Placement of Building Blocks

10

At present visibility towards the north , North East is blocked by Ashok Gardens and Celestia

Spaces. However the site enjoys an unobstructed South East sea view and 180 degree city

view.

It is important that the building blocks are placed in a staggered formation or in form of an arc

so that they captures optimum views.

Ashok Garden

Block Should be oriented to promote sea and city view and

obstruct slum view

11

Slum Pockets

Sea View

City View

Built form should obstruct unwanted view and promote sea

view, green open view, City view

12

Podium Level

Parking Floor

Slum and informal housing

Habitable Floors Non Living area to be

provided in the back side, like

toilet, kitchen

Living area (Drawing, Dining ,

bedroom to be provided this

side.

Indicative section, not to scale “e tio through AA

A

A

Proposed retail development

13

Proposed retail development

We recommend that retail development should come up along Tokeshri Jivraj

Road, for proper visibility and segregation of residential area and retail area.

Residential Development

Celestia Spaces

AMENITIES TO BE PROVIDED IN THE PROJECTS

We will analyze the amenities that has been provided in the competitive projects and will

recommend which should be the amenities at the subject site.. We will further segregate

the amenities that needs to be provided at the block level and neighborhood/project level.

There are amenities which are hygiene factor, which has to be provided, while other

enhance the project and has impact on the sales of the project

14

Recommended Amenities

15

Amenities

Jogging Track

Childre s Play Area

24 Hour Security

24 Hour Power Backup

Games Room

Multipurpose Hall

Swimming Pool

Landscape Garden

Estate Management

Recreational level/ Club

House

Senior Citizens Area

Gymnasium

Multi-Level Lobby

Cricket Practice Pitch

Healthcare Facility

Library

Concierge

Convenience store

Golf or Putting Ground

Yoga & Meditation

Squash Court

Sky Lounge and Bar/Café

Amphitheatre

Wifi Enabled Campus

Barbeque

Games Courts

Spa & Jacuzzi

Conference Room/ Business

Centre

Laundry

Skating Rink

The amenities in green are hygiene and are the most

important one and should be provided in the

project.

The amenities should be provide at the three levels

, one at the block level ,one at the

project/neighborhood level and one at the

community level

Price Range Sales velocity in the projects with the following amenities range

less than 50% 50%-60% 60%-80% 70%-80%

less than 16000 1.44%

18000-20000 0.30% 0.67% 0.97% 1.48%

20000-22000 1.3% 2.65%

22000-24000 0.66% 1.4% 1.83%

more than 24000 0.21% 1.87%

With the increase in the amenities improvement in

the sales velocity can be seen .

Since we are proposing a launch price of 20000-

22000, we recommend that the project should

provide 70-80 % of the amenities

Correlation between Price, Amenities and sales Velocity

Hierarchy of the amenities

16

Block Level Neighborhood level Community level

Concierge, Multi Level Lobby, waiting

Lobby should be provided at the block

level.( to be provided at block A, B, C,

D)

At podium level of Block B,C,D jogging

track and landscaped hildre s play

area should be provided as well.

At neighborhood level we recommend

following amenities:

• 24 hrs security and power backup

• Neighborhood level open space

• Landscaped Garden integrating

Amphitheatre

• Separate swimming pool for male

and female. Covered swimming

pool for female

• Kids pool

• Estate management

• Yoga & Meditation

• Cricket practice pitch

• Club house with the following

facilities:

o Gymnasium

o Spa- Sauna

o Multipurpose Halls/ Business

Centre

o Party Area

o Games room (Playing Cards,

Chess, illiards….) o Squash Court

o Badminton court

o Library

o Guest Room*

Convenient Store/Retail Store/Super

market

Banks & ATM

Crèche

Fine Dine Restaurants

Food Joints/Cafeteria

Dental /Physician Clinic

Car Wash

Pharmacy

* If we are not developing serviced apartment, then we should provide full serviced 8 rooms in club house

for the visitors/guests of 800 families

Size of the club house

17

•we recommend 50 sqft per family for the club house.

• Since the society will have around 800 families, so the recommended size

for the club house = 800X50= 40,000 sqft

• Total carpet Area= 28,571 sqft

WHAT SHOULD BE THE NATURE OF STREET

This section will discuss about the nature of street at the project level and how to revamp

Tokershi Jivraj Road

18

Streets can be evaluated based upon the following aspects

• Clear segregation of vehicular and pedestrian

• Separate definition for on street or off street parking

• Quality of experience

• Pedestrian safety

• Flexibility for small gatherings and informal activities

Street Design

19

Segregation of Vehicular and pedestrian movement

20

Vehicle free open space

Restricted Vehicular

movement

PROJECT -GODREJ PLANET

Integrate sitting area with the street to promote social

gathering

21

Revamp Tokershi Jivraj Road

Before the retail development the location needs to be revamped, specially

the street s hara ter eed to e de eloped. The street should lead to

destination The XYZ s Estate .

Tokershi Jivraj Road at present

There is no Street Character

No Pavements, No Street Lights, No Divider 22

23

Create Urban Node

• Design Objective: Developing an Urban

Node in the area where the streets from

the King Edward Road are coming inside

the XYZ Estate.

• Urban nodes are not entirely defined by

structures such as a prominent building

or a monument.

• Nodes have to attract people, suggesting

them the availability of prominent

buildings and monuments that provide an

opportunity of human activities and also

act as a focus for paths.

• A space, which can visually help to slow

down the movement of cars, giving a

comprehensive look to a place that can

act as a focal point for the neighborhood.

Proposed Road Section

24

Road Should be welcoming and should lead to destination.

Should give the feeling of warmth to the pedestrian and someone in Vehicle

25

XYZ Estate: Urban NODES

Urban Nodes could be of different

shapes and sizes.

Elements of Streetscape: Trees and other Landscape Planters

Free-standing planters:

26

Elements of Streetscape: Trees and other Landscape Planters

Hanging Baskets:

27

WHAT SHOULD BE THE RETAIL SIZE

In this section we will project the population in the catchment and then determine the area

of retail required based on the current retail condition in the catchment

28

Target Project for the Convenient Retail Development

29

The retail , recreation, restaurant need of the demography in the eastern catchment is fulfilled by High Street

Phoenix, Palladium Mall, Blue Frog, High end Fine Dine restaurants, lounge and Bar in the western part of the

Central Mumbai

The absence of these facility in the eastern catchment gives the site the opportunities for these development

Target Project for the Convenient Retail Development

30

Project Before 2014 2015 2018 2019 2020 2021

Belle Harbour 506

Celestia Space 192

Crescent Bay 996

Eon 118

Evita Empress 36

Glory ITC 50

K Ras Residency 42

Kalpataru Avana 146

Lodha Venezia 424

Manthan Horizon 40

RNA Metropolis 264

Ruparel Ariana 240

Rupji Dreams 44

Valencia 55

Viva Ram Nivas 44

One Avighna Park 278

Omklar Vayu 32

Godrej Sky 166

XYZ Project 400

Ashkok Gardens 570

Dosti Flamingo 396

Rishabh Towers 80

Kingston Towers 116

Krypton Towers 75 75

Vardhman Heights 100

Gundecha Coperative Housing Society 400

Kalpataru Habitats 88

Ashok Towers 705

Vikash Heigts 45

AH Wadi Baug 250

Total 2825 36 1656 1192 698 166

Mutually Exclusive Catchment 1720 36 1378 1550 506 566

We will analyze the projects in the catchment and their respective supply and their time of possession

U/C

Projects

Ready

Projects

Expected Occupancy pattern in the catchment

31

Year Occupied/ Possession

to be Given

Occupied/ New Occupancy expected to occur

Before

2014 2015 2018 2019 2020 2021

Before 2014 1,720 1,720

2015 36 36

2018 1,378 459 459 459

2019 1,550 517 517 517

2020 506 169 169 169

2021 566 189 189 189

Total 5,756 1,720 459 1,333 1,333 874

Year Occupied /New Occupancy Cumulative Occupancy Total no of member

Before 2014 1,720 1,720 6,880

2015 36 1,756 7,024

2018 459 2,215 8,861

2019 1,333 3,549 14,195

2020 1,333 4,882 19,528

2021 874 5,756 23,024

•The expected population will be around 20000-24000, in the catchment.

•The projected population is for the housing through developer supply only

Occupancy pattern has been defined based on the assumption that every year 1/3rd of

the occupancy comes in the project

Existing Retail condition in the catchment

Unorganized informal retail in the catchment

32

• The informal retail is catering to the needs of the informal settlements, slums in the catchment and

partially to the housing of developer supply

• The retail needs of residents are met by supermarket spread in western part of Central Mumbai

• The residents owns car , vegetables and daily needs are bought while returning from office from

Dadar or supermarket which are cheaper than the nearby store

Area Requirement for the convenient Retail

33

•Guideline has been provided in URDPFI for planning and

development of retail activity.

• It suggests that there should be provision of 220 SQM (2368 Sqft)

of retail space for the population of 1000.

•We recommend that developer should plan to develop retail for

atleast 75% of the projected population

•Hence as per our population projection total required space for

retail = (18000/1000)*220= 3,960 sqmt i.e., 42609 sqft (SBUA)

• The customer is couple working and together drawing handsome salary

min around 2-3 lacs per month.

• Aspirational. Want to live a quality life. Squeeze of time (working) and also

in-space (costly realty).

• In the cage of time and space (24 hr.), he only gets to enjoys 3-4 hour on

weekdays at home (awake with family) and the weekends he is found

lazing out the stress, fulfills pending household chores, and the evening

outing with family and friends.

So what should be the nature of retail development?

34

Retail Practice in Ashok towers and Kingston Towers

35

General Store, Grocery Store, Banks, ATMS, Saloon, Tour Operator, Dry Clean, pharmacy are hygiene retail

store that must be provided in the retail development

We also recommend Crèche, Fine Dine Restaurants Dentist/General Physician clinic and mechanized car

wash to suit the lifestyle of the upcoming demography

Restaurants Viability

36

Parameter Nos Assumption

No of family Preferring to eat out on

weekend 1,439

25 % of the family will prefer to eat out

at weekend

No of family expected at our site 360 25 % of the outgoing family will come to

our site

Total no of members 1,440 4 member per family

Expected Guest at a time 90 16 hrs on Saturday and Sunday

Area Required 5396 60 sqft per person

Total No of guests in the weekend in

the year 74,828

Total No of guests on weekdays in the

year 18707 25 % of the weekend guest

Total Guest in the year 93,535

Total Revenue 93,535,000 Rs 1,000 per head

Revenue Per sqft 17,333

The restaurants always works in cluster because it gives option to people.

So we recommend 2-3 different types of restaurant with the capacity of 40-45 people.

Proposed retail development

37

Proposed retail development

We recommend that retail development should come up along Tokeshri Jivraj

Road, for proper visibility and segregation of residential area and retail area.

Residential Development

Celestia Spaces

Retail Development

38

The Recommended break up for 42609 Sqft of commercial area is as follows:

• Supermarket of 25000 Sqft which will satisfy small, basic day to day needs of the residents as

well as the neighboring population. (Big Bazar, Reliance Fresh, Dmart etc.)

• Fine Dine Restaurant of 5400 Sqft.

• Other retail (12,209 Sqft) activities can incorporate:

I. Saloon

II. Creche

III. Laundry and Dry cleaning facility

IV. Pharmacy

V. Food Joint and cafeteria

VI. Clinic

VII. Photo Studio and stationary.

VIII. Mechanized Carwash facility.

CONCEPTUAL MASTER PLAN

39

Conceptual orientation and block plan Option 1

40

Retail, club house and Serviced

Apartment Block

Unobstructed sea View

Premium Green View

Unobstructed

sea View

The retail block has been placed at the junction

of Ashok Garden and the subject site. At such a

junction traffic is slow and it encourage

gathering of people as well.

The Club house and the serviced apartment has

been placed at that junction at one end of the

site, to prevent any intrusion within the society

of the non resident.

Block A

Block B

Block C

Block D

Conceptual Section through Retail Club house and serviced

apartment

Conceptual Section through Retail block showing

segregation between residential and retail block

42

Conceptual orientation and block plan Option 2

43

Podium Level Amenities

Unobstructed

sea View

Retail and Club House Block

below the podium level

Retail /Club House

Residential Block

A

A’ Co eptual “e tio through AA

Parking

Unobstructed

sea View The retail and club house block is

place along the DP road.

As such the retail and club house

facilities can be accessed at

community level (open to non

residents also) without hampering

the privacy of the residents