urban retail
DESCRIPTION
Urban Retail: A Pattern BookTRANSCRIPT
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FALL 2008
Northeastern University School of ArchitectureARCH G691 Graduate Degree Project Studio
URBAN RETAIL
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FALL 2008
URBAN RETAILNortheastern University School of ArchitectureARCH G691 Graduate Degree Project Studio
ERIC ARMY
MIKE BARRETT
LOREN GOODKNIGHT
CHANSAN HUN
MATTHEW NATHANSON
HUY NGUYEN
JESSICA TWIGGS
ELIZABETH UTZ
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Bibliography
Bow-Wow, Atelier. Pet Architecture Guide Book Vol 2. Japan: World Photo Press, 2002.
Chung, Chuihua Judy, Jeffrey Inaba, Rem Koolhaas, Sze Tsung Leong, and Tae-wook Cha. Harvard Design School Guide to Shopping. New YorkL Taschen, 2001.
Raford, Noah. Movement Economics in Fractured Urban Systems: The Case of Boston, MA. London: University College London, 2004.
Study conducted by Helwig Associates, Inc. for The Downtown Crossing Association, 2004;Boston Redevelopment Authority
Studio Research TeamEric Army - Store typology and signageMike Barrett - Urban mapping and shopping district typologyLoren Goodknight - Kiosk typology and writerChansan Hun - Mid box typology and brandingMatthew Nathanson - Urban mapping and shopping district typologyHuy Nguyen - Mid box typology and brandingJessica Twiggs - Kiosk typology and axonometric illustrationsElizabeth Utz - Kiosk typology and book design
Studio LeadTim Love - Associate Professor
Unless specifically stated otherwise all content is
property of the authors. Every reasonable attempt
has been made to identify owners of copyright,
photographs, diagrams and images. Errors or
omissions will be corrected in subsequent editions.
Copyright 2008 by Northeastern University School of ArchitectureAll rights reservedFirst printing December 2008
Special thanks toAndrew Grace and Kristin Phelan of the Boston Redevelopment AuthorityRosemarie Sansone of the Downtown Crossing Partnership
No part of this publication may be used, reproduced,
stored in a retrieval system, or transmitted, in any
form or by any means, electronic, mechanical,
photocopying, recording, or otherwise, except as
permitted under Section 107 or 108 of the 1976
United States Copyright Act, without the prior
written permission from the authors.
Published byNortheastern University School of Architecture360 Huntington AveBoston, Massachusetts 02115
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This publication has been prepared as part of a five
week graduate thesis studio assignment in the Northeastern University School of Architecture for the Fall 2008 Architecture G691 course. Other publications in this series include hotel, office and
parking garage typologies, all produced by other graduate students in the Northeastern University architecture program.
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ContentsDefi ning
The Types
Store Front
Introduction
InteriorProgram6959
9 13
7767
11 55
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URBAN RETAIL 7
Urbanism
Circulation
Contents I
79
91
89
123
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Newbury Street
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URBAN RETAIL 9
Retail Returns to the Urban Center
After languishing in the shadow of suburban malls
for years, Main Street is developing a new luster for
Americas largest retailers. While mall development
lags, companies such as Gap, Saks Fifth Avenue,
Barnes and Noble, Sears and CVS are discovering
new opportunities for growth by catering to shoppers
who hanker for the ambience and convenience of a
shopping experience that resembles that of a small
town or old-fashioned city neighborhood (Harvard
Design School Guide to Shopping).
In the not so distant past, the rise of the shopping mall
captured retail and pulled it into the suburbs where
rent was lower and automobiles were prevalent.
This made the shopping mall the de facto standard
for retail. In more recent years, retail has returned
to the city center making the urban experience
dependent on the retail experience. The city provides
the individual store more opportunities to make a
sale; there is more money per square foot due to the
density and also more pedestrian traffic, aka window
shopping.
Boston, MAOutlined are the three districts where urban retail was thoroughly mapped to support our research.
Introduction to Urban Retail
Introduction I
Quincy Market
Downtown Crossing
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Kiosk Retail
Store Retail
Micro Retail
Mid Box Retail
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URBAN RETAIL 11
The Building Blocks of the City Center
While the individual store is certainly important
to urban retail, even more critical is the role that
urban retail plays in the larger agenda of creating
walkable urban neighborhoods, whether as part of
an urban revitalization strategy or in a new transit-
oriented development. While most urban planning
includes street-level retail as part of a larger tool kit
for creating an active public realm, the precise recipe
for the retail mix and the specific characteristics of
the individual shops have not been accommodated
within a rigorously defined design framework. This
study attempts to create both a finer-grain typological
framework and a methodology for understanding the
interrelationship between retail types as an urban
design strategy.
As such, this study hopes to take some of the economic
planning strategies advanced by market analysts and
convert them to a set of tactics that focus specifically
on the physical and sociological characteristics of
the contemporary city. Our study is based on the
understanding that a specific combination of retail
types is both aligned with the demographic of the
shopper and the overall nature of the urban space. A
careful calibration of these issues can have an impact
on the success of the district. This success is also
contingent on the placement of the market/shopping
district within the greater city fabric. Proximity to
hotels, historical sites, tourist destinations, etc. is a
major factor in the success of the shopping district.
Retail has been tasked with creating the qualities of
urbanity: pedestrian traffic, noise, excitement, and
activity. One charge of the urban retail center is the
staggering of activity during the day. A successful
urban retail area offers the same buzz at all times of
the day. From tourists to locals to business people
getting lunch to the evening dinner rush and the late
night festivities, urban retail caters to all.
The Critical Elements of Retail Establishments
In all scales of urban retail, certain features are of
critical importance to the success of the store. The
pedestrian nature of the city calls for significant
attention to be given to signage, exterior display and
the ways that retail design can pull customers from
the public realm into the interior space of the store.
By mapping interior circulation patterns, a more fine-
grained understanding of the zones within a store is
possible: from the door to the boundary that separated
public access from the back-of-house service areas
of a shop. Well-designed product display and interior
design can keep the shopper engaged and in the
mood for purchasing.
Scales of Retail
The urban retail explored in this volume, ranges from
temporary kiosks up to mid box stores. This range was
chosen since it is this grain of smaller scale retail that
distinguishes urban retail from suburban retail types.
In addition, small retail creates a greater diversity
of consumer options and a richer urban realm. The
kiosk is defined in this study as a temporary structure
operating as an island of retail around which both
seller and buyer can circulate. Examples of micro
retail are stores that have colonized undersized
and left-over space within a shopping district.
Because of their small size, every available surface
is used for product displays and signs, often with an
overwhelming exuberance that is in contrast to the
carefully controlled environments of larger national-
brand stores. Small stores are the typical building
block of historical shopping streets. Like micro-
retail, their small size necessitates efficiency, while
allowing for a range of layouts and enough space to
include displays on the floor. The mid box sized shop
operates much in the same way as the store except
that it has more generous spaces for merchandise
and is often multi storied. A vital shopping district has
a healthy mix of these various.
Introduction I
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URBAN RETAIL 13
Defi ning the Types
Through an exploration of the various shopping
districts in Boston, it was discovered that a mix of
four distinct typologies of urban retail distinguish
the urban shopping experience and the character
of the environment from suburban retailing models,
whether the shopping center or the mall. The types
have been identifi ed on a sliding scale, from mobile
kiosks up to mid-box stores that are also common
in more suburban retail environments. Micro-retail,
embedded within the same street wall as larger retail
types, and the conventional small store are also
included in the taxonomy. Although big box retail has
made inroads into urban shopping districts, big box
retail was not included in this study because it is felt
that the smaller scale retail is what sets the urban
retail experience apart from the suburban retail.
The typologies are best defi ned by
understanding the relationship between the customer,
the vendor/salesperson, the goods/products for sale,
and the public sidewalk.
15
25
31
45
Four Discovered Typologies
Defining The Types I
Kiosk: a free-standing (often mobile or temporary) structure, which allows vendor and buyer to circulate freely around it.
Micro-retail: enclosed retail with under 13 linear feet of street frontage and minimal footprint. The required elements of retail (signage, product display, transaction counter) are at their minimal size.
Small Stores: retail with 13 to 30 linear feet of store frontage and limited to one story of display space. Enough room is present to accommodate a variety of display layouts. This is the most common type of urban retail, and in agglomeration, is the best at building a streetscape.
Mid-box: larger than the historic urban storefront and a mostly a contemporary retail type, its large fl oor plate (at least 3 times a small store) is planned on two or more levels. Many national chains utilize this size store for their urban fl agship locations.
Kiosk
Micro
Store
Mid Box
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URBAN RETAIL 15Kiosk \ k-sk\ noun - a free-standing (often mobile or temporary) structure, which allows vendor and buyer to circulate freely around it
0 - 39 square feet
highly mobile, seasonal, or temporary
circulation around structure
located outside near high traffi c areas
adds richness to a streetscape with colors, noise, and movement
Defining The Types IKiosk I
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Out of the three types of kiosk retail, the fi rst one has
the vendor completely enclosed while serving the
customer on the outside. In the second option, there
is a continuous counter in which the vendor and the
customer share the space around it. The third option
has an additional cart that can alter the confi guration
of the counter space.
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URBAN RETAIL 17
The streetscape would be a very different place
without street vendors selling food, beverages, and
goods from kiosks. The physical and social impact
of the kiosk reaches far beyond its footprint, since
vendors often use vocal advertisement and the vendor
and the buyer usually both inhabit the space beyond
the footprint. In New York City, some food vendors
garner such a large fan base that the line for the kiosk
can be more than a half a block long. Kiosks also play
an important role in capitalist societies. Because of
their low start-up and operating costs, kiosks provide
entrepreneurial opportunities for new immigrants and
other lower income groups.
Customer
Vendor
Defining The Types IKiosk I
Customer
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URBAN RETAIL 19
Mobility, whether literal or potential, distinguishes
kiosks from types of urban retail. The temporary
status of kiosks can also have advantages from a
regulatory standpoint since the code requirements
for temporary structures are generally less stringent
than permanent in-line stores. Many kiosks can follow
their clientele to maximize sales. Rent of the kiosks
(or the land on which they sit) is lower than that of
the permanent structures around them. This allows
lower start up costs and means the kiosk is often an
entrepreneurial gateway to more permanent types
of businesses. Despite these positive attributes,
retail that is not a permanent fi xture in the urban
environment also has specifi c challenges. Kiosks
expose customers and vendor to the elements, a
virtue on warm sunny days, can result poor sales
during inclement weather, even during peak season.
MOST
MOBILE
Defining The Types IKiosk I
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T
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URBAN RETAIL 21
day
night
Diagrammed are the daily routine of kiosks in Downtown Crossing and their variety of options for nighttime storage.
The Downtown Crossing shopping district becomes a
very different place when the sun starts to go down.
The bustle from the workday starts to recede and a
new chaos ensues. The kiosks start their evening
ritual of disappearing without a trace. The vendors
pull tarps or cloths over their goods and push, pull,
drag, or fold up their carts. Following a kiosk on the
move results in the discovery of a world unknown to
most Bostonians. Where do the carts go? Many of
them are hidden in the open-air vestibules of service
doorways or locked behind roll down security gates.
Others are stored in the open circulation areas of
nearby store interiors. Both are effi cient strategies
for reusing existing space off-hours. In addition to
renting space in nearby stores for off-hours storage,
kiosk owners often lease space to store their stock
a well. The vendor can then restock the kiosk every
morning or night when the cart is in storage location.
Many kiosks in Downtown Crossing are dedicated
to making sales year round. Rain or shine, cold or
hot, Downtown Crossings vendors are a committed
bunch.
Downtown Crossing Kiosk Schedule
Defining The Types IKiosk I
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Clinton Street
North S
treet
Chatham Street
Clinton Street
North S
treet
Chatham Street
Clinton Street
North S
treet
Chatham Street
FANEUIL
HALL
FANEUIL
HALL
FANEUIL
HALL
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URBAN RETAIL 23
day
night
winter
Diagrammed are the ever-changing movement patterns of kiosks in Quincy Market at different times of day and the seasonal closing of its outdoor kiosks from the end of October to the beginning of April. (Left) Photo of one method of security at the end of the day at Quincy Market. (Below)
Quincy Market kiosks have been designed for a
different kind of mobility from the kiosks in Downtown
Crossing. The carts found at Quincy Market remain
in place day and night from April through October.
They have lockable metal panels that are pull down
for off-hours security. Unlike the Downtown Crossing
kiosks, the Quincy Market carts are restocked in situ.
The kiosks at Quincy Market hibernate during the
winter. They are towed away from the marketplace
and stored in parking garage off site.
Quincy Market Kiosk Schedule
Defining The Types IKiosk I
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URBAN RETAIL 25
40 - 499 square feet
highly effi cient use of space
display and storage are often limited
provide very limited layout options and circulation paths
exist often as anomalies in a shopping district cropping up in leftover spaces
Micro Retail \m-kr r-tl\ noun - enclosed retail with under 13ft of street frontage and minimal footprint. The required elements of retail (signage, product display, transaction counter) are strategically organized to take maximum advantage for the small space.
Defining The Types IMicro I
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Out of the three types of micro retail the fi rst option
has wrap-around shelving where the customer and
vendor share a common space. The second option
has a counter towards the middle of the shop that
divides the space into zones for servers and those
served. In the third option, the customer is restricted
from entering the building while the vendor utilizes all
the sheltered space for their needs.
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URBAN RETAIL 27
Micro Retail often colonizes small vacant lots and
blank building edges of vital shopping districts. As a
result of the small size of the stores, there are very few
options for layouts. Most micro retail establishments
are not chains; in fact they play a vital role on the
urban scene because of their variety and individual
personality. Micro-retail is often owned by the vendor
and has been in the same location with owned by
the same family for many years. Some micro-retail
shops are so compact, that they no longer comply
with building and accessibility codes, they persist
only because they remain unchanged and are
therefore grandfathered from many new regulations.
They often employ quirky solutions to the problem of
limited space.
Defining The Types IMicro I
Customer
Vendor
Customer
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URBAN RETAIL 29
Micro retail is worthy of study because it serves as
a model for the effi cient use of space. A diversity of
products are displayed in a very small amount of space,
often resulting in a chaotic exuberance of goods. The
variety of colors and type faces of product labels and
the small size of the goods on display, creates a rich
mosaic of visual experience. Many of the products for
sale are high-volume convenience items. As a result,
effi ciency of display is often coupled with effi ciency
of service. In micro-retail, there is no roaming space
within and sometimes is limited to a service window
only. Micro retail is often crammed into the leftover
space between buildings and is sometimes tacked
onto existing buildings.
MOST
EFFICIENT
Defining The Types IMicro I
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URBAN RETAIL 31Store \stor\ noun - retail with thirteen to thirty linear feet of store frontage and limited to one story of display space. Enough room is present to accommodate a variety of display layouts. This is the most common type of urban retail, and in agglomeration, is the best at building a streetscape.
500 - 2,999 square feet
multiple vendors often required
located on the lower level of larger buildings
freedom with display layouts
Defining The Types IStore I
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The fi rst of the three types of store retail has a
L-shaped counter within the store. The second has
a wrap-around U-shaped counter within the store. In
both of these examples, the zones for the servers and
those served are separate. The third type is more
open-ended in which the customers and vendors
share the space in some parts and are kept separate
in others.
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URBAN RETAIL 33
The store is overall the most common urban retail
type. It is found in abundance in all three Boston
urban retail study areas. Unlike micro retail, the
store offers a variety of layout options and vendor/
customer relationships. Circulation through a store
is more complex than of that through micro retail
(where there is sometimes no circulation at all for the
customer). The store is the arguably the best street
maker of the urban retail typologies in this study.
The stores on Newbury Street will often spill into the
public zone (side walks) to claim the space outside for
advertisement and enticement.
Defining The Types IStore I
Customer
Vendor
Customer
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URBAN RETAIL 35
Newbury Street, while largely composed of store
sized retail, contains an intricate agglomeration
of sidewalk zones. As this once residential street
began to be adapted to a retail use, the private
property, where the residential front garden once
occupied, began to fi nd alternate uses. Each user
of these public/private zones has a particular way
of lending its private exterior space to the public,
and bringing them into relationship with the display
window. It is the agglomeration of these individual
events that begin to give Newbury Streets pedestrian
experience its texture.
BEST
STREET
MAKER
Defining The Types IStore I
-
Serial Shopping!"#$%&'()"*#'+,%&'$*&*&!'-.*/)'
%#*0'"#12')3%(*(44/+5%'&%6-.#2'()'
!"#$%&'()"*#'+,%&'$*&*&!'-.*/)'
%#*0'"#12')3%(*(44/+5%'&%6-.#2'()'
!"#$%&'()"*#'+,%&'$*&*&!'-.*/)'
%#*0'"#12')3%(*(44/+5%'&%6-.#2'()'
Open Stair Garden
pull
ponder
passage
private
public
An analysis of Newbury Street has shown the three
main street interface types begin to emerge. The three
we shall examine are Garden, Stair and Open.
Garden is the original residential interface type,
Stair is an adaptation of the split-level residence
into dual-level retail, and Open represents a retail-
intended development with an uncluttered sidewalk.
It should also be noted that each of these three types
stratifies the public zone into three types of space:
Passage, Ponder and Pull. Passage zones are used
for travel, and are the highest speed. Ponder zones
permit slower walking, and are the prime viewing area
for the store displays. Pull zones represent exterior
public areas which if pedestrians step, they are very
likely to be pulled into the store.
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URBAN RETAIL 37
Serial Shopping!"#$%&'()"*#'+,%&'$*&*&!'-.*/)'
%#*0'"#12')3%(*(44/+5%'&%6-.#2'()'
!"#$%&'()"*#'+,%&'$*&*&!'-.*/)'
%#*0'"#12')3%(*(44/+5%'&%6-.#2'()'
!"#$%&'()"*#'+,%&'$*&*&!'-.*/)'
%#*0'"#12')3%(*(44/+5%'&%6-.#2'()'
Open Stair Garden
pull
ponder
passage
private
public
Defining The Types IStore I
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pull
passage
ponder
The original street interface, it should be noted that
this interface keeps the pedestrian furthest from the
storefront. Because of this there is no slow ponder
zone in front of the store; pedestrians must make a
quick decision to enter the stores well-landscaped
front walk, or continue to pass on by.
Only 40% of the pedestrians fi eld of view is occupied
by the Garden interface storefront, as seen from the
center of the pedestrian passage-way. It is an attempt
to capitalize on unbranded space that we will see the
following adaptations occur.
Garden
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URBAN RETAIL 39
retail field of view10LF of 25LF =40%
Defining The Types IStore I
-
pull
passage
ponder
As Newbury Street began to be a shopping destination,
many of the residential brownstone buildings began to
be converted for ground-fl oor retail. These residences
employed a half-sunken ground fl oor, which lent itself
to be readapted as dual level retail. While change in
grade is typically avoided in retail design, here we
see it employed successfully. (It should be noted,
however, that critical mass of pedestrian traffi c plays
a signifi cant role in this success. Store interface is the
compliment to this critical factor.)
The stair-case and sunken plaza act in tandem to
create a large, sectional other, a pull zone for retail.
The dimensional requirements conveniently set
them back from the main passage zone, giving the
pedestrian added time to view the storefront, and
consider entering the pull zone.
The sectional consequences here are signifi cant. This
is our fi rst example of a street interface adaptation
that not only increases the retail display area, but also
gives the median pedestrian improved visibility to it.
It should be noted that, at prime pondering distance,
100% of the pedestrians fi eld of view is occupied by
the stores display.
Stairs
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URBAN RETAIL 41
retail eld of view17LF of 17LF = 100%
Defining The Types IStore I
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ARC G691 TYPOLOGY PATTERN BOOK
retail eld of view10LF of 10LF = 100%
pull
passage
ponder
The third typical condition is the most intentional, if
not the most successful. As Newbury Street began
to be known as a retail destination, many lots were
redeveloped with more standard street-level retail.
This created the Open condition, where the
storefront rests 22 feet from the edge of the public
zone. This distance is mitigated by the extension of
the sidewalk well into the private zone.
When leisurely pedestrians occupy this ponder
zone, they like the Stair condition, have 100% of
their field of view occupied by the display window.
While it is further to travel to achieve this condition,
there is the mitigating factor that there is no level
change to negotiate.
Open
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URBAN RETAIL 43
retail eld of view10LF of 10LF = 100%
Defining The Types IStore I
-
URBAN RETAIL 45Mid Box \mid bks\ noun - larger than the historic urban storefront and a mostly a contemporary retail type, its large fl oor plate (at least 3 times a small store) is
planned on two or more levels. Many national chains utilize this size store for their urban fl agship locations.
3,000 - 20,000 square feet
larger scale version of the store
variety of layout options
often larger chains
sometimes multiple levels
Defining The Types IMid Box I
-
The one and only type of mid-box retail is often an
open fl oor plan with a series of zones defi ned by
either wrap-around or continuous counters.
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URBAN RETAIL 47
Mid box sized urban retail often houses a variety of
merchandise but generally of the same family of
goods. Luxury stores often have fewer displays and
more circulation within the space. Mid box retail is
typically part of a larger chain so the branding of the
space and merchandise becomes a critical aspect of
the store design. One common branding strategy is to
make the architecture of stores consistent with other
stores in the chain, indifferent to the location of the
individual stores. Mid-box stores are the largest scale
of retail establishment considered as part of this study
because it is the largest store type that contributes to
the overall vitality of an urban location.
Defining The Types IMid Box I
Customer
Vendor
Customer
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URBAN RETAIL 49
MOST
BRANDED
When branding is discussed, it often starts with the
logo that gives identity to the merchandise sold.
However, branding is more than just the trademark of
the company. It is a business strategy that focuses on
visual identity and the use of technology to enhance
shopping experiences. The goal of a strong brand
is to convey and maintain a perceived set of values
associated with a family of products as well as create
customer loyalty.
Defining The Types IMid Box I
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URBAN RETAIL 51
Exterior and Interior photos of Apple Store in Boston, Massachusetts
Branding is also known as a collection of visual
images that symbolize the company, the products
and the service. Visual identity is created through
thoughtful design of the logo, choice of a slogan, and
the design of the exterior and interior environment
of the store. For example, the brand of the Apple
Store is carefully designed with the larger than life
and glowing white apple logo. The glass facade and
the glass spiral staircase inside the store convey the
idea of innovative and high technology. The overall
minimalist display, clean white surfaces, and freedom
from cables running across the display convey the
sleek, innovative, and wireless technology of Apple
computer themselves. In attempting to express
the mobility of the Apple computers, all stores also
employ the use of the handheld EasyPay system,
which allows customers to purchase Apple products
without the conventional line to a cash register
counter.
Branding
Defining The Types IMid Box I
-
Apple Store Sydney, Australia
Apple Store Fifth Avenue, New York
Interior showing the Genius Bar
Prada store, Los Angeles Abercrombie & Fitch, Los Angeles
Prada store, New YorkPrada store, Tokyo
The image of a company communicates a certain
concept with the customers. The consumer, based
on previous experience or word of mouth on the
individual brand, has a preconceived notion of the
quality or style of the product. The concept of branding
is to have a uniform but strongly individual identity
so that it will be viewed and read the same way by
the customers but be memorably differentiated from
competitors. While stores such as Apple Computer,
Abercrombie & Fitch, and Crate & Barrell employ the
consistency in image, Prada stores each have a one-
of-a-kind contemporary image to brand their clothing
line.
The Apple Store maintains consistency by using
common architectural style and technology such as
the glass facades and minimal structural connections.
In this case the facades speak about the products by
allowing the Apple logos and the products to be as
Branding Image and Identity
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URBAN RETAIL 53
Apple Store Sydney, Australia
Apple Store Fifth Avenue, New York
Interior showing the Genius Bar
Prada store, Los Angeles Abercrombie & Fitch, Los Angeles
Prada store, New YorkPrada store, Tokyo
visible as possible from the outside. The architectural
design of the Prada stores employs an opposite
approach. The architecture and technology are
different from store to store. They maintain a
luxurious contemporary in each store, but articulate
this through unique ways.
Defining The Types IMid Box I
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ACCESSORIES
CASHIER
FITTING ROOMS
MOST WORTHY ZONE FOR DISPLAY OF NEW PRODUCTS
NEW ITEMS, ACCESSIBILITY OF ITEMS
ENTRANCE
MINIMAL DISPLAY
TRANSITIONAL ZONE THROUGH OUT THE STORECASHIER, ACCESSORIES
DESTINATION ZONEFITTING ROOMS, LOUNGE, SALE ITEMS
4
3
21
Axon views and plan showing typical interior zones and programs
Typical section
Interior photos of typical clothing stores
SALE ITEMS AND SEATING AREA
FITTING ROOMS
CASHIERS
ACCESSORIES
NEW ITEMS
WINDOW DISPLAYS
WINDOW DISPLAYS
NEW ITEMS
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URBAN RETAIL 55
ACCESSORIES
CASHIER
FITTING ROOMS
MOST WORTHY ZONE FOR DISPLAY OF NEW PRODUCTS
NEW ITEMS, ACCESSIBILITY OF ITEMS
ENTRANCE
MINIMAL DISPLAY
TRANSITIONAL ZONE THROUGH OUT THE STORECASHIER, ACCESSORIES
DESTINATION ZONEFITTING ROOMS, LOUNGE, SALE ITEMS
4
3
21
Axon views and plan showing typical interior zones and programs
Typical section
Interior photos of typical clothing stores
SALE ITEMS AND SEATING AREA
FITTING ROOMS
CASHIERS
ACCESSORIES
NEW ITEMS
WINDOW DISPLAYS
WINDOW DISPLAYS
NEW ITEMS
Retail establishments can be broken down into four zones of customer experience. The fi rst zone is where
the customer transitions from a pedestrian to engaged consumer. Because of the time this transition takes to make, many retail establishments use this entrance zone to display only a few new items since they can be largely ignored. Zone two is the most important section of the shop; it is here that new items are displayed. Zone three usually contains the cashier and accessories, as it is a bridge between zone two to zone four. There are two reasons why the cashier is
grouped together with the accessory items. The fi rst
is these items are small making them a prime target for shoplifting. The second reason is that the shopper is forced to peruse these items while waiting in the checkout line making them likely items for impulse buys. Zone four is usually designed as a destination zone where sale items and fi tting rooms are located.
The reasoning behind this layout confi guration is that
many shoppers impulse buy on the sale racks either before or after their trip to the fi tting room. (Harvard
Design School Guide to Shopping)
Brand Zone
Defining The Types IMid Box I
-
VISUAL
SMELL
HEARING
TOUCH
IMAGE & IDENTITY
BRAND ZONE
BRANDING
BRAND EXPERIENCESection drawing of double-height space
Photos of the application of double-height spaces at the entrance and at the vertical circulation zone
Branding diagram
Photos of low lit environment of Abercrombie & Fitch Mid Box
The customer experience is one of the most important
factors for gaining a loyal customer following. The
personality of a retail establishment is often conveyed
by the window display and becomes part of the
shoppers experience as soon as they enter the space.
For value-added shopping experience, designers can
introduce multiple ways of perceiving the store and
its merchandise. While visual experience is always
there, a brand can also introduce a sound, smell and/
or texture to the overall experience. Popular brand
like Abercrombie & Fitch makes use of all these
senses to enhance their customers experience. Upon
entering the store, shoppers encounter large posters
of images that the brand wants to be associated
with. Immediately, one can smell the heavy perfume
that permeates the store. Apart from browsing and
touching the merchandise, customers can hear the
loud music being blasted from the overhead speakers.
Accompanying with the dark interior environment, the
careful branding suggests that the merchandise is
sexy, cool, and a party scene for teenagers.
Brand Experience
-
URBAN RETAIL 57
VISUAL
SMELL
HEARING
TOUCH
IMAGE & IDENTITY
BRAND ZONE
BRANDING
BRAND EXPERIENCESection drawing of double-height space
Photos of the application of double-height spaces at the entrance and at the vertical circulation zone
Branding diagram
Photos of low lit environment of Abercrombie & Fitch Mid Box
Defining The Types IMid Box I
-
URBAN RETAIL 59Store FrontAs scale increase, percentage unused space increases. In many instances, signage sf stays consistent
while size of store increases. Each scale of store undertakes unique ways to increase the stores claimed
space. These range from vendors direct interaction with the public, to various space claiming techniques, to
architectural faade design.
61
63
65
67
Store Front I
Kiosk
Micro
Store
Mid Box
-
4-0
SIGNAGE
SIGNAGESIGNAGESIGNAGE
SIGNAGESIGNAGESIGNAGE
S I G N AG E
-
-
-
1-0
3
-0
10-0
8-0 6-0
optional shelf
signage location, if any
5-0
actual space
12-0
audible space
signage
display
50%
20%30%
signage
display
5%50%
45%
creative wheel opportunity
1-6
3
-0
4-6
vendor as marketing agent
necessary wheels
2-0
-
URBAN RETAIL 61
4-0
SIGNAGE
SIGNAGESIGNAGESIGNAGE
SIGNAGESIGNAGESIGNAGE
S I G N AG E
-
-
-
1-0
3
-0
10-0
8-0 6-0
optional shelf
signage location, if any
5-0
actual space
12-0
audible space
signage
display
50%
20%30%
signage
display
5%50%
45%
creative wheel opportunity
1-6
3
-0
4-6
vendor as marketing agent
necessary wheels
2-0
Kiosks have two normative conditions- both of which
are designed around intense usage of available
surface area. On one extreme is the souvenir
stand, which relies on display of goods, which cover
an average of 50% of available surface area, with
minimal signage. The other end of the spectrum is
the typical food-cart, which is adorned with over 50%
signage, and minimal product display. Food-cart
signage also includes the often-gregarious vendor,
who through voice and customer interaction is able
to extend their carts implied space up to twelve feet
beyond the kiosk footprint.
Store Front IKiosk I
Exterior study - Kiosks
-
SIGNAGE
S I G N AG E
SIGNAGE
SIGNAGE
10-0
5-0
3
-0
2-0
3-6
3
-0
3-6
7-0 10-0
recessed full-lite door
neon optionalsliding access window
3-0
given
3-0
claimed
signage
display
30%
50%
20%
signage
display
35%
30%
35%
-
URBAN RETAIL 63
SIGNAGE
S I G N AG E
SIGNAGE
SIGNAGE
10-0
5-0
3
-0
2-0
3-6
3
-0
3-6
7-0 10-0
recessed full-lite door
neon optionalsliding access window
3-0
given
3-0
claimed
signage
display
30%
50%
20%
signage
display
35%
30%
35% Micro retail, despite differences in faade articulation, maintains a 3:4:3 ratio of signage:display:wall.
Signage is often overstated, at times covering the
entire display window, or employing neon for effect. It
is found on a variety of exterior sign types, including
on roll-up doors, blades and awnings. These awnings
also serve as a way for the store to claim public
space; this is augmented by recessed, and invariably
full-lit, door which becomes public space owned by
the storefront.
Store Front IMicro I
Exterior study - Micro Retail
-
4-6
SIGNAGE
SIGNAGE SIGNAGESIGNAGE
9-0
4
-0
15%
SIGNAGE
13-6
10-0
optional signage or product display
22-0
open private
12-0
public
signage
display
10%
60%
30%
signage
display
5%35%
60%
85%
understated signage
optional exterior stairsdisplay on raised platform
shared doors to 1st retail and upper oors
10-0
25-0
12-0 reclaimed
-
URBAN RETAIL 65
4-6
SIGNAGE
SIGNAGE SIGNAGESIGNAGE
9-0
4
-0
15%
SIGNAGE
13-6
10-0
optional signage or product display
22-0
open private
12-0
public
signage
display
10%
60%
30%
signage
display
5%35%
60%
85%
understated signage
optional exterior stairsdisplay on raised platform
shared doors to 1st retail and upper oors
10-0
25-0
12-0 reclaimed
Standard size stores have similar signage:display:wall
ratios, and at this scale we fi rst see understated
signage. Views of product and store interior serve
to be the primary conduit for communicating with the
pedestrian. Though two different facade conditions
must be highlighted. Street-level, dedicated access
stores spread their communicative elements across
the 25ft +/- store front. Stores whose access is through
a shared door, or part of dual-level retail concentrate
their branding and display efforts to a specifi c portion
of the overall faade. While not providing more
display square footage (less actually), they are able
to provide a higher percentage of display in the area
of the faade they occupy.
Another aspect of dual-level retail is the use of the
necessary, and often undesirable, grade change as
a way to claim public space as being in the stores
domain. Should pedestrians make an exterior grade-
change decision, it is more likely they will become an
interior shopper.
Store Front IStore I
Exterior study - Store
-
upper oor glazing may provide display for distant pedestrians
SIGNAGE
s
SIGNAGE
s 2 to 3 s
torie
s
signage
display
5%30%
45%
signage
display
5%15%
70%
25-0 to 60-0 25-0 to 60-0
distant display
distant display
10%
20%
-
URBAN RETAIL 67
upper oor glazing may provide display for distant pedestrians
SIGNAGE
s
SIGNAGE
s 2 to 3 s
torie
s
signage
display
5%30%
45%
signage
display
5%15%
70%
25-0 to 60-0 25-0 to 60-0
distant display
distant display
10%
20%
Mid Box retail, despite its greatly increased surface
area, surprisingly has the same low-signage ratio
of standard stores. A high percentage of store
surface area goes unclaimed, regardless of faade
materiality- a condition Mid Box stores have more
control over, as this is the only type considered that
takes on considerable architectural construction. Two
strategies are implemented to attempt to capitalize
on this opportunity. The fi rst is employed successfully
by Urban Outfi tters, who creates product displays
suited to their second-story display space. The
second can be seen in stores such as Apple, which
through new construction create a faade that is in
contrast enough to its surroundings to function as
an urban marker, a subtle take on branding. While
not a sectional condition, it is analogous to the other
sectional analysis, as this architectural contrast
serves as a subtle but effective measure to extend
their stores infl uence further into the public realm.
Store Front IMid Box I
Exterior study - Mid Box
-
URBAN RETAIL 69Interior Program71
73
75
77
Interior Program I
Kiosk
Micro
Store
Mid Box
-
URBAN RETAIL 71
The spatial relationship between customer and
vendor in kiosks is the inverse of other types of retail
explored in this volume. Typically in larger retail, the
consumer inhabits the interior and merchandise line
the walls facing in towards the shopper. The kiosk
display faces outward and the shoppers and vendors
circulate around in the space beyond the footprint of
the cart. Kiosks have a unique relationship with their
back of house space. In a traditional retail space,
the storage is likely located to the back of the store
accessed from behind the checkout counter. Kiosks
typically store additional goods or necessities inside
the kiosk itself or off site within another retail venues
back of house space. More so than other types of
retail, the kiosk checkout counter is display (often
other stores display some goods on the counter
like accessories, but the kiosks only display is often
the check out counter). The kiosk has the ability to
expand as needed to accommodate new program or
an increase in customer demand. The food cart is the
main type to take advantage of the expandability of
the kiosk. It is common to see a food cart with an
extra cooler sitting beside it or behind it.
Interior Program I
storage
display
left over volume
Kiosk I
-
MENU
CAFE
ESPRESSO CAPPUCCINO
THE LOTTERY
WESTERN UNION
DRINKSCIGARETTESWESTERN UNION
PHONECARDS
CIGARETTES
LOTTERY
ARETTES
LOOOTTTTERYY
ES
CafeBoston, MA
The LotteryBoston, MA
-
URBAN RETAIL 73
Micro Retail, like the kiosk, has to be inventive with
storage space. Often, these establishments are too
small to sacrifi ce an entire back room to the storage
of stock. Additional merchandise in micro retail is
typically crammed, piled and stuffed into the display
space, creating visually chaotic interiors. Any surplus
or larger items are stored above the display on larger
shelves or in an attic like space within the volume of
the store interior. Storage can also be found on the
fl oor below the display shelves. In this way storage
in micro retail is best diagrammed in section while a
plan diagram can locate storage in most other retail
types.
Interior Program I
storage
display
left over volume
Micro I
-
Fresh121 Newbury Street, Boston MA
Kenneth Cole597 Broadway, NYC
-
URBAN RETAIL 75
The store employs either a second fl oor or a
backroom for storage. Additionally, storage is hidden
in cabinets in the display area of the store, often as a
base to store display and under transaction counters.
The volume of storage space is often greater than
the volume of the displayed goods. This is especially
true of higher luxury stores, which may consist only
of very sparsely populated display racks. The display
layout is highly contingent on the type and size of the
product being displayed.
Interior Program I
storage
display
left over volume
Store I
-
Apple, INC.815 Boylston Street, Boston MA
Crate & Barrel777 Boylston Street, Boston, MA
-
URBAN RETAIL 77
storage
display
left over volume
The mid box interior program, like that of the store, depends on the type of product sold and the brand strategy of the retailer. Taking the Apple store in Boston and comparing to the Crate & Barrel just a few doors down will highlight the range of strategies for approaching the interior layout.
Apples display is luxurious and sleek since the product itself is small and crisp. The minimalism of the brands product is refl ected in the design of
the display. The space is wireless and no strings attached. The Apple stores large open circulation space maximizes the number of shoppers that can browse the store. The goal behind this display tactic is not to sell quantity but rather to sell a single larger expensive item. The apple store has high levels of transparency in the faade. This makes the store enticing and allows the product to speak for itself, in lieu of large amounts of signage. The materiality of the Apple store suggests the technology of the goods found inside. It uses an innovative spiral glass stair and a faade with glass structure support.
Crate & Barrel on the other hand is dense with wide range of goods. The almost claustrophobic display of goods limits the number of shoppers that can inhabit the space. The towers of display are placed intentionally to allow for cozy aisles lined with goods and create a meandering path for the shopper. The goal of Crate & Barrel, as deduced from their display style, is to sell a large quantity of goods. Crate & Barrel has a rather opaque faade. This helps to disguise or hide the clutter of the interior. Crate & Barrel employs more old fashioned, cozy materials in its display and architecture, symbolic of the home. This is in keeping with Crate & Barrels focus on house wares.
Interior Program IMid Box I
-
URBAN RETAIL 79Circulation81
83
85
87
Circulation I
Kiosk
Micro
Store
Mid Box
-
Kiosk
Add-On
Add-On
-
URBAN RETAIL 81
The circulation path for a kiosk is very different from
that of the typical retail experience. For starters, a
kiosk has no door through which a shopper enters.
In a way, looking at a kiosk is enough to have the
same relationship with the merchandise as you get
from entering other stores. Both the vendor and the
shopper inhabit the same space - the space around
the kiosk. A kiosk is generally situated within the fl ow
of pedestrian traffi c in a shopping district. This forces
the passerby to see the goods offered and potentially
make an impulse purchase. A buyer, not just a window
shopper, almost exclusively takes the circulation
path closest to the kiosk. The customer can easily
determine what a kiosk sells from a distance and
the decision to purchase is made often before one
approaches the kiosk.
Customer
heavy traffi c
medium traffi c
light traffi c
Vendor
heavy traffi c
medium traffi c
light traffi c
Circulation IKiosk I
-
CafeBoston, MA
The LotteryBoston, MA
-
URBAN RETAIL 83
Shopper and vendor circulation paths often do not
cross in micro retail, unlike kiosks where they share
the same space. Micro retail is sometimes set up with
the vendor inhabiting the space inside the store with
just a window for interaction between them and the
customer. Other micro retail allows the customer to
inhabit the space in front of the counter inside the
establishment. This arrangement does not allow for
much variety of movement of the customer; sometimes
there is only enough room for one or two people to
stand comfortably in the space. Micro retail has a
very direct path between the point of entry and the
point of transaction. Time is rarely spent meandering
through the store and often the merchandise in micro
retail is kept behind the counter.
Customer
heavy traffi c
medium traffi c
light traffi c
Vendor
heavy traffi c
medium traffi c
light traffi c
Circulation IMicro I
-
Fresh121 Newbury Street, Boston MA
Kenneth Cole597 Broadway, NYC
-
URBAN RETAIL 85
The Store has a more complex, varied and
orchestrated circulation path than the two smaller
scales of retail. Displays can be set up to form a
distinct path through the space. With a little knowledge
of human behavior, the vendor can guide shoppers to
certain items and force the discovery of these items
on them. This helps the vendor make more frequent
sales of impulse goods along the path. A store display
must work to engage the consumer. There are two
possible behavior patterns that can arise based on
the display. The fi rst and desirable reaction is that
the customer fi nds the products and atmosphere
appealing and continues browsing into the depths of
the store. Attractive and popular products are more
likely to be displayed against the wall as opposed to a
fl oor display. The second undesirable reaction is that
the customer makes a small circuit through only the
front of the store before turning around and leaving.
It is because of the potential of the second situation
that a store must put its best foot forward to garner
the continued interest of the customer.
Customer
heavy traffi c
medium traffi c
light traffi c
Vendor
heavy traffi c
medium traffi c
light traffi c
Circulation IStore I
-
DN
Apple, INC.815 Boylston Street, Boston MA
Crate & Barrel777 Boylston Street, Boston, MA
-
URBAN RETAIL 87
The mid box allows for the most variety of movement
through. Apple Store is considered to be an
environment with controlled circulation. This is base
on the fact that it has a very rigid display pattern that
almost acts like a grid. Products are display from
front of the store to back of the store base on their
popularity on the market. This is to pull all possible
customers through the whole depth of the store to
increase higher possibilities of sale. In addition to
display pattern, the innovative environment by Apple
also contributed to the marketing effort, which in turn
causes customers to navigate through the store by
their curiosity. The Apple stores open display lets the
shoppers be easily observed by one another.
The Crate & Barrels approach to circulation is
very different. Crate & Barrels small corridors and
tight spaces embrace the shopper as they move
through. The display racks refl ect the stores goals
of maximizing the number of products displayed
per square foot. They are often fi ve to six feet tall
and spaced densely. The Crate & Barrels more
intimate atmosphere forces a more rigid path and
closer contact with other shoppers when one does
happen upon them. This also causes the customer to
navigate through the store looking for what he or she
wants and therefore the circulation path is random
and meandering.
Customer
heavy traffi c
medium traffi c
light traffi c
Vendor
heavy traffi c
medium traffi c
light traffi c
Percentage breakdown of the different retail types Downtown Crossing consists of mainly store retail with a healthy amount of mid box retail.
Circulation IMid Box I
-
URBAN RETAIL 91Urbanism Urbanism IThree Urban Districts
Downtown Crossing
Quincy Market
Newbury Street
Type Distribution Analysis
99
93
109
117
123
-
Newbury Street
-
URBAN RETAIL 93
To better understand the characteristics and
interrelationship between retail types, Downtown
Crossing, Quincy Market and Newbury Street were
selected as study areas. Each district was identified
as catering to different demographics and operating
in different ways, yet each is a successful urban
shopping area. Downtown Crossing has the widest
range of retail scales and types (from kiosk to mid
box) as well as a diverse range of shoppers. The
retail at Quincy Market is more narrowly targeted
to tourists during the day and college-age people in
the evening. The Newbury/Boylston Street shopping
district caters to more upscale tastes. Diverse districts
were selected to understand the interaction between
store types and specific categories of consumers.
Boston, MAOutlined are the three districts where urban retail was thoroughly mapped to support our research.
Urbanism I
Three Urban DistrictsQuincy Market
Downtown Crossing
Three Urban Districts I
-
Tourist Movement MapBusiness Worker Movement MapLocal Resident Movement Map
Business workers traverse through Quincy Market
en route to the North End. In the Downtown
Crossing district, the highest densities are found
along Washington Street and to the East towards
Chinatown.
Tourists have far less draw to go to the Downtown
Crossing district and therefore the pedestrian tourist
is significantly sparser in this area. The majority of
tourist density is found in Quincy Market.
This contour map shows the density of local residents
moving through out the districts. The highest density
of local traffic occurs along the western edge of
Quincy Market and the Chinatown area of Downtown
Crossing.
Downtown Crossing
Quincy Market
Downtown Crossing
Quincy Market
Downtown Crossing
Quincy Market
ChinatownChinatown
Chinatown
North End North EndNorth End
-
URBAN RETAIL 95
Combining the different users into one map reveals
the densest pedestrian activity takes place along
the Chinatown side of Downtown Crossing. There is
also significant movement laterally through Quincy
Market to reach the New England Aquarium and the
Aquarium T stop.
Correlation Contour Movement Map for All Groups
Urbanism I
Contour Movement Maps
Downtown Crossing
Quincy Market
Downtown Crossing
Quincy Market
Downtown Crossing
Quincy Market
Three Urban Districts I
Correlation contour movement maps for Boston, MA.
Raford, Noah. Movement Economics in Fractured Urban Systems: The Case of Boston, MA. London: University College London, 2004.
Pedestrian counts done on 08/04/2004 and 08/07/2004, Wednesday and Saturday.
8am to 8pm, weather data unavailableStationary gate methodCounts every 5 minutes for 82 observation points (gates)Three demographic groups were recorded, logging the movements of business workers, residents and tourists at each observation point.
Downtown Crossing
Quincy Market
How this can be applied:
Understanding the movement patterns of different demographic groups within the city allows for better planning of urban retail.
Potential sites of new urban retail districts can be identified through movement patterns.
New retail typologies can be implemented that address the retail needs of targetd demographic groups.
North End
Chinatown
New England Aquarium
-
Dow
ntow
n C
ross
ing
Qui
ncy
Mar
ket
New
bury
Stre
et
400380
560
260
720
365
block dimensions pedestrian movement alley accesspedestrian movementblock dimensions alley access
-
URBAN RETAIL 97
City blocks in a variety of sizes, shapes and
configurations make up the smallest and basic unit
of the citys urban fabric. Stitched together with
an often intricate pattern of streets and alleys, city
blocks form a fabric of districts. If formed over a long
period of time the district will take on an irregular
shape as seen in the historic Downtown Crossing
district. When designed as a destination point such
as Quincy Market, a district may ignore the pattern
created by the weave of the urban fabric and stand
as a unique district on its own. The more rigid and
planned grid of the Newbury Street district provides
its own complex and organized blend of retail
and residential to the urban fabric of the district.
When brought together the different patterns and
organizations of these districts create a unique
weave that forms the complex pattern of a city. The
operation of the streets within the three established
districts varies from location to location. The relation
of display front to the service access is an important
one in urban retail. The urban sites are often compact
making the dance between service and display a well
choreographed one. The pedestrian promenade is
often fully removed from the service. This is not a
front experienced by the consumer. The relationships
discovered during the exploration of Boston shopping
districts hold true with this division. The success of
a district is contingent on the operation of the blocks
within. A successful shopping district contains a wide
variety of products sold, scales of individual stores,
clientele attracted and hours of operation.
contextcontext
Dow
ntow
n C
ross
ing
Qui
ncy
Mar
ket
New
bury
Stre
et
Urbanism I
Block Analysis
Three Urban Districts I
-
URBAN RETAIL 99
The Downtown Crossing shopping district in Boston,
Massachusetts is sandwiched between the Financial
District and the Boston Common. Downtown
Crossing. It is called home by 27,000 residents
and sees 240,000 people flood into the streets daily
for work. In addition to these consistent numbers,
about 100,000 people visit Downtown Crossing for
entertainment, medical care, education, shopping
or sightseeing. It consists of small streets winding
through the retail district, some of which are closed to
vehicular traffic giving the area an old world charm.
The nineteenth century saw the area grow into the
department store hub in Boston with the Filenes
Basement flagship store occupying a central spot in
the district. The fabric of the area is enriched by the
variety of retail scales. A revamping of the district is
currently underway as a result of the neighborhood
that many felt was losing its luster and retail tenants.
The goal of the revitalized Downtown Crossing district
is to create a 24-hour city; it is to be equally active
after dark as it is during the bustling work hours.
Type Distribution in Downtown Crossing
Percentage breakdown of the different retail types. Downtown Crossing consists of mainly store retail with a healthy amount of mid box retail.
Urbanism IDowntown Crossing I
7.0%
16.0%
69.1%
7.9%
Downtown Crossing Retail (District)
November 2008
Type NumberPercent of Total
Jewelry Stores 194 42.5%
Eating & Drinking Places 93 20.4%
Miscellaneous Store Retailers 58 12.7%
Apparel & Accessory Stores 38 8.3%
Health & Personal Care Stores 22 4.8%
Sporting Goods, Books, Music Stores 20 4.4%
Electronics & Appliance Stores 16 3.5%
Food & Beverage Stores 9 2.0%
*General Merchandise 6 1.3%
Furniture & Home Furnishings Stores 0 0.0%
Total 456 100.0%
*General Merchandise Stores include: Macys; Filenes; Filenes Basement; TJ Maxx; Marshalls; and H&M
kiosk 32
micro 36
store 315
mid box 73
total 456
-
Trem
ont S
tree
t
Was
hing
ton
Stre
et
Winter Street
Summ
er Street
School Street
Trem
ont S
treet
Was
hing
ton
Stre
et
Franklin Street
Chau
ncy
Stre
et
1502
3519
1438 2342 2972 1399
1641
1918 2747
27951136
804 1173
1256
-
URBAN RETAIL 101Urbanism IDowntown Crossing I
Graphically represents the density of foot traffic in Downtown Crossing; the thicker the line, the more density. The values are average pedestrians per hour (pph) on that street.
Average hourly pedestrian traffic for Downtown
Crossing can be seen as heavily focused on
specific paths. As indicated by the thicker orange
lines, and corresponding higher pedestrians per
hour value, pedestrians move across distinct routes
through the district. This correlates to movement
between the Boston Common and areas in the
Financial District, Chinatown and South Station.
The more heavily travelled routes include Winter
Street/Summer Street and Washington Street.
Both of these roads are primary retail streets and
direct routes from public transportation points
to other points of interest in downtown Boston.
How this can be applied:
Understanding pedestrian foot traffic within a district provides insight into potential missed urban retail blocks.
Knowing where pedestrian movement activity becomes isolated within a district helps to plan future urban retail blocks.
Visualizing the overlay of both pedestrian foot traffic and movement patterns provides insight into the daily operation of the urban district.
Downtown Crossing Pedestrian Traffic
This technical report was conducted as part of the Boston Downtown Crossing identity and branding strategy (Intelligent Space Partnership, Ltd.).
Pedestrian counts done on 11/15/2006, Wednesday7am to 7pm, cloudy and dry, temps in the 50sStationary gate methodCounts every 5 minutes for 68 observation points (gates)Generated flow count in pedestrians per hour (pph)Peak times at 8-9AM, 12-2PM and 5-6PMInfluenced by location of public transportation and retail destinations
-
Chinatown
Boston Common
Financial District
Government Center Quincy Market
Beacon Hill
T
T
T T
T
T
T
T
T
T
T
T
TT
-
URBAN RETAIL 103
Graphically represents the density of foot traffic in Downtown Crossing, the thicker the line the more density, with movement patterns of all demographic typs.
Urbanism I
Downtown Crossing Pedestrian Density
Downtown Crossing I
Pedestrian activity in the Downtown Crossing district
can be seen to be both directional and consolidated.
Overlaying the correlation contour movement
map for all groups (orange shaded areas) - tourist,
business worker and local resident - with pedestrian
traffic densities (black lines) a movement pattern
becomes clear. As indicated by the thicker black
paths, pedestrians move across distinct routes from
public transportation points toward the high density
movement pattern as indicated by the darker orange
region in the lower right corner of the Downtown
Crossing district map. This correlates to movement
between the Boston Common and areas in the
Financial District, Chinatown and South Station.
The point loaded nature of the correlation contour
movement map indicates, once in the destination are,
there is a high probability that pedestrian activity will
remain isolated to that zone.
How this can be applied:
Understanding pedestrian foot traffic within a district provides insight into potential missed urban retail blocks.
Knowing where pedestrian movement activity becomes isolated within a district helps to plan future urban retail blocks.
Visualizing the overlay of both pedestrian foot traffic and movement patterns provides insight into the daily operation of the urban district.
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Was
hing
ton
Stre
et
School Street
Prov
ince
Str
eet
Bromfield Street
Trem
ont S
treet
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URBAN RETAIL 105
dumpster location
alley access
food & beverage
bar
A more in-depth exploration of an individual block in
Downtown Crossing was undertaken to understand
the finer grain of retail typologies. The Downtown
Crossing study block is lined with continuous shops
and has an interior web of service alleys. This block,
like the rest of Downtown Crossing, consists of
primarily store-scaled retail establishments. There
are a number of eateries to serve the business people
who populate the area during daytime hours. The
one thing lacking in this district are dumpsters. There
are far fewer dumpsters than there are stores in the
district. There are also few service access doors,
raising the question of how these retail buildings deal
efficiently with loading and waste removal service.
Downtown Crossing Block Analysis - Day
Urbanism IDowntown Crossing I
2.6%
9.1%
10.4%
77.9%Percentage breakdown of the different retail types in this representative block of Downtown Crossing.
How this can be applied:
Understanding the distribution of different retail typologies, geographically and by percentage, in an urban retail district can help to plan new retail blocks.
Service access becomes a critical factor in block design with lack of planning becoming an inconvenience to the vendor and the consumer.
Downtown Crossing Retail (Block)
November 2008
Type NumberPercent of Total
Jewelry Stores 12 15.6%
Eating & Drinking Places 16 20.8%
Miscellaneous Store Retailers 20 26.0%
Apparel & Accessory Stores 7 9.1%
Health & Personal Care Stores 4 5.2%
Sporting Goods, Books, Music Stores 3 3.9%
Electronics & Appliance Stores 5 6.5%
Food & Beverage Stores 5 6.5%
*General Merchandise 2 2.6%
Furniture & Home Furnishings Stores 3 3.9%
Total 77 100.0%
*General Merchandise Stores include: Marshalls; and H&M
kiosk 2
micro 7
store 60
mid box 8
total 77
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Was
hing
ton
Stre
et
School Street
Prov
ince
Str
eet
Bromfield Street
Trem
ont S
treet
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URBAN RETAIL 107
kiosk
micro
store
mid box
dumpster location
alley access
food & beverage
bar
Nighttime at Downtown Crossing sees a very different
place. At 9:00 in the evening, most of the stores close
down leaving very quiet, abandoned streets. Kiosks
begin to pack up and go to their evening storage spots
when the sun goes down. Evenings in Downtown
Crossing focus on a few select bars instead of the
wide variety of options open during the day.
Downtown Crossing Block Analysis - Night
Urbanism IDowntown Crossing I
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URBAN RETAIL 109
34.9%
21.4%
37.1%
6.6%
The Quincy Market District includes, Quincy Market
proper, Faneuil Hall, and neighboring streets. Quincy
Market was established in 1826 near the waterfront
as a marketplace in Boston and includes three
long granite buildings. Since the 1970s, the Quincy
Marketplace has operated as an indoor/outdoor
mall. Its success made it a model for similar types
of festival marketplace retail development in the
United States. Quincy Market is one of the top tourist
destinations in the nation because of its vibrant, up
beat atmosphere.
Type Distribution in Quincy Market
Percentage breakdown of the different retail types. Quincy Market consists of an equal distribution of kiosks, micro retail and store retail.
Urbanism IQuincy Market I
Quincy Market Retail (District)
November 2008
Type NumberPercent of Total
Jewelry Stores 7 3.1%
Eating & Drinking Places 65 28.4%
Miscellaneous Store Retailers 63 27.5%
Apparel & Accessory Stores 49 21.4%
Health & Personal Care Stores 9 3.9%
Sporting Goods, Books, Music Stores 1 0.4%
Electronics & Appliance Stores 5 2.2%
Food & Beverage Stores 15 6.6%
*General Merchandise 0 0.0%
Furniture & Home Furnishings Stores 15 6.6%
Total 229 100.0%
*General Merchandise Stores include: N/A
kiosk 80
micro 49
store 85
mid box 15
total 229
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TTT
T
Government Center
Downtown Crossing
North End
New England Aquarium
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URBAN RETAIL 111Urbanism IQuincy Market I
Quincy Market Pedestrian Density
Pedestrian activity in the Quincy Market district is
heavily influenced by tourist activity and tourism
related points of interest. The superimposed
correlation contour map with the pedestrian traffic
density illustrates the pedestrian activity of this
unique urban retail district. Pedestrian traffic for
the Quincy Market district is oriented between
Government Center, the New England Aquarium on
the waterfront, and Bostons North End district. The
most direct route from public transportation points
between Government Center and the Aquarium is
through the heavily trafficked Quincy Market festive
shopping center. Market research indicates that 20
million people annually pass through the Quincy
Market shopping center. The correlation contour
map shows a high probability that pedestrian activity
will remain between Quincy Market, the Aquarium
and points South along the waterfront. Pedestrian
movement toward the North End is influenced by
business worker movements as illustrated in previous
correlation contour movement diagrams. The large
number of tourists in this district morphs the overall
correlation contour movement map and minimizes
the impact of the daily workers commute.
Graphically represents the density of foot traffic in the Quincy Market district, the thicker the line the more density, with movement patterns of all demographic typs.
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Clinton Street
North S
treet
Chatham Street
State Street
John Fitzgerald Expressway
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URBAN RETAIL 113
dumpster location
alley access
food & beverage
bar
The Quincy Market shopping district is a tourist hot
spot. The Freedom Trail, a historic walking path
through Boston, passes through the market bringing
in large volumes of foot traffic. The nearby New
England Aquarium and Marriott Hotel add to the large
number of tourists in the area. The Quincy Market
District is also close to several subway lines and it is
easily accessible from the Financial District, making
it a viable option for a lunch during the workday.
Quincy Market Block Analysis - Day
Urbanism IQuincy Market I
6.8%
27.2%
29.9%
36.1%
Percentage breakdown of the different retail types in this representative block of Quincy Market.
Quincy Market Retail (Block)
November 2008
Type NumberPercent of Total
Jewelry Stores 7 4.8%
Eating & Drinking Places 50 34.0%
Miscellaneous Store Retailers 50 34.0%
Apparel & Accessory Stores 24 16.3%
Health & Personal Care Stores 3 2.0%
Sporting Goods, Books, Music Stores 1 0.7%
Electronics & Appliance Stores 1 0.7%
Food & Beverage Stores 4 2.7%
*General Merchandise 0 0.0%
Furniture & Home Furnishings Stores 7 4.8%
Total 147 100.0%
*General Merchandise Stores include: N/A
kiosk 53
micro 44
store 40
mid box 10
total 147
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Clinton Street
North S
treet
Chatham Street
State Street
John Fitzgerald Expressway
Clinton Street
North S
treet
Chatham Street
State Street
John Fitzgerald Expressway
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URBAN RETAIL 115
kiosk
micro
store
mid box
dumpster location
alley access
food & beverage
bar
Quincy Market is intended to have a festive
marketplace atmosphere. Because of this desire,
the hours of the markets operation are not limited
to daytime hours. The retail establishments do close
in the evenings but the lively atmosphere remains
late into the evening because of the large numbers
of restaurants and bars that cater to tourists and
college-aged visitors.
Quincy Market Block Analysis - Night
Urbanism IQuincy Market I
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URBAN RETAIL 117
Located in the Back Bay neighborhood in Boston, the
Newbury/Boylston St. runs from the Boston Common
to Massachusetts Avenue. The 19th century
brownstones lining Newbury Street are filled with
hundreds of retail establishments. The primary scale
of retail in this district is the store. The price point of
merchandise gradually increases as one walks from
the Massachusetts Avenue to the Boston Common
along Newbury Street. Boylston Street is defined by
buildings of a more recent vintage, the stores tend
to be primarily mid box scale and national brand
franchises.
Type Distribution on Newbury Street
Percentage breakdown of the different retail types. Newbury Street consists of mainly store retail.
Urbanism INewbury Street I
0.9%
89.1%
10.1%
Newbury Street Retail (District)
November 2008
Type NumberPercent of Total
Jewelry Stores 14 4.0%
Eating & Drinking Places 48 13.8%
Miscellaneous Store Retailers 13 3.7%
Apparel & Accessory Stores 122 35.1%
Health & Personal Care Stores 51 14.7%
Sporting Goods, Books, Music Stores 7 2.0%
Electronics & Appliance Stores 12 3.4%
Food & Beverage Stores 32 9.2%
*General Merchandise 4 1.1%
Furniture & Home Furnishings Stores 45 12.9%
Total 348 100.0%
*General Merchandise Stores include: Filenes Basement; Marshalls; Lord & Taylor; and H&M
kiosk 3
micro 0
store 310
mid box 35
total 348
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Newbury
Street
Clarendon Street
Dartm
outh Street Boylston
Street
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URBAN RETAIL 119
dumpster location
alley access
food & beverage
bar
Newbury Street is known for drawing locals and
tourists alike. The retail in this district caters to
upscale tastes. The old brownstones limit the options
of retail size in this area, which makes the store sized
retail very prevalent. The split-level entries allow for
two stores to share the same faade with both getting
street frontage. Boylston Street sees a marked
difference in scale. The stores along this street are
mostly larger mid box scale.
Newbury Street Block Analysis - Day
Urbanism INewbury Street I
8.3%
91.7%
Percentage breakdown of the different retail types in this representative block of Newbury Street.
Newbury Street Retail (Block)
November 2008
Type NumberPercent of Total
Jewelry Stores 2 3.3%
Eating & Drinking Places 6 10.0%
Miscellaneous Store Retailers 2 3.3%
Apparel & Accessory Stores 24 40.0%
Health & Personal Care Stores 9 15.0%
Sporting Goods, Books, Music Stores 0 0.0%
Electronics & Appliance Stores 2 3.3%
Food & Beverage Stores 4 6.7%
*General Merchandise 0 0.0%
Furniture & Home Furnishings Stores 11 18.3%
Total 60 100.0%
*General Merchandise Stores include: N/A
kiosk 0
micro 0
store 55
mid box 5
total 60
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Newbury
Street
Clarendon Street
Dartm
outh Street Boylston
Street
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URBAN RETAIL 121
Newbury Street, though it has a number of restaurants
open into the evening, it is not known for its nightlife.
Boylston Street, however, is a destination area for
later in the evening because of a higher percentage of
mid-priced restaurants. The Newbury/Boylston Street
shopping district mitigates the change between the
city and the residential neighborhood of Back Bay.
During the evening, the amount of pedestrian traffic
drops off dramatically from the Prudential Center
and Boylston Street to Marlborough Street, moving
perpendicular to Newbury Street.
kiosk
micro
store
mid box
dumpster location
alley access
food & beverage
bar
Newbury Street Block Analysis - Night
Urbanism INewbury Street I
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Downtown Crossing
456 Retail Shops
Quincy Market
229 Retail Shops
Newbury Street
348 Retail Shops
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URBAN RETAIL 123
kiosk
micro
store
mid box
By cross analyzing the three districts we are able to
understand what makes the retail mix work for each
district.
Downtown Crossing consists of a balanced mix of
all four typologies that we have analyzed. There are
several factors that resulted in the retail mix to occur.
The first is the diversity of consumers and products
for sale. Downtown Crossing is considered the hub
of Boston, with 240,000 people walking its streets
each day. A micro retail store that sells only lottery
tickets and cigarettes is dependent on visibility and
a large volume of consumers to exist. Downtown
Crossing offers this type of exposure and allows this
type of retail to thrive right next door to larger scale
retail. This density of people is driven by easy transit
access, the impact of tourism, and the proximity
of Downtown Crossing to workers in the Financial
District. The diversity of building types and parcel
sizes, the result of the long history of the area, also
contributes to the diversity of store types. Smaller
leftover parcels have been colonized by micro-retail
while new development has introduced mid-box retail
to the historic fabric of storefront retail.
Newbury Street consists of 85% store retail. The
consumer base is less diverse and therefore the retail
is limited to higher end products. While the street is
economically successful it does not possess goods
and services for all classes of consumers.
Quincy market is rich in historical character,
contributing to its success as a destination. The area
is more popular for tourists than locals because of
the kinds of retail there and the associated tourist-
focused programming and amenities. Kiosks make
up 34% of the retail in Quincy market while Micro-
Retail makes up for 28% of the total retail. This high
percentage of smaller retail like ice cream stands and
gift stands are able to thrive because of the markets
attraction to tourists.
Photos capturing the atmosphere of each districts street life.
Percentage breakdown of the different retail types for all three districts.
Urbanism I
Type Distribution Analysis - Cross Analyzing
Type Distribution Analysis I
Kiosk Micro Store Mid box
Urban Retail District Number Percent Number Percent Number Percent Number Percent TOTAL
Downtown Crossing 32 7.0% 36 7.9% 315 69.1% 73 16.0% 456
Quincy Market 80 34.9% 49 21.4% 85 37.1% 15 6.6% 229
Newbury Street 3 0.9% 0 0.0% 310 89.1% 35 10.1% 348
TOTAL 115 11.1% 85 8.2% 710 68.7% 123 11.9% 1033
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elizabeth UTZ
prof.timothy LOVE
mike BARRETT
jessica TWIGGS
lorenGOODKNIGHT
matthew NATHANSONhuy NGUYEN
chansan HUN
eric ARMY Completed his undergraduate education at Northeastern University. When not taking biased meeting minutes, Eric spends his time measuring crowded sidewalks. His expertise lies with small stores in an urban environment, enticing the passerby with the window display and signage and catchphrases.
Completed her undergraduate education at Northeastern University. She enjoys roaming the mean streets of Boston over turning every stone documenting kiosks. When not dedicating herself to these efforts, one can find Jessica honing her incredible 3D computer modeling skills by building kiosks, micro retail, clothes hangers, garbage cans and a variety of other items.
Completed his undergraduate education at Massachusetts College of Art and Design. San enjoys apples... both eating them, and studying the technology of the stores that sell them. His area of expertise covers mid box retail, the zoning of interior program and branding.
Completed her undergraduate education at Northeastern University. Loren enjoys researching (aka working at) kiosks and/or stalking street vendors as they pack up their wares for the evening. When not secretly snapping pictures of unknowing vendors, she fills her time with writing.
Completed his undergraduate education at Northeastern University. Huy enjoys walking in well choreographed paths around various scales of urban retail. He does not enjoy whale watching. Mid box retail, interior programming and branding are Huys areas of expertise.
The Retail Team
Completed his undergraduate education at the University of Michigan. Matthew likes pierogi.He is an expert in urban mapping, unsuccessful locations for banks, and micro retail. Matt is very tactful for dealing with regulatory committees. Hes got it covered.
Completed his undergraduate education at Temple University.Mike enjoys long walks in dark alleys and pia coladas with umbrellas. His expertise lies in a study of the urban fabric of retail market places and micro retail.
Completed her undergraduate education at Northeastern University. She enjoys an ever changing color palette and last minute computer failures. Elizabeths expertise is on graphics, file management and kiosks.
Life coach and urban retail extraordinaire. Received the dry eraser marker award for his valuable guidance. When he is not lecturing at Northeastern University, he serves as principal of Utile, Inc. which he founded in 02, located in the heart of Bostons retail district.
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URBAN RETAIL
ARCH G691 GRADUATE DEGREE
PROJECT STUDIO
FALL 2008
This publication has been prepared as
part of a five week graduate thesis studio
assignment in the Northeastern University
School of Architecture for the Fall 2008
Architecture G691 course. Other publications
in this series include self storage, office, and
parking garage typologies, all produced
by graduate students in the Northeastern