Jonathan Doughty is a global thought leader, consultant, speaker, moderator and C-suite executive in the foodservice and leisure sectors working around the world in retail, transit and leisure. In our final issue of the year, he offers his thoughts and ideas on the topic of placemaking.
Placemaking in commercial retail has evolved from simply building shopping centres to creating vibrant destinations that serve as community anchors. This transformation reflects a deeper understanding of how physical spaces influence human behaviour, social interaction and economic vitality. Passion now plays a strong part too…
Traditional retail developments often prioritised efficiency and convenience over experience. However, the rise of e-commerce and changing consumer preferences has forced a radical rethinking of physical retail spaces, both in layout and content. Successful modern retail placemaking focuses on creating memorable experiences that cannot be replicated online, being “in the place” is so much more important and grasps the opportunity to differentiate the “place” from an online “space”.
Contemporary retail placemaking integrates multiple elements: public spaces, cultural programming, local character and mixed-use development. Projects like Liverpool ONE in the UK and Potsdamer Platz in Berlin exemplify this approach, seamlessly blending retail with public realm improvements and cultural attractions. Both developments have restored historic streets and buildings while introducing modern retail, food and leisure elements, creating a space that feels authentically connected to the city’s fabric and history.
Successful retail placemaking must respect and enhance local identity. Dubai Mall, while enormous in scale, incorporates traditional Arabic architectural elements and local cultural references. Similarly, Tokyo’s Omotesando Hills responds to Japanese spatial concepts and consumer behaviours, demonstrating how global retail concepts can be localised effectively and keep the local community engaged and “on side”. Ignoring this hugely important aspect is no longer an option.
“Successful modern retail placemaking focuses on creating memorable experiences that cannot be replicated online, being ‘in the place’ is so much more important and grasps the opportunity to differentiate the ‘place’ from an online ‘space’.”
In emerging markets, retail placemaking often serves as a catalyst for broader urban development. Projects can create new urban centres but must carefully balance international retail standards with local market conditions and cultural preferences. It has never been so important as it is today to be part of the social fabric, as well as looking to the future.
The most successful retail placemaking projects blur the lines between public and private space. This is easy to say, but not easy to do. Quincy Market and Faneuil Hall Marketplace in Boston demonstrated a long time ago how historic preservation can combine with retail and food to create a distinctive destination. The project’s success lies in its seamless integration with surrounding neighbourhoods and public spaces. The project lives as part of a wider, urban landscape.
Similarly, Toronto’s Distillery District shows how industrial heritage can be preserved while creating a vibrant retail and cultural destination. The project’s pedestrian-only streets and preservation of historic buildings create an authentic sense of place that draws both locals and tourists. Taking cars out of urban areas seems to be a strong theme right now to return places to people for their enjoyment and use.
Modern retail placemaking increasingly emphasises sustainability and community benefit. Projects like Westfield Stratford City in London incorporated significant public realm improvements and transportation infrastructure as part of their development. The project’s integration with the 2012 Olympics legacy demonstrates how retail can contribute to broader urban regeneration goals and benefit from massive peak footfall early on.
So, to try and help the future development of great places, here are my five key “Take-Outs”.
- Authentic Local Connection
Successful retail placemaking must reflect and enhance local character and culture. Projects should integrate with existing urban fabric and community needs and the design and programming should reference local heritage and traditions. Ignore “local” and you ignore authenticity. - Mixed-Use Integration
Retail alone is no longer sufficient to create vibrant places. We all know that so recognise that successful projects combine retail with residential, office, cultural and public spaces. Integration of multiple uses creates round-the-clock activity and sustainable foot traffic, getting the very best from your “day parts”. - Public Realm Priority
High-quality public spaces are essential to successful retail placemaking, giving people a “place to be” not just a “place to spend”. Investment in public realm improvements generates long-term value and the programming and activation of public spaces creates community engagement around your project. - Flexibility and Adaptation
Retail spaces must be designed to evolve with changing consumer preferences, not just constructed for the next 25 years. Technology integration should enhance rather than replace physical experiences, helping to change spaces which can accommodate multiple uses and programming types. - Community Value Creation
Successful placemaking generates benefits beyond retail sales. Projects should contribute to broader urban regeneration goals, which are acknowledged and loved by the community and both environmental and social sustainability should be core design considerations.
The future of retail placemaking lies in creating authentic, mixed-use destinations that serve multiple community functions while providing distinctive experiences that cannot be replicated online AND achieve sales. Success requires careful attention to local context, high-quality public realm design and flexibility to adapt to changing consumer preferences and technologies. The end result should not just be commercially successful but long term socially resonant.
Now go and make a special place…
