FUNCTIONAL SIGNIFICANCE OF OPEN SPACES IN URBAN MALLS

Name of the Author: Charu Oswal

ABSTRACT

The open space in urban malls is not only the element to beautify the landscape of urban public
centres, but also bears multiple functional needs, provide breathable space, places for leisure,
entertainment, communication for users and reflects cultural values.

In past decades, shopping malls become one of the basic characteristics of cities. Behaviour
and interactions of its visitors are defined by the primary purpose of this space - consumption.
Potential interactions are reduced to temporary and formal communication. So by adding open
spaces, various leisure venues and facilities in shopping malls, can attract more consumers in
the malls. Also it has the potential to benefit community health and wellness by creating safe
spaces where people can de-stress through relaxation and physical activities.

The aim of this paper is to compare the perceptions and preferences that consumers have
towards recreational open spaces inside the shopping malls. Furthermore, the paper aims to
explore the ways in which the inner space of these malls dictates behaviour of visitors and
shape the way how they spend their free time.

This study followed a mix-method design involving the collection of quantitative & qualitative
data. The methodological frameworks are literature study, questionnaires and observations.
Questionnaire to explore their perceptions of open spaces in a mall by assessing individual
preferences and experiences.

INTRODUCTION

Different countries & scholars have different definitions of open spaces due to different times
and different research requirements. Author Alexander defines open space in Architectural
Pattern Language (in 2002) as "Any place that makes people feel comfortable, has a natural
basis, and can look into a wider space, can be called an open space". A. Heckscher (in 1977)
believes that open space includes not only the natural environment, such as green spaces and
water, but also artificial environment such as open interactive spaces. However, H. Sbirvani (in
1988) defines open space as all garden landscapes, hard landscapes, and recreational facilities.

Some scholars in China (J.W.Lu, Z.Zheng in 1997) reckon that open space refers to the urban
public external space, including natural scenery, squares, roads, public green space and rest

28
space, etc. There are other scholars (C.H.Zhang in 1990) who consider that open space, on the
one hand, refers to the space that is relatively open, less closed and less space-constrained, and
on the other hand points to the space opened by the masses for the majority of the people. It
refers not only to the landscapes like parks and green spaces, but also the streets, squares, alleys
and courtyards are all within its scope.

FIRST SHOPING MALLS: During the last decade shopping centres are beginning to dominate
the centre of cities and suburbs, as a visual sign of putting the production process before the
consumer amenities. The architect of the first shopping mall was Victor Gruen. He proposed
mall as a basic unit of urban planning, where the mall becomes a multi-purpose city centre. He
identifies shopping as a part of a large network of human activity, insisting that the selling
would be better if commercial activities were integrated into the cultural and entertaining
activities. Gruen saw designing of shopping malls as a way of producing new urban centres, he
called them, "shopping towns." He was encouraging designers to program a shopping mall
which included shopping activities, as well as recreational, cultural, artistic and social events.
He labelled this social integration of commercial activities as "architecture of the environment."

An increasing number of activities related to the traditional contents of the city centre, such as
work, play, shopping, recreation, public protests, culture, entertainment, health and educational
services has been transferred to the "mall." These activities even include tourism, which used
to be related exclusively as landmarks of urban city.

Quality, thermal comfort and management factors are valuable tools for analysing public
spaces, due to their wide-reaching influence on behaviour and social interaction in public space.
Studies have shown that the quality of public spaces has a strong association with a sense of
community, enhancing its social-effectiveness (Friesen 2017). The management of public
spaces is a key factor in creating a social gathering place (Zhang and Lawson 2009), and
thermal comfort strongly influences the effect of social interactions within these spaces (Rasidi,
Jamirsah and Said 2012).

METHODOLOGY

The methodological frameworks are observations, questionnaires and surveys. The aim of this
paper is to compare the preferences consumers have towards shopping malls and open public
spaces.

29
METHOD OF SURVEY: Relevant data was collected by online questionnaire, during last
week of May 2021. The target population for this study consisted of mostly young people, due
to the fact that they belong to the group of people who are active mall visitors. A structured
questionnaire was developed to measure the customers behaviour towards recreational spaces
in the shopping mall. The questionnaire consisted of questions concerning break time /leisure
time while shopping, preferences, demographic information of respondents etc.

The survey was conducted by an online questionnaire, which consisted of two parts:
• Personal details of the respondents & demographic informations;
• Specific part of the questionnaire, concerning preferences and choices of open recreational
space.

The results are based on responses from 68 respondents.

Fig 1: AGE GROUP

The age of the respondents shows that in general most of the respondents (83.8%) are between
18-40 years of age, with minority being 10-18 – 4.4%; 40-60 – 10.3%; above 60 – 1.5%. This
proves that the sample was composed of all age groups, in which almost 60% of respondents
are students, and 40% are others.

RESULTS/ANALYSIS:

1. Time profile

TIME PROFILE (fig2: frequency of visit, fig3: time span)

30
This question sought to establish the length of time the respondents have been spending in the
mall and how often they go to shopping malls. Findings from figure 2 indicate that more than
half of the respondents visit shopping malls twice or thrice a month (67.6%) or once a week
(4%). However, other half of respondents go to shopping malls rarely, once a year (25%), once
in 3 months (1.5%) or never visited (1.5%).

Results from Figure 3 indicate that the most of the shoppers are spending 1-3h (70.6%) during
one visit, while 14.7% spend less than an hour, and 14.7% of respondents spend 3-6h.

2. Open spaces

fig 4 fig 5
Opinion of respondents about open/interactive spaces in a shopping mall

Findings from the figures 4 indicate that more than half of the respondents find open spaces the
reason of visiting a mall (44.1% said may be and 38.2% said yes). However, 17.6% respondents
said No. Results from figure 2 indicate that 83.8% shoppers need break between the shopping
and interactive spaces within the shopping mall.

3. Seatings

fig 6: secondary seating fig 7: need of seating

fig 8: availability of seating fig 9: surrounding preference

31
Results from figure 6 states that majority of the respondents (67.6%) used secondary seating in
shopping malls. (Figure 7) The most common use activities were relaxing/resting (63.2%),
meeting other people (22.1%), waiting for a transport (11.8%) and using mobile phones (2.9%).

A majority of respondents (66.2%) claimed that public seating was available when they needed
to use it (Figure 8). (figure 9) Almost half of the respondents preferred to sit in landscaped area
(45.6%), one fourth (25%) preferred sitting in a food court, others preferred to sit near live
performances (16.2%) and in a courtyard (13.2%).

As can be concluded, most of the people claim resting and relaxing in landscaped area while
having a break from shopping, there should be ample passive areas with nicely designed
seatings to increase their stay hours in a mall.

4. Activity count

fig 10

fig 11

From Figure 10 more than half of the respondents preferred passive areas i.e., to see landscape
around them (57.4%). However, 27.9% respondents preferred active areas i.e., to see live
performances and 11.8% preferred to see exhibits and sculptures nearby. From figure 11 most
of the respondents (42) would like to enjoy nearby environment in a break whereas 26 of them
wants to chit chat. 25 respondents chose eating, 19 chose to use mobile/laptop and a very few
(4) chose to read newspaper/pamphlet.

32
From above figures 10 & 11, Primary need of respondents is landscaped area where they can
relax as well as see some live performances. Where they can chit chat, read newspaper, use
gadgets and have their food.

fig 12: perception for live activities Fig 13: perception of branding & advertising

The majority of respondents (70.6%) would wait if there is any activity happening such as
performances, exhibition, concert etc. Most of the respondents (58.8%) felt the branding and
advertising enhance to user experience. However, 27.9% of respondents has no impact and
13.2% felt detract.

On the question, “list down 3 activities you would to do in open spaces of a mall”. Majority
of them answered what all spaces they want in shopping malls;

Recreational spaces (36), flea markets (34), food courts (34), amphitheatre (29), chatting (29),
chilling(25), performances(18), meeting friends(8), competitions(3) etc.

OBSERVATION:

From all the responses, the majority of them would like such interactive open spaces in the mall
where they can relax, watch different activities, have food, chit chat and enjoy the beauty of
nature. The open spaces which are also visually connected with shops can attract the no of
customers in the shops of the mall.
33
CONCLUSION

It was found that entertainment within the shopping malls is very important for the users, and
they insist on more activities and functions in the open public space, too. The fact is that each
of the shopkeeper is trying to keep their customers as long as possible, and for this reason,
music playing in the parking lot, restaurants, bars and other leisure and entertainment
opportunities can be there. There should be ample passive areas where people can take rest in
the lap of nature. Shopping malls can have children playgrounds where customers may leave
their children and enjoy shopping undisturbed.

The interior of the shopping centres can be organized as the urban matrix, with streets and
squares. Time to time the various events, exhibitions, performances, promotions, concerts, etc.,
can be organized on the streets of the shopping malls. The interior can be furnished in a way
that resembles the urban space: benches can be placed along the promenade; nature elements
can be installed throughout the mall.

REFERENCES

C.Alexander, X.H.Zhou, et al., Architectural Pattern Language (Intellectual Property

Publishing House, Beijing, 2002)

A.Heckscher, P. Robinson, Open Space The Life of American Cities (Hager, New York, 1977)

Q.Yu, The Construction of Modern Urban Open Space System. Urban Planning Forum
1988(6): 49-56

J.W.Lu, Z.Zheng, Urban Design and Development. Architectural Journal 1997(4):6-8

C.H.Zhang, People, Open Space and City (China Architecture & Building Press, Beijing, 1990)

34