moshe almani, final project. instructore dr. yasha grobman
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Over two third of the Israeli public prefer to shop at the mall rather than at the market or at the city
streets. Although shopping malls provide only 17 percent of all Israeli retail area they hold about 40
percent of total retail income. They are identified as a place that provides a comfortable shopping
experience that is of high quality, fun, and easy to perform. Moreover, shopping malls are viewed as
a welcoming and safe place, enabling a versatile social interaction.
Due to the process of mall popularization, the streets are being deserted and no longer serve as a
place for commerce and public activities. The success of the “mall paradigm” results in the plans for
dozens of new shopping malls building in the near future. At the end the public has spoken:
shopping malls are better.
The shopping mall method has immediate advantages that dictate public preferences. Unlike the
traditional public space, the mall does not belong to the public but to its owners. It is a controllable
space and thus can be used to manipulate its visitors by creating a pseudo-social experience for the
sole purpose of encouraging shopping. Shopping malls are built in a very systematic manner
resulting in a uniform synthetic-like monotonous design. Additionally, unlike a retail street that
brings leverage to its surrounding, the shopping mall is a closed building acting almost as a “black
box” such that its success doesn’t contribute at all to its surrounding area.
Bringing back the public to city centers is a great challenge, which may be overcome by combining
shopping mall advantages with the qualities of street urban spaces. The urban mall creates a new
environment that performs as a merger between the mall and the street while acting as an
alternative superior to both. By planting the urban mall in a city fabric we create a place which
merges with its surrounding, and like a street it serves as a connection between different
destinations. Additionally, the urban mall maintains the dynamic nature, openness, and neutrality
of the street. On the other hand, being a different shopping region, the urban mall preserves the
comfort and security that are desired by its visitors. At the urban mall you will find the accessibility
to all the stores of an average shopping mall next to various stores at the surrounding streets that
will not be reached during a visit to the traditional mall.
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
The basic idea of an urban mall is the usage of abandon pieces of urban fabric and non usable or neglected areas. Hadar neighborhood is a good example of an abandon public space. The Hadar area
lays on a planar topographic step between down town Haifa and the Carmel neighborhoods. It is an historical center of the city. During the ninety nineties urbane processes of aging of the population
in Hadar has taken place along with a deterioration of the infrastructure and the accommodation conditions. These changes brought people to leave Hadar over the years. As a result, many areas in
Hadar have turned to be trading places of low quality merchandizes. Nordau and Hertzel streets are central trading places in Hadar, which also connect between two large parks. An urban mall, which
is placed along these two streets will be an anchor point and a linking factor to the whole area.
The Chosen Site
Foot print – 14000 sq\m
Buildings Foot print – 6000 sq\m
Herzel St
Nordo St
Life styleLeisureFashion
The structure is divided into three malls; each has its own theme:
fashion, lifestyle, and leisure; however these malls are connected
visually and physically along the path. In that way there are various
possibilities to wander through the design: either to choose one mall, or
to combine several malls together. By that the urban mall provides a
variety of paths each with different length and different experience.
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
Functional flow
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
Enterance sites and walking distances
35 50 105 75 50
70
160
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
In a traditional mall there are
several floors that are stacked one
on top of each other, while there is
a hierarchy of stores according to
floors. The urban mall system is
different such that there is no
similar space hierarchy. The
structure is divided into three
separated malls which combine to
the same level at every entrance.
Main Enterance
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
Side Enterance
Movement Promenade
Leisure
Lifesyle
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
Fashion
ParkingThe structure is divided into three malls; each has its own
theme: fashion, lifestyle, and leisure; however these malls are
connected visually and physically along the path. In that way
there are various possibilities to wander through the design:
either to choose one mall, or to combine several malls
together. By that the urban mall provides a variety of paths
each with different length and different experience.
Strolling patterns of shopers in the
mall.
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
Strolling habits of shopers in the mall
Length of typical shopping journies
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
The relative height and the distance between the three
malls and between the malls and the buildings constantly
changes and thus creates an interesting non-repeating
space.
Natural light enters the building through the linkage between the malls, flooding the passages with light.
Density
Lighting
Spatial relations
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
The urban mall grid is set by the negative space
of the buildings and by this it uses their
orthogonal grid and forms a new grid for the
structure. Therefore, the urban mall structure is
smooth and organic, and has a unique shape
which is why it is not assimilated completely in
the surrounding. The urban mall structure stands
independent like a bridge between the buildings
and does not use their structure.
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
The main entrances regions provide stay areas, in
which the vertical elevators and the rest rooms
are present. These spaces are in contrast to the
wandering space of the malls.
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
The rear façade of all the buildings of the two streets are sealed and at specific spots along the path
some existing former residential or office spaces inside the surrounding buildings are used as stores
that are part of the mall. The sealed areas are used for commercial properties. The stores in the urban
mall are free to have their unique designs, and themes, such that each store has a singular impact on
the way it is combined with the mall.
The bridge structure of the malls is laying on pillars that are disguised
by the surrounding buildings, and thus, while watching the urban mall
from Herzel street it seems like it is floating mid air.
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
Moshe Almani, Final Project. Instructore Dr. Yasha Grobman Architecture and Town planing, Technion 2008
Model
THANKS FOR CHOOSING
Herzel Facade