urban retail

FALL 2008

Northeastern University School of ArchitectureARCH G691 Graduate Degree Project Studio

URBAN RETAIL

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

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

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.

ContentsDefi ning

The Types

Store Front

Introduction

InteriorProgram6959

9 13

7767

11 55

URBAN RETAIL 7

Urbanism

Circulation

Contents I

79

91

89

123

Newbury Street

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

Kiosk Retail

Store Retail

Micro Retail

Mid Box Retail

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

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

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

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.

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


Customer

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


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


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

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


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

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.

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.


Customer

Vendor

Customer

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


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

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.

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.


Customer

Vendor

Customer

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


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.

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


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

URBAN RETAIL 39

retail field of view10LF of 25LF =40%


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

URBAN RETAIL 41

retail eld of view17LF of 17LF = 100%


ARC G691 TYPOLOGY PATTERN BOOK


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

URBAN RETAIL 43



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.

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.


Customer

Vendor

Customer

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.


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


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

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.


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

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


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


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


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



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


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


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.


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.


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.

Was

hing

ton

Stre

et

School Street

Prov

ince

Str

eet

Bromfield Street

Trem

ont S

treet

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


2.6%

9.1%

10.4%

77.9%Percentage breakdown of the different retail types in this representative block of Downtown Crossing.


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












Total 77 100.0%

*General Merchandise Stores include: Marshalls; and H&M

kiosk 2

micro 7

store 60

mid box 8

total 77

Was

hing

ton

Stre

et

School Street

Prov

ince

Str

eet

Bromfield Street

Trem

ont S

treet

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


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












Total 229 100.0%

*General Merchandise Stores include: N/A

kiosk 80

micro 49

store 85

mid box 15

total 229

TTT

T

Government Center

Downtown Crossing

North End

New England Aquarium

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.

Clinton Street

North S

treet

Chatham Street

State Street

John Fitzgerald Expressway

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


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












Total 147 100.0%


kiosk 53

micro 44

store 40

mid box 10

total 147

Clinton Street

North S

treet

Chatham Street

State Street


Clinton Street

North S

treet

Chatham Street

State Street


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


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












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

Newbury

Street

Clarendon Street

Dartm

outh Street Boylston

Street

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


8.3%

91.7%

Percentage breakdown of the different retail types in this representative block of Newbury Street.

Newbury Street Retail (Block)

November 2008












Total 60 100.0%


kiosk 0

micro 0

store 55

mid box 5

total 60

Newbury

Street

Clarendon Street

Dartm

outh Street Boylston

Street

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


Downtown Crossing

456 Retail Shops

Quincy Market

229 Retail Shops

Newbury Street

348 Retail Shops

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

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.

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

urban retail

Documents