Urban Planning
mohammad mehdi Azizi; Reza Asadi
Abstract
Large shopping malls have been a popular phenomenon in recent urban development plans and projects in many developed and developing countries. In Tehran, the capital of Iran, these projects have been largely noted and developed in recent years. This phenomenon can have major effects in various aspects ...
Read More
Large shopping malls have been a popular phenomenon in recent urban development plans and projects in many developed and developing countries. In Tehran, the capital of Iran, these projects have been largely noted and developed in recent years. This phenomenon can have major effects in various aspects that need to be recognized, analyzed and evaluated. One of the aspects of these projects is their morphology in terms of their scale, position and role in urban development (community or regional shopping malls). This paper aims to find the criteria and indicators for classifying these shopping malls. The main questions of the research for Tehran shopping malls are: “Which variables are appropriate to classify shopping malls in Tehran?” “How suitable are these variables to be used in shopping malls of the city?” “If shopping malls in Tehran cannot be classified in any global categories, what are the reasons? One of the well-known shopping malls constructed recently in Tehran is “Korush Shopping Mall”, located in the western part of the city, District 5, which was selected as the case study of this research. The related literature and experiences were reviewed to analyze physical, economic, management, and ownership aspects as well as the limitations of the project. Various criteria, variables and indicators were used for evaluation of data collected using questionnaire and field research. Among these are travel time and distance, shopping mall site and land area, types of commodities, employment opportunities for local residents, shops’ ownership, aims of shopping for consumers, and the extent of entertainment facilities. Classification of the case study was done according to indexes and variables. Two data sources were used to analyze the variables: first, data collected from the site and features of the shopping mall; second, data collected from 380 surveys filled out by consumers. The results showed that Korush Shopping Mall could not be classified into any specific type of shopping mall in the literature review and the global categories. It has various features from each type so it could not belong to any type of shopping malls, especially community or regional shopping malls. Specialized goods, the number of retail shops, tenants, and limited site area are the main factors in categorizing shopping malls, but Korush Shopping Mall lacks these features. One of the major results of the research was that most people visiting this shopping center aim for entertainment rather that shopping. The main reason for this is that most items in the shops are products of famous brands and their prices are much higher than what low and middle class people can afford. Furthermore, based on the results, the law and guidelines related to the construction of retail markets in the Master and Detailed Plan of Tehran are among the main reasons. There are not any special rules for shopping malls, an issue which allows for lots of mixed variable in any shopping center in Tehran. Although the area of regional shopping malls should be at least 4ha, the regulations in the Master Plan of Tehran clearly mention that 1 ha site area is suitable for retail centers on the city scale. As a final note, it can be claimed that shopping centers, such as Korush Shopping Mall in Tehran must be planned and constructed based on their roles, sizes and locations. It is thus recommended to conduct feasibility studies for their aims and effects in advance.
