They’ve inspired tales of romance, mystery, and sheer tenacity. They’re a place where people of all ages and backgrounds come together to socialize, enjoy live entertainment, perhaps even go ice-skating or surf the wave pool.
Throughout North America, and indeed the world, the shopping mall has long been about far more than retail spending, they’re about coming together as a community. And today, some 21st Century malls are becoming the literal heart of dynamic new urban villages.

This issue we chat with Tamara Tasaka, marketing director with SHAPE, about how this visionary developer is re-imagining the shopping mall.

Q: SHAPE is one of the first Metro Vancouver companies to truly embrace transforming existing malls into vibrant, master-planned communities like The Amazing Brentwood, The City of Lougheed, and, most recently, RC at CF Richmond Centre. What do you see as the main benefits for consumers?

A: This type of revitalization represents a way to create the ideal urban lifestyle you find in the world’s greatest cities and then elevate it. Unlike even the best cities that have developed organically, in these communities each design detail is curated with intention — every sightline is considered, a coffee shop is purposefully placed in the right location for immediate access as you get off the SkyTrain, every gathering space and seating area is situated so it brings people together.

You’re also not just getting shops, restaurants, and amenities right outside your door; you’re getting shops, restaurants, and amenities purposefully selected to enhance your lifestyle. When you walk out of your building’s lobby, you’re immediately emersed in the urban experience — whether it’s an open-air concert or an exercise class or the latest sale at your favourite retailer. And it’s all completely walkable.

Q: Your projects are typically at least 25 acres with 20, 30, or even more residential and office towers. What about the ambiance of being part of a community of this magnitude?

A: One of the great benefits for homeowners is the cohesion of having one vision for the entire project. There’s a synergy you don’t get if several developers are building it out piecemeal. For example, even though Tower 5 at The Amazing Brentwood isn’t built yet, the way it will integrate into Phase I and anchor Phase II have been part of one cohesive, overall plan since the beginning.

Something else that’s not immediately apparent is the interconnection between the residential, commercial, and office/service components. For example, in our projects, the concierges in both residential and commercial buildings meet once a week so they all function together as a single unit. If you’re a homeowner, that means it’s much easier for your building’s concierge to book a ticket at the movie theatre or make a reservation for dinner because they’re aware of everything that’s going on.

Our homeowners become VIPs and often also get early access to events or celebrations onsite. They’re first to know about new residential sales opportunities and frequently receive discounts or other perks from retailers.

Q: Do you see this style of community development becoming a future trend? And if so, why isn’t this building form seen more often?

A: Despite its efficiency, there are some natural barriers.

Not many sites are large enough to accommodate development on this scale. Plus you need a single owner with the resources to finance the project — which is rare — and existing infrastructure including transit. Rezoning is also even more complex than other master planned developments.

But we believe mall revitalization is where the world is going, and we will continue our relentless pursuit to create communities that will truly change Metro Vancouver. You could say this type of transformational development is part of SHAPE’s DNA.

We were fortunate to have the opportunity of purchasing Brentwood Town Centre and Lougheed Town Centre over a decade ago and are now partnering with Cadillac Fairview on RC at CF Richmond. The success we’ve already seen at The Amazing Brentwood tells us this is what our homebuyers, renters, shoppers, and investors want. We’re excited to continue using these extraordinary sites to fulfill the wants of our customers and the needs of the region into the future.