LIFESTYLE FATIGUE?
Although the lifestyle center format has only recently emerged as a dominant force in the field of retail and mixed-use design, the concept has been so successful, and has been adopted with such enthusiasm and frequency, that architects, designers, developers and other industry professionals are already beginning to ask the question: how much is too much?
Since the inception of the first true lifestyle centers in the late 1990s, the format has flourished. Part of a larger design and development trend that prioritizes the creation of great spaces and places, the explosive growth in lifestyle center popularity reflects a renewed appreciation for the importance of a vibrant, engaged and stimulating environment in quality retail center design. Much more than just an aesthetic fad, geared only toward a particular tenancy, some lifestyle centers have demonstrated the ways in which an integrated mix of uses can create valuable and appealing synergies, transforming uninspired retail landscapes into powerful commercial engines.
Town- and lifestyle-center design has fundamentally altered the ways we view the commercial real estate environment, reminding us of the importance of scale and the value of a vibrant main-street atmosphere, and revealed a wealth of potential and possibilities. The concept has been so successful that some feel it is already beginning to wear out its welcome. Is the market becoming saturated? Is it possible that we have reached the point as an industry and as a nation where we have too many lifestyle centers? Is there even such a thing as too many?
Answering those questions depends on one’s perspective of what truly defines a lifestyle center development. And carefully examining the ways in which lifestyle concepts are brought to life has the potential to reveal valuable new perspectives and penetrating insights into the future of the industry.
Like most good ideas, it doesn’t take long before the rest of the world catches on and what was once an inspired novelty becomes an accelerating trend. Imitation is not only the sincerest form of flattery, it is also the quickest way to diminish, devalue and depreciate a great idea into a tired cliché. Many of today’s commercial and mixed-use developments are lifestyle centers in name only; no more true lifestyle centers than a Big Mac is a filet mignon.
But at the same time, the fact that so many are struggling to recreate that magic is a testament to the impact and vision of the lifestyle center concept. Fundamentally, that vision is based on creating places where people can come together. While pleasant landscaping, rich architectural detailing and a mix of uses are all important elements, it is the functionality of a development that is its most critical and defining characteristic. More than any other factor, it is the skillful way in which mixed-use elements are woven into a cohesive and satisfying interplay of resources and experiences that creates the elusive “lifestyle” sensibility that gives the format its name.
To avoid “lifestyle center fatigue”, it is vitally important that architects, designers and developers remember that a great lifestyle center is more than just a collection of prominent national shops and restaurants. A successful commercial development is not a paint-by-numbers kit where uniform colors are applied to a master-planned canvas. To do so can actually be counter-productive. Every site is different and every community requires a destination that is carefully tailored to meet its specific needs and priorities.
That failure of imagination and innovation can lend a depressing sense of sameness and “seen-it-all-before” blandness to a project, whether it is an uninspired design, a familiar layout, or the near-ubiquitous presence of so many recognizable national tenants, big-name brands and chain stores. While big-name retailers and restaurants have unquestionably become standouts due to their high-quality products and services, and they can provide a development a boost with their “star power” and established sense of credibility, savvy developers will not neglect the “little guy.” Local merchants and regional tenants add flavor, distinction and excitement to a project, and help contribute to an overall impression that this is someplace special.
One noteworthy lifestyle center standout that avoids these potential pitfalls is Phillips Place in Charlotte, North Carolina. With its blend of local high-end specialty retail, an outstanding selection of national restaurants, hospitality, residential and a strong entertainment component, and, perhaps most importantly, a powerful and defining sense of place that blends main street comfort with Old World style, Phillips Place exemplifies the comfort, convenience, interactivity and distinction of the lifestyle center ideal.
Great new projects are being developed all the time, but the truth is, a relatively small percentage of lifestyle center projects manage to achieve the balance of design and functionality that make projects like Phillips Place stand out from the crowd. And so, ultimately, the answer to the question of whether there are too many lifestyle centers depends upon how rigorously we define a lifestyle center. Is there a surfeit of sterile, cookie-cutter commercial developments? Perhaps. But is there room for inspired lifestyle center destinations? Most certainly. Of those, we can never have enough. There is always room for exceptional design, and great spaces will always be a valued commodity.
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Brett Hutchens
President and CEO
Casto Lifestyle Properties
Published 8/17/07
Real Estate Business Online
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