Samriddhi Arora

IR3596

UG180538

The demise of neoliberalism, the convergence of the physical and virtual realms, and The post-pandemic world’s uncertainty necessitated a paradigm shift as a response that was answered by this tendency of design that assimilates fragments of past movements, recognized by Owen Hopkins as Multiform. The cultural shift is evident in all aspects of individual and societal life. This study attempts to recognize the designer’s response to changes as a whole and specifically in the retail sector, with a focus on community spaces like shopping malls where the impact is the most significant. The trajectory of mall typologies is mapped to note how it is adaptive in nature while retaining its fundamental qualities. The most recent typology is ‘entertainment malls’ that cater to the hedonic shopping culture as a means to tackle the decline of malls. Simultaneously the research justifies the relevance of multiform in this age of transition. The document evaluates how cross-programming and technology masquerade as necessities sewn into designed spaces. Multiform architecture aims to appeal to a constantly evolving, diverse range of audiences by incorporating various cultural and contemporary topical trends and double-coding techniques. The document evaluates if there is a tendency to leverage immersive experiences for the occupants of the space, rather than merely serving functional needs. This age of technology reliance introduced new media that has been exerting its influence on culture (now, algorithm based) and in turn, transforming society. Cultural imperialism can be held responsible for it. Omnichannel retail and temporary pop-up stores are the results of the new media and the dynamic pop culture it manifested. These documented trends of retail when applied to a large communal scale of malls act as the hypothesis for “Multiform Mall”. A comparative study is drawn between entertainment malls and the traditional mall typology to pick out its success factors. These factors when superimposed with the layers of Multiform’s aspirations subvert the mall typology to recognize the new typology of Multiform Mall. A case study of Area 15 Mall, Las Vegas is carried out to justify the hypothesis for a Multiform Mall.

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Cover

Introduction

Objective & Methodology

Introduction to Multiform, its origin and aspirations. Documentation of the shift it has caused in the society and cultural beliefs on a global level. References and pieces of work of past movements that showed glimpses of this upcoming era. Characterstics of Pluralism and Hybridization of Multiform marked as the scope of the study. Further exploring experiential design as a positive result of multiform. Recognising progressing technology as a driver of hybridization and one of the reasons for the origin of Multiform.

A documentation of the trends of Multiform evident in retail environments on a private retail level. These trends include referncing the global pop culture that is a gift of the new media. The algortihmic culture that connects all is used to connect with the auidence. How the impact aligns with the hybridization and pluralistic characterstic of Multiform is discussed in the following. Impacts are visible in the temporary model of pop up stores, phygital concept of stores. The adaptations made in the mall typology is explored via analysis of entertainment mall and justifying its success by drawing a comparative analysis.

Mapping the trajectory of the Mall typologies beginning from its origin in the subruban America till the most recent typology of entertainment mall. This typology got introduced as a means to tackle the decline of Malls. Hence, reiteration of the fundamnetal community retail model took place. The reasons of the decline and current adaptions are also discussed further.

Entertainment Malls

The application of the documentation of the trends visible in private retail sectore and entertainment mall assisted in developing the hypothesis for the proposed typology of multiform mall. A case study on a post covid era mall- Area 15, Las Vegas is drawn to emphasise the subversion of the mall typology- prioritization of community building and experience. Hence to reiterate the aspirations of multiform in community retail, in turn justifying its relevance.

Area 15- Case Study

Conclusion