As digital transformation has impacted most industries, some to the point of extinction, the traditional mall archetype could be next in line. The client asked us to envision how the future of retail and malls could be redefined in a more relevant and engaging way.
Together with UK-based agency, I-AM, Chemistry carried out a human-centred design process to understand the shift in user needs around shopping, leisure time and entertainment.
The final concepts span from architectural and spatial interventions to a complete rethinking of how a mall can engage with the surrounding community. Going beyond traditional channels the team explored how online and offline spaces can foster behaviour change and redefine the mall experience for shoppers and merchants alike.