Study On The Design Of The Theme And Experience Shopping Center

With the coming of experience economic era and the Impact of e-commerce, thematic management and experience consumption are becoming the focus of the competition of retail trade day by day, so the theme and experience shopping center becomes one of the development trends of the shopping center too. Nowadays, in the face of the construction upsurge and its improper design, development and management mode of the shopping center in China. How to adapt to the changes of times and narrow the economic disparities with developed country and reduce the impact of foreign enterprises after entering WTO and offer one place which people could publicize individual character, experience their pleasure and enjoy their lives. So it is becoming an urgent problem which needs to research and solve day by day. Through the field investigation, statistical and instance analysis, this thesis puts forward a new design idea of the theme and experience shopping center after summing up the domestic and international relevant theories and comparing with the traditional shopping center which is dull experience, without theme. Considering in terms of commercial marketing and consumer's psychology, a new method of the shopping center designs-the method of theme and experience type design is put forward in order to wake architects another thinking and exploring the architectural design which is used to guide construction and consuming, inspire urban vigor and promote social progress in the experience economic era.The thesis divides into five parts altogether: Chapter one puts forward the concept of object and introduces the background and research method of the thesis. The second and the third chapter is the part of analyzing the issue, especially analyzing the difference of the theme and experience shopping center and traditional one in design characters and ideas. Chapter four is the part of solving problem, explaining the main design countermeasure of the theme and experience shopping center. Chapter five is the part of the practical projects and example, analyzing the designs which the author participated in such as Longxin international city plaza, Chongqing and Longhu paradise walk, Chongqing, and analyzing the example of Super Brand Mall, Shanghai designed by the Jerde Partnership. At last, it is summarized that the architects should regard buildings as "marketing stage " and "experience media" with paying attention to consumers and the spirit of place .Further more, it is need to synthesize architectural planning, architectural design, indoor design, environment design, structural design, etc. to create unforgettable experience and the experience of "emotion resonance" type and to let more persons realize theme meaning and experience atmosphere that the building expresses.