From Drab to Fab: Activating Vacant Tenancies for a Vibrant Shopping Experience
Vacant tenancies in shopping areas can have a negative impact on the overall perception from customers of a retail environment. There are a range of reasons for these vacancies, not only the current retail climate, brand store strategy, movements of stores within the same centre and shop fitout times. Obviously the first option is a temporary retailer or pop-up (another blog post I will write!) until a more permanent lease is acquired but there are times when this is not an option for a period of time. Until then, however, with a bit of creativity and strategic planning, these empty spaces can be transformed into dynamic, engaging destinations that attract foot traffic and enhance the shopping experience in the overall area.
In this post, I will explore some practical strategies and creative ideas that we have been involved with over the years to activate vacant tenancies, turning drab, unused spaces into vibrant, interactive showcases that engage shoppers.
Raine Square | Windows of Wentworth Christmas Concept 2019 | Design Merchants
Ideas for Vacant Shops
1. Decals
Decals can be a highly creative and interactive solution. They can go beyond standard branded hoarding styles to inject fun and personality into the space. Decals can include QR codes for interaction, information about upcoming stores, or elements to build anticipation. The addition of some 3D elements can also elevate a concept to feel more permanent and intentional.
Pros: Decals can be designed to be highly engaging, encouraging interaction and adding visual interest to vacant spaces.
Cons: Depending on the size and complexity, decals can be expensive. If vacancies shift locations frequently, the cost of moving and reapplying decals can add up.
Cockburn Gateway Shopping Centre | Hoarding Decal Activation | Design Merchants
2. Window Display Concepts
Window displays are ideal for long-term vacant stores, especially in prominent locations where empty spaces can negatively impact the perception of the area. These displays can create visual interest and serve as part of a broader marketing strategy.
An example of this was Raine Square, where we created a box structure for lighting and hanging elements with a backdrop that could be easily adapted for different concepts. This allowed us to present a high-quality display in line with the luxury brands in the precinct until the permanent tenant moved in.
Pros: Window displays can be integrated into existing activation strategies, such as seasonal themes or community-focused displays.
Cons: If the space is an empty shell rather than a warm shell, challenges include blocking out the behind-the-scenes area, creating a display structure, and managing costs.
Raine Square | Windows of Wentworth Christmas Concept 2020 | Design Merchants
3. Product-Based Window Displays
These displays are suitable for short to medium-term vacancies with existing window structures and lighting. They can feature products from other stores in the centre, helping to promote and support these retailers. A combination of backdrops, props and decals can be included depending on the budget.
Pros: Product-based displays help to maintain the centre’s attractiveness and drive interest in the products featured.
Cons: A high number of empty stores with poorly maintained displays can reflect negatively on the centre.
Carillon City | Vacant Tenancy Window Display | Autumn Winter 2020 | Design Merchants
4. Activation-Based Displays
These involve interactive hoarding activations using 3D elements, which can be highly engaging and encourage community involvement and social media sharing.
Pros: Activation-based displays are creative and can significantly increase community engagement.
Cons: They may require ongoing maintenance, especially if they are in place for an extended period, to ensure the elements remain intact and appealing.
Karrinyup Shopping Centre | Phase 1 Redevelopment 2019 | Design Merchants
Steps to Activate
Activating vacant tenancies involves a combination of creativity, strategic planning, and community engagement. Here are some steps to consider:
Assessment: Evaluate the space, its location, budget, timeframe of vacancy and its potential for different types of activations.
Concept Development: Create a concept brief that aligns with the overall branding and marketing strategy of the shopping area.
Design and Implementation: Engage a designer for the activation elements and oversee their installation.
Engagement: Promote the activation through social media, local marketing, and community events to drive engagement and foot traffic.
Maintenance: Ensure regular maintenance and updates to keep the activation fresh and appealing.
Pros and Cons of Activating Vacant Tenancies
Pros:
Enhances the visual appeal of shopping centres and high streets.
Attracts foot traffic and keeps the precinct fresh, supporting current retailers and attracting future tenants.
Provides marketing opportunities and can tie in with existing campaigns.
Engages the community and encourages social media sharing.
Cons:
Can be costly, especially for large or frequently changing installations but is in fact an investment in maintaining the reputation of the centre.
Requires ongoing maintenance to ensure displays remain in good condition.
May need to be frequently updated or moved if vacancies change locations often.
Activating vacant tenancies is about transforming empty spaces into engaging environments that enhance the shopping experience and boost local economies. Creative decals, immersive window displays, and interactive activations can all breathe new life into these areas. While each approach has its pros and cons, the benefits of a lively, attractive shopping centre far outweigh the costs. By investing in these strategies, shopping areas can maintain a vibrant atmosphere, support local businesses, and foster a sense of community. Ultimately, turning vacant tenancies from drab to fab ensures that shopping centres remain dynamic and appealing destinations for all.
Until next time,
Juliet