Distinctive three-level Woolworths store to open at Melrose Arch Shopping

A valuable market opportunity and a location that is so authentic in its design that it is hugely attractive for any retailer to be a part of: these are the two major deciding factors, according to Woolworths Group head of real estate Paul Simpson, which motivated Woolworths to commit to its exciting 6,700m2 flagship store in Melrose Arch Shopping.

It will be the first Woolworths store in recent times to be built over three levels.

A cosmopolitan 28,000m2 retail and leisure space inspired by some of the world's greatest piazzas and arcades, Melrose Arch Shopping is set to be the heart of super successful, uber-trendy Melrose Arch in Johannesburg.

Melrose Arch is owned by Southern Palace, a joint venture between Amdec Property Development and Property Partners. Amdec is also the appointed development manager for Melrose Arch, driving the roll-out of all development projects in this prestigious mixed-use precinct.

The R1 billion open-air Melrose Arch Shopping combines the best of traditional high street shopping and retail centres, setting the stage for vibrant retail and social interaction in a weatherproof, yet not enclosed, environment. Melrose Arch Shopping provides all the benefits of the great outdoors while retaining all the creature comforts and security of indoor shopping, says Melrose Arch Development Company director Nicholas Stopforth.

The manner in which Melrose Arch Shopping embraces and interfaces with the outdoors with its glazed roof or no roof at all in places means that shoppers can experience the changing seasons, while simultaneously being exposed to the changing fashions, tastes, colours and textures of the seasons in a special and indulgent leisure activity, says Simpson.

Simpson is eager about the prospect for Woolworths shoppers to enjoy a differentiated and stimulating shopping experience as a result this unique location, which moves away from the traditional shopping mall.

Experience is the most important factor that shoppers are responding to in line with the latest international trends, which Simpson has witnessed on his travels.

Consumers are more and more making the choice as to where they shop, based on the ability to obtain a positive, exciting, authentic experience at the same time, says Simpson who elaborates that this may well be in response to the overriding commonality of existing retail and leisure offerings.

National retailers such as Woolworths provide a strong degree of consistency across stores in terms of design, layout, departments and product, to meet shopper expectations. This means that the shopper?s desire for a differentiated retail experience is, in fact, in contrast to their expectation of consistency. Simpson believes that retailers will be placing an increased importance on the location of stores within authentic and unique settings in striving to meet both the shopper's expectations and desires.

The overriding impression of Melrose Arch Shopping, notes Simpson, is that of a space that is different, that doesn't imitate. It is a great space with a definitive brand image and a quality environment. Melrose Arch has a strong feel-good factor and evokes an overall uplifting experience. Within this context Woolworths will be able to take some of that sense into our own store, says Simpson.

Woolworths at Melrose Arch Shopping promises to do just this: deliver everything that is great about this retailer in a refreshingly different, triple-level setting.

The Woolworths Food Hall will be situated on the lower level, conveniently served by covered parking, while its home and fashion offerings will be located on the upper floors. A Woolworths Café will link the inside of the store with the outdoors, with vibrant views overlooking the Piazza, a vibrant urban square, with a landmark campanile, creating an open-air theatre for performing arts such as opera, music festivals and plays. The Piazza links to Melrose Square, integrating seamlessly with the existing Melrose Arch precinct, through the high fashion walkway of Slip Street and the extended High Street, giving Woolworths Café society the trendiest views in the city.

As it is not the typical cookie-cutter square box of a shop, the shape and form of internal spaces will be novel for Woolworths, blending the excitement of discovery with sound retail principles. The space itself will infer more departmentalising with the unique spaces leading to elements of new thinking in the business. It will also embrace new challenges, such as three-level vertical circulation, explains Simpson.

The synergies between Melrose Arch and Woolworths are many, most notably shopper market the upmarket, discerning shopping that is aspirational and super-stylish. The Woolworths target market comprises shoppers in the LSM 9 and 10 categories as well as aspirant shoppers from the LSM 6 to 8 markets.

Melrose Arch Shopping customers are expected to comprise residents of the immediate areas including Melrose Arch, Rosebank, Dunkeld, Illovo and Sandhurst, which Simpson anticipates will have minimal impact on existing neighbouring Woolworths stores.

If you consider the densification which is currently taking place between Rosebank and Sandton, especially in the Hyde Park, Dunkeld and Sandhurst areas, where large properties are being subdivided into extraordinary upmarket clusters, there is certainly a growth in top end customers, points out Simpson. He also notes that there has been little new retail introduced in the primary node over the last few years.

The secondary market is anticipated to comprise those working in Melrose Arch as well as in nearby office nodes and Simpson expects a tertiary market to come from even further afield. As a direct result of the differentiated experience, we certainly expect this store to be a destination for aspirant shoppers, notes Simpson.

Even shopping hours at Woolworths at Melrose Arch Shopping are expected to be different, with trade anticipated later into the night.

While remaining tight lipped on new departments or experiences which could be introduced with the Melrose Arch Shopping Woolworths store, Simpson does concede that the store could be an opportunity to launch new ideas, if appropriate, which would reflect the latest that Woolworths has to offer its customers.

In addition to Woolworths, Melrose Arch Shopping has already secured anchor retailers Truworths, all 14 Foschini brands and numerous once-off upmarket dining concepts. Retail Africa, which is responsible for the retail leasing of the development, is rolling out its phased, targeted leasing strategy and is currently focusing on international and branded fashion.

Stopforth reports that the response from retailers to this new development has been exceedingly positive, and it's no wonder in developing this novel retail concept, leading retailers and anchor tenants also participated in the conception of Melrose Arch Shopping, in consultation with the developer's team.

The shopping destination's design certainly voices international trends. Within the European environment, retail in high streets has been eagerly reclaimed by pedestrians, with vehicles firmly banished. In the US there is a clear move outdoors to an open-air environment with only one of the 3,000 retail developments undertaken last year being a covered mall.

Designed around traditional outdoor high street shopping principles, Melrose Arch as a whole emphasises and embraces the philosophies of human-scale street-level interaction between pedestrian and retail. What's more, Melrose Arch Shopping is inspired by international shopping streets such as Regent Street in London, Grafton Street in Dublin and squares such as the Piazza del Campo in Sienna.

Furthermore, Melrose Arch Shopping integrates seamlessly with the existing Melrose Arch movement patterns and the superbasement parking. Melrose Arch Shopping creates natural movement desire lines which connect the two high energy public squares the existing Melrose Square and The Piazza of Melrose Arch Shopping.

Melrose Arch Shopping will be coupled with 30 000m² of offices. The offices, whilst sharing retail frontage, will have dedicated entrances thus integrating the office and retail experience, with additional access from the basement.

Stopforth explains that the architecture of Melrose Arch Shopping will continue the existing Melrose Arch measured contemporary African expression, characterised by the use of first world and natural materials.

Construction work is progressing well with Woolworth's new premises already identifiable. The good news is that shoppers will only have to wait just over a year to be a part of this authentic experience as the opening of Melrose Arch Shopping is scheduled for April 2009.

Issued on behalf of: Melrose Arch Development Company

Nicholas Stopforth
T: 011 684-1655
C: 073 235 1864

By Marketing Concepts:      
T: 011 783-0700
Sandy Davey :083 453 6668
Bronwen Noble :082 855 4349

Publisher: eProp Commercial Property
Source: Melrose Arch Development Company