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Hong Kong shopping malls are some of the biggest and most impressive in the world.
One of Hong Kong's fashionable malls,
the Harbour City attracts a million of customers every year.
The other shopping mall, the Element is built lately,
but the pedestrian flow of this shopping mall is obviously lower than that of Harbour City.
So, here we ask a few questions.
In our investigation,
we want to study what factors in the built environment
affect people to different shops in a shopping mall.
We choose the footage of Festival Walk as the research object.
It is because Festival Walk covers an area of over 220,000 square feet
with the special design of combining natural light and open space.
Addition of over 200 retail stores and restaurants,
it also offers a direct access to buses, taxis, and the MTR.
Therefore, its setting and accessibility has made it the good location of choice for this investigation.
In order to measure the pedestrian flow of two locations in Festival Walk,
we carry out two experiments.
In the first experiment, we chose location A and location B as our research objects
since they are far away from each other.
We measured the number of people who pass through the two areas within 5 minutes from Monday to Friday.
The result shows that there was around 250 to 300 people
walk through location A within 5 minutes in each day.
On the other hand, there was only 50 to 70 people walk through location B in the same given time.
Summing up the result,
we can see that location A had much higher pedestrian flow than location B obviously.
In the second experiment,
we want to find out the number of people who enter the two shops
in each location within 5 minutes from Monday to Friday.
We chose Apple Store and HK Records as our target.
After taking the record,
we know that there was around 70 to 80 people
entered Apple Store within 5 mintues in each day.
On the other side,
there was 10 to 20 people visited HK Records in the same given time.
In conclusion, nearly four times of people entered Apple Store in location A
when comparing the people who wanted to enter HK Record in location B.
We realize that counting the flow is not enough for our project.
Therefore, we have conducted an interview
in order to know more about the opinion of the pedestrians on the design of the mall.
We have interviewed 6 people in total
in both location A and B.
However, their opinion cannot all be presented in our pie charts.
It is important that this interview
let us have a better understanding on the view of customers.
Here are the results
3 interviewees suggested the authority
to set up more advertisement in eye-catching place.
3 interviewees wanted a better guide leading to location A.
3 respondents required the Festival Walk
to introduce more well- known shops to location B.
2 respondents wanted a better guide leading to that place.
1 out of 6 recommended the shopping mall to set up more advertisement.
When asking the third question,
the same amount of people wanted a better shop location planning and set up more billboards.
Half of the respondents believed that
the management team can build more elevators.
In term of design,
um..to me i think the design of the name of the floor was quite mazy
because i usually get lost when i am finding some shops
they said that it is in UG,
i don't know whether it is underground or just the second floor
so i suggest the mall should try to rename all the floor's name
or doing some promotions to let the people know.
Yes, of course.
Apple Store
I think it is in the lower floor and it is not quite well
because it would be very crowed when there have some new products released.
um..i think it can be move up to the upper floors
and then people will go up there so that it will not stuck the main way of the mall.
I believe that our audience realizes the significant difference
of the flow of pedestrians after showing those charts and data in former parts.
However, I have to ask a question:
What are the factors behind this phenomenon?
Through the interview and the flow counting process,
we could give a basic analysis on the flow of pedestrians.
In fact, the result matches our hypothesis
“The design of the mall decides the outcome as the key factor”.
Here, we could clearly find out that the flow of pedestrians
is much more than the location B which is outside hkrecord.
As we can see, this location is almost the Centre inside the Festival Walk.
Open area is wide. Natural light is introduced from the roof.
The exit to the railway station is just nearby,
and of course, we have a famous high tech store here.
Obviously, all of them are the reasons of attracting pedestrians to this location.
How about this location?
Let’s us have a look on the surrounding area first.
You can see that the contrast is so big that the pedestrian flow is much lower in this area.
As this area is away from the entrance, located at the highest level of the festival walk,
such location can definitely not attract the customers to come by.
Therefore, it can be concluded that location A is always busier than location B in anytime.
The first reason is that location A located in an eye-catching area.
According to the interview,
the locations of the store is one of the main factors
affecting people’s decision in picking store for purchase.
Location A situates near the main entrance and MTR station.
People have to pass through the location once they go into or leave the Festival Walk.
In contrast, location B situates on the top floor of the Festival Walk.
People have to go down four floors to take MTR
and go down three floors to find the nearest exit.
It is very inconvenient for people to reach location B.
The second reason is that location A has more popular shops nearby.
Since the reputation of the stores is also a major factor
affects people’s decision to shop in these two locations,
it is in no doubt that location A is busier.
The stores like Apple Store, agnes b. mainly concentrated in location A.
Their brands are well-known and their products are trendy.
All these stores attract customers and visitors to that location
and therefore the pedestrian traffic is very high.
Oppositely, only Hong Kong Record, Toys “R” Us can be found in location B.
They are relatively less well known to public compared with the shops in location A.
Also, their products target at certain customer,
which makes their business further narrowed.
For example, Toys “R” Us only sells toys and its target customer is kids and parents.
Therefore, in order to reach a more balanced pedestrian traffic in Festival Walk,
we recommend the shopping mall to set up more billboards in the eye-catching areas
like the main entrance and lifts.
The billboards can inform the customers
about the exact location of the stores in location B
and gain their attention.
Moreover, the shopping mall can construct an elevator
which helps customers directly go to location B from the ground floor .
It is more convenient for people to reach location B.