Virtual reality gives new perspective to Rundle Mall Plaza for prestige tenants like H&M
A MAJOR Adelaide shopping precinct preparing for the arrival of world-famous fashion retailer H&M is attempting to lure more prestige brands through the use of virtual reality.
A MAJOR Adelaide shopping precinct preparing for the arrival of world-famous fashion retailer H&M is attempting to lure more prestige brands through the use of virtual reality.
Prospective tenants at Rundle Mall Plaza, which will boast H&M as its flagship occupant, can now experience the innovative technology and gain a look at the $40 million redevelopment before it opens fully to the public later this year.
The signing of the Swedish fashion giant was part of the centre’s extensive redevelopment that began last year and has introduced a lower ground floor tech hub, a ground floor dedicated to retail and fashion, a new dining precinct and a health and wellbeing precinct.
Peter Weinert, executive director of Rundle Mall Plaza owner the Weinert Group, says
VR offers potential tenants an interactive way to experience the retail and dining spaces.
Developed by project architects Hames Sharley, the cutting-edge technology is an attempt to set new standards in SA retail.
Prospective tenants can strap on a headset and walk themselves through the building, even passing through walls and ceilings, Mr Weinert said.
“In the past, we could only provide two-dimensional representations of developments which
provides limited visuals,” he said.
“With this technology we offer an immersive experience that establishes a sense of confidence in designs. We are determined to continue this level of service across its portfolio.”
Mr Weinert is adamant the time is right to invest in Rundle Mall.
“Its potential growth, especially with the University of Adelaide’s expansion and commitment to growing student accommodation in the area, and the City of Adelaide continuing promotion and modernisation of the precinct, combine to create a growing and captive market for city retailers,” he said.
More commonly associated with gaming, virtual reality (VR) has become more prevalent in recent years in the building and development industry.
The VR experience was a joint idea between Weinert’s Evan Brumby and Hames Sharley senior architect Yaara Plaves. Ms Plaves believes VR has brought new potential into play for its use in SA property.
“VR demonstrates natural light and shade of a building’s position, which is a critical element especially in the new terrace dining precinct on Level 1. This cutting-edge method of viewing renders has supported us in refining design elements,” she said.
CBRE leasing agent Julie Thomas says the use of VR acts as a pseudo inspection.
“VR certainly helps prospective tenants understand and feel engaged with a development they can’t physically see and touch yet,” Ms Thomas said.
“Until more people own VR equipment it is a little limited as a broader marketing tool but booking a VR inspection can provide a great opportunity for the tenant and agent to engage face-to-face and highlight the development’s features.”
Viewers, via CBRE Adelaide, will be able to look into the terrace dining precinct overlooking Rundle Mall and a proposed health and wellbeing hub on level 2.
Upgrades to Rundle Mall Plaza will include a reopening of the Myer bridge links on levels 1 and 2.
