Think they’re big now? Here’s how Melbourne’s shopping centres will look like in the future
UNIVERSITIES, hotels and high-end restaurants — no, it’s not a new suburb, it’s what we can expect from Melbourne’s shopping centres in the years to come.
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YOUR driverless car drops you off at the door, you walk in, your phone beeps telling you what’s on sale at your favourite stores, you walk into a store and take what you want and it’s all charged to your mobile phone as you walk out — welcome to the Chadstone Shopping Centre of the future.
Going to the dentist? Drop the kids off at the in centre child minding facility and pop into the gym while you’re there.
You could even get your degree between a spot of shopping or seeing a movie.
Once the place to get your groceries and clothes, shopping centres will become so much more in the future.
It’s only 13 years away, but 2030 could present us with a whole new realm of shopping.
Melbourne is already home to Australia’s largest shopping centre and has five of the top 10 in the country.
It seems like they keep getting bigger, but will the boom in online shopping stall that growth?
And will our obsession with the mega malls kill local strip shops littered around Melbourne’s suburbs?
We’re well aware of recent renovations at Chadstone, Doncaster and Eastland and there are many more to come as malls around Melbourne in the race to become the biggest and the best.
Previously the realm of fashion and movies, shopping centres are quickly becoming community meeting places that offer not only a shopping experience, but community services and fine dining too.
While coy about their grand plans for the future and just how big these shopping centres will get, their owners admit that there will be many changes in the future.
But most say they don’t want the centres to get so big that you’d need motorised scooters to get from one end to another.
They say the future will be all about the experience, entertainment and becoming a one-stop-shop or mini-CBD providing all the goods and services their clientele needs.
Those wants and needs could include hotels, conference spaces and even a university if future plans come to fruition — but it’s clear these management companies don’t want to jump out of the gate and unveil their plans before they are approved by local councils.
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Sophisticated shopping the way forward
Chadstone Shopping Centre is already using new technology, including facial technology, to provide a sophisticated experience for their visitors.
Vicinity Centres CEO and managing director Angus McNaughton says the future of shopping malls is bright — given the changing expectations and needs of the consumer.
“I think we’ll see shopping centres becoming smarter, more sophisticated, not necessarily bigger,” Mr McNaughton said.
He said there would be a greater emphasis on providing different transport options and next level entertainment which would see the malls become destinations rather than just a place to do shopping.
Chadstone, for example, is looking forward to introducing a hotel, residential and office spaces as part of the mix in the future.
He also said the number of car parks available could change dramatically with the introduction of driverless cars and an increased reliance on public transport to get around.
“We also expect to see technologies that can identify who you are, and what you like so that we can offer a personalised shopping experience when you come into our centre,” he said.
“When you walk in, your phone could receive a message saying we know you like this store, there’s a sale on this — or the use of facial recognition that could pick up your demographic and then tailor an experience for you.”
Online shopping hasn’t had that much of an effect on retail, according to Mr McNaughton, who says people still like to be able to go into a store and try something on or physically pick up what they have ordered online.
He doesn’t think that will change in the future either — and predicts that online stores will want more of a physical presence in shopping centres.
This is also evident in the number of car dealerships who are using pop-up shops within these malls to get their vehicles in front of a new market.
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Becoming a one-stop shop
Gone are the days when you need to go to the local council chambers to pay your dog registration or see a dentist — as more and more shopping centres add these services to the mix.
Stockland commercial property CEO John Schroder says shopping centres will become town centres or mini CBDs in the not too distant future.
“We’re seeing out centres, like The Pines in Templestowe, taking a different shape to the traditional malls,” he said.
“These centres include supermarkets, banks, specialty stores as well as office spaces, child care, gyms, doctors, dentists, beauty, entertainment and cafes.
“And we’ve got an application in with the council to develop retirement living all around (The Pines) shopping centre.”
Previously a Sydney-centric business, Stockland made it’s way into the Victorian market about 13 years ago and considers itself a niche offering — focusing on smaller centres and basing itself around consumer needs.
“The future will vary for our centres,” he said.
“For some the footprint will need to grow, but that doesn’t necessarily mean more shops — it could include entertainment like cafes, movie theatres and then the other services I mentioned earlier.”
Vicinity Centres CEO Mr McNaughton agrees.
He says it’s important for shopping centres to become a community hub that provides places to eat, somewhere to work out and be entertained.
“We’ve noticed a real growth in health, fitness and wellbeing — in terms of 24 hour gyms, day spas, hair and beauty,” he said.
“We expect that segment to continue to grow — because we are finding that even if they don’t have a lot of money, these are the things people are spending on things that make you feel good.”
What’s to come?
Highpoint is speaking to universities, Eastland is building a hotel and The Glen is about to undergo an almost $500 million revamp — there’s a lot happening in the world of shopping centres.
Then don’t forget the $450 million redevelopment of Westfield Knox and a rumoured $500 to be spent on Westfield Doncaster.
Will our obsession with mega malls kill strip shops?
Tunstall Square Traders Association manager Irene Goonan says the growth of shopping centres presents traders in strip shops with an opportunity to offer something different.
Located in Donvale, in Melbourne’s leafy eastern suburbs, Tunstall Square has more than 45 shops centred around two large open air car parks including Coles, Chemist Warehouse and other specialty stores.
And despite the recent renovation and redevelopment of three large shopping centres nearby, there isn’t a vacant shop at Tunstall Square and there is a long line of those eager to move in.
Ms Goonan said the redevelopment of Stockland The Pines, Westfield Doncaster and Eastland (all within a 10 minute drive from Tunstall Square) traders identified the need to offer a unique shopping experience.
“Our slogan is ‘Tunstall Square where traders care’,” she said.
“Our traders know their customers by name and are genuinely interested in their needs — and it offers a place for people to meet and greet.
“We really do offer something different to the bigger centres, and so far, the redevelopments of the three centres hasn’t affected us,” she said.
Manningham Council is also developing a Piazza in Tunstall — a place for people to come together, where they can read a book or interact with friends.
Victoria’s biggest shopping centres:
1. Chadstone — 190,000sq m
2. Westfield Knox — 188,500sq m*
3. Highpoint -185,000sq m*
4. Westfield Fountain Gate — 177,000sq m
5. Westfield Doncaster — 150,000sq m*
6. Westfield Southland — 129,000sq m
7. Eastland — 124,000sq m
8. Northland — 97,400sq m
9. The Glen — 78,000sq m*
10. Bayside — 88,900sq m
*After expansion is complete
Westfield and GPT declined an opportunity to comment.
The owners of Eastland, QIC, failed to respond by deadline.
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