SOUTHLAKE & PARKWAY CENTER COURTS
LOCALIZING OUR SOCIAL HUB STRATEGY.
Deliverable: HUB space strategy and concept
The concept at Southlake Mall, a Starwood Retail property, was to re-design the center court space as a multi-purpose Social HUB space that would allow guests of all ages and genders to gather and share this space.
Research told us people wanted to be "Together but Separate" at the mall. Families want to come and be able to split up and meet up in an area that is fun for everyone.
The Dock's at Southlake design was inspired by the mall's location at the south end of Lake Michigan.
Parkway was the second center court design project Starwood asked us to design. Our goal was to ladder back to the global HUB space strategy while localizing our design. Each explores a multi-purpose approach with play, relaxation, community, food and shopping in a unified experience. The Arches were inspired by the Arch of El Cajon and some of the famous people and brands, like Fender guitar, from the area.
TEAM
CARL RILEY
Strategy Director
KILLIAN MCILROY
Creative Director
BRIANNE DEROLPH
Environmental Design
Director and Custom Fabricator
ANDREA BUCCASSO
