Rethinking Shopping Mall Development Through Flexible & Temporary Retail
Meyriana Kesuma, Suryono Herlambang, Nadia Ayu Rahma Lestari

Universitas Tarumanagara

Abstract

The COVID-19 pandemic has fundamentally transformed the retail development landscape. The development of e-commerce, which previously had an impact on conventional shopping centers due to changes in consumer preferences, has also affected the feasibility of developing large-scale commercial properties such as shopping centers. The concept of retail development has now entered a new phase with temporary and experience-based formats, including pop-up markets, mobile kiosks, and community- and event-based commercial activations. The development of this concept is considered a flexible, adaptive, and community-oriented alternative and more open/public. This concept reduces development risks and operational costs and generates sustainable income while encouraging dynamic commercial activation for the surrounding development area. This study was conducted to identify the emergence and potential of temporary retail/commercial development as a new frontier for retail development strategies in urban areas, especially in rapidly growing new cities on the outskirts of Jakarta. This study explores how flexibility, temporality, and experience-driven retail environments and communities can respond to the market and increase activities around it.
By using a qualitative research methodology that combines field surveys and spatial mapping, it is hoped that this study can analyze physical characteristics, temporal patterns, and community interactions. Field surveys will be conducted in several temporary retail developments that have succeeded in becoming market attractions and increasing activities in the surrounding areas. In addition to the Jakarta City area, they are also carried out in new urban developments on the outskirts of Jakarta as a form of temporary retail development trend. The hypothesis obtained from the development of this temporary retail trend is one of the strategic development alternatives that are integrated with public spaces and community activities that increase pedestrian mobility, support local MSMEs and encourage increased property values around the area. This study aims to provide new insights into how cities can rethink retail development to make it more engaging for local communities, focusing on experiential approaches that create a more personal connection with the community.

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Topic: Various Dimension of Livable Space