This shopping center blurs the line between retail and leisure to reestablish a connection between commerce, community, and people
Technology has changed how we socialize, view movies, and shop. We can now do so at home, on the train, or even on the beach. How can malls compete? The SoNo Collection in Norwalk, Connecticut endeavored to do just that—this shopping center was designed to reimagine the shopping experience.
Our team was engaged by Brookfield Properties to collaborate with CallisonRTKL in reinvigorating a once thriving building type. We focused on infusing a new mix of activities, technologies, and places to attract millennials. A meandering footpath through the concourse brings playfulness and randomness while guiding visitors to a variety of destinations. We created a series of stopping points each with a unique aesthetic and activity to engage visitors—the designs emphasize wellness, collaboration, social interaction, playfulness, and intimacy. For example, playfulness is translated into a gaming zone with a vibrant color palette, while intimacy is translated into a secluded quiet area with plush seating and soothing finishes.
In today’s technology-driven society, many of us still crave a community experience and physical, social interaction. SoNo offers this experience by creating places where people want to be, a destination, and a place where life happens.
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