In the zone

Creating spaces which not only attract, but also engage tenants and customers, is paramount in today’s competitive real estate market.

One innovative approach gaining traction is the design of schemes which incorporate distinct zones, each conveying a unique sense of place. This method leverages the psychological and emotional impact of varied environments to enhance user experience, drive footfall, and increase dwell time. By carefully crafting these zones, developers and planners can cater to diverse preferences and needs within a single, cohesive scheme, ultimately fostering a vibrant and dynamic community.

Implementing distinct zones also offers flexibility in commercial leasing and marketing, allowing retailers and businesses to select locations that align with their brand identity and target audience, potentially leading to higher tenant satisfaction and retention rates. Additionally, the varied environments create opportunities for unique events and activities, further boosting the scheme's attractiveness and fostering community engagement.

However, creating and maintaining these distinct zones can be complex and costly. Each zone may require different architectural styles, landscaping, and amenities, leading to higher development and maintenance expenses. SookSiam at ICONSIAM and Chinatown in Dubai Mall are two great examples which represent different approaches to creating multiple senses of place within one scheme.

Dubai Mall
Dubai Mall has recently opened Chinatown (seen above), a new zone within the mall. This area has its own unique identity and design which highlights multiple Asian cultures. The retail provision within the area ranges from brands highlighting Chinese porcelain, homewares and jewellery to Korean variety stores. Chinatown also has its own designated food court which has an expansive range of Asian cuisine stalls. Despite having contrasting designs within the main mall itself, walking through Chinatown in Dubai Mall is a unique experience in itself.

ICONSIAM
SookSiam is a cultural zone within the ICONSIAM complex in Bangkok, designed to replicate the vibrant atmosphere of a traditional Thai night market. This immersive environment showcases Thailand's diverse cultural heritage through authentic traditional crafts, cuisine, and performances. By creating an ambiance that mirrors a Thai night market, complete with intricate details and local vendors, SookSiam attracts both locals and tourists, significantly boosting footfall and visitor engagement. This design highlights the pros of varied zoning by enhancing appeal, offering flexibility in attracting different customer segments, and fostering community and cultural pride.

SookSiam at ICONSIAM and Chinatown in Dubai Mall represent different approaches to creating multiple senses of place within one scheme. Whilst SookSiam still conveys a similar design and cultural language with the rest of ICONSIAM, Chinatown in Dubai Mall has a completely different look and feel, despite being completed to a high quality it still feels disconnected from the main mall. These differing strategies underscore the importance of design coherence in creating multiple senses of place within a single scheme.

SookSiam's integration within ICONSIAM exemplifies how maintaining a consistent cultural and thematic thread can enhance visitor experience and create a seamless environment. Meanwhile, Chinatown's distinct separation within Dubai Mall highlights the potential challenges of integrating contrasting zones without disrupting the overall flow and cohesion of the commercial space. Both approaches offer valuable insights into the complexities and considerations involved in crafting diverse yet unified commercial environments.


Incorporating distinct zones with unique senses of place within a commercial scheme can significantly enhance appeal, flexibility, and engagement. While successful examples like SookSiam at ICONSIAM demonstrate the benefits of cohesive integration, the contrasting approach seen in Chinatown at Dubai Mall highlights the challenges of maintaining design harmony. Careful planning and execution are essential to maximise the advantages and create a vibrant, dynamic environment that caters to diverse preferences and needs.

Mukhriz Mustamir