Architectural planning of commercial real estate is an important work between project format planning and scheme design on the basis of market research. The architectural planning of commercial real estate plays an important role in the final completion of the project architectural scheme, and is an important hub from the determination of planning indicators to the completion of the architectural scheme. Therefore, architectural planning plays a connecting role in the whole process of commercial architectural design.
However, in the current commercial real estate planning, the positioning of this part of the work is very vague. The division of work among design institutes, consulting companies, investment promotion agencies and development units is not very clear. In many years of planning practice, I have encountered many such problems. Therefore, I put forward some personal views and hope to discuss them with you.
First, recognize the role of planners in business planning.
Planners and architects of commercial real estate play an interactive role in the planning of commercial buildings. Architects are in the core position, and planners should play a guiding and correcting role in the overall design of the project. In the process of conceiving the project scheme, planners must fully study the conditions of project investors and developers, and systematically analyze and sort out the data and information provided by a large number of market research. These elements and conditions will become the premise for architects to carry out architectural design and planning. From the analysis of the development process of commercial real estate projects, the planner's work mainly focuses on the following three aspects:
1. Analyze and study land from the professional perspective of urban development and commercial development. This paper analyzes the land value of the project from the perspective of economic value and commercial operation, and provides accurate basis for the decision-making of project development and capital operation.
2. Through consumer behavior analysis and brand resource research, combined with architectural design knowledge, commercial operation simulation analysis and similar case studies at home and abroad, the conceptual design principles are put forward for project planning. At the same time, the development goal, scale, cycle, business operation mode and market positioning are quantified and standardized to demonstrate the feasibility of project development.
3. On the basis of the project format planning and facilities planning, cooperate with the development team to make the development plan of the project and put forward the work arrangement for the important nodes of the later project management. Development and project management planning provide more accurate reference for architects' architectural design, which is helpful to evaluate the economic and social benefits in the process of project development in project architectural planning.
The development of commercial real estate is based on the principle of maximizing land value and commercial profit, and all development links are systematically integrated to improve the value-added degree of each link and finally ensure the success of project development and operation. As the main link of commercial real estate development and value-added, the pre-planning and architectural design of commercial projects should be paid more attention and strengthened. The planners of commercial real estate should not only be familiar with the living conditions and environment of various formats, but also be very clear about the architectural space they rely on.
Second, master the scale of the current commercial building design code
Commercial real estate design specification is the main basis of commercial real estate architectural planning, and it is also one of the restrictive conditions of project market value. However, the current commercial real estate building code in China lags behind the rapid development of the industry. At present, the main design standards that can be referenced in the field of commercial real estate in China are limited design basis such as Code for Shop Design, Code for Design of Catering Buildings, Code for Fire Protection Design of Buildings and Code for Fire Protection Design of High-rise Civil Buildings. However, for commercial buildings with increasingly complex designs, the above standards are difficult to meet the market demand and development.
With the development of commercial real estate, the contradiction between market demand and design norms often appears in the planning and design of new formats such as comprehensive stores, community businesses and property department stores.
Take the commercial project that I participated in planning as an example. Investors hope to reduce the width appropriately to increase the number of shops along the street. Small-area shops are more suitable for the operation and investment of individual operators because of their relatively low selling price or rent, flexible business scope and easy transformation. However, this design is difficult to coordinate and unify with the current specifications.
According to the fire code, each shop needs to set up two exits, but it is difficult for shops with small area and wide depth to do so. According to the Code for Fire Protection Design of High-rise Civil Buildings, "except for two adjacent fire protection zones outside the basement, a public building with fire doors connected to the firewall and the total construction area of the two fire protection zones not exceeding 1.4 times 2000m2 can be provided with a fire escape". According to the specification, the only way developers can take is to reserve fire doors directly between adjacent shops, or increase the building area of shops. However, the connectivity of two adjacent shops obviously does not meet the daily business requirements of shops, and the increase of commercial area is inconsistent with the minimum unit actually sold by developers.
In addition, the staircase width of independent shops planned for the upper and lower floors is also contradictory to the actual operation. According to the specification, "the clear width of indoor stairs in commercial part should not be less than 1.4m". According to the above regulations, it is bound to reduce the area available for business in the store. For retail enterprises dealing in fashion and other commodities, the width of stairs will inevitably affect the display and placement of their products. In addition, such as the safe evacuation distance in commercial buildings, the evacuation width of commercial floors and other regulatory requirements, all have an impact on later commercial operations.
Therefore, for the planners of commercial real estate, how to provide more valuable reference opinions to the builders, how to learn from the experience of successful projects and how to make appropriate changes to the projects are all very important topics.
Third, grasp the effective relationship between business and design.
Architectural planning plays a multi-faceted role in commercial projects and plays an irreplaceable role in guiding and correcting architects' design ideas. However, the design of commercial projects must incorporate commercial value, otherwise even the best works will hardly become good products. Take the commercial complex project in the city center as an example. Here is a brief explanation:
1, location and layout of high-rise buildings
The main building of the commercial complex in the city center is generally a super high-rise building. The site selection of the building itself will have an important impact on the use of the building itself and the surrounding environment. The oppressive feeling of high-rise buildings on the road will cause psychological tension to people who work, consume and live in this area, and reduce the comfort brought by the building itself. Therefore, in many practical cases, high-rise buildings have made appropriate concessions along the main roads, forming some urban green squares and expanding the external public space of the building itself. This will have a positive effect on the crowd gathering and guidance of commercial formats, but the visual space formed by the concession part will have a certain impact on the image display of commercial projects themselves. Therefore, the necessary commercial transition in roads, public spaces and commercial entrances will play a very important role in the reasonable guidance of people and traffic.
2. Traffic and crowd management of commercial projects
Nowadays, commercial buildings emphasize the smoothness of people's walking and the accessibility of public transportation. The location and size of the entrance of the building should fully consider the time difference of the project flow and the degree of congestion during the peak period. The impact on pedestrians should be considered when vehicles enter and leave. It is easy to design a number of temporary parking spaces along the street to meet the needs of temporary shopping and emergency use. Decentralized parking is the development trend of large-scale commercial project design, such as Roppongi New Town Project in Japan. In order to solve the huge traffic and parking problems of the project, several parking lots were designed in different locations of the new city. The plane reciprocating parking design completely realizes the separation of people and vehicles, and can keep the parking spaces orderly and sufficient even in the case of heavy traffic. In addition, the parking of commercial projects should also consider the interaction with surrounding businesses and the requirements of commercial display.
3. Overall functional layout of the project
The functional combination of commercial buildings is very complex, so it is necessary to fully consider the balance and coordination of various formats. It will be more difficult to deal with complex projects with mixed business, residence and office. Judging from some projects I have contacted, commercial and apartment parts are often arranged at the low end of buildings, while offices and hotels are placed at the high end. The advantage of this design is that it can facilitate the layout of pipelines in buildings; The position of the core tube released from the middle and low-end flat layer is beneficial to the setting of the bathroom; The landscape advantage of the high-end part is more conducive to the high-value products of the project. However, in specific projects, we should also fully consider the impact of the vertical traffic efficiency of the building itself on business. In architectural layout design, the efficiency of space utilization should also be combined with architectural forms and structural practices. For example, many high-rise projects adopt corner method in their design. According to economic calculation, this method can increase the economic return by about 30%, but care should be taken not to destroy the corners in specific projects.
In a word, the architectural planning of commercial real estate is a systematic work, a product of the combination of multi-disciplines and multi-knowledge fields, and an important way to increase the value of commercial real estate. Therefore, a more in-depth study on this will be very important for the development of commercial real estate.
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