Mixed-use center
Mixed-use centers are facilities that house offers from the retail or service sector under one roof. A clear assignment to one of these areas is therefore not possible. They should combine experience with consumption and thereby represent a special attraction for customers. Their diversified range of offers can include shopping opportunities, services, leisure and cultural events, sports offers, overnight accommodation, evening entertainment and similar offers.
Characteristic
Mixed-use centers are often created in large-scale joint projects between industry and retail .
Their transport links are above average and there is usually a connection to the high-performance infrastructure (rapid transit railway, motorway, etc.). Therefore, these centers have supra-regional importance and attract visitors from the wider area. For the local population they often represent a meeting point, which gives them a socio-cultural component. This far-reaching importance creates multiplier effects , which makes further investments attractive for companies and service providers.
These mixed-use centers often have a specific motto , for example to establish a specific brand or to make it popular. One speaks here of Brand Lands or Corporate Lands , whose offers are often directly related to the brand they are presenting. Experience plays a major role in this marketing, as this combination of experience and consumption creates a permanent connection to the brand for the customer.
Examples
- Autostadt in Wolfsburg
- Legoland
- large shopping centers (e.g. arcades)
- BMW World in Munich
- large train stations
- Airports
- Gas stations
literature
- Oechsle, Michael, Expansion of business areas in the non-aviation area at European airports with special consideration of the Munich location (2005)