Archive 2003

The Philosophy of New Urbanism

Micha'el Frame and Mark Young, joint venture architects and environmental designers for the refurbishment of the Randburg Waterfront, have based much of their design around the concept of New Urbanism, which they believe should be seen in the context of the social structure it is designed for. Whereas true urbanism handles society at large, new urbanism in the context of something like The Brightwater Commons, appeals to the community.

"Something happens because something happens, and nothing happens because nothing happens'' Jan Gehl

One of the key elements in the definition of a successful urban space is participation. Whether you are passively participating in the environment by just sitting on the greened common, or actively participating in an organized activity, the act of participation implies a sense of comfort and interactivity within the space you find yourself. You should want to be in that space, and the space in turn should be designed in such a way as to provide visually and physically for an involvement in both retail and non retail areas. The combination of the architecture and landscaping provide a framework between the user and the retailer, linking all together in a network that has the capacity to bring social interaction into the retail realm. Micha'el Frame, joint architect for The Brightwater Commons says " We are designing for a sense of wellbeing and creating an enabling framework for spontaneous social interaction. By virtue of the fact that you will be encircled by trees and breezes, water and sunlight, we have the ability to affect the psyche and encourage a positive sentiment from the moment you walk through the gates."

Whereas a typical mall, glorified in glass and marble, often perpetuates anonymous social interaction in a sterile and superficial space, The Brightwater Commons will have a structured network promoting communication physically and visually. Instead of being channeled down a mall. Pathways and axes will facilitate circulation, places to walk will be interconnected and sight lines will make future shoppers aware of the space, obviously or subliminally. Frame says, "In any built environment you need to orientate yourself. Hierarchies within the space and structures of foci, combined with the lack of sameness contribute to your sense of orientation and curiosity. You become aware of the next path; you are aware of focal areas that assume importance and relevance; you remember a sense of place and destination."

Generating a sense of belonging and community that is neither exclusive nor exclusionary, engenders a natural pride and ownership in an urban space. Frame and Young believe this cannot be created without the consumer feeling that the developers and the landlord have made a special effort on their behalf. Perceived added value is only real when a consumer can identify a tangible benefit to them or their families, and it is difficult to take pride in something you do not value. "We are aiming our perceived value at a sense of comfort. We do not have gimmicks here. We have a natural environment, a far wider foundation to build on. What will set The Brightwater Commons apart is that this will be an attractive, welcoming atmosphere that feels nurtured and looked after. Repeat visits by shoppers will evolve naturally, induced by an inherent desire to connect with other like-minded people. Small details like benches & surfaces to sit on, shaded areas to sit under, a richness of texture spaces and scale, plus a certain lack of hardness, all communicate an understanding and respect for their humanity. There is a subtle difference between an environment that entertains and an entertaining environment" says Young.

Down to earth reality with a community orientation should secure the future of The Brightwater Commons within its competitive environment. Inherent in any urban space and the relevant demographic of this centre is a space that caters for a cross section of society, especially family units looking for an alternative recreational venue. In this miniaturized village atmosphere, there are real trees that will drop their leaves, real light and real water. Hopefully in contrast to the over-themed faux village developments, after the novelty of their first return visit wears off, consumers will begin to really use the retail space. "If we have done our job well, shoppers will not only visit for the attractions, but will confirm that it is a retail environment that just feels right."

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