You walk into a centre; what do you see? How the space around you presents will influence your mood. Everything from the columns, the texture of the floor, the lighting, the window displays and the décor will all have an effect. It’s called the ‘ground plane experience’… 

It is often said that first impressions count. This is certainly true in human relationships. We often find ourselves sizing a person up by how he or she dresses or how he or she presents themselves. In terms of human communication the general belief is that 55% is body language, 38% is the tone of voice and only 7% is the actual words spoken. So clearly humans are very visual beings. How we feel, our attitudes and emotions, and our decision-making is highly influenced by what we see.

This made me think about human interactions with physical spaces. What is the first impression that we see and how does this affect our feelings when we walk or drive into a physical space? Certainly this will differ depending on the type of space we are engaging with; a shopping centre, an airport, hospital or an office, and the nature of the activity we are there for, our previous experiences and how we are feeling at the time.

There is a great onus on owners and managers of retail and commercial spaces to design and deliver great experiences across key touchpoints experienced by both visitors and tenants at a portfolio level.

Identifying challenges and opportunities in relation to the ground plane arrival and departure experience is an area that requires considered attention.

The challenge facing owners and managers is to develop ground plane experiences that capitalise on the physical attributes of the location; how the space interacts with the surrounding public realm and attracts and invites human interaction, as well as the physical attributes of the space itself; aspects of visual interest and beauty, theatre, lighting, shelter, identification, navigation and accessibility.

In many respects the ground plane experience highlights the need to balance natural attributes with curated design that encourages human activation and immersion. Humans are social beings by nature. Our ongoing wellness is influenced by our desire for physical interaction.

In the context of shopping centres, examples of natural physical attributes that encourage interaction include the ‘hero tree’ at Westfield Miranda or the natural waterway that flows through Lendlease’s Sunshine Plaza shopping centre.

Examples of curated spaces are the Angel Place Laneway in Sydney that features the ‘Forgotten Songs’ birdcage installation or Mirvac’s Tramsheds precinct. Both types of ground plane activations are a valid response to build experiences that reflect the needs and values of users.

The future of retail and commercial spaces is at a crossroads of extreme change where the physical environment is seen as a part of a broader social ecosystem that ultimately positively contributes to human fulfilment and life satisfaction.

Mixed with this is the blurring of functionality of spaces. No longer can a shopping centre just be a retail environment or a commercial building a place of work. CBD commercial buildings and precincts are scrambling for competitive advantage with a wave of development and refurbishment projects underway in most capital cities.

The $3.6 billion Queen’s Wharf project in Brisbane is a prime example. As an integrated retail, hotel and casino precinct the development merges contemporary architecture and urban design covering more than 26 hectares of land and water. Here the ground plane experience celebrates Brisbane’s subtropical climate by maximising indoor and outdoor connection. A series of interpretive trails and experiences reflect the city’s Indigenous and European heritage connecting the ridgeline and the Brisbane River. The site holds one of the greatest collections of culturally significant heritage buildings and places in Australia that are being restored and repurposed, providing meaningful stories along the visitor’s journey.

It is through the delivery of differentiated experiences that developments such as Queen’s Wharf appeal to a variety of audiences.

There are a number of elements that owners and developers are identifying as opportunities to unlock the potential of assets through the creation of enhanced ground plane experiences. Five prime elements are outlined below.

First element is the brand experience.
A consistent approach to the delivery of a distinct brand experience that is recognised by tenants and visitors drives brand loyalty and advocacy. The best brand experiences are customer-centric, authentic and believable.

Second element is having an outward looking perspective.
Creating guidelines that act as a roadmap for how a development connects with its surroundings helps to build precincts that unify the communities they serve and add value beyond the boundary of the individual precinct. Barangaroo in Sydney is a great example of this.

Technology is a third element.
Smart cities are leveraging technologies to build convenience and enable seamless and consistent user experiences.

The McKinsey Global Institute talks about a new phase of development in which clever use of digital intelligence in urban environments can improve human quality of life indicators by up to 30%.

It’s all about putting real-time, transparent information into the hands of users to help them make better choices. At a macro level these tools can help save lives, prevent crime and reduce disease. At a micro level these tools can save time, reduce waste and boost social connectedness. When cities and urban precincts function more efficiently, they become more productive and better places in which to live.

Fourth is partnership and integration.
The alignment of a development that embraces a broader context of all human activities – to live, work, rest, learn and play will create the highest return. Developers are talking about the ‘third space’. Environments are becoming more agile combining work with food, shopping, exercise and play. The ground plane experience in this context is an open plan environment where technology and convenience enables people to work differently and more collaboratively. Commercial spaces are blending with communal and retail spaces. Co-working environments are on the increase. Food and beverage offers and wellness amenities such as end-of-trip (EOT) facilities are mandatory. Car parks are supporting e-commerce activites. Amenities and personal services are increasingly being accessed during traditional work hours. Public realm spaces are becoming more interactive.

A subset of partnership and alignment is the trending transport-oriented development. Brookfield’s Wynyard Place development at 285 George Street sees premium commercial space blended with two levels of underground retail connected with the rail station concourse.

The ground plane experience off George Street provides for double height retail shopfronts with an arrival foyer featuring a 13.5 metre high ceiling space. The pedestrian experience within the transport based public realm is important for people approaching the precinct on key paths as the space connects on ground and below ground with Pitt and Hunter Streets to the east and Carrington Street to the west, resulting in an integrated public space with fluid connections.

The fifth element is analysing site usage data.
The effective capture and measurement of asset data helps generate operational and functional responses that enhance the customer experience. This activity helps ensure the asset is optimally aligned with the needs of the users and drives long-term value.

Connecting people with places requires a multi-faceted framework that combines urban planning and design with economics. The glue that binds this together is the ability to unlock and enhance the human experience with a goal of creating a flexible and meaningful ‘person-environment fit’. The ground plane experience is foundational to a successful development. Person-centric designed spaces that can be tailored to meet the changing needs of users will in turn provide human fulfilment and growth and help build a legacy of great environments across all classes of the built environment.