Mid-Century Mall Renewal
San Diego, CA
Client:
Confidential
Size:
1,000,000+ SF
RDC is in the process of reimagining a 1950s shopping center in East County, San Diego, aiming to transform it into a vibrant hub for retail and entertainment. The plan includes carving out new pathways for both cars and pedestrians, creating inviting views and entrances, and demolishing the old department store and outdated food court. This will transition the center away from its former mall identity into a live/work/play destination. The vision is to create a lively, village-like atmosphere with scattered merchant units, trendy shipping container eateries, and entertainment kiosks, injecting energy and excitement into the area.
The Process
A Data-Driven Urban Design Approach
Typical of our urban design and master planning services, we follow a systematic approach, beginning with comprehensive data collection from various sources, including social media and local news. For this project, we identified diverse demographics in a former inner-ring suburb, including Chaldean and Coptic emigree communities, vibrant entrepreneurial activities, and sizable South Asian, Persian, Russian, and Middle Eastern populations.
To refine our understanding, we constructed user profiles that allowed us to map human movements in the project area. This revealed key demographics such as retired couples, young families, and healthcare professionals. These insights guide our targeted approach for retail residential, and office products, along with tailored entertainment options for our identified audience.
Examining Green Space Adjacencies
Examining Demographics
Examining Household Income
01. Two new access ways connecting parking
02. Enhancing retail access and visibility
03. Uncovering original mall structure, reduce "noise"
04. Introduce nature
05. Introduce new culinary concept/pavilion
06. Expand pavilion concept throughout mall
Creating Connections & Visibility
Ensuring maximum flexibility for future residential and office development, we established connections across the site linking employment centers to retail and entertainment amenities. Our strategic approach involved creating outward visibility towards surrounding landmarks and inward visibility from surrounding arterials and major interstates. This enabled us to pinpoint interventions for the existing center and prioritize zones for phased development.
Revitalizing Community Spaces
Ensuring long-term sustainability and community vibrancy was our top priority in developing the site. We strategically established key connections linking a major medical center to upcoming multifamily developments and life-science office products. Leveraging these adjacencies, we identified an ideal location for a prominent culinary container collection on the grounds of a former department store.
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