For this assignment, I visited Nishinomiya Gardens, a shopping mall that newly opened in 2008. Whats so special about this mall is that it doesn’t have an grand entrance, except its directly connected with the Hankyu Nishinomiya Garden through an bridge.
Entrance
Outside the entrance of the mall, there are many movie advertisements that are currently on show in their theatre. The purpose of having movie advertisements is that if they succeed on having their customers watch an movie, it will result with them having to stay at the mall for a very long time, having them spend money (i.e. waiting before the movie, buying popcorn etc, eating dinner).
For their entrance, it has a really gorgeous mood with yellow light and shady walls, creating an rich atmosphere.
Inside the mall
As soon as you enter the mall, you see an navigation panel. This is probably meant for people who are just stopping by to visit specific stores. Its also for people who are finding stores of certain types. For example theres an panel just for restraunts, which is probably for people who desire on having a meal or so. The panel also advertises campaigns that are currently happening.
First Floor
First thing you see when entering the mall is an shoe shop.
Shoes are cheap and desired by everyone. Therefor it is the perfect item for having customers buy it impulsively.
The first floor is mainly compromised of fast fashion and accessory/daily shops. Shops that mostly sell cheap goods. This is so that customers wouldn’t use too much money, having them want to proceed to the upper floors.
They also had a tree inside the mall. This is to advertise their “eco-friendly” ness which is an very popular ideology amongst Japan.
One side of the first floor was filled with supermarkets, grocery stores, and snack stores. Set so that house wives can also finish shopping preparation for their dinner without leaving the mall.
Second Floor
The second floor is filled with expensive luxury goods, mostly brands that branch stores throughout Japan. This is the floor in which most money is spend on shopping. Mall owners want their customers to spend majority of their time shopping on this floor. After they pass their floor, they would be mostly finished with their shopping, getting mentally prepared to leave the mall.
Third Floor
The third floor is mostly compromised with beauty therapies and restraunts. This floor mainly targets customers that have finished most of their shopping and are ready to leave the mall. The beauty therapies are for women that might stop by during their open time.
Open tenants are filled with stores with private management of individuals.
Exceptions
On the edge of the mall, was an large department store called “Izumiya” thats up 3 stories high. Izumiya’s structure followed the patterns of each floor also.
First Floor: Grocery Store
Second Store: Clothing
Daiki Yamamoto's 