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Feature Article, November 2006
Centers Find Purpose
Two new significant purpose-driven centers are being designed in Illinois and California — a trend that will most likely catch the eye of consumers and other developers.
Stephen O’Kane
Convenience seems to be the new word developers are designing around and it is no surprise that large-scale purpose-driven centers are beginning to emerge in retail markets across the country. By creating destinations where consumers can find practically everything they want with regards to a certain “purpose,” developers and retailers are bringing the word convenience to life.
Design Pointe
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Design Pointe, a development of Mainstreet Retail Development, will span 168,000 square feet in Naperville, Illinois.
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Located just west of Chicago in Naperville, Illinois, a new trend is beginning to take place with the development of Design Pointe. This new center, which is focused on one “purpose” — home improvement and furnishings — will pave the way for others to follow. The idea that this development is bringing to life may not be brand new to the market, but something dedicated to this purpose is certain to be noticed by other developers and retailers as well as consumers.
So what exactly is so eye-catching about this development?
Design Pointe will span 168,000 square feet along the Route 59 retail corridor in Naperville and will offer numerous retailers dedicated solely to home improvement, home décor and home furnishings. The center, which began construction last December, is convenient to the surrounding area and will feature Florentine-themed architecture with a fountain, extensive landscaping, a pond, a walking path and outdoor seating. The purpose of this new project is to create a sense of place while offering consumers all the opportunity they need with regards to this specific type of retail.
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Thomas Hill Furniture will anchor Design Pointe.
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NAI Hiffman, which is acting as the leasing agent for the project, has seen the importance in creating a sense of destination as well as the necessity of giving the shopper direct access to the product.
“What you see now is a move towards manufacturers getting involved and wanting premier locations to showcase their goods,” says Ryan Murphy, executive vice president of Oakbrook Terrace, Illinois-based NAI Hiffman.
This is one component that is setting Design Pointe apart from other destinations. The retail market has seen less successful developments of this kind in the past but because the retailers did not have the expertise and knowledge that the manufacturers offer, the trend never really came to fruition.
“The beauty of Design Pointe is it features the manufacturers themselves, and home improvement, home décor and home furnishings are all they do,” says Murphy.
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NAI Hiffman is handling the leasing and management of Design Pointe, which will open this month.
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About 5 years ago, the market might not have been ready for this type of project, even though similar developments were happening at that time. “You see all the Wal-Marts and Targets by each other, all the auto dealers by each other and all the fast food retailers near each other and they are successful,” says Murphy. “So why not create a home décor destination?”
By including the high-end amenities previously mentioned, along with incorporating other components of a destination center, Design Pointe will be the model for this trend that is appearing in other spots across the nation. The open-air retail project will also feature seven outparcels where other destination components will be housed. Design Pointe plans to include places to dine and interact as well as a few other retailers.
“With furniture, this type of center might not have seemed like the best idea, but by including these destination components and offering a sense of place, Design Pointe will be successful,” says Murphy. “A few years ago, people were running all over the place trying to find the things they needed but it is nice to have it all in one place and that’s why we are part of this project.”
Thomas Hill Furniture will serve as one of the anchors for Design Pointe, which is scheduled to complete construction this month. Restaurants such as Cheeseburger in Paradise will also be a part of the development.
“Design Pointe is really catered to everybody — the architects, the designers, the home owner, the builder,” says Murphy. “I think the project will be successful for a couple of reasons. Certainly one is location. The fact is that a destination like this is needed. There aren’t many centers like this currently being developed but I think you will see a lot more of them spring up as people begin to realize that it makes a lot of sense.”
South Coast Home Furnishings Centre
Another project with a similar purpose is being developed on the other side of the country in California. South Coast Home Furnishings Centre will be another home furnishings destination located 3333 Hyland Rd. at Sunflower in Costa Mesa, California. This development not only offers convenience with regards to its purpose but its location as well. With freeway frontage along Interstate 405, and positioned less than a mile from South Coast Plaza and IKEA, South Coast Home Furnishings Centre expects to see a lot of consumers from the surrounding areas.
“This location was chosen due to freeway exposure and ease on and off the freeway,” says Shannon Hondl, vice president of development and marketing for Birtcher Development & Investments, which is developing the project. “The Centre will draw from the surrounding retailers and will become the shopping destination of not only home owners, but those living in apartments as well.”
The project will span more than 300,000 square feet and will offer 30 high-end home furnishings and home décor retailers. Anchoring the development will be La-Z-Boy and Wickes Furniture; the project also will house other similar retailers such as Creative Leather, NW Rugs, EasyLife, Munro’s Interior Surroundings, Banner Mattress, Office Furniture Gallery and Legends Furniture.
But the idea of creating a sense of place will not be forgotten with South Coast Home Furnishings Centre. “The Centre will also house several restaurants, which will provide a change of pace for the consumer who is looking for a break from shopping,” says Hondl. The dining component, which will feature TacoTime, Samurai Sam’s and The Great Steak & Potato Company — along with landscaping, ample parking and an open-air, pedestrian-friendly atmosphere — will add to the attraction.
Birtcher Development & Investments is also seeking specialty retail tenants such as a baby furnishing company or flooring retailer. Hondl and Birtcher Development & Investments believe this will help the development become a one-stop destination for those purchasing or remodeling homes.
“Our target shopper is the person that begins to remodel their own or an additional house, but has limited time to shop for fixtures, flooring, furniture, etc.,” says Hondl. “South Coast Home Furnishings Centre will offer that, and make the experience of furnishing a pleasant one. We offer the consumer a full-service shopping experience in one location.”
Construction on the project began last September and it currently has a projected date of completion in the second quarter of next year. Birtcher Development & Investments is developing the project, while other companies such as Lee Sakahara Architects, Fullmer Construction and Buchanan Street Partners handle the architecture, construction and financial components of the projects.
©2006 France Publications, Inc. Duplication or reproduction of this article not permitted without authorization from France Publications, Inc. For information on reprints of this article contact Barbara Sherer at (630) 554-6054.
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