Valery Trushin, Partner, Head of Research and Consulting at IPG.Estate:
We have adapted the commercial areas provided by the project to specific retail functions that meet both the demand of the surrounding population and future tenants. For the customer, such an offer is an advantage, since the premises have already been thought out for the type of business of the tenant and does not require global restructuring. This approach allows potential tenants to make a faster decision about placing their business in this location. The financial model justifies the potential demand, the premises are technically ready for a quick launch. The investor confidently sees the prospect of developing this territory by stages.
Decision
The IPG Consulting and Research Department participated and won a tender for the development of a commercial campus concept in Chelyabinsk within the framework of the federal program for the development of campuses in cities with millions of residents.
As a result of the research of conference areas, it was revealed that there is no need to implement a conference hall in such a large volume. In fact, Chelyabinsk is not the center of the Ural region, and there are not enough business events in the city. The volume of existing space is sufficient and has an incomplete load, so the appearance of a new large conference hall will only saturate the market.
The situation is similar with coworking. There are successful and in-demand projects in Chelyabinsk, but the market saturation is high.
As for the infrastructure of the campus, the first thing we did was preparatory work — we visited the Chelyabinsk district where the campus should be located, got acquainted with all existing commercial premises, studied the level of penetration of different types of tenants of different concepts, identified a shortage and oversupply of offers.
Based on the analysis, it was proposed to place on the first floors of the campus a really necessary commercial infrastructure based on the principle of an open urban environment. That is, access to the campus is possible for everyone, both residents and citizens.
The peculiarity of the project is that the concept was developed in an integrated approach together with the Space company. The architectural department worked out the concept of placement and functional filling of the campus premises, formed taking into account the initial information, regulatory documentation of the Russian Federation in terms of design, based on financial analytics and modeling prepared by the IPG research and consulting department. The team has developed room formats and technical requirements for them.
The logic of the processes of operation and viability of the campus was taken into account. Transport and pedestrian connections, the stages of putting buildings into operation, and draft planning solutions for residential and commercial infrastructure were analyzed.
Result
The client has been provided with several scenarios for the placement of commercial infrastructure in all buildings. As a result, the optimal solution was chosen for the composition and types of formats.
The basic composition of the necessary premises for each function has been developed (for a restaurant, one composition of premises and engineering requirements, for a bookstore – another).
The number of visitors who can be users of this infrastructure is calculated.
We calculated the loading and unloading process, the accessibility and relevance of commerce both for the residents of the campus and in communication with the surrounding area.
As a result, the customer received a financial model with the stages of implementation and the necessary indicators.
Источник: ipg-estate.ru
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