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All projects Goyang, South Korea · 2020

CJ Live South Korea

Retail consultancy and planning for CJ’s three retail plots, developed alongside architects 5+ Design.

Husband Retail worked with CJ on planning for CJ Live in Goyang, South Korea. Our remit connected conceptual plans and customer journeys with positioning, theming, anchor and zoning strategies for three retail plots within the master plan.

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  • Consultancy
120,000 sq m Approximate retail GFA Across the three retail plots.
3 Retail plots Each with its own positioning within the master plan.

Defining the role of each retail plot

CJ’s goal was to give each of the three retail plots a distinct positioning and make the overall retail experience coherent. The brief connected each plot’s role and offer with the customer journey through the destination.

A master plan with three plots needs clarity at both levels. Each plot’s positioning informs its anchors and zoning; the layout connects those choices with the visitor experience. Our work addressed these relationships alongside 5+ Design during planning.

Distinct positioning within a connected destination

The planning brief paired a positioning for each plot with a coherent retail experience across the master plan. Theming, anchor strategy and zoning translated that direction into the proposed offer. Recommendations for new-to-market brands and operators formed part of the consultancy, linking the character of each plot with the businesses that could support it.

What our work covered

01 Conceptual plans and layout We worked alongside architects 5+ Design on conceptual plans and retail layout for the three plots. The consultancy brought retail planning into the architectural discussion, relating the arrangement of space to each plot’s role within the master plan.
02 Customer journey Our remit included the customer journey across the three retail plots. This connected the experience of moving through the destination with the layout, bringing the retail experience into the planning discussion alongside the individual plot concepts.
03 Positioning and theming We advised on positioning and theming for each plot. The work addressed the client’s ambition for three distinct retail offers within a coherent destination, giving the team a direction for developing the character and proposed offer of each area.
04 Anchors and zoning Our scope covered anchor and zoning strategies for each retail plot, together with recommendations for new-to-market brands and operators. These recommendations connected the proposed positioning with potential retail content, carrying the concept into choices about the mix.

Retail planning outputs

The appointment covered conceptual plans, layout and customer-journey planning for approximately 120,000 sq m of retail space across three plots. Positioning, theming, anchor and zoning strategies addressed the role of each plot within the master plan. Brand and operator recommendations formed part of this planning scope alongside the work with 5+ Design.

Related services

Development Consultancy Connecting retail concepts, layout and customer journeys with the development plan. Positioning & Repositioning Defining each destination’s role, customer proposition and proposed retail offer.

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Planning a retail destination? Tell us about the site, its location and the decisions ahead. We can discuss how positioning, layout and the customer journey could inform your development plans.

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