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Mall Wonders

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Meher-Fatma

Posted: Jul 05, 2008 at 0015 hrs IST

Brand showrooms and anchor stores are not good enough, as malls come up with spas, gyms, kids’ zones and even mini adventure parks for more footfalls

Even as malls are swamping Delhi and its restless suburbia, there has been a retail epiphany of sorts — the signboards screaming “Up to 40% discount” are clearly not good enough and the shoppers’ thrill at the very sight of the steel-and-glass behemoths is on the wane. Traditional mall wisdom says that anchor stores — like Pantaloon, Shopper’s Stop and Lifestyle — and chic brand showrooms bring in the needed footfall. Not anymore. So, the recent add-ons include gyms, spas, kids’ zones, mini adventure parks and even flea markets.

If you thought the luxe ambience of spas best suits five-star hotels or is reserved for standalone units, you need to cruise down to SRS Mall at Sector 12, Faridabad. The top floor of the mall, spread over 30,000 square feet, has been converted into a wellness centre. There is a swimming pool close to the entrance, O2 Bar for oxygen detox sessions, a gym, a meditation space and a sprawling spa that has shirodhara and hot stone massages on the menu. Individual membership comes for Rs 30,000 a year and a lifetime family package comes for Rs 1.25 lakh apart from annual fees. “Members have free access to all facilities while non-members can come after making an appointment,” says Dr K. Kumar, chief manager, administration, SRS Group. There are facilities for poolside and spa parties as well. “We always had plans for a health club and the rooftop was designed accordingly. Currently 300 families are our members,” he says.

Select Citywalk has mustered a great response from south Delhi shoppers but the mall, landscaped to look like a park, is planning to bring in a crowd that strangely does not have heavy wallets — children — but who can keep the place buzzing and perhaps even encourage the adults tagging along to indulge in some impulsive retail therapy. Even as the mall plans to launch a kids’ zone in the next two months, where it will offer golf lessons, calligraphy and theatre workshops and book-reading sessions, it has tied up with PVR Cinemas for an International Children’s Film Festival from July 22 to August 1. “We are expecting 28,000 kids for the event,” says Rajiv Duggal, CEO, Select Citywalk. Coming up in September is an art show and every corner will be studded with canvases of budding artists. “We will hire an art consultant as well,” says Duggal.

Select Citywalk is also taking a cue from the popular Flea by Night fiesta that Olive Bar and Kitchen once religiously hosted every Wednesday to dispel the mid-week lull. The mall extravaganza should get rolling from next month at its outdoor space dotted with fountains and manicured shrubs. “Wednesdays are the leanest days. The concept will encourage footfalls. There will be handcrafts, old-book stalls and antique motor parts,” says Duggal.

Along with everything else, adventure parks have also moved to the mall. While The Great India Place at Noida has got a small but impressive version of an adventure park called Worlds of Wonder that is pitched as a must-stop, the Ambience mall at Gurgaon too has come with an adventure zone called Funcity. Clearly, shops are not enough, as malls metamorphose into more than shopping plazas.

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