When we began planning the retail component of the East Fraserlands, we wanted to do more than just assemble a group of complementary vendors who could supply a broad range of goods and services. We wanted to create a multi-faceted commercial district that would invite people to shop, wander, socialize, observe, dine, think and feel. We wanted to create a distinct neighbourhood.
For inspiration, we toured of some of North America's most popular retail precincts. Places like North Carolina's Birkdale Village, Portland's Pearl District, Washington DC's Georgetown and Vancouver's own Yaletown, Granville Island and Kitsilano neighbourhoods. It was an interesting trip. Because what we found is that while each of these places has forged quite different identities, many of their retail elements are the same.
A large majority of community businesses, for example, are small or medium-sized, and owned and operated by personable, enthusiastic entrepreneurs who are passionate about delighting their customers.
Restaurants and cafes are both diverse and plentiful, and frequently offer spacious outdoor patios, or large streetside doors and windows that may be opened to encourage interaction between patrons and passersby.
Expert street design is key, with easy access from major arteries, clearly defined parking areas and narrow, pedestrian-friendly curved laneways winding past stores and cafes for added intimacy and a heightened sense of discovery.
We also noticed that close attention to storefront design paid big dividends, with features such as double-height windows, high-quality construction materials and unusual fixtures helping to establish the vendor's unique identity, while creating a lasting visual and tactile impression.
Finally, we found that a strong, well conceived public realm feeds the community's soul, with plazas allowing people to gather, trade stories, share laughter, soak up the ambient energy, and watch life unfold.
In essence, we discovered that retail districts become neighbourhoods when their inhabitants are given the chance to connect. With each other, with their surroundings, and with the unique history of the place. They become neighbourhoods when people adopt them as their own, returning time and again. They become neighbourhoods when they are beloved.
