Retail Traffic

New Enclosed Centers (multi-level)

CALLISON ARCHITECTURE INC. SCOTTSDALE FASHION SQUARE * Scottsdale, Ariz. In the category of New Enclosed Centers (multi-level), Callison Architecture Inc., Seattle, was awarded the 1999 SADI for its design of Scottsdale Fashion Square in Scottsdale, Ariz.

The objective of Scottsdale Fashion Square was to take advantage of the opportunity of the expansion and make a connection with the surrounding community. This goal was accomplished with the 425,000 sq. ft. addition's outward-turned storefronts and its look, one reminiscent of nearby five-star, desert resort hotels.

By orienting the storefronts outward, the design created an extroverted public face, one that's more appealing than the introverted island in a sea of parking found at many malls. With storefronts encroaching on sidewalks, the center has the opportunity to engage potential customers on the street with lighting and window displays.

Once pedestrians enter the center, they are greeted with courts and seating areas featuring comfortable, oversized furnishings more often associated with richly appointed hotel lobbies. A porte-cochere (a roof providing cover at entryways) also adds the grand yet hospitable welcome evocative of the desert lifestyle. This welcome is essential as Scottsdale continues to become both a major tourist destination and a high-growth region.

A bridge had to be designed, since the site of the expansion fell across Camelback Road, a major thoroughfare, from the existing center. The resulting two-level retail bridge serves that purpose and provides additional space. And, since the bridge announces downtown Scottsdale when motorists pass under it on their way from Phoenix, it also serves as a welcome to travelers. Parking structure stairwells act as flanking pylons to the great gateway entrance into Scottsdale.

Though faced with challenging obstacles, the resulting center has been stretched closer to the retail area of Old Town Scottsdale, both literally and figuratively. In addition to the center enjoying a oneness with the community, the center's tenants - in both the existing and new areas - are enjoying sales that have exceeded expectations.



Bob Tindall (principal); George Wickwire (principal-in-charge); Stan Laegreid (design principal); Mitch Johncock (project manager); John Cochran (project manager); Bret Wiggins (project designer); John Ginn (project architect); Paula Stafford (interior design principal); Kathryn Morgan (interior designer)



Product Manufacturers/Suppliers: Walker-Zanger, Sun Valley, Calif. (tile); Nelson Holland, Phoenix (finish hardware); Rowland Landscape, Phoenix (landscape and irrigation); Roma Masonry, Phoenix (masonry); Southwest Aquatics, Mesa, Ariz. (fountain); RGH, Phoenix (landscape design); Ross DeAlessi Lighting Design, Seattle (lighting design); Kitchell Contractors Inc. of Arizona, Phoenix (general contractor)

TAGS: Development
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