With the addition of better anchor tenants and improved tenant mix, the perception of Growel’s 101 has changed from that of a neighbourhood mall to a regional centre…
Growel’s 101 aspires to be a super-regional centre. In a one-on-one interview, Vikas Shetty, Mall Head, says that the shopping is on its way to becoming a preferred, one-stop destination for retail, F&B and entertainment of the catchment it caters to. Excerpts from the exclusive chat…
Seven years is a long time for a shopping mall to sustain itself successfully in the Indian retail scenario. Tell us about your journey so far.
Although we launched full-fledged mall operations only in the year 2010, we were operational with a hypermarket and a multiplex from the year 2005-06. Due to this we had already developed a connect with our consumers and catchment from way before we were a full-time mall.
We are India’s first theme-based mall. Ours is a Venetian theme designed by Kaplan McLaughlin Diaz and Form 4. Growel’s 101 skillfully integrates vertical contours to provide a nostalgic journey that is both passage and experience. The design revolves around a typical neo-classical architecture with the use of many arches, colonnades, stoned flooring and extensive use of internal and façade lighting to enhance the moods within the mall and to give visitors a European feel. Unlike present day malls in India, our designs are greatly influenced by internal and external architecture.
Due to open spaces and unique architecture that we offer, it was easy for us to develop a connect with the catchment as customers crave for such offerings in a city like Mumbai and no other mall in our catchment offers this. Hence, we were considered a neighbourhood mall with options available.
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