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Parma Urban District

Parma Urban District

Design International
Parma, Italy
Shopping Centres

Copyright Design International 2016

Parma Urban District - the 'next generation' retail destination

Design International as Architects

Architecture firm Design International is delighted to introduce their latest design Parma Urban District; a three level retail destination situated in the Parma region of Northern Italy. The innovative architectural firm, which is headquartered in London, with further studios in Milan and Shanghai, and a soon-to-be Dubai location, demonstrate their vast experience with the creation of yet another unique and diverse design which is expected to open in April 2019 and attract over 10 million visitors per year.

Located on the old site of the Cucine Salvarani manufacturing plant near Parma, Parma Urban District is strategically placed adjacent to the A1 motorway Milano-Bologna which allows access to Milan in just 1 hour. The city of Parma has a highly developed economy based on agriculture and livestock, that is well represented by the events held at world famous Parma Exhibition Center ‘Fiere di Parma’ – located right next to the site.

The new development spans over a total of 115,900 square metres and comprises a three-level shopping mall of 52,500 square metres GLA, along with a retail park of 8,000 square metres GLA featuring smaller stand-alone ‘retail boxes’. The design team at Design International, led by Studio Director Luz Stella Pablon, focussed on developing a sense of continuity within the mall, with one of the most distinguishing features being the organic loop permitting free flow via urban streets from the outside in. The natural water features and greenery allow for an exciting retail journey full of anticipation and discovery, as well as offering opportunities to relax, hence creating a true destination mall and a place to spend leisure time.

Visitors to Parma Urban District will benefit from an innovative and enhanced shopping experience, with a tenant mix focussed on families, as well as an ample selection of food and entertainment options. The retail offering of 128 shops is spread over two levels and features anchor stores as well as a 4,500 square metres hypermarket. There are 23 restaurants and bars to choose from, a 4,000 square metre Multiplex Cinema, and various other entertainment options situated on the third level. Careful consideration in the design has ensured the restaurants and cafes spread out onto a terrace, allowing a true food destination experience with great views.

The generous parking facilities of 5000 spaces surround the site allowing for ease of access from all four entrance points, as well as a parking deck leading straight to the cinema on the third level. Design International has ensured best practices in the integration of public space with generous volumes, even accommodating two outdoor event spaces allowing for both public and private events, markets and other street-entertainment. In addition to this, a bike path leading directly to the city centre enhances the connectivity.

Parma Urban District will be a highly sustainable retail destination with the design and construction managed through the best known protocols regarding environmental compatibility (LEED) and engineering (B.I.M. Building Information Modelling).

The new super regional centre adds to Design International’s prolific portfolio of innovative retail destinations, creating a ‘next generation’ urban district. Lucio Guerra, Chief Operating Officer of Design International, and Parma Urban District Project Principal, said: “We are very pleased that Parma Urban District is finally becoming a reality and that the Client has been kind enough to refer once again to Design International. Our concept is projected to the future both from a design and commercial point of view, and is based on the idea of creating meeting places for the people both indoor and outdoor. The market is buzzing about the project and retailers are responding very well to pre-leasing activities so, finger crossed, we will be celebrating another successful opening in Italy very soon.”

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