Nestled in the heart of San Jose, California, Eastridge is one of Silicon Valley’s largest shopping destinations, with nearly 1.4 million square feet of retail space. Like many American malls, Eastridge needed an upgrade that would reflect its locale, connect with customers in new ways, and transform the 45-year-old enclosed shopping center into an immersive lifestyle destination.
With a 30-foot interior digital wall, large-scale exterior murals and pocket parks, Eastridge isn’t your typical mall; the new design reimagines the existing mall as a localized urban lifestyle center concept. This new approach challenges the old concept of a mall as an enclosed collection of stores, repositioning the property as a collection of experiences.
Eastridge blurs the boundaries between inside versus outside, leasable versus common area, frontage verses back of house. By challenging the existing program, the design concept turns “unwanted” spaces into environments that embrace new perspectives and rich senses. The mural walls and pocket parks are catalysts that initiate on a small scale, coalescing the best experiences and stimulating the largest acknowledgment and return.
Graphic murals are strategically located on key exterior walls to encourage pedestrian connections and capture visitors’ attention from the surrounding context, i.e. commuters from Eastridge Transit Center; traffic along Capitola Expressway and Quimby Road. Local and international artists will be invited to contribute to the 20,000 square feet of murals, the world’s largest collection of outdoor murals on a shopping center, and the only public art project of its kind in the city. On weekends and holidays, visitors can take part in community-wide art walks and enjoy art, music and refreshments.
Eastridge’s pocket parks convert underused back of house areas into green spaces that flow directly into the entrances and bring the “inside” outside. This concept not only creates a unique entry portal, but also provides local, authentic food and entertainment as an extension of the Eatery. Landscape and design elements are fully integrated into the seating layout with the flexibility to host live performances and community-based activities. Together with the Eatery, the pocket park will turn the project, its immediate surroundings and the entire neighborhood into a lively attraction for visitors, day and night.
Photo: Eastridge Center 2017 – A Pacific Retail Property
Despite questions regarding competition with online retailers and the viability of brick-and-mortar centers, operators are exploring ways to breathe new life into existing retail centers. Backed by a multi-million dollar deal, Eastridge’s revamp signals a long-term investment in the city and positions the property as a valuable asset to stimulate the local economy and engage the surrounding community.
About the Author
Rose Hung is a licensed architect with a depth of experience in retail centers and commercial mixed-used design. Her project, China Overseas Plaza-Unipark, received the ICSC China Shopping Center Awards in 2015. Before she joined the Retail Centers studio at Gensler Los Angeles, she worked for The Jerde Partnership Inc. in Los Angeles and Aedas Ltd. in Hong Kong. Contact her at Rose_Hung@Gensler.com.
More from Author
Gensler | Apr 15, 2024
3 ways the most innovative companies work differently
Gensler’s pre-pandemic workplace research reinforced that great workplace design drives creativity and innovation. Using six performance indicators, we're able to view workers’ perceptions of the quality of innovation, creativity, and leadership in an employee’s organization.
Gensler | Mar 13, 2024
Trends to watch shaping the future of ESG
Gensler’s Climate Action & Sustainability Services Leaders Anthony Brower, Juliette Morgan, and Kirsten Ritchie discuss trends shaping the future of environmental, social, and governance (ESG).
Gensler | Feb 15, 2024
5 things developers should know about mass timber
Gensler's Erik Barth, architect and regional design resilience leader, shares considerations for developers when looking at mass timber solutions.
Gensler | Jan 15, 2024
How to keep airports functional during construction
Gensler's aviation experts share new ideas about how to make the airport construction process better moving forward.
Gensler | Dec 18, 2023
The impacts of affordability, remote work, and personal safety on urban life
Data from Gensler's City Pulse Survey shows that although people are satisfied with their city's experience, it may not be enough.
Gensler | Nov 16, 2023
How inclusive design supports resilience and climate preparedness
Gail Napell, AIA, LEED AP BD+C, shares five tips and examples of inclusive design across a variety of building sectors.
Gensler | Oct 16, 2023
The impact of office-to-residential conversion on downtown areas
Gensler's Duanne Render looks at the incentives that could bring more office-to-residential conversions to life.
Gensler | Sep 13, 2023
Houston's first innovation district is established using adaptive reuse
Gensler's Vince Flickinger shares the firm's adaptive reuse of a Houston, Texas, department store-turned innovation hub.
Gensler | Aug 7, 2023
Building a better academic workplace
Gensler's David Craig and Melany Park show how agile, efficient workplaces bring university faculty and staff closer together while supporting individual needs.
Gensler | Jun 29, 2023
5 ways to rethink the future of multifamily development and design
The Gensler Research Institute’s investigation into the residential experience indicates a need for fresh perspectives on residential design and development, challenging norms, and raising the bar.