Newsflash: Making it Pink is Not Enough

September 13, 2008 § Leave a comment

The Ottawa Citizen recently posted a story about a developer in Texas who used some participatory design techniques to involve local women from the community in the creation of a new shopping center. I love that the final design is a mixed-use space that integrates more than just shopping and has a major focus on greenery instead of concrete.

Mr. Montesi added that Watters Creek was not any more expensive to build than other projects; it’s just that the money was allocated differently. For example, in response to the women who were consulted, more money was spent on landscaping than is typical for such a project, and less on making the buildings look impressive.

“They said: ‘We don’t much care about the buildings, we care about the landscaping.’”

All of which was a revelation to Mr. Montesi, who concluded that attracting a female shopper “definitely wasn’t about painting the buildings in pastels. It wasn’t about making the buildings look feminine, it was about making the place more friendly to the women who use it.”

via Ian via Brand Avenue


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