DLF Mall of India is at the finishing stage and is soon going to be operational for consumers. The Rs. 1,100-crore project, spread across a retail space of 1.96 million sq.ft. (GLA), is slated for a Spring/Summer launch. Pushpa Bector, Senior Vice President & Head (Leasing and Mall Management), DLF, talks about the marquee project that is touted to create a benchmark in the retail business of India.
Positioned just like its counterparts, namely the Mall of America and the Mall of Emirates, DLF Mall of India will have a perfect blend of tenant mix of international and national brands. The mall would follow the ‘Minimum Guarantee Revenue Share’ model to benefit the tenants as well as the operations of the mall.
The mall has been planned and designed by the renowned international firm of architects, master-planners and interiors experts, Benoy, which has led successful marquee projects like ION Orchard, Singapore; Ferrari World, Abu Dhabi; and Westfield, London, etc. Furthermore, DLF has also appointed well-known international firm Turner as the project management consultant. Hence, Mall of India now is in the league of successful signature projects by Turner like the Burj Khalifa and Dubai Mall (Dubai), Madison Square Garden (New York), Yankee Stadium (New York), and Federation Tower (Moscow). Turner has ensured that the same level of international standard will be maintained for DLF Mall of India. The mall will hold six customised levels of retail experience.
Please share details of the prominent anchors and vanilla retailers who have been signed up as tenants.
Being one of the most awaited projects of India, DLF Mall of India would serve as a platform for the most sought after national and international brands, planning their debut in the country. There will be 14 anchor tenants at the mall with 450 brands all under one roof. Additionally, the marquee project will have India’s first and the largest indoor entertainment zone, which would be the hub of some unique gaming and entertainment concepts – something which the country has never experienced before.
Please share the store size for anchors or mini anchors who have signed up with the mall?
DLF Mall of India will have large format twin-level anchor stores for both national and internationals brands, ranging from 40,000 sq.ft. to 1.5 lakh sq.ft.
What is the total built-up area of the mall? What percentage of the mall is leased out?
DLF Mall of India has a built-up area of 2.7 million sq.ft. and has a retail space of 1.96 million sq.ft. As of now, 90 per cent of the mall is already leased out and the fit-out process of the brands has begun as well.
Do you have ample parking space dedicated to the mall?
DLF Mall of India has a parking space spread across three levels of basement.
What is the expected footfall on weekends and weekdays at the mall?
Footfalls at a mall entirely depend on the location they are situated in, connectivity, catchment, services and the mall’s retail offerings. Given the offerings that DLF Mall of India would provide to the consumers, we are expecting an average monthly footfall between 1.5 and 2 million.
Are you introducing any international or national flagship store through the mall?
DLF Mall of India will have iconic international fashion and entertainment brands that are debuting in India of which some will have their super flagship stores.
What is the USP of the mall?
The unprecedented mall project has many chips on its shoulders as it offers:
As many as 450 retail units under one roof
The largest indoor entertainment zone of the country spread over 4.6 lakh sq.ft. of retail space
The first mall with a unique and international concept of ‘zoning’. The mall will have five iconic zones, each a mini mall in itself
Super flagship stores with twin-level concepts at international boulevard, a zone that will also be hosting the known top global brands planning to make debut in India
Seven DT star screens designed by the known architects Mesbur+Smith with a seating space for 2,000 people
The largest indoor food court of the country with over 1,000 seats designed by Varney designs offering 20 options in global and local cuisines
The Racetrack Atrium, which is designed to offer excellent visibility for all store fronts coupled with more than 75 express escalators and revolutionary travellators for comfort and convenience in shopping
The country’s first LEED Gold certified mall with intelligent air-conditioning sensors to sense the human emission of heat load. It boasts of unique energy saving features, which reiterate our commitment to preserve the environment. The property will follow international best practices and will acquire services of international peer consultants to check on fire and MEPs.
Please tell us in brief about the catchment area you plan to cater to.
Being the first destination mall of the country, DLF Mall of India will have the prime catchment that would encompass the Delhi-NCR region. Strategically located at the gateway to Noida (Sector 18), the mall will offer excellent connectivity to South and Lutyen’s Delhi through DND expressway with a drive time of 20–30 minutes and also through the metro situated less than a kilometre away from the mall. The neighbouring catchment of Noida and Greater Noida would be connected via Noida–Greater Noida expressway and on a broader basis, the iconic mall would also be catering East Delhi, Faridabad and Ghaziabad. The Mall of India would be reaching out to over 49 colleges, 47 corporate houses and residential colonies present in the vicinity, making it the destination across all age groups.
The advantage of the location is such that DLF Mall of India also falls on the Golden Triangle route (Delhi–Agra–Jaipur), which would attract huge flow of tourists and travellers on their way.
Please tell us about the mall zoning at DLF Mall of India.
DLF Mall of India will be the only retail project in the country with an international concept of zoning put in place for an amazing shopping experience.
Modelled after best in class international flagship properties in the world, DLF Mall of India is introducing the concept of ‘zoning’ in India and would offer an eclectic ensemble of retail offerings spread across five zones defined as ‘Market Place’, ‘International Boulevard’, ‘The High Street’, ‘Family World’ and ‘Leisure Land’.
Lower Ground level – Market Place is spread across a retail space of 2.9 lakh sq.ft., and will house the best hypermarkets and furnishing options. The ground and first level, named as International Boulevard, would be dedicated to known international fashion labels and would be home to their twin-level flagship store. It would also be hosting the global brands that debuting in India.
Third level – The High Street will have renowned Indian designer brands and other handpicked brands from the high streets of India. It will be the most admired zone for occasional and wedding shopping in apparel, jewellery, accessories, footwear, etc.
Above it would be the Family World, a bright and colourful zone that would again comprise of two sections – one for the kids with toy, book and apparel stores and the other to host a selection of 23 casual dining options.
The iconic food and entertainment zone, Leisure Land, would be the largest indoor entertainment destination in the country spread across 4.6 lakh sq.ft. (GLA) and would have 7 DT star screens, an ice skating format, EAT Food Lounge, sports bar, international gaming concepts and a themed indoor park.
Tell us about the food courts that you plan to have in the mall. Have you signed up any leading F&B brand for the mall?
Food courts are one of the major revenue generators at malls and they bring a large chunk of footfalls. It is important for a mall to bring in the best practices and segregation of food options. For instance, DLF Mall of India will be opening the biggest food court in the country, which would offer more than 20 local and global cuisines and would have a capacity to seat over 1,000 guests. EAT Food Lounge, as it is called, has been designed by the famous international Varney Designs and would be one of the major attractions of the vicinity. The food court promises to cater to the large base of visitors from institutes, corporates and residential catchment of Noida. With newer brands in India, the food court space will see more live cuisine counters and customised food offering at reasonable prices. Family World, yet another zone at DLF Mall of India, would also offer 23 options in casual dining.
Which multiplex operator have you signed up with and how many screens will it offer?
DLF Mall of India would offer the largest DT Star Cinemas property of Delhi-NCR with seven screens that would hold an impressive seating capacity for 2,000 people.
Do you have an FEC zone in the mall? Also tell us a bit about the growing importance of FECs in malls.
DLF Mall of India is all set to introduce unique and iconic dining, leisure and entertainment options for the first ever time in India by dedicating 40 per cent of the leasable area to food and entertainment, which would significantly enhance the overall customer experience. In fact, DLF Mall of India would have five anchor tenants in this category and would host the largest food and indoor entertainment zone in the country called Leisure Land. This zone is spread across a retail space of 4,60,000 sq.ft area. The Leisure Land would be a must-visit destination for all as it will offer entertainment including movie theatres, gaming, sport bars, themed indoor parks, etc.
While Leisure Land will focus on iconic entertainment, cinema and food court, Family World would offer 23 casual dining options. The food options at Family World would contribute 1.1 lakh sq.ft. of additional space to the already existing 4.6 lakh sq.ft. of food and entertainment zone (Leisure Land) that will cater to visitors across all age groups.
How different or similar will Mall of India be to other malls of DLF?
The similarity lies in the fact that all DLF retail properties follow the best and standardised construction and safety practices. Also, the focus is on driving consumer engagement programmes through extensive marketing and promotion activities. However, DLF also makes sure that each of its properties carries a unique and distinct positioning in the region they serve. DLF Mall of India is going to be the marquee project of the company as it introduces best international practices and the concept of zoning in the country and will become a landmark in the history of Indian retail.