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DESIGN BRIEF
What should be the nature of the open Space?
What Should be the nature and the orientation of the built forms?
What Should be the amenities in the projects?
What should be the nature of street and streetscapes?
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Neighborhood level open space: The open space can be articulated in a
a er that it a t as ourtyard for eigh orhood alo g ith fulfilli g the basic necessity of the residents.
The neighborhood level open spaces can be connected at various levels to
achieve better social harmony and avoid differences within the society. The
neighborhood level open space should be exclusively for the residents of the
project only
Neighborhood Level Open Space
Project: Nahar Amritshakti
Open Space should be welcoming and should create view within the project
It should be well lit in the time evening in the purview of security
It Should be active and promote social interaction
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Integration of amenities (Jogging track, landscaped gardens)
Club House with the open area
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Ashok Gardens K Raheja Vivarea
Iconic Built forms
Promoting open green view, city view
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No obstruction of sea view, Mahalaxmi Race course sea view, city view
PROJECT -GODREJ PLANET
Built forms promoting natural green views and designed green
view from both side
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Blocks are not obstructing sea view, Mahalaxmi
Race Course view.
Living and Bedrooms are facing towards Sea
and Green view
Iconic towers crating landmark
in the location
PROJECT –K Raheja VIVAREA
Iconic towers creating its own identity in the location
9 PROJECT –Sheth Developers Beaumonde and Ahuja Towers
Placement of Building Blocks
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At present visibility towards the north , North East is blocked by Ashok Gardens and Celestia
Spaces. However the site enjoys an unobstructed South East sea view and 180 degree city
view.
It is important that the building blocks are placed in a staggered formation or in form of an arc
so that they captures optimum views.
Ashok Garden
Block Should be oriented to promote sea and city view and
obstruct slum view
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Slum Pockets
Sea View
City View
Built form should obstruct unwanted view and promote sea
view, green open view, City view
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Podium Level
Parking Floor
Slum and informal housing
Habitable Floors Non Living area to be
provided in the back side, like
toilet, kitchen
Living area (Drawing, Dining ,
bedroom to be provided this
side.
Indicative section, not to scale “e tio through AA
A
A
Proposed retail development
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Proposed retail development
We recommend that retail development should come up along Tokeshri Jivraj
Road, for proper visibility and segregation of residential area and retail area.
Residential Development
Celestia Spaces
AMENITIES TO BE PROVIDED IN THE PROJECTS
We will analyze the amenities that has been provided in the competitive projects and will
recommend which should be the amenities at the subject site.. We will further segregate
the amenities that needs to be provided at the block level and neighborhood/project level.
There are amenities which are hygiene factor, which has to be provided, while other
enhance the project and has impact on the sales of the project
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Recommended Amenities
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Amenities
Jogging Track
Childre s Play Area
24 Hour Security
24 Hour Power Backup
Games Room
Multipurpose Hall
Swimming Pool
Landscape Garden
Estate Management
Recreational level/ Club
House
Senior Citizens Area
Gymnasium
Multi-Level Lobby
Cricket Practice Pitch
Healthcare Facility
Library
Concierge
Convenience store
Golf or Putting Ground
Yoga & Meditation
Squash Court
Sky Lounge and Bar/Café
Amphitheatre
Wifi Enabled Campus
Barbeque
Games Courts
Spa & Jacuzzi
Conference Room/ Business
Centre
Laundry
Skating Rink
The amenities in green are hygiene and are the most
important one and should be provided in the
project.
The amenities should be provide at the three levels
, one at the block level ,one at the
project/neighborhood level and one at the
community level
Price Range Sales velocity in the projects with the following amenities range
less than 50% 50%-60% 60%-80% 70%-80%
less than 16000 1.44%
18000-20000 0.30% 0.67% 0.97% 1.48%
20000-22000 1.3% 2.65%
22000-24000 0.66% 1.4% 1.83%
more than 24000 0.21% 1.87%
With the increase in the amenities improvement in
the sales velocity can be seen .
Since we are proposing a launch price of 20000-
22000, we recommend that the project should
provide 70-80 % of the amenities
Correlation between Price, Amenities and sales Velocity
Hierarchy of the amenities
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Block Level Neighborhood level Community level
Concierge, Multi Level Lobby, waiting
Lobby should be provided at the block
level.( to be provided at block A, B, C,
D)
At podium level of Block B,C,D jogging
track and landscaped hildre s play
area should be provided as well.
At neighborhood level we recommend
following amenities:
• 24 hrs security and power backup
• Neighborhood level open space
• Landscaped Garden integrating
Amphitheatre
• Separate swimming pool for male
and female. Covered swimming
pool for female
• Kids pool
• Estate management
• Yoga & Meditation
• Cricket practice pitch
• Club house with the following
facilities:
o Gymnasium
o Spa- Sauna
o Multipurpose Halls/ Business
Centre
o Party Area
o Games room (Playing Cards,
Chess, illiards….) o Squash Court
o Badminton court
o Library
o Guest Room*
Convenient Store/Retail Store/Super
market
Banks & ATM
Crèche
Fine Dine Restaurants
Food Joints/Cafeteria
Dental /Physician Clinic
Car Wash
Pharmacy
* If we are not developing serviced apartment, then we should provide full serviced 8 rooms in club house
for the visitors/guests of 800 families
Size of the club house
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•we recommend 50 sqft per family for the club house.
• Since the society will have around 800 families, so the recommended size
for the club house = 800X50= 40,000 sqft
• Total carpet Area= 28,571 sqft
WHAT SHOULD BE THE NATURE OF STREET
This section will discuss about the nature of street at the project level and how to revamp
Tokershi Jivraj Road
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Streets can be evaluated based upon the following aspects
• Clear segregation of vehicular and pedestrian
• Separate definition for on street or off street parking
• Quality of experience
• Pedestrian safety
• Flexibility for small gatherings and informal activities
Street Design
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Segregation of Vehicular and pedestrian movement
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Vehicle free open space
Restricted Vehicular
movement
PROJECT -GODREJ PLANET
Revamp Tokershi Jivraj Road
Before the retail development the location needs to be revamped, specially
the street s hara ter eed to e de eloped. The street should lead to
destination The XYZ s Estate .
Tokershi Jivraj Road at present
There is no Street Character
No Pavements, No Street Lights, No Divider 22
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Create Urban Node
• Design Objective: Developing an Urban
Node in the area where the streets from
the King Edward Road are coming inside
the XYZ Estate.
• Urban nodes are not entirely defined by
structures such as a prominent building
or a monument.
• Nodes have to attract people, suggesting
them the availability of prominent
buildings and monuments that provide an
opportunity of human activities and also
act as a focus for paths.
• A space, which can visually help to slow
down the movement of cars, giving a
comprehensive look to a place that can
act as a focal point for the neighborhood.
Proposed Road Section
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Road Should be welcoming and should lead to destination.
Should give the feeling of warmth to the pedestrian and someone in Vehicle
WHAT SHOULD BE THE RETAIL SIZE
In this section we will project the population in the catchment and then determine the area
of retail required based on the current retail condition in the catchment
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Target Project for the Convenient Retail Development
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The retail , recreation, restaurant need of the demography in the eastern catchment is fulfilled by High Street
Phoenix, Palladium Mall, Blue Frog, High end Fine Dine restaurants, lounge and Bar in the western part of the
Central Mumbai
The absence of these facility in the eastern catchment gives the site the opportunities for these development
Target Project for the Convenient Retail Development
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Project Before 2014 2015 2018 2019 2020 2021
Belle Harbour 506
Celestia Space 192
Crescent Bay 996
Eon 118
Evita Empress 36
Glory ITC 50
K Ras Residency 42
Kalpataru Avana 146
Lodha Venezia 424
Manthan Horizon 40
RNA Metropolis 264
Ruparel Ariana 240
Rupji Dreams 44
Valencia 55
Viva Ram Nivas 44
One Avighna Park 278
Omklar Vayu 32
Godrej Sky 166
XYZ Project 400
Ashkok Gardens 570
Dosti Flamingo 396
Rishabh Towers 80
Kingston Towers 116
Krypton Towers 75 75
Vardhman Heights 100
Gundecha Coperative Housing Society 400
Kalpataru Habitats 88
Ashok Towers 705
Vikash Heigts 45
AH Wadi Baug 250
Total 2825 36 1656 1192 698 166
Mutually Exclusive Catchment 1720 36 1378 1550 506 566
We will analyze the projects in the catchment and their respective supply and their time of possession
U/C
Projects
Ready
Projects
Expected Occupancy pattern in the catchment
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Year Occupied/ Possession
to be Given
Occupied/ New Occupancy expected to occur
Before
2014 2015 2018 2019 2020 2021
Before 2014 1,720 1,720
2015 36 36
2018 1,378 459 459 459
2019 1,550 517 517 517
2020 506 169 169 169
2021 566 189 189 189
Total 5,756 1,720 459 1,333 1,333 874
Year Occupied /New Occupancy Cumulative Occupancy Total no of member
Before 2014 1,720 1,720 6,880
2015 36 1,756 7,024
2018 459 2,215 8,861
2019 1,333 3,549 14,195
2020 1,333 4,882 19,528
2021 874 5,756 23,024
•The expected population will be around 20000-24000, in the catchment.
•The projected population is for the housing through developer supply only
Occupancy pattern has been defined based on the assumption that every year 1/3rd of
the occupancy comes in the project
Existing Retail condition in the catchment
Unorganized informal retail in the catchment
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• The informal retail is catering to the needs of the informal settlements, slums in the catchment and
partially to the housing of developer supply
• The retail needs of residents are met by supermarket spread in western part of Central Mumbai
• The residents owns car , vegetables and daily needs are bought while returning from office from
Dadar or supermarket which are cheaper than the nearby store
Area Requirement for the convenient Retail
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•Guideline has been provided in URDPFI for planning and
development of retail activity.
• It suggests that there should be provision of 220 SQM (2368 Sqft)
of retail space for the population of 1000.
•We recommend that developer should plan to develop retail for
atleast 75% of the projected population
•Hence as per our population projection total required space for
retail = (18000/1000)*220= 3,960 sqmt i.e., 42609 sqft (SBUA)
• The customer is couple working and together drawing handsome salary
min around 2-3 lacs per month.
• Aspirational. Want to live a quality life. Squeeze of time (working) and also
in-space (costly realty).
• In the cage of time and space (24 hr.), he only gets to enjoys 3-4 hour on
weekdays at home (awake with family) and the weekends he is found
lazing out the stress, fulfills pending household chores, and the evening
outing with family and friends.
So what should be the nature of retail development?
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Retail Practice in Ashok towers and Kingston Towers
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General Store, Grocery Store, Banks, ATMS, Saloon, Tour Operator, Dry Clean, pharmacy are hygiene retail
store that must be provided in the retail development
We also recommend Crèche, Fine Dine Restaurants Dentist/General Physician clinic and mechanized car
wash to suit the lifestyle of the upcoming demography
Restaurants Viability
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Parameter Nos Assumption
No of family Preferring to eat out on
weekend 1,439
25 % of the family will prefer to eat out
at weekend
No of family expected at our site 360 25 % of the outgoing family will come to
our site
Total no of members 1,440 4 member per family
Expected Guest at a time 90 16 hrs on Saturday and Sunday
Area Required 5396 60 sqft per person
Total No of guests in the weekend in
the year 74,828
Total No of guests on weekdays in the
year 18707 25 % of the weekend guest
Total Guest in the year 93,535
Total Revenue 93,535,000 Rs 1,000 per head
Revenue Per sqft 17,333
The restaurants always works in cluster because it gives option to people.
So we recommend 2-3 different types of restaurant with the capacity of 40-45 people.
Proposed retail development
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Proposed retail development
We recommend that retail development should come up along Tokeshri Jivraj
Road, for proper visibility and segregation of residential area and retail area.
Residential Development
Celestia Spaces
Retail Development
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The Recommended break up for 42609 Sqft of commercial area is as follows:
• Supermarket of 25000 Sqft which will satisfy small, basic day to day needs of the residents as
well as the neighboring population. (Big Bazar, Reliance Fresh, Dmart etc.)
• Fine Dine Restaurant of 5400 Sqft.
• Other retail (12,209 Sqft) activities can incorporate:
I. Saloon
II. Creche
III. Laundry and Dry cleaning facility
IV. Pharmacy
V. Food Joint and cafeteria
VI. Clinic
VII. Photo Studio and stationary.
VIII. Mechanized Carwash facility.
Conceptual orientation and block plan Option 1
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Retail, club house and Serviced
Apartment Block
Unobstructed sea View
Premium Green View
Unobstructed
sea View
The retail block has been placed at the junction
of Ashok Garden and the subject site. At such a
junction traffic is slow and it encourage
gathering of people as well.
The Club house and the serviced apartment has
been placed at that junction at one end of the
site, to prevent any intrusion within the society
of the non resident.
Block A
Block B
Block C
Block D
Conceptual orientation and block plan Option 2
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Podium Level Amenities
Unobstructed
sea View
Retail and Club House Block
below the podium level
Retail /Club House
Residential Block
A
A’ Co eptual “e tio through AA
Parking
Unobstructed
sea View The retail and club house block is
place along the DP road.
As such the retail and club house
facilities can be accessed at
community level (open to non
residents also) without hampering
the privacy of the residents
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