Struijk, Moise (2022) Shop Range Standardization & Visual Uniformity in the Herestraat, Groningen. Bachelor thesis.
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Abstract
A relatively standardized set of chain stores is present in A1 shopping streets in Dutch inner cities. Uniform streetscapes arise because chain stores tend to apply brand identity to facades across locations. This research aims to illustrate how the Herestraat in Groningen obtained functional and visual resemblance to other A1 shopping streets and answers the following research question: What processes have caused the Herestraat to resemble other A1 shopping streets in Dutch inner cities and in what ways do people professionally associated with the functions and appearance of the city respond to the phenomena of standardization and uniformity in this street? Consumers from the Northern Netherlands rely on the presence of large fashion chains in the inner city of Groningen. Rent prices are high in the Herestraat and it remains difficult for independent retailers to bear the cost of this location, resulting in a high franchise degree. Owners of commercial real estate are aware of the resilience of (inter)nationally operating brands and tend to favor leasing to chains. The municipality of Groningen aims for more control over which stores locate where, but their influence extends to the allocation of retail zones. Characteristic to the A1-streetscape are harsh divisions between floors, with neutralized plinths with applied brand identities and upper floors that retain the original facade. Influence over the appearance of shop facades in Groningen extends to the rejection or approval of a permit when one is applied for. Retroaction is only possible with severe exceedances. Most responsibility over the appearance remains with the owner and the retailer, but applying for changes is not attractive due to the lengthy procedure of approval. It is difficult to determine if the current streetscape is desirable due to changes in the value attached to design control, changing conceptions of beauty and limited possibilities for the municipality to retroact. Attention to the shop range and appearance of the Herestraat is lacking in policy. The street is encompassed in meso-scale spatial zones, but is not specifically mentioned. If a change in appearance is desired, the Herestraat could benefit from acceleration of procedures of permit approval. This can be achieved by integrating regulations (to give clarity on the assessment) and composing a visual quality plan (to give clarity on aspired appearances). Both would steer permit applications towards direct approval. If assessing bodies could also propose alternatives, a back-and-forth of propositions and rejections could be prevented. Increasing the capacity of assessing bodies and their legal possibilities to retroact would allow for enforcement on compliance with current criteria (also for buildings that do not apply for a building permit), compliance with the approved permit (interventions are not always carried out as permitted) and the addressing of maintenance deficiencies.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Degree programme: | Spatial Planning and Design |
| Supervisor: | Roo, G. de |
| Date Deposited: | 20 Jul 2022 07:23 |
| Last Modified: | 20 Jul 2022 07:23 |
| URI: | https://frw.studenttheses.ub.rug.nl/id/eprint/3842 |
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