Astor Film Lounge in the MyZeil
WHAT IMPACT IS THE INTERNET AND DIGITIZATION HAVING?
Jonathan Doughty: Digitization is an enabler. It makes it possible to get things quickly. But it can't replace the real-life shopping experience. You can just order your favorite dish online and eat it at home in front of the TV. But that's no substitute for a delightful visit to a restaurant. For those who don't want an experience, it's fantastic. I'm looking for a new iPhone and I know exactly which one I want. I go online, find six providers. I choose the cheapest one and click the button: bang! But if I'm looking for a real experience, I'd rather go to the store in person.
Marc Blum: A sense of community, social interaction, sensory experiences, smelling, tasting, seeing, touching - the Internet can't deliver all that. That brings us back to the beginning of our conversation: We need to create destinations that people crave. In the online age, it's a matter of staging what can't be digitized. For me as an architect, this is great news. We need to use all our vocabulary, all our tools, and consistently implement placemaking strategies. We need to mix and dose all the ingredients correctly to create wonderful places for people.
Jonathan Doughty: And a key ingredient in that is the tenant. We can have great places. But at the end of the day, it's also about attracting just the right tenants for each location. At ECE, we have experienced teams that look for and find exactly the tenants we need.