Rollins CollegeMPCU: Placemaking
Sarah AlbadriTravis Rey
Jose Carlos AyalaHeather Tribou
Market Square is not only a renovation of a failed mall, but a failed way of life. Fashion Square Mall has, in its current iteration, failed because it has become too alienated from the communities which surround it. The same alienation plagues not only malls, but where we work and where we make our homes. Offices erected in plane, disjointed parks and neighborhoods gated off from each other; the colorful fabric of civilized life is torn and faded. Market Square is a revolutionary project that rediscovers the past and colors it with the future. It is blend of traditional values and human needs with the pioneering spirit of tomorrow. It is unapologetically new, vibrant, exciting, and ready for a generation that is eager to learn from the mistakes of the past decade to make a better world.
From a unique blend of agriculture and urbanism, Market Square brings people together in ways they were not expecting, but know they wanted. A variety of community events can take place in special flex –spaces that have been carefully constructed and framed by the surrounding buildings. Small scale local agriculture will give residents a chance to meet their neighbors and connect themselves by their own sweat to the land and community. Local merchants, both established artisans and start-up entrepreneurs, will find a welcome and easy home in Market Square. Dynamic incubating office space and sidewalk oriented retail will bring a new class of educated young business-people to the area.
But most of all it is about the connections. For too long has there been a disconnect from the consumer and the provider. Once a social, central, and organic part of all cities, the market has now been abstracted and convoluted into stark, barren malls and a calloused invisible hand to be invoked on the evening news. Market Square humanizes and localizes what has been tattered and lost-the sense of connection and belonging that once defined every city. Belonging that once was found in the center, the hub, the catalyst of every city: the Market Square.
Fresh - Active - Local
1/4 mile walk
1/4 mile walk
Audubon Park
Audubon Park
Baldwin Park
1/4 mile walk
5 Minute Pedestrian Sheds
Current Conditions
Fashion Square Mall Current Conditions Analysis
Approximatily 89 Total Acres
Stormwater covers 5% of site -will need more
4917 Parking Spaces -can have less
756 Square Feet of Retail -needs definition in market
Nearby neighborhoods are Audobon and Baldwin Park.
Site connects directly with Cady Way Trail -connection can be enhanced Very competitive regional retial market
Current Fashion Square Mall entry
Demographics
Audubon Park32803
Baldwin Park32814
Median Age 40.4Median Income $51,3001+2 Person Households 68%Families with Children 23%Average Home Price $150,000
Median Age 34.4Median Income $45,6001+2 Person Households 48%Families with Children 27%Average Home Price $330,000
Maguire
Boulevard
Waterhouse R
oadw
ay
Executive Center
Drivew
ay
Cady Way Connector(Multi Modal)
Existing OfficePark
Existing OfficePark
State Road 50 (Colonial Drive)
Existing Parking
Existing Mall
Market
LakeOverstreet
UrbanAgriculture
UrbanAgriculture
MainStreet
Pavillion
UrbanAgriculture
UrbanAgricultureResidential
Residential
Residential
Residential
Residential
Residential
Parking
Parking
Parking
Res
iden
tial
CommercialCommercial
Phase I
Market Square Mall Phase One Proposal
Keep exisitng mall structure
Repurpose Sears into a hotel
Keep parking structure
Define Market Square Gateway
Increase stormwater retention and make into agricultural peice to tell story of food to market
Connect to Baldwin Park with Cady way Trail ROW. Celebrate connection with pavil-lion on stromwater amenity.
Create neigborhood “main street” along Highway 50 at light
Bring apartments, live works and town-houses to site.
Create indoor/outdoor space with exisit-ng mall by adding plazas collonades and windows
Create architectural features at key entry points.
Keep surface parking at key entries of the mall
Add wayfinding signs
State Road 50 (Colonial Drive)
Maguire
BoulevardW
aterhouse Road
way
Executive Center
Drivew
ay
ParkingParking
Parking
Parking Parking
CivicExistingParking
Hotel
Market
MarketGreen
Main Street
Square
Pavillion
Cady Way Connector
UrbanAgriculture
The Gardens
Plaza
Existing OfficePark
Existing OfficePark
LakeOverstreet
Bennett R
oad
Commercial
Mixed UseResidential
Commercial
Commercial
Residential
Mixed UseResidential
Site DataResidential Units 985Office Square Feet 924,730Retail Square Feet 582,280Hotel Rooms 284Civic Square Feet 7,350Green Space Acres 16.8Parking Spaces 3,451
Final Phase
Demolish mall structure
Reporpose Dillards & Toys R Us
Add 2 levels to parking structure
Define Market Square Gateway
Use Market Green to allow views into the site
Create central square on center of site with community room
Increase stormwater retention and make into agricultural peice to tell story of food to market
Connect to Baldwin Park with Cady way Trail ROW. Celebrate connection with pavil-lion on stromwater amenity.
Create neigborhood “main street” along Highway 50 at light
Bring office, residential and flex space to site
Market Square NeighborhoodFinal Build Out
State Road 50 (Colonial Drive)
Maguire
Boulevard
Waterhouse R
oadw
ay
Executive Center
Drivew
ay
Parking
Civic
ExistingParking
Hotel
Market
Square
Cady Way Connector
UrbanAgriculture
Plaza
Existing OfficePark
Existing OfficePark
LakeOverstreet
Bennett R
oad
High Density5 Stories
High Density5 Stories
High Density5 Stories
High Density5 Stories
High Density5 Stories
High Density5 Stories
Medium Density4 Stories
Low Density2 Stories
Low Density2 Stories
Low Density2 Stories
Medium Density4 Stories
Medium Density4 Stories
Medium Density4 Stories
High Density5 Stories
Block and Density Analysis
Market SquareNeighborhood Block and Denisty Analysis
Main axial connects 3 civic sites
Acive civic site at corner of 50 and Ma-quire passive civic site at North East of Site
Highest Density at Corner of Maquire and 50 and at Highway 50
Lowest Density along Maquire in North East part of the site
Blocks tilted off main axis located at cen-ter of site and aligned respectivly to high-way 50 and Maquire
Thoroughfare Analysis
State Road 50 (Colonial Drive)
Maguire
Boulevard
Waterh
ouse R
oadw
ay
Executive Center
Drivew
ay
Cady Way Connector(Multi Modal)
Existing OfficePark
Existing OfficePark
Parkway
Avenue
Mai
n S
tree
t
“B”
Str
eet
“B”
Str
eet
Via
“A” Street
“B” Street
“A” Street
“A”
Str
eet
“B” Street
“B”
Str
eet
“A” Street
Modify
“A” Stre
et”Via
“A”
Str
eet
State Road 50 (Colonial Drive)“A
” S
tree
t
“A” Street
ExistingParking
Market SquareNeighborhood Thoroughfare Analysis
Main axial connection connects Southeast to Northeast celebrates bike connection
Strong Streets Main Street: connects to 50 Avenue: connects to Audobon Park Via: Frames Market Square Gateway
A Streets Main connectors Buidling fronts always face
B Streets Secondary connectors Building fronts sometimes face Smallest ROW
Cadyway Connector celebrates bike connections
Cadyway Connector lane seperation
Street Sections
Parkway
Avenue
Main Street
“A” Street
One Side On-Street Parking“A” and “B” Street
Cady Way Connector
“B” Street
Street Sections
Architectural Inspiration
Main StreetMarket
Architectural Inspiration
Civic Public Realm
Parking Structures Ornaments of Ideal
Architectural Inspiration
Architectural Inspiration
CommercialPrivate Realm
The future of economic development centers on innovation in the public way that opens streets, parking, plazas, and green spaces to new and interesting programming and market opportunities. In addition to promoting neighborhood pride, this kind of programming supports regional economic development and reinforces growing cultural hubs. As Orlando develops a more authentic cultural fabric, the area not only retains its own talent, but draws a creative class that is eager to explore a new Florida identity.
With a celebration of the past is also a revisioning of the future. While the architecture of Market Square makes a nod to the ironically car-centric atomic era, the project focuses on the ideals of the period, specially the expectations and potential of the future. While automobiles and large scale technological advances were the promise of the 1950s and 60s, the outlook of the current generation includes a culture of sustainability and celebration of life through new and refreshing experiences. These two factors contribute to a new kind of consumerism that promotes local economies and small businesses.
While man-made environments like Disney and Universal provide once-a-year experiences celebrating fantasy, Florida’s natural environment provides seasonal experiences that celebrate sustenance and the landscape’s reawakening. Programming in Market Square engages the human spirit to enjoy its environment, revitalizing not only a sense of place, but time as well.
Community Programming
Market Square’s community programming is built on this future. Harvest festivals are a major marker of Market Square’s programming. Events celebrating Florida’s vital growing seasons symbolize and rein-force the character of the project. Florida favorites like blue berries, strawberries, tomatoes, and oranges will be the showcase pieces of each seasonal event, ac-companied by local artisan crafts and music.
Once a month Critical Mass rallies will assemble the local neighborhoods of Audubon Park and Baldwin Park with downtown Orlando through a strong bike connection and culture.
The now infamous Food Truck Bazaar, which previ-ously made its home in one Fashion Square Mall’s vacant and far-flung parking lots, will now have a centerpiece position in front of Market Square’s title market space.
The personality designed into the market and orchard spaces also lend themselves to quasi-public and private events. Market Square will be a particularly good venue for weddings, hosting ceremonies in the pavilion and receptions in either the market or orchard.
Community Programming