Rebuilding Retail: The E-Experience Centre

Abstract

In the 20th century, the notion of logistics migrated from the military sphere to trade, from Europe to the Americas. This shift in the theory of transport, accompanied by developments in transport and communication technologies, has revolutionized the way we buy, leading to the digitalization and "logisticalization" of trade. E-commerce is effectively eliminating the functional necessity for urban commercial space and replacing traditional stores with suburban distribution centers and virtual platforms. However, commercial space has long since held an important role in the public and social life of cities, a role which is only amplified by urbanization and the densification of cities worldwide. As the online market is becoming saturated, online brands are increasingly turning to physical space as an effective means of promotion. A new typology emerges: The Experience Space, aiming not to distribute but to advertise through experience. Through a particular focus on the human experience, this typology presents a new alignment of public interests and private funds, and an opportunity for corporate funded urban recreation space. The city of Rotterdam is facing rapid densification in the upcoming years and demonstrating a need for new types of public amenities. In the context of an exceptionally fragmented and competitive online market, the Dutch city creates an opportunity for the success of an architectural strategy in brand promotion. The project materializes in the design of a new landmark and leisure resource for Rotterdam: the Coolblue E-Experience Centre, a building which addresses local and national interests.