Market Square

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


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


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






Medium Density4 Stories

Low Density2 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


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


Civic Public Realm

Parking Structures Ornaments of Ideal



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

Market Square

Design

Transcript of Market Square