Trade Entertainment Centre “Globus”

Location
Transport  availability
Object positioning on the market of  commercial realty
Architecture features of the object
Trade and technological conception of TEC “Globus”
First line
Second line
Third line
Customers flow
Short characteristic of the competition  sphere
Economical estimation of the investments in the project
Conclusion

Location of the object

Kyiv is one of the most considerable industrial, scientific and cultural centers of the country. The pride of the city is its historical and cultural heritage including more than three thousand of memorials of archaeology, history, town-planning and architecture and monumental art.

The modern Kyiv has stretched out for 42 km from the North on the South along Dnieper’s banks and for 35 km from the East to the West taking the area of 820 square km. There are some lakes, Dnieper river running in the city boarders and some unique landscape parks. Park and forest park zones are located on the area of 367 square km making the city of one of the cleanest capitals in Europe.

According to the data of December general census of Ukraine there are two million six hundred thousand four hundred persons living in the city. If to take into account a considerable part of the population living in Kyiv without a constant registration and also a constant number of tourists then the real quantity of the population in Kyiv amounts about three million and a half.

The distinctive feature of TEC "Globus" is its being located in the historical and geographic centre of the city. Actually the TEC stays on the zero kilometer of the capital - the most prestigious business centre of Kyiv.

The complex set at the turn of two central districts of Kyiv − Shevchenkovskiy and Pecherskiy, on the both sides of Maydan Nezalejnosti siding with Khreshchatyk street.

At present in Pecherskiy district there are the Administration of the President of Ukraine, more than 100 central administrative departments, about ten Embassies, representatives of  big international organizations, Kyiv city administration and also there are registered about 5000 enterprises and organizations. Maydan Nezalejnosti is considered to be the heart of Kyiv and favourite place for Kievers and guests of  the capital.

Each day in Pecherskiy district there are more than one million people staying there - inhabitants and guests, that corresponds to about 40 % the totals population of  the city. There are 186 monuments of the architecture, 86 historical and cultural monuments and 13 monuments of art and archaeology.
 
Just close to the TEC “Globus” there are zones of residential, public and public-residential purposes resulting in high density of the population and high attendance of this area by inhabitants of other districts of Kyiv and by guests.

The residential building up of the adjacent territory consists mainly of houses built at the Soviet Union time with typical for that time Stalin architecture, and also, to  less degree, by houses of pre-revolutionary time. A purchase and rent value of habitation in this district is the highest in Kyiv. The majority of residential buildings in the district are front type, having no more than nine storeys. 

The commercial sector is much developed and is presented by office buildings and quarters, trade, public catering and entertainment enterprises etc. The trade enterprises are represented by objects of all formats except for large ones such as supermarkets and open markets. The most numerous and developed group is presented by shops of firm trade of various profiles introducing well-known trade brands.

Within 5 minute walking distance from the shopping center three are three professional office centers. One of them - four-storey "Khreschatyk Plaza", is located in the building of the underground station "Khreschatyk ". It is the business center of the class "B" having the total lettable area of 6100 square meters.

"Europe" (former "Regina") — business center located at the address- 4, Museum Lane, introduces another professional  office center near  Maydan Nezalejnosty.  Eight storey building of “Europe” construction has 6000 sq.m. of the office area.

"Baroque Center " is located at the address- 11, Myhaylovskaya street and has 3100 sq.m. of office area on five levels,  the street connecting to Maydan Nezalejnosty.

Industrial districts. In Pecherskiy district there is not any industrial object making an impact on the shopping center, the zones of industrial function are absent.

Cultural and entertaining and recreation enterprises. One of  the main recreation places for Kiyvers, specially in days-off and the holidays are Maydan Nezalejnosty and Khreshchatyk street having some centers of  leisure and entertainment. Two modern cinemas - "Kinopalatz" and "Ukraine", National Philarmonic and exhibition center "Ukrainian House" are within three minute walking distance from Maydan Nezalejnosty. The second largest stadium of the city and sports complex "Dynamo" are located 500 meters far from the Shopping center.

Sophiyvskaya, Michilovskaya and Malaya Zhitomirskaya streets starting at the beginning of Maydan Nezalejnosty lead into the historical part of Kyiv which has especial attractiveness for the tourists and guests - the old city - where a great many of monuments of the architecture can be watched.

Transport availability

The location of the shopping center on Maydan Nezalejnosty, being geographic and historical city’s centre, makes it available for the visitors residing, practically, in all districts of city. According to the data of the Kyiv International Institute for Sociology, Khreshchatyk street takes the 2nd place on visiting frequency rating for transit of the drivers through the city among 20 parts of the roads with the most intensive traffic.

The underground. According to data of the Kyiv city administration of statistician, the underground is the most popular transport for Kyiavers. Number of passengers who took the underground in 2004 was 0.5 million. Underground level of the shopping center abuts on the underground station "Maydan Nezalejnosty" by means of the underground tunnel. To pass from the underground station to the shopping center takes some minutes. This underground station is connected by the passage with the station " Khreschatik ".

Walking availability. The shopping center is easily available for pedestrians. In days-off and holidays when the traffic along the main part of the street Khreshchatyk is cut off, the main number of pedestrians, increasing in these days,  use this street for walking through the city’s centre. Thus, walking Kyivers and the guests of the city make the main stream of visitors into the shopping center in days-off and holidays.

All aforesaid factors cause a great many clients to the TEC "Globus". According to the data of «COLLIERS International» a trade zone (service zone) is a geographic territory on which the majority of population (95 %) resides. So the territory served by the TEC includes nearly the whole territory of Kyiv. Location of TEC "Globus" on the Independence Square makes it equally available from all districts of the city.

Positioning of the object  in the market of the commercial real estate

The concept of the object development was worked out in the middle of year 2001 with the participation of Ukrainian department of the transnational expert and analytical agency on complex control of commercial real estate «Colliers International NIS Ltd”. According to the concept the object is positioned in the market of the commercial real estate as Trade-exhibition center of the city value specializing on trade of a broad range of goods, providing services of public catering and entertainment.

Architectural features of the object

The architectural solution of the historical heart of the capital comes to formation of two squares. On one side - the square of public use (even side of the Khreshchatyk street). On the other side −  ceremonial square, where the Monument of Independence of Ukraine is installed (odd side of the Khreshchatyk street, public and cultural center).

Therefore architectural realization of the complex comes out in three shopping centers being independent but at the same time connected with each other: the underground complex (First Line) on the even side, underground (Second Line) and ground level (Third Line) being the centers on the odd side of the Independence Square.

The underground location of the central part of the TEC „Globus” does not disturb a historically formed architectural appearance of the capital.

Above the underground parts of the TEC, on the ground there are comfortable territories with decorative fountains and green areas for people to have rest.

The First Line of TEC is multi-level volume designed both for trade and entertaining center and for foot passage from the underground station “Maydan Nezalejnosty” to the streets Sophiyivskaya and Mihaylovskaya. The central passages for the visitors are designed as continuous multi-level rooms ending with light transparent cover enabling to unite visually all levels of the complex.

The vertical links for the visitors are provided with 10 escalators and 2 panoramic elevators, and also by 4 stairwells leading from the first level.

The underground space of the First Line of  TEC has three underground levels: Entresol, Middle Level and Lower Level.
The building has 8 stair exits. Besides there was designed the connection with underground passage under Khreshchatyk street.
The configuration of the Second Line of TEC "Globus" repeats the configuration of the odd side of the square under which it is located. This part of the complex is connected with two tunnels from one side by the underground passage, having an exit from the underground station “Maydan Nezalejnosty”, with the First Line, from the other side through the underground passage under Institutskaya street. with the Third Line (exhibition center on the “Maydan Nezalejnosty”).
The ground part (Third Line) has a cascade relief of the square having 70 meters in diameter around the main element of the composition - white granite column, with the sculpture of Ukrainian woman on the top, holding in hands a symbol of Ukraine - guelder-rose branch. The column together with the figure being more than 60 meters in height is an architectural and figurative element and with its scale dominates over the square. At the left side there is the fountain with the installed sculptural composition of the founders of Kyiv.
The object is a multi level space designed both for organizing trade and entertaining complex and museum (exhibition) zone.
The facade is made of a continuous glass, from bottom to the top all levels of the complex are united in the way enabling to watch the events taking place on the square. The light foot bridge connects the complex with the International Center of culture and arts.
The vertical links inside the Second and the Third Lines are provided with one panoramic and three freight elevator and six escalators.

Trade-technological concept of TEC  "GLOBUS"

The first line

Number of storeys of trade galleries: two underground levels and Entresol 
The total area: 19,213 sq. ms.
The trade area: 9,132 sq.ms.
The address: sector B, underground passage No1,  Maydan Nezalejnosty, Kyiv
 
The first line of TEC „Globus” represents multifunctional shopping-center acting for the customers with the middle and above middle level.
The feature of the first line is that the "attraction" (attracting people into the Center) is its location and functional (underground passage from the underground station «Maydan Nezalejnosty» to the streets Sophiyivskaya and Mihaylovskaya as aforesaid).

In the conception way there were kept on high level the depth and width of the leasers pool, namely:
large range of the goods assortment and services:
- clothes
- footwear
- leather haberdashery and accessories
- underwear and subjects of home custom
- perfumery and cosmetics
- jewelry
- souvenirs, gifts
- places of public catering
- financial services
- photo service
- service of  booking and theatrical offices expansion of assortment of definite commodity group by presenting different brands

Tab. 1 Distribution of the lettable trade areas on the commodity and services categories

Commodity category	S, sq. ms.	B % to leased
Youth clothes	1 695	19%
Cafes / restaurants	1 123	12%
Footwear	892	10%
Clothes	791	9%
Street fashion	709	8%
Woman clothes	630	7%
Cosmetics, perfumery	543	6%
Cafes/fast food restaurants	525	6%
Man clothes	448	5%
Children's goods and services	310	3%
Other goods and services	291	3%
Souvenirs and accessories for home	280	3%
Media-group, musical equipment	235	3%
Auxiliary areas	202	2%
Jewelry, watches, accessories	177	2%
Underwear, swimming suits	137	2%
Leather haberdashery,  haberdashery	72	1%
Optics, sunglasses	72	1%
Total of trade area	9 132	100%

According to the architectural design of the first line of TEC "Globus" the leasers allocation was arranged as follows:
- Entresol
- recreation zone
− restaurant, two bars, cafe;

Middle level - men /women fashion, footwear, souvenirs, cafe-bar and etc. − is directed towards more “serious” buyer;
Lower level - youth fashion, books, media-group, slot machines, food-court and etc.- is directed toward young buyer;.

Additionally to the sections, the part of the common commercial areas was given to rent  for shops - kiosks, vending machines, services shops etc.
Structure the leasers pool of the first line - a great many of the net-work leasers −  86 %  and small quantity of individualists - 14 % of the total number of sections  for let (the area for kiosks was not taken into account).

Table 2

Leaser	Occupied area, m2	Number of operators	% to total quantity
Sections occupied by foreign net-work operators	5 856	38	54%
Sections occupied by local net-work operators	1 304	22	31%
Sections occupied by individualists	1 515	10	14%
Total	8 675	70	100 %

Parcelling- the areas of the sections vary in the range 10 - 500 m2 , sections of the format 40-80 m2 and 120-200 m2  predominating.

Second line

Number of storeyes  of  of trade galleries: underground level
Total area: 9  044 m2.
Trade area: 3  826  m2.
Address: Sector “A”, underground passage No1, Maydan Nezalejnosty,  Kyiv.
 
The Second Line was designed as the Center to sale the goods for active way of life. This format is the first and still the only one in Ukraine.
The shops of the known sports brands occupy about half of the area to let:
- SPORTSMASTER - more than 1000 m2.
- EXTREM - about 300 m2.
- ADIDAS - about 200 m2.
- PUMA - about 150 m2.
- COLUMBIA - about 100 m2.

Youth footwear, menswear, road bags, accessories and etc. are presented according to the additional principle in the sections of  40 up to 80 m2 format.
The public catering is presented by the cafe "«Jungle" of the total area above 700 m2, located on two levels in the geometrical center of the complex and being visited by the audience according to the second line.
There is also a cozy food-court for 80 seats. The area of the food-court corresponds to the total area of this TEC line.
The entertaining segment is presented by the hall with slot machines of the total area of 50 m2.
The underground passage connecting the underground station and the Second line are occupied by the leasers of small trade areas (1-3 m2) with the assortment to satisfy common needs. «The Street of gifts»- it is the  position of this trade gallery according to the trade assignment- is the separate object directing perfectly the visitors flow from the underground station into the complex, and also creates an additional income.

Table. 3. Area distribution according to the commodity and service categories

Commodity category	S, m2.	% to the  area to let
The goods for active way of life	1 722	45%
Cafes / restaurants	710	19%
Auxiliary room	490.3	13%
Man clothes	158	4%
Other goods and services	124	3%
Footwear	112	3%
Cafes / fast food restaurants	68.6	2%
Jewellery, watches, accessories	68	2%
Leather haberdashery, haberdashery	61.9	2%
Underwear, swimming suits	58	2%
Youth clothes	56	1%
Media group, musical equipment	49	1%
Souvenirs and accessories for home	28	1%
Optics, sunglasses	17	0%
"Street of gifts"	102	3%
Total area let	3 826	100%

Today the flow of the visitors into the Second line goes through two entrances located close to each other- through «Street of gifts» and from the Conservatory, and the flow move goes to the right from the entrances toward the escalator to the Third line (see the Scheme). To create the flow move to the left and, accordingly, for the uniform distribution of the visitors over the total area of the Line, there has been made the reconstruction of the part of the areas of general use - underground passage to the Instituskaya street has been reconstructed for the zone of the multimedia goods. This design «Music and cinema world» (temporary name) is presented by the leading media net-works of Ukraine. The reconstruction covered the area of more than 200 m2. The design includes combining the trade zone with small styled recreation zone with plasma screens and trade areas of small format with the matching goods. Putting into operation is schedule in middle of October, 2005.
There is being solved the problem of an exit from the underground station « Maydan Nezalejnosty» directly into the Second proving the increase of the visitors flow 4 times as much.

The Third line

Number of the trade galleries: three ground levels
The total area: 7 147  m2.
The trade area: 5621 m2.
The address:  2A, Institutskaya street, Kyiv.
 
The third line of TEC „Globus” presents Fashion Center directed towards  the consumers both with an income being above average and of premium segment. The Third line represents the gallery of boutiques  of the fashionable  youth and designer brands, jewellery salons, showrooms, premium class costume jewellery salons. All shops present the best European and American brands:
 
Youth clothes: Esprit, MEXX, Peplasera, Bershka, Kemper, Huke woman, Lecomte, ECKO, Sinequanone …  
 
Footwear: Egle, Fellini …  
 
Clothes: ARMANI JEANS,  ICEBERG, VERSACE, D&G, CERRUTI, KRIZIA, CAVALLI JEANS, MOSCHINO, HILTON, GFF, REPLAY, MASSIMO REBECCHI, ROCCOBAROCCO, EXPENSIVE, CROCI, YUDASHKIN JEANS, MISSONI, EMANUEL UNGARO, COMPAGNIA ITALIANA …  
 
Underwear: Gideon Oberson, La Perla …  
 
Jewellery articles(workpieces), hours, accessories: M. Frey Wille, Swarovski, Nina Richi …  
 
Menswear: Casharel, Lagerfeld  
 
The children's goods: Mother Care, Orchestra  

Attractiveness of the second and third levels is provided respectively by stock clothing shop of italian designers «Grandi Firme Outlet» (about 1000 m2 of the trade area) and supermarket of the goods for children, newborn children and pregnant women «Mother Care» (about 1000 m2 of the trade area).

On each level there are cafes/ restaurants with a view to the Maydan Nezalejnosty.

The sphere of services is widely enough presented by:
-Digital photocopying salon «Fudji film» - modern digital developing laboratory "Fronter-350". A broad range of services: printing from all kinds of the digital mediums, printing of films, all kinds of scanning, recovery of old photos, printing of slides, photo for the documents. A wide range of photo albums and photo accessories.
- Internet club «Sumsung Z club» - wide variety of games, advanced configuration of hard- and software, fast and qualitative Internet. The clients are offered the broad list of business - services: printing (color and black-and white), scanning, photocopy, recording on CD - R (RW) and DVD-R and as a novelty - open desktop.
- Beauty salon «San Plaza» with cosy conditions, modern facilities and trained staff. The studio of sunburn of the salon is equipped with new stuff from the German producers of solariums. In total there are 6 apparatus in the salon: 3 of horizontal type and 3 of vertical type, all being equipped with air-cooling power control and having aromatherapy and aqua-fresh functions.

The feature of the Third line is its architectural binding to the place - from the street Institutskaya and "Ukraine" hotel the entrances into the second and the third levels are made from the street increasing the attendance of these levels.

Table 5. Distribution of the areas according to the commodity and service kind

Commodity kind	S, m2	% to the area to let
Clothes	1 577	28%
Children's goods and services	1 061	19%
Youth clothes	655	12%
Cafes / restaurants	593	11%
Other goods and services	487	9%
Auxiliary area	345	6%
Footwear	302	5%
Men’s clothes	149	3%
Television	145	3%
Women’s clothes	84	1%
Jewellery, watchs, accessories	75	1%
Underwear, swimming suits	62	1%
Souvenirs and accessories for home	33	1%
Optics, sunglasses	30	1%
Leather haberdashery, haberdashery	23	0%
Café/fast food restaurants	2	0%