Atlantic Station - um shopping ou uma experiência de varejo 5.0?
Autor: Alexandre van Beeck | Publicado: 2016-10-17T19:02:00-02:00


Atlanta,
2016*



Quando
cheguei ao Atlantic Station em busca de uma loja em especial, fui surpreendido
pelo o que é realmente esse empreendimento. A primeira impressão é de um modelo
de shopping center/centro comercial nos moldes do Downtown - Barra da Tijuca,
Rio de Janeiro. Uma área de comércio ao ar livre, com ruas, mais de 50 lojas de
varejo, um enorme cinema e nas sobrelojas, escritórios das mais diversas
empresas. Pronto, a semelhança com o Downtown acabou aqui.



O
Atlantic Station é praticamente um bairro, com 1.400.000m2, que comporta não só
a estrutura de lojas de varejo como Target, H&amp;M, GAP, Dillards, West Elm,
IKEA, Victoria’s Secret, Banana Republic, com uma ampla opção de alimentação,
mas também é uma área residencial com parques, enormes prédios comerciais e
hotel, garantindo o alto fluxo do local.









O
que chama atenção quando percorria as ruas é o ambiente totalmente diferente da
cidade de Atlanta. &nbsp;A infra estrutura do
local, suas sinalizações, o design das lojas, o entretenimento (além do cinema,
o Atlantic Station ainda comporta uma exposição permanente do BODIES The Exhibition) eram combinadas
com uma forte identidade musical - em todo o complexo tem música saindo de
árvores, postes e bancas. Sensacional. Me fez lembrar da Disney (eu falei que a
semelhança com o Downtown tinha acabado no primeiro parágrafo).

O local promove uma série de eventos para a comunidade, estimula o “fazer o Bem”, o envolvimento com animais de estimação e o estilo de vida outdoor saudável.









O
dia ajudou. Estava com céu claro e uma temperatura boa. Mas caso chovesse era
só passar no Concierge Service para
retirar uma capa de chuva ou um guarda chuva.

&nbsp;&nbsp;

Mesmo
aberto, o ambiente todo está controlado e em sincronia e apesar de ter sido
lançado em 2005, este empreendimento está extremamente atual, mostrando como o
varejo moderno pode, e deve, se integrar com a vida das pessoas de maneira
muito próxima. 

De
maneira pensada, evitei usar a palavra Experiência
durante o texto. Justamente porque esse é o insight principal desta visita. 














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*À
convite da Ipiranga, estou em Atlanta para acompanhar a NAC’s Show (maior congresso
de lojas de conveniência e postos de combustíveis do mundo), que começa amanhã.&nbsp;