Fashion Square Mall redevelopment proposal to a walkable civic center.

1. Rollins College
MPCU: Placemaking
Sarah Albadri
Travis Rey
Jose Carlos Ayala
Heather Tribou

2. Fresh - Active - Local
Market Square is not only a renovation of a failed mall, but a failed way of But most of all it is about the connections. For too long has there been
life. Fashion Square Mall has, in its current iteration, failed because it has a disconnect from the consumer and the provider. Once a social, central,
become too alienated from the communities which surround it. The same and organic part of all cities, the market has now been abstracted and
alienation plagues not only malls, but where we work and where we make convoluted into stark, barren malls and a calloused invisible hand to be
our homes. Offices erected in plane, disjointed parks and neighborhoods invoked on the evening news. Market Square humanizes and localizes what
gated off from each other; the colorful fabric of civilized life is torn and has been tattered and lost-the sense of connection and belonging that
faded. Market Square is a revolutionary project that rediscovers the past once defined every city. Belonging that once was found in the center, the
and colors it with the future. It is blend of traditional values and human hub, the catalyst of every city: the Market Square.
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.

3. Audubon Park
Baldwin Park
1/
4
m
ile
w
al
k
Audubon Park
1/4
mile
wal
k
1/4 mile walk
5 Minute Pedestrian Sheds

4. 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
Current Conditions

5. Audubon Park Baldwin Park
32803 32814
Median Age 40.4 Median Age 34.4
Median Income $51,300 Median Income $45,600
1+2 Person Households 68% 1+2 Person Households 48%
Families with Children 23% Families with Children 27%
Average Home Price $150,000 Average Home Price $330,000
Demographics

6. Market Square Mall
Phase One Proposal
Keep exisitng mall structure
Repurpose Sears into a hotel
Existing Office Keep parking structure
Ex D
Park
ec riv
Define Market Square Gateway
ut ew
d
ar
ive ay
u lev Urban
Increase stormwater retention and make
Ce
Bo Agriculture
re Residential
nt
i into agricultural peice to tell story of food
gu Lake
er
Ma Overstreet to market
Existing Office Parking Residential Pavillion Connect to Baldwin Park with Cady way
Waterhouse Roadway
Park Trail ROW. Celebrate connection with pavil-
lion on stromwater amenity.
Urban
Residential Agriculture Cady Way Connector Create neigborhood “main street” along
(Multi Modal)
Highway 50 at light
Residential
Bring apartments, live works and town-
Urban houses to site.
Existing Parking Parking
Agriculture
Residential
Create indoor/outdoor space with exisit-
ng mall by adding plazas collonades and
Residential windows
Existing Mall
Create architectural features at key entry
Urban points.
Agriculture
Commercial Keep surface parking at key entries of the
Commercial
mall
Market Residential Main
Parking Street
Add wayfinding signs
State Road 50 (Colonial Drive)
Phase I

7. Market Square
Neighborhood
Final Build Out
Site Data
Residential Units 985
Office Square Feet 924,730
Existing Office Retail Square Feet 582,280
Park
Ex D
Hotel Rooms 284
ec riv
Civic Square Feet 7,350
ut ew
ive ay
d Green Space Acres 16.8
ar
Ce
ev
Waterhouse Roadway
l u Parking Spaces 3,451
nt
Bo
er
ire Commercial Lake
gu
Existing Office Ma Overstreet
Park Parking Parking Demolish mall structure
Residential Pavillion
Reporpose Dillards & Toys R Us
Commercial Mixed Use
Residential Add 2 levels to parking structure
Parking Cady Way Connector
Define Market Square Gateway
Civic
Existing Urban Use Market Green to allow views into the
Bennett Road
Square
Parking Agriculture site
Mixed Use
Residential
Create central square on center of site
The Gardens with community room
Hotel
Main Street Increase stormwater retention and make
Market into agricultural peice to tell story of food
Green to market
Parking
Parking
Market Connect to Baldwin Park with Cady way
Commercial Plaza Trail ROW. Celebrate connection with pavil-
lion on stromwater amenity.
State Road 50 (Colonial Drive)
Create neigborhood “main street” along
Highway 50 at light
Bring office, residential and flex space to
site
Final Phase

8. Market Square
Neighborhood
Block and Denisty Analysis
Main axial connects 3 civic sites
Acive civic site at corner of 50 and Ma-
Ex D
Existing Office
ec riv
Park quire passive civic site at North East of
ut ew
Site
ive ay
d
ar
Ce
u lev Low Density Lake
nt
Bo 2 Stories Overstreet Highest Density at Corner of Maquire and
er
re 50 and at Highway 50
ui
g
Existing Office Ma
Park Low Density Lowest Density along Maquire in North
Medium Density
Waterhouse Roadway
2 Stories
4 Stories East part of the site
High Density Blocks tilted off main axis located at cen-
Low Density 5 Stories ter of site and aligned respectivly to high-
2 Stories way 50 and Maquire
Cady Way Connector
Civic Square
Medium Density Existing
Bennett Road
4 Stories Parking
Urban
Hotel Agriculture
High Density High Density
High Density 5 Stories 5 Stories
5 Stories
Medium Density
High Density 4 Stories
5 Stories Parking
Plaza
Market High Density High Density Medium Density
5 Stories 5 Stories 4 Stories
State Road 50 (Colonial Drive)
Block and Density Analysis

9. Market Square
Neighborhood
Thoroughfare Analysis
Main axial connection
connects Southeast to Northeast
celebrates bike connection
Existing Office
Ex D
Park Strong Streets
ec riv
d
ar Main Street: connects to 50
ut ew
lev
ive ay
u Avenue: connects to Audobon Park
Bo
Ce
re Via: Frames Market Square Gateway
ui
nt
g
Ma
er
“A
”
et
Waterhouse Roadway
A Streets
”
re
St
St
Existing Office Main connectors
re
”
“A
e
Buidling fronts always face
“B
Park
t
”
St
B Streets
re
e
Secondary connectors
t
Av
Building fronts sometimes face
en
“B” Street
ue
Cady Way Connector
“A” Street
ay Smallest ROW
rkw (Multi Modal)
Pa
“B” Street
Existing Cadyway Connector
“A” Street
Parking celebrates bike connections
“A” Street
“A” Street
Main Street
“B” Street
t
ee
Str fy
“B” Street
”
“A odi
Via M “A” Street
Via
State Road 50 (Colonial Drive)
State Road 50 (Colonial Drive)
Cadyway Connector lane seperation
Thoroughfare Analysis

10. Main Street Parkway
“A” Street Avenue
Street Sections

11. Cady Way Connector
One Side On-Street Parking
“B” Street
“A” and “B” Street
Street Sections

12. Market Main Street
Architectural Inspiration

13. Civic Public Realm
Architectural Inspiration

14. Parking Structures Ornaments of Ideal
Architectural Inspiration

15. Commercial
Private Realm
Architectural Inspiration

16. 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.
While man-made
environments like
Disney and Universal
provide once-a-year
experiences celebrating
fantasy, Florida’s With a celebration of the past is also a revisioning of the
natural environment future.
provides seasonal While the architecture of Market Square makes a nod to
experiences that celebrate the ironically car-centric atomic era, the project focuses
sustenance and the on the ideals of the period, specially the expectations
landscape’s reawakening. and potential of the future. While automobiles and large
Programming in Market scale technological advances were the promise of the
Square engages the 1950s and 60s, the outlook of the current generation
human spirit to enjoy its includes a culture of sustainability and celebration of
environment, revitalizing life through new and refreshing experiences. These two
not only a sense of place, factors contribute to a new kind of consumerism that
but time as well. promotes local economies and small businesses.
Community Programming

17. Market Square’s community programming is built on The now infamous Food Truck Bazaar, which previ-
this future. Harvest festivals are a major marker of ously made its home in one Fashion Square Mall’s
Market Square’s programming. Events celebrating vacant and far-flung parking lots, will now have a
Florida’s vital growing seasons symbolize and rein- centerpiece position in front of Market Square’s
force the character of the project. Florida favorites like title market space.
blue berries, strawberries, tomatoes, and oranges will
be the showcase pieces of each seasonal event, ac-
companied by local artisan crafts and music.
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.
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.
Community Programming