CHAPTER 2

REVIEW OF RELATED LITERATURE

2.0 Introduction

Shopping centers are designed to give consumers a complete shopping experience, providing a

large selection of products and services in a convenient and accessible location. In the Philippines,

shopping centers, also known as shopping malls or shopping complexes, become the center of the

community, and some become landmarks in their own place

centers and buying items as gifts for them. In the region of Southern Tagalog wherein Romblon,

Romblon, Philippines is located, the shopping center located at Barangay Uno is one of the go-to place

for locals and tourists who want to buy local goods and souvenirs. Despite its economic potential, the

barangay currently lacks a modern shopping center that can adequately serve the needs of its residents

and visitors. The absence of such a facility not only hampers the convenience of locals but also presents a

missed opportunity for economic growth and development within the region. This review of related

literature supports this study and provide all necessary data for the evaluation process.

2.1 Shopping Centers

Shopping Centers have evolved into the global hubs of consumerism in urbanized areas. In the

study of Çakar, 2010, the International Council of Shopping Centers also known as ICSC (2011) defines

Shopping Centers as a complex of designed structures constructed by merging commercial buildings with

social areas. ICSC categorizes these buildings into two: enclosed shopping centers and open-air shopping

centers. Open-air shopping centers generally consist of retail spaces arranged in a row alongside a road,

each without a shared roof. On the other hand, enclosed shopping centers are made up of one body and
(Ergün & Kutlu, 2022).
one top cover
2.2 The Rise of Shopping Centers

Enclosed shopping spaces with public areas initially appeared after the advent of the Industrial
(Ceylan Baba Assoc, 2017)
Revolution in the 19th century . Southdale Center designed by Victor Gruen, a

Viennese architect and a socialist, was the world’s first shopping mall, opened in 1956 in Edina,
(Mall Culture - Longreads, n.d.).
Minnesota Gruen and Smith (1960) state that this kind of structure,

which was first constructed to facilitate social interaction, cultural activities, and shopping, swiftly

fulfilled the goals of its design by emerging as the hub of consumer culture on a worldwide scale
(Ergün & Kutlu, 2022)
.

In the Philippines, the visible emergence of exchange of goods and services between vendors and

consumers was during the Spanish colonial. Tianguis, or markets, were a weekly sight in most towns,

according to accounts of the Philippines dating back to the 19th century. A Spanish observer went so far

as to say that the Filipinos' inclination to trade and barter in a variety of ways was "universal." Although

the US mall boom began in the 1950s, the Philippines had its own enclosed shopping establishment as
(Rico & de Leon, 2017)
early as 1932, built during the US colonial period in Manila . Crystal Arcade,

located along Escolta Street, in the downtown district of Binondo, Manila was the country’s first air-
(The Manila Mall Culture - Ortigas Malls, 2019)
conditioned building . According to Rico & de Leon

(2017), the Crystal Arcade developed into the most contemporary building in the city, even mirroring

Parisian arcades with its covered walkways, window displays, cafés, and other specialty stores. The

Crystal Arcade was not just a work of architecture but also a symbol of a new "national culture centered

on commodity." It is a combined influence of Spanish and US colonization that led to the rise of shopping

centers in the Philippines. To this day, shopping centers, shopping complex, and malls became prominent

structures in the Philippines as Alegado & Yap (2020) stated that the Philippines has been known as a

home of large shopping centers. Additionally, Garcia (2020) said that the Philippines has the largest
(Ong et al., 2022)
shopping mall in all Asian countries. .
 In Romblon, Philippines, the shopping center at Barangay Uno, Romblon is a testament of its rich

culture and history. Showed into its historic buildings, intricate designs, and landmarks including the

shopping center, Romblon's town was designated as a heritage town by the government many years ago
(The Journey to Romblon Island | First-Time Travels, n.d.)
. The Romblon Shopping Center offers Marble

Products, Souvenir Accessories, and Souvenir Clothes. The mall also has a variety of restaurants and food

stalls that serve delectable Filipino dishes like lechon (roasted pork) and chicken adobo
(The Wonders of Romblon Shopping Center in Romblon, Philipp
.

2.3 Design of Shopping Centers

2.3.1 Structural Design

2.3.1.1 Space Planning

(size, anong sections ang included, tas ilang floors) paano ang ayos ng shopping center

dati compare sa ngayon. More on past to present

2.3.1.2 Accessibility and Safety

(location, standard safety measures) same dito, more on past to present. Saan ang location

ng shopping centers dati at saan na makikikta ngayon ang mga shopping centers.

Isama ang safety measures na included sa design dati at ngayon (kunwari walang fire safety dati, ngayon

ay kailangan iconsider na yun)

2.3.2.1 Early Designs

(ancient, panahon ni kupong kupong)

Sinaunang design ng shopping center sa ibang bansa, pati sa Pinas like dati ba na mukhang

palengke ganun, then local)

2. 3.2.2 Contemporary Design

(modern, with influence of different cultures, up to present)

(simula sa unang modern sa foreign, then Philippines, then local)

2.3.3 Shopping Centers in New Normal

(after covid) anong itsura ng shopping centers after pandemic

Isama yung concern na dumami ang online shoppers simula nung covid kaya apektado

ang number of physical visits sa mga shopping centers. Basta explain lng then search ng

statement na suporta sa claim natin.

2.4.1 Foreign Shopping Centers

(max of 3)

2.4.2 Local Shopping Centers

(pwede pa hatiin sa 2; urban and rural)

Ceylan Baba Assoc, E. (2017). THE EVOLUTION OF SHOPPING CENTERS: THE RECONSTRUCTION OF THE CITY

CENTER IN THE SHOPPING MALL AS IMITATION/SIMULATION.

Ergün, R., & Kutlu, İ. (2022). New Design Proposals for Shopping Centre Structures as a Result of COVID-19.

Periodica Polytechnica Architecture, 53(1), 57–66. https://doi.org/10.3311/PPAR.17457

Ong, A. K. S., Prasetyo, Y. T., Vallespin, B. E., Persada, S. F., & Nadlifatin, R. (2022). Evaluating the influence

of service quality, hedonic, and utilitarian value on shopper’s behavioral intentions in urban shopping

malls during the COVID-19 pandemic. Heliyon, 8(12), e12542.

https://doi.org/10.1016/J.HELIYON.2022.E12542

Rico, J.-A., & de Leon, K. R. C. (2017). Mall culture - Longreads. https://longreads.tni.org/stateofpower/mall-

culture
The Journey to Romblon Island | First-Time Travels. (n.d.). Retrieved March 30, 2024, from

https://firsttimetravels.com/romblon-the-journey-part-2/

The Manila Mall Culture - Ortigas Malls. (2019, October 9). https://www.ortigasmalls.com/uncategorized/the-

manila-mall-culture/

The Wonders of Romblon Shopping Center in Romblon, Philippines. (n.d.). Retrieved March 30, 2024, from

https://romblonparadise.com/romblon-shopping-center-romblon-romblon/