MALL.

AND .
A PRODUCT
info@trisyscom.com
 City Centre Salt Lake
redefined retail success in Kolkata.
Now imagine a new City Centre.
That’s City Centre New Town.
Bigger. Better.

“Our comprehensive mix of retailers worked wonderfully
at City Centre Salt Lake and I am sure will do so at City
Centre New Town as well.”
Harshavardhan Neotia explains how the City Centre sequel in New Town will be bigger and better
What is distinctive about City
Centre New Town?
City Centre New Town takes its
inspiration from some of the aspects
that worked at City Centre Salt
Lake, like the horizontal vast open
spaces and a wide mix of branded
and unbranded stores. However, City
Centre New Town goes beyond City
Centre Salt Lake in certain respects.
City Centre Salt Lake had a
monolithic architecture that ran
through the entire development; it
allowed each individual shop to
create the variety. City Centre New
Town in contrast is pluralistic as it
addresses different architectural
sensibilities seamlessly held together
in a modern eclectic sense, which
gives a distinctive and elaborate
framework to house the various
shops, restaurants and
entertainment spaces.
What learnings from City Centre
Salt Lake have enriched this
offering?
City Centre Salt Lake was
conceptualised at a time when
security concerns were different, so
we designed the complex with about
14 entrances and exits. Due to
security reasons, we have now had to
close many of them and make only a
few operational. In City Centre New
Town, we have restricted these
openings and exits to only three,
making it more secure.
Besides, at City Centre Salt Lake,
the architecture provided the
consumer with a hide-and-seek
opportunity in the corridors, though
350,000 sq.ft
CITY CENTRE NEW TOWN
225,000 sq.ft
CITY CENTRE SALT LAKE
RETAIL AREA
40,000 sq.ft
CITY CENTRE NEW TOWN
17,000 sq.ft
CITY CENTRE SALT LAKE
SPINE PLAZA AREA
not literally. This caused some
confusion among visitors in reaching
the shop of their choice. At CCNT, we
have retained the character of the
alleyways but simplified the circulation
to improve navigation and help visitors
reach the shop of their choice more
easily.
We have also created more elaborate
construction finishes at CCNT to
enhance a sense of architectural
richness and contemporariness.
How will all this translate into a
value proposition for space owners?
We believe we enjoy a good mix of
major anchors, national brands and
local retailers. Our comprehensive mix
worked wonderfully for retailers at City
Centre Salt Lake and I am sure will do
so at City Centre New Town as well.
MORE OPEN MORE SPACIOUS MORE ELABORATE
MORE HOLISTIC MORE INTEGRATED MORE POTENTIAL
MORE EVENTS MORE VARIETY MORE SEAMLESS
MORE STORES MORE PROXIMATE MORE BRANDS

The City Centre New Town mall and hotel as seen from the main road
Not a boxed-in building.
A spaciously open hangout address.
Not a place where one feels constrained.
An eat-shop-hangout hub that puts you
at ease.
Not an impersonal cold structure.
A friend you can turn to at leisure.
Not a branded preserve of only the
well-to-do.
A high street shopping location for all.
Not just a collection of stores.
A convergence of cineplex, restaurants,
coffee bars and open event areas.
Home. Nearer home.
 When was the last time you
retail variety. associated any place with a
Means stronger pull. collection of happy experiences?
CITY CENTRE SALT LAKE’S RETAIL PROPOSITION COMPRISED ANCHOR
STORES, RETAILERS AND KIOSKS.

CITY CENTRE NEW TOWN WILL ACCOMMODATE ALL THESE IN

NUMBERS AND VARIETY PLUS BOUTIQUES AND A MINI-BAZAAR. SHOPPING. NIGHT CLUB. CINEMA. ANCHOR STORE.

HANDICRAFT. FLORIST. FESTIVAL STORE. FINE DINING.

The world just got more diversely demanding.
Whether it is the daughter who will sulk if you didn’t go out and buy a special card on COFFEE SHOP. BAKERY. FOOD COURT. LADIES’ WEAR.
Daughters’ Day. Whether it is the guest who will raise her eyebrows for that fateful
second when you present leftovers for lunch. Whether it is the kitty party friends who MEN’S WEAR. CHILDREN’S WEAR. COSMETICS.
will hiss ‘how boring’ if you pack all of them into the bedroom for gup-shup.
In this world where there is a growing appetite for being made to feel special, City FOOTWEAR. ENTERTAINMENT. DEPARTMENTAL STORE.
Centre New Town will serve as a faithful accomplice.
GAME PARLOUR. CANDY STORE. ICE-CREAM AND SODA.
Because it will offer the best return on time. Facilitating a quick access to stores,
cafes, restaurants, food court, cineplex, coffee bars, hang-out places and diverse
FAST FOOD. COOKIE SHOP. BENGALI MITHAI. WATCHES.
entertainment options
Because it will comprise a balanced mix of major anchors, national brands, plain GEMS AND JEWELLERY. ACCESSORIES. HOUSEHOLD
retailers and local retailers leading to a richer consumer experience
APPLIANCES. BOOKSTORE. POOL. THEATRE. NAILS AND
Because these options will be dispersed and mixed across the mall area - no
‘zoning’
TATTOOS. KARAOKE. MOBILE STORE. GIFTS AND TOYS.
Because the options will cover the entire retail bandwidth from the unorganised at
one end to the branded cum organised at the other; from street food at one end to a SALON. SPA. ATM. MUSIC STORE. ELECTRONICS STORE.
five-star dining experience at the other; from a kiosk at one end to an anchor store at
the other DRUGGISTS. COMPUTER AND PERIPHERALS. TRAVEL GEAR.

Because when you enter City Centre New Town, you will be prompted to ask ‘Why do I LEATHER AND ACCESSORIES. WINE STORE. HOME DECOR
need to go anywhere else?’
A elaborate City Centre.
Means a richer consumer experience.
CITY CENTRE SALT LAKE WAS THE SUCCESSFUL FIRST EDITION THAT WENT ON
TO REWRITE RETAIL HISTORY IN KOLKATA.

CITY CENTRE NEW TOWN IS BEING POSITIONED AS A MORE CONTEMPORARY

SEQUEL. CALL IT AN EAT-SHOP-HANGOUT DESTINATION. CALL IT A PARK. CALL IT
A PLAZA.

The world simply wants more.

What is good simply needs to get better.
In this challenging environment, City Centre New Town will raise the bar.
Because it will build on City Centre Salt Lake’s hybrid retailer mix.
Only bigger
Because it will extend City Centre Salt Lake’s retail range from small-
unorganised to large-branded. Only wider
Because it will replicate the City Centre Salt Lake’s insight in making the
visitor feel completely at home. Only stronger
Because it will be everything that City Centre Salt Lake is. Only more

When was the last time an address made you feel better?
Celebration Square

open.
Means a more relaxed experience.
CITY CENTRE SALT LAKE IS LARGE.

CITY CENTRE NEW TOWN IS LARGER. ONE AND A HALF TIMES.

The world is getting smaller.

Whether it is one’s table space, office cubicle, the conference room, the cafeteria, the client’s office or even
the elevator.
In this miniaturising world, City Centre New Town will be like the stretching of a leg.
Marked by vast horizontal open spaces
Marked by a ‘high-street’ feel with no boundary walls
Marked by almost more than an acre of open square, perhaps the largest stepped plaza (or adda) of its
kind in India. We call it Celebration Square
Marked by a pluralistic architectural vocabulary. A very downtown feel
This ‘open-mindedness’ will do something specific for visitors. Make City Centre New Town a preferred
place to shop at. Enhance the location’s appeal as a hangout destination. Transform casual footfalls into
serious buyers.
Spread the word.

When was the last time you entered a mall and said, “Wow, what space!”
 seamless.
Means more convenience.
Because the absence of dead ends
enhances a sense of navigational
seamlessness, reflected in walking
endlessly through a number of mall
CITY CENTRE SALT LAKE. FIVE DISPERSED PLAZA BLOCKS. areas, looking at a wider variety of
CUBIST DESIGN. MONOLITHIC STRUCTURE. offerings and leading to a more fulfilling
CITY CENTRE NEW TOWN. BLOCK TO BLOCK. NO DEAD ENDS. consumer experience
PLURALISTIC DESIGN. Because unlike most malls there will
be ample sitting space. Which means you
The world just got more concisely functional.
can catch your breath, soak in the
In this cryptic cut-and-dried world, City Centre New Town will be like a environment, refresh yourself – and
never-ending-but-effortless-discovery. begin all over again
Because City Centre New Town has been designed to make visitors float
from one part to another without consciously exercising their will, decision or
judgement
When was the last time you stayed back
Because the design is like a town square in downtown New York with
in a place not because you had something
architecturally different buildings adjacent to each other but held together
to do but because you simply felt nice?
seamlessly by the eclectic nature of the development
Because the alleyways have been patterned differently, enhancing
aesthetics, recall and navigational convenience
Because the overall design is integrated, welcoming, relaxing and more
conducive for shopping
 New Town. Rajarhat.
potential. Rajarhat covers 28 sq. km and is located in the Barasat Sadar subdivision of North 24

Means larger footfalls.

Parganas district City Centre New Town is 15 km north of the closest mall
It serves a large catchment area with a population of 282,000 within 10 km of driving distance

Primary catchment areas

CITY CENTRE SALT LAKE WAS THE ONLY MALL WITH A RESIDENTIAL CATCHMENT
• Ultadanga • Lake Town • Bangur • Baguiati • Rajarhat • Dum Dum • Nagerbazar
OF HOMES IN SALT LAKE.
• Birati • Barasat
N
CITY CENTRE NEW TOWN IS THE ONLY LIFESTYLE DESTINATION WITH A Barasat

RESIDENTIAL HINTERLAND COMPRISING THOUSANDS OF HOMES IN AND AROUND

RAJARHAT. Madhyam Gram

The world wants to travel more but commute less.

Whether from home to office. Whether from home to market. Whether from market to market.
In this ‘wanting to be less on the road’ world, City Centre New Town is ideally positioned. Belgharia
Rajbari
Because it is located in New Town, Rajarhat, the largest urban development in Bengal in decades. Birati
Rajarhat Bazar
Comprising residences, IT and new age offices, business parks, hospitals, hotels, schools and a
Narayanpur
proposed national-level art gallery Jessore Road
Airport
Rajarhat Station
Pallishree

Because it is located in New Town, Rajarhat, where it is the first organised mall or lifestyle Airport 1 No Rajarhat Road
Gopalpur

destination (the nearest comparable lifestyle destination to the south is 15 km away and there is W
Dum Dum Haldiram Rajarhat
E

absolutely no competing or comparable facility to its north) Chinar Park

Teghoria

Hatiara Lauhati
Because it is located on the northern-most tip of New Town, Rajarhat, with a residential hinterland Nager Bazaar Big Bazar
Jora Mandir
of millions of aspiring and affluent consumers
Ghuni Nawabpur
Kamardanga Jagdishpur
Baguiati Rajarhat
Because it is the closest lifestyle destination – only 3 km and 5 minutes - from a 24x7 Kolkata Belgachia
Kestopur
airport being serviced by more than 200 flights a day. An increasing number of day-visitors Dumdumpark
Laketown Salt Lake
Mokhtarpur

to Kolkata will prefer to conduct their business meetings in an uplifting airport-proximate location like Ultadanga Bangur Sector-v

City Centre New Town and return without really entering Kolkata’s congested central business
district at all
Because it is the first Rajarhat property on the arterial road connecting New Town to Kolkata with
a daily throughput of more than 50,000 vehicles 3 k.m

S
Because the city just moved closer
5 k.m

8 k.m

When was the last time you needed to go to some place to unwind and didn’t stress yourself silly getting Secondary catchment areas
there? • Belgachia • Salt Lake • Phulbagan • Manicktala • Beliaghata • Kankurgachi • North Kolkata
 visibility.
Means larger eyeshare.
CITY CENTRE SALT LAKE EMERGED AS A BENCHMARK IN
HORIZONTAL MOVEMENT, INFORMAL SITTING AND THE
DRAMA OF ALLEYWAYS.
CITY CENTRE NEW TOWN WILL REINFORCE THIS WITH THE
USE OF INTERACTIVE ELECTRONIC MEDIA AND MULTI-
LOCATION PROMOTIONAL PLATFORMS.
The world just got more impulsive.
Whether it is the dress you bought last month.
Whether it is the coffee break you snatched between shopping.
Whether it is the film you ended up in after it was all over.
In this inexplicably urge-driven world, City Centre New Town
will provide a number of triggers.
Because we have one large promotional area called Celebration Square
and many mid-sized ones that can be customized for different events
(most conventional malls only have atriun)
Because the mall is designed for large footfalls; we have minimised the
echo effect; we have created access routes to mobilize and de-congest with
speed
Because the open mall format enhances flexibility in the use of store
frontage
Because each shop will have its own show window with maximised
visibility
Because we have invested in a number of touch-screen kiosks to collect
customer opinions
Because we will provide affordable and secure parking
Because all these will enable us to accommodate and delight no less
than 20,000 people in our mall’s promotional areas at any time
When was the last time you plugged into the electricity of thousands under
one roof and it wasn’t inside an indoor stadium?
Celebration Square
5-star hotel

lifestyle options.
Means greater footfall potential.
CITY CENTRE SALT LAKE REPRESENTED AN OPTIMAL MIX OF ANCHOR
STORES, RETAIL OUTLETS, BOUTIQUES, CINEPLEX, RESTAURANT
BRANDS, FINE DINING OPTIONS, COMMERCIAL SPACE AND BANQUET
HALLS.

CITY CENTRE NEW TOWN WILL BE ALL THIS PLUS A CELEBRATION

SQUARE, A MINI HIGH-STREET BAZAAR AND A 5-STAR HOTEL.

Leisure options just got more cocktailed.

Shopping and film-watching. Business conferencing and lounging. Marriage party and
hangout. Tourism and window shopping. Health food and health spa.

In this convenience-driven world, City Centre New Town brings together a unique
combination. A lifestyle destination combined with a five-star hotel.

350,000 sq. ft. of mall space complemented by 125,000 sq. ft of a five-star (147 rooms) hotel
experience.
This is how the five-star complement will enhance high net worth individual footfalls.
Just five minutes from the airport, ideal for business travelers
Most airport-adjacent hotels enjoy a high occupancy of the affluent
A number of usual hotel amenities will be provided by the mall
The mall will be a convenient shopping and leisure location for hotel guests
Its seven banquet halls will make it attractive for large corporate gatherings
Subtle channeling will minimise any cross-over into the hotel space, enhancing privacy
Resulting in an affluent resident clientele in addition to walk-in city footfalls

When was the last time you went to buy something and ended up buying much much more?
 affordable.
Means a stronger return
on employed capital.
IN 2004, SALT LAKE WAS KOLKATA’S LAID-BACK RESIDENTIAL DORMITORY.
BUT AFTER CITY CENTRE SALT LAKE, IT IS A BUSTLING HUB OF HOTELS,
MALLS, OFFICES AND NEW-AGE RESIDENCES.

IN 2009, CITY CENTRE NEW TOWN OFFERS A SIMILARLY RARE OPPORTUNITY

AS NEW TOWN EVOLVES INTO DESTINATIONNEXT FOR GENNEXT.

The world just got more cost-conscious.

And this includes space owners who need to pay for space on the one hand and inventory on
the other.
For all these gutsy entrepreneurs, City Centre New Town offers a proposition that can be
described in just one word. Unputdownable.
Because we are convinced that if we service our primary customer with care and
commitment, they will do so, in turn, for theirs.
Making City Centre New Town a win-win proposition for promoter, space-owner, consumer
and city

Which was the last time you invested in something and underestimated the returns?

“Our City Centre New Town vision was to recreate a
rich, active, colourful and vibrant urban downtown
centre. Which is precisely what we have done.”
Kapil Bhalla, Architect, City Centre New Town, explains how the architecture of the showpiece will be a win-win for visitors and
store owners
What was your vision of City
Centre New Town?
Our City Centre New Town vision
was to recreate a rich, active,
colourful and vibrant urban
downtown centre.
How has this need translated
into design?
When one walks into CCNT, one will
encounter a high-street feel that will
be more like Fifth Avenue in
Manhattan, where you have a number
of attractive but dissimilar buildings;
where the shops, offices, restaurants
and buildings will enrich the ambient
character; where different materials
used on the building facades
– red stone, grey stone, white stone,
painted panel and lots of graphics –
will make it appear that it was
created by different architects; where
graphics and humanoids across the
building will add a new dimension.
So CCNT will not look like an
architectural monologue where every
part is just like every other part.
Besides, CCNT will not be like
Universal Studio with gimmicks and
glamorously loud low-roof structures.
It will look like a realistic and
functional environment for people to
be comfortable in. Period.
How did this overarching
design philosophy translate into
the internal structure?
A considerable science and psychology
went into the design of the insides
with a singular objective: to make the
visitor feel completely at ease. There
was a good reason for this. An
increasing number of people have a
declining amount of surplus time. The
result is that in most places, people
keep looking at their watches and
want to get away to their next venue
or meeting in the shortest possible
time. We have designed City Centre
New Town with the opposite
objective: a place where people will
forget to look at their watches, will
hang around, will soak in the
atmosphere, will extend their visit,
will cancel their subsequent
appointments or – better still – call
their associates to drop in at City
Centre New Town so that they can
tuck into a corner and conclude a
quick meeting!
How will the architecture
enhance visitor convenience?
High-street and downtown ambience:
Will create the feel of a mall co-existing
with a bazaar. Means diverse consumer
options.
Confluence of all ‘zones’ into
Celebration Square: Will create a hub of
activity. Means a happening environment
for visitors.
Presence of a strong area programme
with three to four distinctive ‘zones’: Will
create a multi-use facility that addresses
shopping, utilities, eating, leisure,
recreation, entertainment, relaxation,
amusement and hospitality needs.
Selective exposure to natural elements
(sunlight, breeze and open space): Will
create a feeling of being in the open most
of the time without the corresponding heat.
Five segregated zones and a square
across 40,000 sq. ft : Will sustain events
concurrently without clashing while
enhancing a sense of leisure. Visitors will
while away their time without knowing how
time flew.
Colourful graphics and humanoids at
every intersection and on most facades:
Will guide visitors to a store/zone and
induce a mood for celebration.
Different look for all blocks: Will
navigate the visitor without feeling lost.
Multiple bridges (glass and steel): Will
facilitate quick entry or exit; will provide a
spectacular arterial perspective from each
position.

“In the last three years,
our City Centre Salt Lake
outlet has emerged in the
top five of our 126 Indian
outlets – in terms of
footfalls, revenue
and profits.”
Virag Joshi, President and CEO,
KFC and Pizza Hut
“In the Customer Mystery
Audit Survey of 2006,
our City Centre Salt Lake
store emerged third best in
India among surveyed
stores.”
Vijay Chauhan, Director, Adidas
HOW CITY “Our outlet at City Centre has
reported an annual same-store
CENTRE growth of 24-25 per cent,
compared with our national
SALT LAKE average of 20 per cent.”
BS Nagesh, CEO, Shoppers Stop
ENRICHED
STORE
“Our City Centre Salt Lake Inox
is one of the best performing
OWNERS. multiplexes among the 16 we
have across India.”
AND WHAT THEY Alok Tandon, COO,
CAN NOW EXPECT Inox Leisure Limited
AT CITY CENTRE
NEW TOWN. “Today, our load factor
of 18 per cent at City
Centre Salt Lake is
among the best across
“City Centre Salt Lake gave
our six stores in India.”
Kookie Jar the confidence to
Sonaal Chopra, CEO, Timezone
develop into a chain.” Entertainment Private Limited (a joint
Lavanya (Lovey) Burman, venture between Shoppers Stop and
Director, Kookie Jar Timezone)
“If I have to think of
the best open plan
mall in India – a
challenging concept to
implement – the first
name that would come
to my mind would be
City Centre Salt Lake
in Kolkata, followed
by Nirmal Lifestyle in
Mumbai.”
Sonaal Chopra, CEO, Timezone
Entertainment Private Limited (a
joint venture between Shoppers Stop
and Timezone)
“Shoppers Stop is in 22
Indian locations today but
the store in City Centre Salt
Lake figures among the top
10 in terms of revenues and
profit per square foot.”
S. Ranganathan, Chief of
Operations, Shoppers Stop
“Following success at
our first outlet at City
Centre Salt Lake, we
now have five other
outlets in Kolkata and
33 across the country.”
Mohit Dhanjal, Business manager –
Retail - OOH, Hindustan Unilever
Limited
“K Lounge enjoys
the highest revenue per
sq. ft among all the
other outlets in India;
our Jockey store enjoys
the second highest.”
Adarsh Sadani, proprietor, Heritage
(readymade fabric store) and
franchisee for Jockey and K Lounge
“My expectations from
City Centre were about
4 or 5 before we started
out. It achieved a rating
of about 7.”
R Parthasarathy, Head – Retail
Services, Madura Garments
“I would rank City Centre Salt
Lake as one of the top 10 malls in
India.”
Vijayant Chabra, Executive Director,
Archies
“There is just no other mall in
India quite like City Centre Salt
Lake.”
BS Nagesh, CEO, Shoppers Stop
A place where
people will like
to be.
THERE COMES A TIME IN THE HISTORY OF CERTAIN
PEOPLE WHEN A DESIRE LONG-SUPPRESSED FINDS
UTTERANCE. AND SO IT IS FOR THE ASPIRATIONS OF
A BETTER LIFESTYLE AMONG THE CITIZENS OF
NORTH KOLKATA.
Through the launch of The Mall.
Positioned not merely as a shopping location but a lifestyle
destination
Positioned not merely as a place where select individuals go for
select needs but where every member of the family would like to go
whenever she or he has any spare time
But first a word on what The Mall will not have. No boundary
wall. No claustrophobia. No small congregation spaces. No
parking worries.
Now a line on what The Mall will be.
One of the biggest retail developments in Eastern India.
One of the largest congregation spaces called Celebration Square.
A variety of retail formats to suit diverse pockets and preferences.
Shops in consumer friendly clusters. A number of shopping,
leisure, dining and entertainment options.
“City Centre New Town will be a complete
destination for the entire family.”
- Harshavardhan Neotia