New Insight paper: Marcelina Zielinska on a new urban design approach to customer analysis

Chapman Taylor Director Marcelina Zielinska, from our London studio’s Feasibility team, has written an Insight paper on the need for more nuanced and dynamic customer analysis when creating mixed-use urban developments.

In the paper, Marcelina argues that good urban design, particularly in an era of rapid and profound commercial and societal changes, must be underpinned by a thorough understanding of the people who will use, live, work, shop and enjoy the spaces we create, particularly if we are to reverse the phenomenon of identikit high streets and commercial centres that have plagued the UK and much of the western world in recent decades.

The commonly understood segmentation of the post-war population into baby boomers, Generation X, Millennials and Generation Z has its uses and can help make sense of age-related societal shifts.

However, Marcelina makes the case for much better understanding of the complex drivers behind consumer/user behaviour if we are to create truly people-centred and sustainable urban centres.

For more on the topic, you can read Marcelina’s Insight paper here.

Marcelina Zielinska (BA(Hons) DipArch MA ARB)

Director, UK

Marcelina joined Chapman Taylor in 2007 and was promoted to Director in 2017.

Having worked initially on the successful delivery of St. David’s 2 in Cardiff, she then moved to the UK concept design team to focus on the early design stages of major projects.

She has a love for urban environments and a keen interest in the masterplanning and design of complex mixed-use developments as catalysts for urban regeneration.

Areas of expertise:

Masterplanning / Mixed-use / Retail / Leisure

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