CONCEPT DESIGN PROJECTS

Werl Outlets
Al Rio
Hangzhou CBD
Kintex
NEP Japan
POLA World Cruise Center
Red Bull
SDMR Korea
Shell/ Toyota Hydrogen Station
Animation Studio
Bainbridge Las Vegas
Bainbridge Arena Theater Pre-Design
Boulevard Collection
Braemar Country Club
California History Museum
Camino Nuevo Charter Academy
Castel Guelfo
Civic Complex- Calabasas City Hall and Library
Colorful Guizhou Town
Disney's California Adventure
Disney Quest
Disney Shanghai RDE
Egyptian Museum
Fox Fullerton (NOCO)
Green Dot Masterplan
The Heart of Europe Project, The World, Dubai
Helsinki Museum of Contemporary Art Competition
Hollywood and Highland
IAAPA Booth
It's Tough To Be a Bug 3D Theatre
Jebel Ali
Jyvaskyla Museum and Concert Hall
Kukulcan Plaza
La Mezquitera
Lady Luck District Las Vegas
Lake Avenue Retail
Lake County Village Shopping Center
Lancaster Honda Dealership
Leon Guanajuato
Malta Galeria
Museum of Paleontology- Central Museum
Nipomo Town Square
Nassica Extreme Park
New York Sports Club
Oporto Center
Piraeus Mixed-Use Center
Plaza Mayor
POLA Red Car Museum
San Jose Art & Light Events Program
SJRRC Facility
Spotlight 29 Blue Bar
The Strand
TKTS Ticket Booth Times Square
Valor Academy
Vicolungo Outlets
Waterlights
West Olympic Office Tower
Westfield Gilroy
Wired 4 Art Kiosk
Zhongnan Animation City RDE

plazamayor Aerial Rendering
plazamayorDevelopment Plan
plazamayor Main Retail Plaza Rendering
plazamayorMarketplace Rendering
plazamayorInterior Rendering

Following the master planning effort for the La Mezquitera District, Groupo Alcon again invited the team of Elias Estudio E and TFO Architecture to develop a strategy for the expansion and renovation of the existing Plaza Mayor Shopping Center, located in the heart of La Mezquitera, and the important surrounding land held by the Alcon Group. The results of this effort is the design team’s proposal – one that is centered around the creation and integration of multiple shopping districts within the existing retail configuration of Plaza Mayor. These new districts are overlapping and integrated in order to create the next generation of fashion and life-style shopping, entertainment, and social experiences at Plaza Mayor.

The goals of this abbreviated design effort were as follows: • To redefine and maintain the power of Plaza Mayor as the retail leader in Leon and beyond.
• To enhance and expand a successfully operating shopping mall while preserving and maintaining the continuing operation of the Center.
• To meet the increased needs of the local market as defined by the Grupo Alcon Marketing study – Groups “A” the Premium Brands, “B” the Middle Market Brands, and “C” the Local Market Brands.
• As with La Mezquitera, the design team believes the location and expansion potential of Plaza Mayor is ideal and that no segment, A, B or C should be discounted, but rather organized and adapted to the new demand into integrated and well distributed Shopping “Districts”.
• To create a new image and contemporary character for Plaza Mayor, on that will successfully blend “old and new” throughout the centers’ interior and exterior.
• To define and develop the long term and ultimate build-out strategy (Phase 3) that will envision and validate the maximum potential of the Plaza Mayor property into the foreseeable future.

PLAZA MAYOR LEON, GUANAJUATO, MEXICO Mexico
GRUPO ALCON
2011
TFO Architecture and Elias Estudio E: Retail and Commercial Concept Design