Suburban mega-malls giving way to quiet village centers.

The "village center" or Main Street" theme is quickly emerging as the latest trend in neighborhood and community shopping center design, particularly in economically advantaged areas. Prompted by both increased consumer demand for a more pleasant shopping experience, and the growth of mixed-use residential and retail developments, the concept is affecting the renovation of existing centers as well as the format of new retail center developments.

In both, the simplistic, uniform retail facade of traditional shopping centers is being replaced with a variety of storefronts that replicate the diversity of a downtown area. The introduction of more open-air spaces and community amenities further contributes to the overall "village center" feel.

Convenience for the shopper, as always, is essential to the success of any center and must not be overlooked. While it is important to design the facade and amenities with individuality and a sense of history and community, developers must balance the scope and placement of such features with fundamental requirements such as proper exposure and signage for a property's retailers. In addition, parking must remain visible and highly accessible. With less discretionary time, consumers want and need to arrive at their shopping destination quickly, locate the desired store easily and park efficiently.

The best "village center" designs marry convenience with an open-air, streetscape ambience. The recently completed Highlands Village Center at Liberty Corner in Bernards Township, New Jersey is an excellent example of a well thought-out village center design. Developed by SK Allen Road Associates, the 60,000-square-foot property sits at the center of a mixed-use project called The Hills, one of the largest master-planned developments in the state, with more than 5,200 homes.

Since the closest established downtown to The Hills is a full eight miles away, creating a retail area was critical for serving the day-to-day needs of the residents. Furthermore, establishing a town center to instill a sense of community was essential. With this in mind, Levin Management recruited architects Brown & Craig of Baltimore to design the neighborhood center.

Inspired by the design of Williamsburg, Va., the completed Highlands Village Center includes an outdoor gazebo, vintage-style lighting, open-air sidewalks, benches and other amenities. Contrasting contours, shapes and colors differentiate storefronts. Importantly, the parking, while beautifully landscaped with paved sidewalks, is located directly in front to maximize convenience for shoppers.

In addition, the tenant mix at Village Center provides an array of retail shops and services that fully addresses the community's needs. This includes Harmony School, a renowned pre-school and daycare facility; McGrath's Hardware; a Rite-Aid pharmacy; Gaetano's Beauty Salon, which has been ranked best salon in the county by a consumer poll; Somerset Valley Bank; a home decorating store; a dry cleaning establishment; Color-Me-Mine Pottery; and several eateries.

For older properties, renovated facades that replicate village centers can go a long way toward renewing both consumer and tenant interest. For example, Levin Management Corporation recently refurbished the 240,000-square-foot Mayfair Center in Commack, New York, a renovation that incorporated an attractive main street character. Mayfair Center is owned by Arlone Limited Partnership: Notaro Grupp was architect for the project. Built in 1960's, Mayfair Center was in great need of a point-of-difference.

Specialty lighting, paved sidewalks and individualized store facades all set the tone for the engaging village-style retail experience that Mayfair Center shoppers enjoy today. In addition, the newly renovated center has attracted a freestanding Outback Steakhouse and a 60,000-square-foot, state-of-the-art Waldbaum's supermarket that replaced an undersized Grand Union.