1. What is “Ugly France”?
The origins of “Ugly France
The expression “ugly France” was first popularized by French architect and urban planner Roland Castro. The expression is above all a reflection of the unsightly, energy-hungry and poorly conceived architecture and urban planning in certain suburban areas.
The government’s response: plan to transform commercial zones
In 2023, the French government launched a plan to transform commercial zones in order to combat “ugly France”. The aim is to revitalize commercial zones, reduce energy consumption and redevelop these key areas of the French economy and landscape.
As a reminder, in 2023, supermarkets will account for 12% of French GDP, representing sales of 460 billion euros. What’s more, climate change, energy conservation and changing consumer behavior are prompting supermarkets to adapt to environmental standards in order to meet decarbonization targets.
Eligibility for the commercial zone transformation program
Launched by the Direction Générale des Entreprises(DGE), the Agence Nationale de la Cohésions des Territoires(ANCT) and the Direction Générale de l’Aménagement, du Logement et de la Nature(DGALN), the plan to transform commercial zones includes a support scheme. An eligibility framework has been drawn up to select the winners who will benefit from this technical and/or financial assistance. The aim is to subsidize shopping centers that do not have the financial resources to launch a study of their site’s attractiveness, for example. On completion of these studies, shopping centers will be able to carry out projects to remedy and improve their appeal, among other things. By 2024, 74 projects have been selected to benefit from the transformation plan.
Examples of winners: Auchan-Lac and Carrefour de Saint Pol sur Mer
In Bordeaux, the Auchan-Lac chain is one of the winners of the transformation plan implemented by the French government. It will receive funding of 75,000 euros. The grant will be used to finance the initial studies for the commercial zone.
On the other hand, in Saint-Pol-sur-Mer, in the Pas-de-Calais region, the Carrefour chain has also received 75,000 euros in financial aid. This aid is intended for engineering purposes.
How to benefit from the transformation plan
Precise specifications have been drawn up to provide shopping centers with the best possible support and assistance.
To find out more about the plan to transform commercial areas click here
2. A plan contested by some
The shopping center transformation plan is strongly criticized by many experts, who believe that it does not adequately address current challenges and could even exacerbate certain problems.
For example, as Nicolas Gilsoul, a landscape architect quoted in La Croix, points out. The modernization of these spaces without careful consideration of their integration into the urban fabric risks perpetuating the “ugly France”. What’s more, Michel Lussault, geographer and urban planning specialist, argues in Le Monde that rethinking shopping centers without a comprehensive overhaul of city planning is a superficial solution. In his view, this approach merely masks the real challenges of contemporary urban planning, such as the need to create more ecological and socially inclusive spaces.
These experts point out that superficial transformations risk maintaining, or even accentuating, the current problems of congestion and shopping center attractiveness.
3. Solutions for “ugly France
To reinvent themselves, shopping centers are combining various technological approaches. The two main strategies are improving the shopping process through ergonomic innovations and integrating ecological design. Ultimately, the objectives are the same: to improve attractiveness, reduce energy consumption and cut gas emissions.
A. Shopping centers improve the purchasing process
Shopping centers are modernizing their establishments by integrating advanced technologies to make them more attractive. By using various digital tools, they considerably improve the customer experience and the purchasing process. Their aim is to make the latter both ergonomic and efficient, in order to meet consumer expectations and build loyalty.
B. Ecological design for commercial zones
Shopping centers are also adopting innovative technologies to reduce their energy consumption and carbon emissions. By optimizing the use of resources such as water and electricity, and by choosing eco-friendly materials, they succeed in reducing their operating costs while attracting an increasingly environmentally conscious clientele. This eco-responsible approach enables them to meet consumer expectations while contributing to environmental protection.
To find out more about the various innovations, click here
4. Intelligent parking
There’s one key aspect of shopping centers that hasn’t been mentioned so far: parking. Is parking a major lever for improving attractiveness, reducing energy consumption and cutting gas emissions?
Cocoparks’ mission is to enhance the appeal of shopping centers without compromising on decarbonization and energy efficiency.
