'City Centre' is the distillation of years of painstaking research, conducted on the drivers of future living. The success of City Centre Malls has now been translated into a relevant reality. It is not just about the design, but the ability to attract people and generate revenue opportunities for store owners. City Centre Malls are thus easily the best - differentiated design, optimum scope for brand-building, premium event management, income sustainability for retailers and creation of a community for consumers. Not targeted at the creamy apex but at the middle chunk of the consumption pyramid, the City Centre concept acted as the main catalyst in a retail revolution…bringing growth.