As we sit down to talk with Dodoshka Chubinidze, the Chief Architect of the Tbilisi Outlet Village project, it quickly becomes obvious how humble she is - especially for an architect who has been at the helm of one of the most ambitious and innovative projects in the region. With 20 years of working experience under her belt since graduating from Tbilisi Academy of Arts in 2003, it’s safe to say she has had enough projects to consider herself an expert, but even so, she is modest about her accomplishments.
This does not mean she is not keen to talk about the project, however. It’s quite clear she is thrilled about how far it has come, as she walks us through its many facets.
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Let’s talk about the space’s concept first for those who might not be familiar with it. How is an outlet village’s layout different from that of a typical mall represented on the market?
By contrast with the malls commonly seen in Georgia and in the Caucasus in general, the outlet village concept offers a distinct architectural approach. Rather than being a singular, enclosed space, it’s designed as many buildings which are united together in a village-style environment that is all about exploration. An outlet village ensures that a visitor feels truly transported not into a soulless liminal space, but a place full of character.
How was the project conceived architecturally?
Well, it was crucial for the outlet’s founders that the project be as close as possible to the internationally established standards of outlet village space design. That is why at the conception stage of the project a Spanish architecture firm L35, known for their extended experience in this niche with projects like Las Rozas Village in Madrid and La Roca Village in Spain, was brought in. Upon the completion of the first two stages, I took over the reins and have been involved ever since.
Were there any changes made to the original concept?
Yes, inevitably - that’s always part of the process. For example, the original concept as developed by L35 leaned quite heavily into yellow and orange hues. Tbilisi, however, is a city that cannot be easily expressed by a single colour in the way some other cities can be - its colourful nature is part of its identity, so I decided to diversify the palette by bringing in the current mix of more pastel tones.
Are there any features that make it unique from the standard outlet village model?
Despite the fact that our overall structure is based on the outlet village model, to make it a unique blend of a tried and tested experience with something that outlets in other countries cannot offer - a touch of Georgian heritage. That is why as you approach each building, you will notice influences from across the Tbilisi cityscape and in particular the Old Town: with its two-storey, iron-balconied buildings with stained glass motifs, narrow streets and romantic lamp posts, it evokes an almost nostalgic sensation. By contrast, some of the buildings were designed to add a more contemporary touch, reflecting the eclectic nature of the city.
Did the issue of functionality influence the form of the building?
Of course - a building has to fulfil its purpose because, unlike most forms of art, architecture is very personal and interactive. Most decisions we made were aimed at enhancing customer experience. For example, we designed the Tbilisi Outlet Village to have three entrances instead of a single one as is customary. This will allow the outlet to manage a significant influx of customers, allowing everyone to enjoy the experience without feeling overwhelmed, but also to help our regulars approach the side that has their favourite store without having to walk across the entire village.
Aside from the cultural influence then, did the location of the outlet play any role in the inspiration?
Yes and no. If anything, the space was chosen based on a pre-existing concept. Outlet villages tend to be located just outside the city, distant from the regular shops and with plenty of space. At the same time, they are ideally close to the motorway and easy to access for locals and tourists alike - all of the points that Tbilisi Outlet Village ticks. In fact, we intend to have one of the entrances dedicated to shoppers who arrive at the outlet via a shuttle bus, which Tbilisi Outlet Village will be providing.
Based on the concept, brands are going to each be represented in an individual space - is this reflected in architecture?
More so in the interior design. As per the international outlet village standards, the exterior is meant to be mutually cohesive. Most of the brand’s identity can be unleashed in the interior, which we will be collaborating on with the tenants. Whether it be selecting particular colours or materials that dominate the gaze - we are more than willing to carry out the vision they think works best for them.
What did you want visitors to take away, emotionally or otherwise, from architecture?
I truly believe in architecture’s power to affect people and shape their emotional state. That is why the core of the Tbilisi Outlet Village concept is the element of surprise, we designed it to be a delightful paradox of feeling like you are in a comfort zone and yet taken aback by the little discoveries you make along the way. Even for a local, there will be elements of unpredictability as you walk through the space and find each building at once familiar and yet like nothing you’ve seen before. This pleasant rollercoaster of emotions is something that we want visitors to associate with Tbilisi Outlet Village.
Now that the construction process is coming to an end how do you feel about it?
It’s true, we are swiftly approaching its resolution with only finishing touches to go. One of the greatest things about being an architect is the collaborative effort that goes into the process - together with the construction team, engineers, landscape designers and developers, we create something substantial. With the long journey and many challenges behind you, it’s really rewarding to see your ideas fleshed out. I am proud of what we’ve made so I’m looking forward to seeing the place buzzing with excitement as it was intended to be.
