ABSTRACT
Paris Van Java Mall is one of the largest malls in the city of Bandung, West Java. The Resort Level at the Paris Van Java mall has its own uniqueness because of the towering retail facade, making it look like a two-story building. However, problems arise related to the dimensions of the towering facade, namely the limited ability of consumers to see the overall design on the retail facade. The limited ability of consumers is influenced by several environmental factors, such as the dimensions of the corridor, the presence of retail merchandising units (RMU), and the presence of decorations or displays in the resort level corridor area. This study uses a qualitative descriptive analysis method to determine the extent to which the effectiveness of the design on the facade of the retail store on the visibility of consumers. Significant results were obtained that the facade design of retail stores in the Resort Level area could not be seen and felt optimally by visitors due to anthropometric and environmental factors. The continuation of this research is expected to be the proper reference for the basis of designing facades inside the mall.
