Advancing Social and Economic Sustainability in Urban Areas: A Methodology for Determining Architectural Programs of Shopping Centers

The surge in shopping center construction within urban areas, especially without a strategic plan, has been particularly notable in Eastern Balkan cities during the 21st century. This tendency may lead to decreased economic activity and noticeable shifts in social and cultural dynamics. The primary objective of this study is to introduce and apply the Methodology for Determining Architectural Programs (MDAP), a mathematical model designed to optimize the planning process of shopping centers. Focused on spatial disposition and internal program distribution, MDAP extends the foundational Huff model by incorporating relevant economic parameters—consumers’ purchasing power and potential investors’ costs. Examining the city of Novi Sad, Republic of Serbia, the results indicate the consistency of the MDAP’s results compared to the application of the basic Huff model. This approach could contribute to a more balanced economic distribution within cities, promoting social and cultural relations while offering investors a relevant feasibility study and preserving shopping centers’ profitability. This study underscores the significance of considering social sustainability in urban planning, emphasizing how strategic urban retail development can positively impact social dynamics alongside economic viability by maximizing the potential utilization of existing retail spaces. However, potential limitations include unforeseen social, economic, and political factors influencing shopping center location decisions, posing challenges in real-world applications relying on complex social relations.