“Confusion proliferates at every level: past and future collapse meaninglessly into the present: barriers between real and fake, near and far, dissolve as history, nature, technology, are indifferently processed by the mall’s fantasy machine”
Europa Boulevard – theme street at WEM
The Science of Malling
Different Types of Malls Strip Mall Regional Mall Super-Regional Mall Mega Mall
VALS System Values, Attitudes and Lifestyles System uses several variables to determine different groups of consumers Achievers – hardworking, materialistic and highly educated shoppers.Go for luxury products that show status. Strivers – similar to achievers but with less means to indulge in luxury products Experiencers – youngest group (under 25), avid consumers, focus on fashion, music and food. Go for the newest products. Makers – lower-income groups that appreciate practical and functional products
The Utopia of Consumption
“the best measure of social consciousness is now the Index of Consumer Sentiment, which charts optimism about the state of the world in terms of willingness to spend money” -William Leiss
“ the realm of needs becomes identical with the range of possible objects, while the nature of the object itself becomes largely a function of the psychological state of those who desire it” -William Leiss
Does the pot become more exotic, mysterious and expensive this way?
Malls not longer just about shopping. They have become social centers.
Faneuil Hall Marketplace in Boston
Public Life in a Pleasure Dome & Hyperconsumption: Specialization and Proliferation
Shift from shopping in downtown areas without malls to the suburbs where malls flourished.
Aspect of Hyperconsumption : Fragmentation Luxury Mall vs. Outlet Mall
The World as a Shopping Mall
“The world of the shopping mall – respecting no boundaries, no longer limited even by the imperative of consumption has become the world”