The mega mall, on the other hand, panders to childrenthe young and the old ones. Common areas look like the bedrooms of spoiled rich kids: bright splashes of color, big letters, giant playthings hanging from towering ceilings, proprietary talking animated characters. Corridors are designed to look like slightly more modern versions of Disney World’s Main Street. At Florida’s Sawgrass Mills, a giant wooden alligator head greets you at every parking entry. Entryways with names like the Pink Flamingo Entrance and Yellow Toucan Entrance broadcast multilingual greetings. Walk inside, through the lively corridors with thousands of colorful banners festooning the ceiling, and eat at the Hurricane Food Court.
You can dine at a theme restaurant with the whole family, catch a film, sit down and watch a cooking demonstration, attend a baseball card show, or get the autograph of one of your favorite soap-opera stars. At the mega mall, the catchphrase is: shoppertainment. The concept of so-called shoppertainment, years in the making, didn’t truly come into its own until the early 1980s. In 1981, Canada’s West Edmonton Mall opened with more than eight hundred stores and a hotel, amusement park, miniature-golf course, church, a water park for sunbathing and surfing, a zoo, and a 438-foot-long lake. After witnessing the success of this soon-to-be rival, Mills Corporation, a mall developer based in Arlington, Virginia, set out to spread shoppertainment around the U.S.
We see ourselves more as a Disney-type venture than a mall, Mark J. Rivers, executive vice president at Mills, told Businessweek in 1999. The concept of mixing shopping and attractions has been further fueled by several studies, including a 1996 survey conducted for direct-mail company Metromail, which found that 34 percent of shoppers said they are driven more by emotional factors such as fun and excitement than by logical factors such as price, quality, and convenience.Sara Donaldson – Fashion Bloggers on Style Event | Style | Pinterest Ltf
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