Remember the mall next to your house, and automatically the image of an overwhelming, closed off object comes to mind. The design and architecture of a commercial centre hasn’t really changed since the fifties, making it clash with contemporary expectations. With an extremely fast and personal digital world at our fingertips, customers look for unexpected experiences in the physical word, which has turned retail into the perfect space for brands to engage with its audience.
The retail industry faces a need to reinvent itself, if it wants to attract the younger generations, sceptical of the current, large scale retail model. If the offer of the traditional mall is similar or even less attractive to that online or in more centrally located areas, where can the big malls really make a difference?