My version of the mall game would offer more aggressive architectural interventions. Pop the top, and change the air-conditioned, enclosed food court into an open courtyard with a creek running through it. Cover the tan stucco with silvery panels to give it that au courant “industrial” look. Turn one section of the parking lot into a food truck rodeo, local vendors only. Replace the Dillards with a Spa Castle, or a Nitehawk Cinema. The mall of the future is architecturally ambitious, includes plants and water features, judiciously sprinkled with local retailers and food options, and surrounded not by a donut of surface parking lot but with housing, hotels, even educational facilities.
Don’t get me wrong: Malls are still dying. Credit Suisse estimated that 220 to 275 shopping centers, 20 to 25 percent of the current stock, would close within the next five years. We built too many, too cheaply. And it would cost too much to make many of them a worthy destination in 2018.
But even in the age of Amazon, people still leave the house, still shop, still eat. Malls have generated their own version of industrial ruin porn, including video. But when I talked to Erik Pierson, the man behind YouTube channel Retail Archaeology, he freely shared that, while his video of Mesa’s defunct Fiesta Mall may have gone viral, SanTan Village in Gilbert is doing just fine.
In an experience based society, going to the mall needs to be an exciting or satisfying experience compared to shopping at a big box store or purchasing items online.
Three thoughts about this suggestion:
- Only certain malls (and in certain areas) will have the resources to try to be architecturally ambitious and not all of them will get it right. My guess is that shopping malls in less well off communities will die off while those in wealthier areas will continue and will be the ones that take more architectural risks.
- Shopping malls have been criticized over the decades for their crass commercialism and their fakeness (acting like public spaces when they are really not, simulating other environments). Would more ambitious architecture make them more or less acceptable to critics? Take water features: they may be interesting to patrons but are they authentic design elements or just another symbol of the artificiality of the setting?
- What about creating malls that have flexible or changing architecture? Designing malls so that they have regularly changing features – as cited above, the “silvery panels” that provide an industrial look could be swapped out every 6 months with different kinds of panels – could help provide an element of novelty and excitement.
As is suggested in the article, perhaps the real secret is to better embed these ambitious malls in already interesting architectural settings. Instead of having to build a destination in the middle of a suburban parking lot, take advantage of already lively spaces and put an interesting and unique mall there.