Call of the Mall

A Mouse Hole

Dude where’s my car

• Mall architecture– Big, beige, boxy virtually featureless– “no one has bothered to create something

that says shopping,”

• Because– Historically presentation of merchandize has

been very important (still is today)– Malls are descendents of strip malls

Mall of America

• Biggest tourist in Minnesota

• “Next time you’re in a mall, instead of going directly inside, stroll around the perimeter of the place. It will be one of the more joyless promenades you’ll ever make.”

• Author makes Mall managers start tours in farthest corner of parking lot

• Fashion show Mall Las Vegas

• Times Square Signage

• Impact on bottom line?

• Malls have leverage

• Main entrance?• Parking

– 1. You want a spot that is easy and fast to reach when you arrive.

– 2. You want a spot close to the mall– 3. You want a spot near the entrance that will

bring you closest to your first destination inside.

– 4. You want a spot that is fast and easy to reach when you leave.

• Traffic cop?• Christmas• Find your car afterwards

– Men like numbers– Women like colors– Kids prefer symbols

• Tailgating• Walmart• Peddler’s wagon

NASCAR• Tent Sales• Where do employee’s

Park?