Have you been to the mall lately? What did you experience there? Was it crowded or empty, old or new, exciting or dull?
Well, that’s the mall of old. Today’s malls are investing and reinventing their shopping concepts for more consumer involvement. Malls are being upgraded and turned into lifestyle centers for entertainment and health, not just shopping. Some malls even have fitness clubs, apartments, and grocery shopping.
Yet, some malls still have a high vacancy rate and industry observers state that more than two million square feet of mall space has been demolished. But many more malls are refurbishing, not demolishing. Some malls are adding themed attractions such as Nerf gun courses, Formula 1-type racing tracks, and obstacle courses. (Call it “retailtainment.”) Think of it as experiential marketing and today’s mall looks totally different than the old versions where all consumers do is wander between stores.
Toy companies such as Nerf and Legos have built areas where people can play with the toys, then buy them in the adjacent retail store. Netflix is also involved; it has built immersive installations that mirror TV series such as “The Office,” “Squid Game, and “Friends.”
Malls are also building outdoor spaces to provide more options for relaxing and eating. Mall owners are spending big to lure shoppers into coming back, and stay longer. In 2024, more than nine million square feet has been planned for new purposes in malls.
While Covid cut down on shopping at malls, people are willing to come back, as long as the mall meets their current needs and stays interesting.
Let’s meet at the mall tomorrow!
Group Activities and Discussion Questions:
- Discuss how and where students shop. What are their experiences at the mall?
- Show video about malls evolving: https://youtu.be/B1e2oBigF9U?si=DEm3flwoEXrQSYSl
- Divide students into teams. Have teams visit a local mall and observe what is happening around them.
- Students might also do primary research and survey fellow students about their desires for mall expansion.
- Next, have the teams develop new ideas for malls. They could also provide a floor print of how they see the mall stores and entertainment.
- Include stores, dining, entertainment, and more.
Source: Gose, J. (9 June 2024). What retail apocalypse? Shopping centers are making a comeback. New York Times; Margolies, J. (31 August 2024). Nerf blasters and Lego rockets: Another mall evolution. New York Times.
