Book1_The future of the shopping mall experience_giulia fiorista by Giulia Fiorista

FTHE FUT UR

NCE. RIE PE EX

SHOPPING E H MAL T F L O

GIULIA FIORISTA MDES DESIGN INNOVATION 2014 GSA

FTHE FUT UR

NCE. RIE PE EX

SHOPPING E H MAL T F L O

RESEARCH BOOK Giulia Fiorista MDes Design Innovation Glasgow School of Art 2014

content Introduction & project scope. Methodology & project plan. Desk research & literature review. Field research. Analysis & synthesis. Concept & design development.

6 8 10 26 48 54

introduction & project scope.

This set of two books documents my final thesis project at GSA. It is divided in two parts; the first being about documentation and research and the second describing the development of my design concept. The aim of the project is to explore social behaviors and attitudes of people visiting shopping malls, identifying reasons, perceptions and usage of customers related to the service, consumption and entertainment. The project comprises a theoretical analysis and secondary research on the subject, and above all, primary research and engagement with experts and stakeholders, led with an ethnographic design approach. The design outcome focuses on possible future experiences related with malls and shopping activity, based on my understanding of the history of shopping places through past and recent trends.

~ The future of the shopping mall experience ~

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My research focuses on shopping malls, exploring future experiences for visitors and customers using a design innovation led investigation.

To investigate the experience offered to customers beyond shopping. To identify how shopping malls provide space for social interactions and leisure. To map the history and development of shopping places through past, present and future trends. To explore how design could provide innovative experiences for visitors and customers.

~7~

methodology & project plan.

prior the or knowled etical ge.

The project was planned in four key phases, broadly based on the double diamond approach: discover, define, develop, deliver. The methodology consists of desk research & literature review, field research, analysis & synthesis, and finally, concept & design development. The graph above refers to the abductive reasoning methodology by Kovacs & Spens (2005), which is based partly on empirical research, partly on theoretical research. This was particularly relevant as a reference for approaching my work.

~ The future of the shopping mall experience ~

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desk research & literature review

field research

~9~

develop. analysis & synthesis

literature on non-places.

In the Nineties a debate started concerning spaces of service, consumption, transit and waiting; spaces typical of our modern cities. These consist of structures for services such as transports, shopping centres, outlets, waiting rooms, elevators, casinos, amusement parks, and all the facilities for the accelerated circulation of persons and goods (highways, interchanges and airports). These are the sprawling places, characteristic of our millennium, sometimes called non-places (Marc AugĂŠ, 1992), sometimes junkspaces (Rem Koolhaas, 2001) or third places (Ray Oldenburg, 1989). Depending on the theorist, all these definitions give different interpretation of history, identity, globalization and consumption. The original theoretical intention of my project was to argue against the concepts used to attack contemporary places as inauthentic, lacking identity, unsociable and unhistorical, trying to understand the reasons for their success.

} GLOBAL ANONYMOUS TEMPORARY GENERIC

LOCAL LACKING OF IDENTITY HISTORIC AUTHENTIC

IS ONE SIDE OPPOSIT TO THE OTHER? QUESTIONING & CHALLENGING THE CONTRAST.

~ Desk research & literature review ~

M.Galinsky, Malls Across America (1989)

DEFINITIONS

NEGATIVE SPACE (1961) PLACELESSNESS (1972) EMPTY INTERVAL (1985) ZONES OF TRANSITION (1988) THIRD SPACES (1989) NON-PLACES (1992) LIMINAL SPACE (1995) JUNKSPACE (2001) SUPERPLACES ( 2007)

JUNKSPACE: “If space-junk is the human debris that litters the universe, junk-space is the residue mankind leaves on the planet. The built ... product of modernization is not modern architecture but Junkspace. Junkspace is what remains after modernization has run its course or, more precisely, what coagulates while modernization is in progress, its fallout.” (R. Koolhaas 2001)

~ Desk research & literature review ~

SUPERPLACES: “Defines some areas such as trade fairs and malls, and other infrastructure that fail to integrate with the historic cities. They can be superplaces airports, the high-speed rail stations, stadiums and theme parks.” (K. Varnelis & A. Friedberg, 2007)

NEGATIVE SPACE: “Buildings are not isolated elements, rather ‘cells’ providing particular functions to the wider ecosystem of the city. Negative space is the connective tissue joining different cells. Allowing elements to ‘spread the load’ and simultaneously ‘share the gain’ of various environmental solutions.” (V. Scully, 1961)

ZONES OF TRANSITION: “I believe in the limitless geometry of the cinema screen, in the hidden universe within supermarkets, in the loneliness of the sun, in a garrulousness of planets, in the repetitiveness of ourselves, in the in-existence of the universe and the boredom of the atom. I believe in the power of the imagination, to remake world, to release the truth within us, to hold back the night, to transcend death, to charm motorways, to ingratiate ourselves with birds, to enlist the confidences of madman. I believe in the light cast by video recorders in department store windows, in the messianic insides of radiator grills of showroom automobiles, in the elegance of the oil stains on the micelles of 747’s parked on airports tarmacs. I believe in the non-existence of the past, in the death of the future, of infinite possibilities of the present.” (J. G. Ballard, 1988)

PLACELESSNESS: “Placelessness is the casual eradication of distinctive places and the making of standardized landscapes that results from an insensitivity to the significance of place. Placelessness arises from kitsch—an uncritical acceptance of mass values, or technique—the overriding concern with efficiency as an end in itself. The overall impact of these two forces, which manifest through such processes as mass communication, mass culture, and central authority, is the undermining of place for both individuals and cultures, and the casual replacement of the diverse and significant places of the world with anonymous spaces and exchangeable environments.” (E. Relph, 1972, p.143)

THIRD SPACES: “There is a distinction between the sociological functions of people’s first places (their homes), their second places (offices) and the public spaces that serve as safe, neutral and informal meeting points.Third places are “anchors” of community life and facilitate and foster broader, more creative interaction. All societies already have informal meeting places; what is new in modern times is the intentionality of seeking them out as vital to current societal needs.” (R. OLDENBURG, 1989)

EMPTY INTERVAL: “Modern life is epitomised by speed and continuous movement. Cities are turning into one single city; a single endless city where the differences which once characterised each of them are disappearing. Empty interval is the space that exists when in transit between these locations that we visit almost ephemerally. (I. Calvino, 1985)

NON-PLACES: “Modern forms of transportation make us move through cities fluidly, not dwelling there - so a new type of social space emerges to facilitate passage - airports, train stations, bus terminals, supermarkets. Since their purpose is not to operate socially as a culturally defined place, they are non-places.” (M. Augè, 1992)

LIMINAL SPACE: “Liminal space is a growing character of contemporary city: This space is ‘betwixt and between’ economic institutions but is best described by the adjective liminal because it ‘complicates the effort to construct identity’ Liminal spaces are ambiguous and ambivalent, they slip between global market and local place, between public use and private value, between work and home, between commerce and culture.” (S. Zukin, 1995)

~ 13 ~

In these environments nothing is left to chance in what concerns the design aspect: the amount of decibels and lum, the length of the paths, the frequency of resting places, the type and amount of information and even the air conditioning. All these elements allow people, who by entering the entrance door of these places become immediately consumers, to enjoy the best - and most profitable - visit. All these places can be arranged, according to their main function, into four groups: needs & goods, entertainment & leisure, transports and transitional space. I decided to focus on shopping malls, that embodies all four functions. ~ Desk research & literature review ~

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My first interest was to look at the reasons why people are motivated to visit shopping centres. I challenged and questioned my first assumptions on the topic with a first round of desk research and discovered many reasons to go to shopping centres, which can be grouped under two main motivations (graph on the right). In the project I focused on the hedonic motivation (Lynn Oâ&#x20AC;&#x2122;Brien, 2010), which is defined by three main factors: enjoyment, gratification and sociability. How design could provide new experiences is the main question and scope of the project.

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Reasons of interest.

enjoyment gratification sociability

HEDONIC MOTIVATION

UTILITARIAN MOTIVATION

SHOPPING GOODS AND SERVICES

SPENDING FREE TIME

PRACTICAL NEED & DESIRE LEISURE

HOW CAN DESIGN PROVIDE NEW EXPERIENCES ?

After I managed to narrow down the topic of non-places focusing on the shopping mall environment, I began the first stage of my research. Desk research and literature review helped me to create the ground to build the projecton and to understand the existing landscape on shopping places.

~ 15 ~

brief history of shopping places.

1 AGORA (GREECE) 18th century b.c.

3 MEDIEVAL HALL MARKET (EU) 5th century a.c.

2 ROMAN FORUM 10th century b.C.

~ Desk research & literature review ~

ARCADE (EU) 7th century a.C.

GRAN BAZAR (TURKEY) 6th century a.C.

In the beginning of the history of shopping places, the shopping activity took place in open public spaces with other urban and public functions and activities of the city, like ancient Greek Agora or Roman Forum. After centuries, the enclosed shopping mall separated urbanity and shopping activity from each other. These fully-enclosed and environmentally controlled consumption spaces reinterpreted the urban fabric to simulate a city image and a street-like atmosphere indoors. Inside the walls a new city was created; a city where people shop, eat and entertain, even sleep, get married or have college education as in the case of the Mall of America.

GRAN MAGAZINE (FRANCE) 1800 a.C.

6 MARKET BUILDING (EU) 1700th century a.C.

SOUTHDALE CENTER (DETROIT) 1956

8 DEPARTMENT STORE (FLORIDA) 1920

~ 17 ~

10 NEW TOWN SHOPPING MALL (UK) 1970

In the Twenties the concept of department store (fig. 8) anticipated some principles of the shopping centre. It was a retail establishment with a building open to the public, offering a wide range of consumer goods. Some years later in Detroit, the first proper shopping mall was built: Southdale Center, 1956 (fig. 9). It was inspired by the idea of the Austrian architect Victor Gruen. According to the International Council of Shopping Center (1999), a shopping mall is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to walk from unit to unit. Other establishments, including movie theaters and restaurants are also often included. As traders moved into more spacious shops in the early 19th century, high streets were developed, but wealthier people who could afford to travel to city centres for pleasure, started wanting shelter from rain, so shopping arcades were developed. By introducing new innovations, such as escalators, and with the rise of the automobile these evolved into the shopping malls of today. From early on, the malls were following theories on how customers could be best attracted in a controlled environment. For a modern-day consumer it might come as a surprise that shopping centres were originally envisioned by the aforementioned Austrian socialist architect Victor Gruen (1953) to be utopian communal spaces that brought people together in isolated suburbia. The greatest application of the idea of Victor Gruen might be the interesting, fairly new phenomenon of new towns growing in the UK (fig. 10), especially in Scotland. New towns such as Livingston, Cumbernauld, Glenrothes and East Kilbride, developed a shopping centre as their town centre. These contained civic functions and other community facilities such as libraries, pubs, and community centres, unlike the shopping centres which were developing in established towns and cities. As the towns grew, other facilities were usually developed around the centres, effectively enlarging the town centres.

~ Desk research & literature review ~

â&#x20AC;&#x153;For so many people, the mall was the first place they got to see the world, it is one of the few places where one comes in direct contact with the world system.â&#x20AC;? (Paco Underhill, 2005)

M.Galinsky, Malls Across America (1989)

types of shopping malls.

One of the main scopes of shopping centres is the economic profit of companies and brands, who are therefore interested in the activity of shopping by the customers. Over time this has become the leading purpose, while the communal aim suggested by Victor Gruen has become only subject to it. The International Council of Shopping Centers (1999) classifies shopping malls into eight basic types according to the width of the area they can serve and to the type of goods they offer.

~ Desk research & literature review ~

SUPERREGIONAL CENTRE

NEIGHBORHOOD CENTRE

A shopping mall with three or more anchors, mass merchant, variety, fashion apparel, and serves as the dominant shopping venue for the region (25 miles) in which it is located.

Small-scale malls serving the local neighborhood. They typically have a supermarket or a drugstore as an anchor, and are commonly arranged in a strip mall format. Neighborhood centres usually serve a primary area in a 3 miles radius.

COMMUNITY CENTRE

MALL MALL

MALL

Larger than neighborhood centres, and offer a wider range of goods. They may also follow a strip configuration, or may be “L” or “U” shaped configuration. Community centres usually serve a primary area of 3 to 6 miles. REGIONAL CENTRE A shopping mall which is designed to service a larger area (15 miles) than a conventional shopping mall. Regional malls are also found as tourist attractions in vacation areas. POWER CENTRE Large shopping centres that almost exclusively feature several big-box retailers as their anchors. They usually have a primary trade area of 5 to 10 miles.

~ 21 ~

OUTLET CENTRE An outlet mall is a type of shopping mall in which manufacturers sell their products directly to the public through their own stores. Other stores in outlet malls are operated by retailers selling returned goods and discontinued products, often at heavily reduced prices. THEME/FESTIVAL CENTRE Theme or festival centres have distinct unifying themes that are followed by their individual shops as well as their architecture. They are usually located in urban areas and cater to tourists. FASHION/ SPECIALTY CENTRE Fashion or specialty centres feature upscale apparel shops and boutiques and cater to customers with higher incomes. They usually serve an area of 5 to 15 miles.

the experience.

In the 80’s a new form of culture grew up in malls. Teenagers were the first ones to experience the mall as a communal space to meet and socialize, not just as a place for shopping. Over time, brands and companies understood that offering more services related to people’s free time than just retailing, is an effective method to attract more customers. Focusing on the leisure experiences provided by shopping malls, I explored many case-studies concerning this area. These examples are the most extreme ones, designed to function more as touristic attractions than regular shopping centres.

MALL OF AMERICA (MINNESOTA, USA)

fig. 13

“This massive mall has a theme park and a wedding chapel, where more than 5,000 couples have been married since its opening. Mall of America opened in 1992 and is the third largest mall in North America. Spending 10 minutes in every store would take a shopper more than 86 hours to complete their visit to Mall of America. The mall includes a cinema, Nickelodeon Universe theme park, aquarium, adventure golf, flight simulators, and a comedy house.” (Business Insider, 2011)

~ Desk research & literature review ~

TERMINAL 21 (BANGKOK, THAILAND)

THE DUBAI MALL

fig. 11

fig. 12

“The concept is market streets of the world. Each floor of this Bangkok shopping mall has a different theme based on various cities cities such as Rome, Paris, Tokyo, London, Istanbul. The theme is obvious: the whole world is here. You’ll never have to leave. And technically, this could be true – with free WiFi for visitors after checking in at the help desk, an SF Cinema, and a FitnessFirst. Eat, shop, be entertained, exercise, and travel across continents with just an easy ride up the escalator.” (Business Insider, 2011)

“The Dubai Mall is the world’s largest mall in terms of total area (12.1 million sq ft). The mall has 1,200 shops and houses and an aquarium, which earned the Guinness World Record for the world’s “Largest Acrylic Panel”. The mall also is home to an ice rink, 250-room luxury hotel, 22 cinema screens plus 120 restaurants and cafes. It also features the unique “malls-within-a-mall” concept with themed shopping areas like Gold Souk, Fashion Island, and The Grove, an indoor-outdoor streetscape with a fully retractable roof.” (Business Insider, 2011)

WEST EDMONTON MALL (ALBERTA, CANADA)

VILLAGIO MALL (DOHA, QATAR)

fig. 14

fig. 15

“The 5th largest mall in the world and the largest in North America features the largest indoor water park, which has the biggest wave pool in the world. Built in 1981, the mall includes theme areas including: Bourbon Street (New Orleans-styled clubs and restaurants), Europa Boulevard, and Chinatown. In addition, the mall has an indoor lake, which is home to four sea lions and a replica of the Santa Maria. The mall also has a hotel, indoor shooting range, petting zoo, dinner theater, cinemas, four radio stations and an inter-denominational chapel.” (Business Insider, 2011)

“Indoor ceilings and lighting make you feel like you are shopping under the sky. When you are tired from shopping, take a gondola ride on the canal that runs through the centre of the mall. The Villagio has different areas that represent different times of the day, so you can see sunset, night with street lamps and day. The 220-store mall also includes a 13 screen IMAX 3D cinema ans an ice-skating rink.” (Business Insider, 2011)

~ 23 ~

In the last thirty years many concepts for new entertainment and leisure spaces also outside the shopping mall environment have been developed. These spaces have been created in order to give people new activities and experiences to spend their free time. To identify what makes these places enjoyable and desirable in our contemporary consumerist era is one of the main interests of the project.

3. HOUSE OF BARBIE (SHANGAI, CHINA)

fig. 18 â&#x20AC;&#x153;It was the first Mattel Barbie flagship store in the world. Spa treatments, hair and nail services, and skincare products are available. The Design Center allow girls to become a fashion designer in a 30 minute experience of the steps of the design process (inspiration, concept, prototypes, fabrics etc.). In the end, girls can sit down at a PC to create their very own doll. In the Fashion Runway, Girls can experience a real runway show by getting dressed in fashions from world-renowned designers. (The Guardian, 2009)

~ Desk research & literature review ~

1. SKI DUBAI

2. FERRARI WORLD (ABU DHABI, ARAB EMIRATES)

fig. 16

fig. 17

“The first indoor ski resort in the Middle East, with an amazing mountain-themed wintery setting, enjoy skiing, snowboarding, tobogganing, or just playing in the snow in the middle of the Arabian Desert” (The Playmania, 2013)

“It is the largest indoor and the only Ferrari branded theme park in the world, featuring high adrenaline rides, fun learning attractions suitable for guests of all ages Every ride incorporates Ferrari design and technology, offering an engaging and interactive multisensory experience that truly brings the Ferrari story to life.” (Ferrari World Aby Dhabi, 2014)

4. THE HOLY LAND EXPERIENCE (ORLANDO, USA)

5. KIDZANIA (BANGKOK,THAILAND)

fig. 19

fig. 20

“It is a Christian theme park and registered non-profit corporation. HLE conducts weekly church services and bible studies for the general public. HLE’s theme park recreates the architecture and themes of the ancient city of Jerusalem in 1st century Israel.” (The Holy Land Experience, 2012)

“Kidzania’s content is rooted in an inspirational story of idealistic kids that formed a like-minded community, which led to the creation of a nation, their own government and nationalistic symbols to celebrate their unity. It also led to the development of iconic citizens considered honorary KidZanians who embody the spirit and willfulness of the community and act as representatives to their ideals in disposition, outlook and principles.” (Kidzania, 2014)

~ 25 ~

preparation to field research.

Before starting the field research, I had the possibility to reflect on my past experiences in previous projects. The approach to field research that I used was based upon the general principles of the GSA MDes Design Innovation methods, focused on design ethnography and user led design. > Semi-structured interviews with experts are planned. > Interviews (in person or phone conversations) are recorded and transcribed. > Observations are made in the field, through sketching and photo reportage. > Engagement tools are artifacts designed to get response from the general public. These methods of engagement allowed me to get a great variety of insights useful in identifying the themes to develop for the final design outcome.

~ Field research ~

~ 27 ~

stakeholder mapping. CUSTOMERS The various organizations and individuals that I interacted with during the research phase played an integral role in strengthening my contextual understanding. Before starting the field research, I organized my stakeholders in 6 categories, each of them involved with different roles and perspectives on the phenomenon, some of them in the making and creation of shopping mall environments, some in the consumption of them.

THE LOCAL COMMUNITY IN GLASGOW AREA

TEENAGERS & DIGITAL NATIVES GENERATION GROWING UP IN THIS ENVIRONMENT, GLASGOW AREA

SHOPPING MALL BRANDS ENTERPRISES & COMPANIES

STAFF & WORKERS

THE LOCAL COMMUNITY IN GLASGOW AREA

ARCHITECTS, DESIGNERS, URBAN PLANNERS EXPERTS

RESEARCHERS, SOCIOLOGISTS, THEORISTS EXPERTS

~ Field research ~

Kathrine Heiberg

Partner & Co-founder of Reteam Group, Denmark. (Reteam Group: counseling agency experts in turn-around and refurbishment of shopping centres)

Nick Gault

National Account Manager Intu, London.(Intu is a British Real Estate Investment Trust focusing on shopping centre management and development.)

Arno Ruigrok

Associate Director Multi Developer, Berlin. (Multi Developer: owner, manager and developer of shopping centres across Europe and Turkey.)

Jeremy Mast

designer and founder of Naphouse, Finland.

Claire Oâ&#x20AC;&#x2122;Neill

Account Manager Intu Brahead. (Intu Brahead: one of the biggest shopping malls in Glasgow, on the south bank of the River Clyde in Renfrewshire.)

Justina Tsang

Design Director for Haskoll. (Haskoll: Architecture, Master planning, Interior Design, Retail Design Management Studio based in London)

Matthew Panfel

Research Associate International Council of Shopping Centers, New York. (International Council of Shopping Centers: founded in 1957, it is the global trade association of the shopping centre industry)

Joel Stillerman

sociologist at Grand Valley State University, Michigan

~ 29 ~

conversations & interviews.

Nick Gault is National Account Manager of Intu, UK. His role in the company is to investigate new type of engaging experiences for customers in the shopping mall environment. “Give joy to the customers” is the claim of his department in Intu’s company. “If people are happy, they enjoy time in our mall and eventually consume more.” On the other hand he also pointed out some basic moral principles that guide the company in its choices. Statistics and research on local communities around Intu’s shopping centre properties are meaningful factors in designing the best experience for specific customers. He brought the example of Glasgow, where the high rate of alcoholism doesn’t allow Intu to arrange any event that involves drinking activities in Intu Brahead. He also talked about the importance of online shopping services in the future. “Embracing new technologies is crucial for the future of shopping malls, and it’s something companies shouldn’t feel concerned nor threatened of.” Over the next 10 years Intu UK will invest 1 billion pounds in increasing and refreshing the existing shopping centres. This is certainly a great motivation and a big opportunity for the development of my project.

~ Field research ~

Arno Ruigrok is Associate Director of Multi Developer. He works in the Research & Concepts department. His role in the company is very similar to Nick Gault’s position at Intu, with the difference that Multi Developer focuses more in retailing than in the entertainment and leisure experience. Ruigrok’s company focuses mainly on city centre shopping malls, whereas Intu is more focused on out of town shopping malls. It was compelling to compare these two; malls in the city centre have a high footfall of visitors and are attractive for tourists, but less engaging than out of town malls when it comes to local communities. He pointed out that in the near future his company - like the Intu brand - will invest heavily in developing new technologies such as online services and upgrading existing properties, and less in new shopping centres.

Claire O’Neill is Account Manager at Intu Braehead, the shopping centre where I conducted my research here in Glasgow. Talking with her was crucial to understand the point of view of the staff, inside the mall. Claire was focusing on the importance of the balance between leisure and retail space in Intu Braehead. She pointed out that these two things are essential for each other, and since the increasement of leisure experiences, customers do spend more time and money there. A very interesting point underlined during the conversation was the educational aspect in relation with the recreational one; as an example the successful ski skating classes planned in winter 2013.

Matthew Panfel is a researcher at the International Council of Shopping Centers. During our conversation he gave me some interesting articles and references about entertainment and leisure activities in malls. Talking with him was helpful in order to have a broad overview of what has been done and what might be the future of shopping. He talked about the impact and success of popup stores regarding customers’ experiences, and suggested new possibilities for customer experiences beside the shopping activity. “Owners and managers need to think in terms of lifesyle-oriented centres that cater to consumers, focusing on educational, emotional and creative needs”.

~ 31 ~

Jeremy Mast is a designer and founder of the Naphouse project in Turku (Finland), which encourages people to relax in public spaces and enjoy “an afternoon snooze”. This concept is designed for urban and public spaces, and bases on people’s needs outside of commercial activities. He explained how schools, universities, libraries, airports, museums and shopping centres are all potential infrastructures where resting/napping areas could be easily implemented in the design and management. Talking with him made it possible to get an opinion on the topic with an outside point of view. Thanks to our conversation, I started to think about customers more as people with physical needs and affections, rather than passive consumers.

~ Field research ~

Justina Tsang is Design Director for Haskoll, a studio of architecture and interior design with 30 years of experience in designing shopping centres in UK and abroad. She pointed out the relevance of location and cultural context in the design of a shopping mall. As an example she mentioned Hong Kong, where space is such a luxury that they are forced to limit the relaxation areas for customers to the minimum. Also the balance between leisure and retail spaces is strongly dependent on the context: “Typically for each centre there will be a ratio set against retail vs leisure. For example catering and leisure in a shopping centre in the UK would be expected to be over 10%.The balance is to ensure the customer need has be reflected in the tenant mix as well as the surrounding areas.”

Kathrine Heiberg is Partner & Co-founder of Reteam Group, a company that gives assistance, support and consultancy to existing retail brands. They are now researching on the future of retail, focusing in particular on the comfort of the environment, not only within the context of shopping malls. Kathrine also pointed out how technology will shape the future of retail and the way we live and interact in our environment. “The virtual interaction spaces will be all over the centres, from walking through a store to relaxing on a sofa in the public area. It will enrich the experience and the journey, which will keep the customers coming back time and time again.”

Joel Stillerman is a PhD Associate Professor at the Department of Sociology at Grand Valley State University. He did several researches on shopping malls both in South America and U.S. Talking with him was a great occasion to understand the social differences between malls in developing countries and malls in more developed ones, where the entertainment and leisure experience for customers is much more important than the retailing. He also pointed out the importance of place identity, declaring that people develop a sense of attachment and affection for malls despite their commercial purpose. This depends on how people spend their time there besides shopping (texting, taking pictures, communicating through different media). Interviewing him made me reflect on the opportunity to work on customers’ emotions and ritual behaviour during their shopping activities.

~ 33 ~

engagement tools.

For the field research in Glasgow, I used a set of engagement tools to assist me in the exploration of the environment and during conversations with the general public. These are artifacts and digital tools used to elicit inspirational responses within the context of field work through an artistic, not scientific, design method. I used camera, notebook, phone and tablet to observe the space and customersâ&#x20AC;&#x2122; behaviour in shopping centres and shopping places, taking audio notes, pictures and videos, and making sketches of the surroundings, both with an objective and a subjective approach.

~ Field research ~

ENVISIONING ENVISIONING TOOLS TOOLS To formulate To formulate scenarios scenarios for for newnew mall mall experiences. experiences.

CUSTOMERS ENGAGEMENT TOOLS To understand points of view and uses of customers.

OBSERVATION TOOLS To investigate the environment and social behaviour of customers.

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In addition I designed specific tools to start conversations with people in shopping centres. Learning from my past experience, I reflected on the difficulties of getting good quality insights from interviewing random people in an outdoor public space. This method of research can give a lot of valuable insights, but on the other hand asking strangers to fill questionnaires or respond to interviews in the street can turn out to be demanding. In order to get more attention and interaction, I designed a tool that helped me to get the most useful and effective insights; a spin board game divided into ten questions. Participants were asked to spin the board three times and each time reply to the question. I formulated both direct and indirect questions that helped me to map users’ behaviours and “mall routines”. The playfulness and randomness of the board game made this method very engaging and inviting, and allowed me to gain insights from a wide range of people, from teenagers to elderly.

~ Field research ~

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The board helped me in initiating conversations and stimulating curiosity for my project. It also introduced a deeper stage of engagement, for which I had designed another set of tools: the narrative dice. Each die has six images, one on each face. Participants (not just customers but general public that I managed to involve) were asked to throw the dice and create scenarios with the help of the images. With one die they defined the main character of the story (e.g. teenager, businesswoman), whereas one special die has the same image on each face, in order to create all narratives in the same context of the shopping mall. The narrative dice were based on imaginary or symbolic scenarios that could be envisioned by the participants, stimulating a certain awareness and inspiration. Even though this experimental tool wasn’t as successful as I thought, it gave me insights on expectations, desires and envisions of customers and general public.

~ 37 ~

intu braehead, glasgow.

From what deducted from my interviews with the experts, I have consciously chosen to accomplish my research in an â&#x20AC;&#x153;out of townâ&#x20AC;? shopping mall, where the relation between customers and the space seemed to emerge in the most interesting ways and directions. I pursued my research at Intu Braehead, in the west side of Glasgow. I had permission to accomplish my survey engaging only with customers coming out from the store, outside the main entrance. Braehead is a commercial development located at the former site of Braehead Power Station in Renfrew on the south bank of the River Clyde in Renfrewshire. The shopping centre opened in late 1999, and sits near the King George V Dock. It comprises 98,474 m2 of retail and leisure floorspace. The centre has 110 shops in the main covered mall, and further 10 in a retail park of larger stores. Since opening, the centre has proved to be popular amongst Glaswegian consumers.

~ Field research ~

fig. 21

fig. 22

Sited within the same building as the shopping centre is the Braehead Arena, which provides a stage for concerts and live performances. Instead, between the residential area and the shopping centre stands the complex Soar - Xscape Braehead, the fairly new amenities building that provides an indoor ski slope and other entertainments and leisure facilities.

~ Field research ~

fig. 23

fig. 25

fig. 24

~ 41 ~

fig. 26

observation session.

~ Field research ~

~ 43 ~

engagement session.

~ Field research ~

~ (The photos are reconstructions as I couldnâ&#x20AC;&#x2122;t manage to get~a45permission for taking photos of customers in Intu Braehead.)

key insights from field research.

OBSERVATION SESSION ENGAGEMENT INSIGHTS

~ Field research ~

GENDER FACTOR

>majority of women (72% according to Intu Braehead research) >men waiting, reading news paper.

MAIN ACTIVITIES

> people occupying sitting in the corridors > 50% of customers without shopping bags.

GROUPS OF CUSTOMERS > families with kids > teenage girls

100% of respondents want new recreational space whereas experts suggest intellectual, educational activities 60% goes with family, 30% friends , 10% alone. the average time spent in a mall is 3 hours. 20% of respondents want to stay for as short time as possible. 80% comes once a week, during the weekend. 100% of customers go also to the city centre. 90% of them prefers shopping mall. 100% of male respondents were waiting for their partners, wives or mothers. 60% of respondents come especially for the food court, rather than for shopping in general.

~ 47 ~

themes analysis & mapping.

At this stage I gained many insights from interviews, observations and desk research. The amount of literature and studies on this subject is huge, but i managed to narrow down the topic into my range of interest. I filtered out my least meaningful insights and organized the most important ones under six main research themes. Then I went again through all the insights in order to find tensions, affinities and overlaps between the themes. So I drew 7 possible paths, which eventually led me to 12 design opportunities. This process allowed me to reflect on my research from different points of view; first with a rational approach which let me identify main issues and themes, then with an intuitive and empirical approach, finding different directions that intersect the themes themselves.

~ Analysis & synthesis ~

THEMES shopping as a capitalist pass time > goods provide the starting point for the experience.

This theme focuses on the idea that shopping becomes a trigger for new opportunities to spend free time.

ritualism of the shopping > preparation and after shopping activity.

I tried to figure out all the activities customers do before and after the shopping experience, such as online research (before) and assembly of purchased products (after). Reflecting on this theme led me to the opportunity to redesign the ritual of shopping activity.

the decline of the mall > in the era of online shopping.

One of the main factors threatening the physical space of shopping malls is the massive success of online shopping. Trying to understand how the mall will have to react to this subject could be a potential design opportunity.

the mall as a local community centre facilitator > life-style oriented centres.

the enjoyability of the environment > the relevance of the location, indoor VS outdoor environments.

the desirability of the environment > the aesthetic of persuasion.

This theme looks at the mall as a community space as well as a place for consumption. It lead me to focus my design at the local community in Glasgow.

One of the reasons why people visit shopping malls is the possibility to spend free time in a highly design-controlled space, sheltered from the weather. This topic made me reflect on the relevance of the design and the layout in a shopping mall environment.

Advertisement and layout are part of the aesthetics of shopping malls, designed in order to persuade people to spend as much time as possible. This subject made me reflect on my role and responsibility as a designer in shaping these spaces.

~ 49 ~

ANALYSIS MAP

Giving joy to customers is our claim.

We spend all the weekend going from a mall to another.

A way to escape daily life routine.

Nick Gault National Account Manager Intu

Rob 67

Claire O’Neill Manager Intu Brahead

Majority of respondents declare to go to shopping malls for shopping purpose. Engagement Observation session

The Czech Dream: documentary film of two students from the Czech Film Academy organizing the opening of a new supermarket that doesn’t exist. (Klusák and Remunda, 2000)

Teen Vogue magazine’s stores: hubs for teenage girls, to relax, charge their mobile phones, and try on clothes.

Ikea experience on buying and then building the items at home for the rest of the weekend

People who frequent shopping centers go there are at least once a week, spending around 3 hours there.

Matthew Panfel Researcher at ICSC

Engagement Observation session

Customers use to compare the best item, the best price, the best shop on line and in physical shops, before buying.

Shopping as a physical activity is easier to undertake and maintain, IT captures several dimensions of personal wellbeing, health, and security.

50 % of customers hanging around without shopping bags.

Leanne Lachman Urban Land Institute

An omni-channel experience will allow retail to thrive. Kathrine Heiberg Reteam Group founder

Engagement Observation session

Justina Tsang Design Director Haskoll

Joel Stillerman Sociologist at Grand Valley State University, Michigan

WalMart applied a courier service served by volunteers customers for the neighborhood, having back some discounts. Kathrine Heiberg Reteam Group founder

(Chang, 2011, p.14)

Technological changes and online shopping will increasingly change/ replace real shopping environment.

Emotions are identified as a contributory factor on shopping.

Different pattern of urbanization lead to different levels of design experience (Mall of America VS Intu Brahead) Justina Tsang Design Director Haskoll

people don’t spend money but enjoy the environment.

the family experience & gender differences in using the mall.

the mall as a place for sharing instead of buying.

the woman centered experience in the 21th century

Mall of the World: the world’s first temperature-controlled city to have planet’s biggest mall and 100 hotels for Dubai Expo 2020.

She does not like to walk in the streets because they shout and throw things. She comes here because it’s safe, and likes the temperature. (Morrison, 2012, p.134)

Out of town malls: for locals, more engagement with customers. Nick Gault National Account Manager Intu

Old people and teenagers spend more time and less money in malls. Engagement Observation session

(Cronin, 2014, p.3)

everyday vacation for locals and tourists.

aspirational space for gathering people together.

gaming, competition and rewards as a way to engage.

Originally envisioned by Victor Gruen, as an utopian communal space that brought people together in isolated suburbia. (Fitzpatrick, 2013)

New Town shopping mall: new towns in the UK as Livingston, developed a shopping center as their town center.

For so many people, the mall was the first place they got to see the world as a system. Paco Underhill (Call of the Mall, 2005)

I would like a recreational area for kids, it’s all about kids! Isabel 32

(Dery, 2009)

The mall has frequently become surrogate baby sitters for adolescents below driving age. (Kowinski, 1985, p.121)

Respondents at the mall want new physicalrecreational space. Engagement Observation session

Centers that provides intellectual, educational, creative activities.

Gruen transfer: when consumers enter in a dreamlike environment that stimulates shopping activities.

Matthew Panfel Researcher at ICSC

(Kowinski, 1985, p.21)

Use of existing infrastructure where resting/napping points could be easily implemented in the management.

In certain malls customers promote an exercise program called “mall walking” to lose weight.

The weather outdoor influences the design experience (more comfortable, or extreme, ex. Mall of America).

Jeremy Mast NapHouse founder

Matthew Panfel Researcher at ICSC

Joel Stillerman Sociologist at Grand Valley State University

Women centered family experience (72% of women customers at Intu Brahead, Glasgow).

All male respondents were waiting for their partners, wives, mothers.

Claire O’Neill Manager Intu Brahead

Engagement Observation session

People in a mall do develop a sense of place attachment. Phenomenon of being alone - together. Joel Stillerman Sociologist at Grand Valley State University

Musac: music for public establishments. It meant to evoke the feeling of being in a place, a jungle, an island paradise, outer space. (Urbandictionary, 2005)

insights desk research field work

Events involving people of all ages and status, in which everybody can identify with.

The mall is supposed to be an everyday vacation. (Townsend and Yoto, 2008)

Nick Gault National Account Manager Intu

At the mall, you enter a condition of perfect climate control, where everything is clean and orderly and you are not forced in any way to confront reality.

City center malls: more tourists and high footfall. Arno Ruigrok Associate Director Multi Developer, Berlin

(Michael Sorkin, 2008)

redesigning the ritualism of shopping activity.

online virtual experience supporting the real activity.

focusing on globalization and sameness of the environment.

educational recreational space for the waiting. physical activity space in contemporary consumerist era.

The mall as a nevernever land.

case studies

(Kowinski, 1985, p.54)

themes crossing directions opportunities

ideation stage.

To develop a range of concepts I took the themes and opportunities outlined in the analysis and used them as headings for ideation. I first went back to the stage of research, looking at the future of consumerism, which allowed me to come up with two future landscapes: a postconsumerist and an over-consumerist one. Having these scenarios in mind helped me to explore the opportunities from the most likely outcomes to less likely ideas, and to eventually identify the “preferable ones” (A.Dunne & F.Ruby, 2013). Envisioning what the shopping mall space could be when projecting it in the two future landscapes was a challenging exercise that enriched my speculations on the topic. I was able to get 8 design concepts; what if? and why not? were the two main questions that guided me during the ideation stage towards my final concept.

} SYNTHESIS STAGES

> 40 INSIGHTS > GROUPED IN 6 THEMES > CROSSING INSIGHTS IN 7 OVERLAPPING PATHS > LEADING TO 12 OPPORTUNITIES > PROJECTED IN 2 SCENARIOS > LEADING TO 8 CONCEPTS > DEVELOPMENT OF 1 CONCEPT

~ Analysis & synthesis ~

postconsumerist scenario consumer activism happy degrowth Post-Consumerism is the idea that something can have value without having a price tag attached to it. PostConsumerism revels in the power of the individual: in the belief that a person is not what they buy, own, or consume. PostConsumerism espouses the virtues of responsibility and accountability in the commercial world. Post-Consumerism is based on freedom of choice, and as such believes that free-market capitalism is the best way to run an economy. PostConsumerism believes that the individual has the power, freedom, and responsibility to cast the dollar vote accordingly.

FUTURE post-consumerism

PRESENT

self sustainability satisfaction of enough Post-consumerism can also be viewed as moving beyond the current model of addictive consumerism, rather than suggesting that all manufacturing should cease. This personal and societal strategy utilizes each individual's core values to identify the "satisfaction of enough for today," (Postconsumers, 2008)

(C. Morton 2002, p.1)

in between over-consumerism overconsumerist scenario conspicuous consumption retail therapy Overconsumption is a situation where resource use has outpaced the sustainable capacity of the ecosystem. A prolonged pattern of overconsumption leads to inevitable environmental degradation and the eventual loss of resource bases. Generally the discussion of overconsumption parallels that of overpopulation; that is the more people, the more consumption of raw materials to sustain their lives.

( Worldcentric, 2010)

fig. 27

~ 53 ~

globalization environmental degradation Conspicuous consumption is the spending of money on and the acquiring of goods and services to publicly display economic power - either the buyerâ&#x20AC;&#x2122;s income or the buyerâ&#x20AC;&#x2122;s accumulated wealth. Sociologically, to the conspicuous consumer, such a public display of discretionary economic power is a means either of attaining or of maintaining a given social status. (T. Veblen, 1899)

concepts development.

> Buy Better Together What if sharing will be the new format of shopping? According to this concept people have the possibility to buy in bulk goods and services that they otherwise could never afford. Shopping mall provides the physical space and an online platform to get people involved in the service, through which groups of customers are able to decide their own rules on the shared property. Free-market capitalism is still the main market system, but this concept increases consumer activism, responsibility and accountability.

~ Concept & design development ~

> Shopping machine: how to make (almost) everything ~ What if the production of goods takes part of the shopping experience? This concept envisions the mall as a productionshowroom, a making playground to enrich the family experience. Customers are involved in the production of goods by following the instructions of encoded data in physical objects. The items are eventually sold, but the focus is not just on the products, but on the experience itself. The concept gives awareness of todayâ&#x20AC;&#x2122;s consumerism.

> Raw system: the ceremony before & after buying. What if goods are the starting point for new experience? This concept redefines shopping activity by giving the customers the possibility to purchase incomplete or raw products. The experience begins only after buying them: instructions are provided to get started. The concept gives the opportunity to redesign the ritual of shopping and leisure, with a recreational and playful approach.

Bartering Centres What if something can have value without having a price tag attached to it? In a postconsumerist scenario shopping centres become places for people to barter objects with activities. The physical barter centre is the gathering point to collect the items, and also the space where pop-up activities take place. No money is involved in the system; the idea can be sold as a concept that is between a museum and an educational centre, where people regain responsibility of purchasing, looking at it not only in terms of materialism, but also as an exchange.

~ 55 ~

FarMall What if education becomes part of shopping centers strategy to encourage people on shopping? In an overconsumerist scenario shopping malls are the only places where people can see the natural world. Environmental degradation and pollution as a result of a consumerist system carried out without control transforms shopping centres to oases where people learn - in behalf of multinational brands and companies - where products, food and resources come from. Real and virtual layers are combined together to tell “the story of things”, building the virtual farm of the future. The layout of paths and space is designed based on this exhibition experience.

~ Concept & design development ~

>Mall Camp: locked in a mall! What if shopping mall becomes a stage for a role game? In this concept the shopping centre becomes a place where customers can use and try products before buying them, while taking part in a role game. It takes place in a themed park where virtual backgrounds and projections are mixed with the real stores, and where everything is sponsored and can be bought by customers. The concept will involve customers in a full immersion sensory experience, where also sleeping is allowed, as part of the “adventure”.

The Woman Centered Experience What if shopping malls become the stage for a â&#x20AC;&#x153;mother centered family experienceâ&#x20AC;?? Since 73% of customers in Braehead are women, and Scotland has a high level of young single mothers, I envisioned a mall specifically designed to support them, based around the women centered experience of shopping. Departments are divided depending on womens interests and needs, for example an area designed specifically for mothers and daughters that provides beauty services or introduction to sex education.

GyMall What if shopping becomes the only physical activity of the future? Shopping centres become stages for choreographies, where paths and the layout indicate movements that customers can perform; a sort of gym spreading in a mall, in a perfect mix of virtual and physical environment. The routes can be planned in advance through an online application. Shopping itself is part of the activity, (e.g. how many calories did you burn while reaching for a particular product, exc..). This concept enriches especially the experience of the local community, that can enjoy physical activity while being in a safe and controlled indoor space.

~ 57 ~

the final concept.

The codesign session with three fellow students of the Mdes Design Innovation course helped me prioritize between the 8 concepts. The ones that seemed to answer best to my research questions and that could be easily projected in the context of Scotland, were the Woman Centered Experience and the GiMall. After more research on the field I finally decided to focus on the idea of the GiMall. This was still a rough and abstract concept but served as a starting point on which I elaborated my final design. Even though I already explained the process that brought me to this point, on the right I collected some specific insights closely linked to the choices that led me to the final design. I decided to develop this idea in Intu Braehead, where I had the chance to study the space and integrate my design in the existing environment.

~ Concept & design development ~

“In certain malls customers promote an exercise program called “mall walking” to lose weight.” Matthew Panfel

“The weather outdoor influences the design experience and the enjoyment of the space indoor.” Joel Stillerman

“Shopping as a physical activity is easier to undertake and maintain, IT captures several dimensions of personal well-being, health, and security.”

“An annual investment of £3 million is aimed at increasing physical activity in Scotland, including those furthest away from meeting the physical activity guidelines - teenage girls and older adults.”

Journal of Epidemiology and Community Health, Y. Chang

scotland.gov.uk

“She does not like to walk in the streets because they shout and throw things. She comes here because it’s safe, and likes the temperature.”

Tales from the Mall, E. Morrison

“The average woman burns around 385 calories trudging around stores each week.”

Shop until you drop, L. Hull

} WHAT IF?

Shopping became one of the main physical activity of our everyday life. What if shopping malls provides new meaningful experience related with our daily physical activity ?

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~ 61 ~

TOWNSEND, M. and YOTO, A. (2008) The One Project [Online] Available from: http://www.trummerkind.com/theone/Home.html. [Accessed: 7th July 2014]. VEBLEN, T. (2013) The Theory of the Leisure Class. Oxford: Oxford Worldâ&#x20AC;&#x2122;s Classics. UNDERHILL, P. (2005) Call of the Mall. New York City: Simon and Schuster. Urbandictionary (2005) [Online] Available from: http://www.urbandictionary.com/. [Accessed: 8th July 2014]. ZUKIN S. (1995) Liminal spaces, liminal art, [Online] Available from: http://www.liminalartsnetwork.co.uk/Resources/Liminal_definition.pdf [Accessed: 8th July 2014].

IMAGE LIST Fig.1 Evolution of shopping malls: recent trends and the question of regeneration, photograph. [Online] Available from: https://www.academia.edu/299926/EVOLUTION_OF_SHOPPING_MALLS_RECENT_TRENDS_AND_THE_QUESTION_OF_ REGENERATION. [Accessed: 17th July 2014]. Fig.2 Evolution of shopping malls: recent trends and the question of regeneration, photograph. [Online] Available from: https://www.academia.edu/299926/EVOLUTION_OF_SHOPPING_MALLS_RECENT_TRENDS_AND_THE_QUESTION_OF_ REGENERATION. [Accessed: 17th July 2014]. Fig.3 Evolution of shopping malls: recent trends and the question of regeneration, photograph. [Online] Available from: https://www.academia.edu/299926/EVOLUTION_OF_SHOPPING_MALLS_RECENT_TRENDS_AND_THE_QUESTION_OF_ REGENERATION. [Accessed: 17th July 2014]. Fig.4 Evolution of shopping malls: recent trends and the question of regeneration, photograph. [Online] Available from: https://www.academia.edu/299926/EVOLUTION_OF_SHOPPING_MALLS_RECENT_TRENDS_AND_THE_QUESTION_OF_ REGENERATION. [Accessed: 17th July 2014]. Fig.5 Evolution of shopping malls: recent trends and the question of regeneration, photograph. [Online] Available from: https://www.academia.edu/299926/EVOLUTION_OF_SHOPPING_MALLS_RECENT_TRENDS_AND_THE_QUESTION_OF_ REGENERATION. [Accessed: 17th July 2014]. Fig.6 Evolution of shopping malls: recent trends and the question of regeneration, photograph. [Online] Available from: https://www.academia.edu/299926/EVOLUTION_OF_SHOPPING_MALLS_RECENT_TRENDS_AND_THE_QUESTION_OF_ REGENERATION. [Accessed: 17th July 2014]. Fig.7 Evolution of shopping malls: recent trends and the question of regeneration, photograph. [Online] Available from: https://www.academia.edu/299926/EVOLUTION_OF_SHOPPING_MALLS_RECENT_TRENDS_AND_THE_QUESTION_OF_ REGENERATION. [Accessed: 17th July 2014]. ~ The future of the shopping mall experience ~

Fig.8 Evolution of shopping malls: recent trends and the question of regeneration, photograph. [Online] Available from: https://www.academia.edu/299926/EVOLUTION_OF_SHOPPING_MALLS_RECENT_TRENDS_AND_THE_QUESTION_OF_ REGENERATION. [Accessed: 17th July 2014]. Fig.9 Evolution of shopping malls: recent trends and the question of regeneration, photograph. [Online] Available from: https://www.academia.edu/299926/EVOLUTION_OF_SHOPPING_MALLS_RECENT_TRENDS_AND_THE_QUESTION_OF_ REGENERATION. [Accessed: 17th July 2014]. Fig.10 Evolution of shopping malls: recent trends and the question of regeneration, photograph. [Online] Available from: https://www.academia.edu/299926/EVOLUTION_OF_SHOPPING_MALLS_RECENT_TRENDS_AND_THE_QUESTION_OF_ REGENERATION. [Accessed: 17th July 2014]. Fig.11 The 11 Most Incredible Shopping Malls In The World, photograph. [Online] Available from: http://www.businessinsider. com/coolest-shopping-malls-2010-11?op=1 [Accessed: 17th July 2014]. Fig.12 The 11 Most Incredible Shopping Malls In The World, photograph. [Online] Available from: http://www.businessinsider. com/coolest-shopping-malls-2010-11?op=1 [Accessed: 17th July 2014]. Fig.13The 11 Most Incredible Shopping Malls In The World, photograph. [Online] Available from: http://www.businessinsider. com/coolest-shopping-malls-2010-11?op=1 [Accessed: 17th July 2014]. Fig.14 The 11 Most Incredible Shopping Malls In The World, photograph. [Online] Available from: http://www.businessinsider. com/coolest-shopping-malls-2010-11?op=1 [Accessed: 17th July 2014]. Fig.15 The 11 Most Incredible Shopping Malls In The World, photograph. [Online] Available from: http://www.businessinsider. com/coolest-shopping-malls-2010-11?op=1 [Accessed: 17th July 2014]. Fig.16 Ski Dubai, photograph. [Online] Available from: http://www.mountainyahoos.com/SkiResorts/Dubai/SkiDubai_InsideView_2_520.jpg [Accessed: 17th July 2014]. Fig.17 Ferrari World, photograph. [Online] Available from: http://themeparkinvestigator.com/news-ferrari-world-expansion-announced/ [Accessed: 17th July 2014]. Fig.18 Barbie Shangai Store, photograph. [Online] Available from: http://www.archdaily.com/21065/barbie-shanghai-store-slade-architecture/ [Accessed: 17th July 2014]. Fig.19 The Holy land Experience, photograph. [Online] Available from: http://www.holylandexperience.com/ [Accessed: 17th July 2014]. Fig.20 Kidzania, photograph. [Online] Available from: http://www.archdaily.com/21065/barbie-shanghai-store-slade-architecture/ [Accessed: 17th July 2014]. ~ 63 ~

Fig.21 Braehead shopping centre, photograph. [Online] Available from: http://www.glasgowarchitecture.co.uk/braehead-shopping-centre [Accessed: 18th July 2014]. Fig.21 Braehead shopping centre, photograph. [Online] Available from: http://www.glasgowarchitecture.co.uk/braehead-shopping-centre [Accessed: 18th July 2014]. Fig.22 Braehead shopping centre, photograph. [Online] Available from: http://www.glasgowarchitecture.co.uk/braehead-shopping-centre [Accessed: 18th July 2014]. Fig.23 Xscape Braehead Glasgow, photograph. [Online] Available from: http://www.visitscotland.com/see-do/activities/adventure/glasgow-clyde-valley/ [Accessed: 18th July 2014]. Fig.24 Stadium, Xscape Brahead Glasgow, photograph. [Online] Available from: http://soar.intu.co.uk/home/ [Accessed: 18th July 2014]. Fig.25 Stadium, Xscape Brahead Glasgow, photograph. [Online] Available from: http://soar.intu.co.uk/home/ [Accessed: 18th July 2014]. Fig.26 Ski Resort, Xscape Brahead Glasgow, photograph. [Online] Available from: http://soar.intu.co.uk/home/ [Accessed: 18th July 2014]. Fig. 27 Farmville, illustration. (2012) [Online] Available from: http://www.littleuns.net/. [Accessed: 8th July 2014]. GALINSKY, M. (1989) Malls across America, photograph. [Online] Available from: http://www.dailymail.co.uk/femail/ article-2480247/Michael-Galinskys-Malls-Across-America-book-sheds-light-shoppers-defined-1980s.html. [Accessed: 16th July 2014].

~ The future of the shopping mall experience ~