The Mall of the Future

By: Samantha Zastrow, Lauren Basler, Hannah Gargulak, Courtney, Froelich, and Dave Lawrence:

What will our Malls Look Like in the Future?

• According to Lisa Davis, an author in HousingWire Magazine, 19 percent of our country’s some 2000 + malls are classified as “Greyfields”—so called for acres of undeveloped parking lots and piles of underutilized concrete.

To Make it in the Future

• Trends for both the construction of new malls and the renovation of old malls have been moving towards a mall layout called a “Lifestyle Center”.

• Anita Kramer, senior director for retail development at the Urban Land Institute claims, “This is not just a fad, this is the wave of the future.”

• Malls are going to need to be more than just a place to shop, if they are to survive.

• Jane Lee of News.com, believes that malls need to become a place where one can, “Eat, work, live, play, (and shop)”.

Future Mall Plan

Underground Malls

The Changing Diversity of Shops

• Malls are ever-changing in these technological times.

• Large shopping centers are trying to include everything that would ever be needed for any shopping trip, including a place to live.

• The Mall of America: One of the largest malls existing today, The Mall of America is known for having a vast variety of stores. Along with it’s 4th floor cinema and large indoor amusement part, the mall has recently added a Mayo Health Clinic interactive “store.” The shop includes touch screen monitors to help the customer achieve what they want through the clinic and their health/wellness needs.

Mall of the Emirates (Dubai):• Largest indoor skiing attraction• Looks to achieve customer’s needs in

“leisure and entertainment”• Has the largest indoor family

entertainment center in the world.• Will be including 2 5-star hotels

attached to the mall

West Edmonton Mall (Canada):• Known for being the largest mall in the

world• Has “themed areas” depending which

part of the mall you are visiting• Indoor Water Parks• Largest Parking Structure in world

Expanding ideas for shops

Some extensive shops included in the Rundle Mall in South Australia:• 700+ retail shops with 300

service “stores”• Examples:-Eye Doctors/Surgeons/Podiatrists-Dentist/Salons-Lawyers/Banks/Tax Services/Insurance-Gyms-Nurseries/Dry Cleaners-Places to take classes/earn degrees-Apartments attached-Restaurants

Food Court 10 years ago

• Not many places

• Not very expensive

• Not as flashy and colorful

• More like a sit down restaurant

Food Court Now

• Very flashy

• All of the restaurants are in one area.

• All of the people sit very close to each other and in the open.

• There are TV's all over.

• Most have something that children can play on.

Food Court 20 Years From Now• Many of the restaurants

are going to be spread out all over the mall.

• There going to be separate buildings within the shopping mall.

• There is going to be even more of a variety.

• Many of the restaurants are going to look more elegant.

20 Years From Now

• The restaurants are going to be more appealing.

• They want the malls to be more indoor and outdoor.

• They plan on putting higher end restaurants in the anchors.

TechnologyTechnology has been changing a lot which in effect is changing how people want to shop. As technology enhances so will the future of the mall.

• Today we use technology to locate our cars by adding an application to our cell phones that enables us to select a button when we are by our phones and when we want to return the application will guide us to our cars.

• Today we use phone applications to receive discounts with stores and to even purchase items online.

Technology

Technology in the future• The full body scanner-assesses the

body and determines the right fit of clothing or what make-up should be worn.

• Geo-location-this is like the car finding application but instead of finding a car this application is used to locate stores in a mall from where you are and give you directions to them.

• In a TIMES article there was discussion on using cell phone signals to and from the cell phone towers to track how many people are in a store at any given time. In doing so would help in gathering evidence to extend shopping hours on a given day .

Teenagers

• Andrea Garner (of marketplace.publicradio.org) writes “A recent study found that 15 percent of teen purchases are designer goods, a number that continues to climb”.

• Susannah Edelbaum (from thehighlow.com) writes that “top-tier malls (which sell more luxury goods) actually saw vacancies drop to 7% or lower”o She compares this to the continuous new vacancies of existing malls

• Teens will want to shop at the newer malls in order to “fit in”

Teenagers and Cell Phones

• Stefanie Olsen, from cnet.com writes that “20 percent of teens currently own a smartphone such as the iPhone” (in 2008)o Advertisers are promoting these for teen audiences

• Cell phones are the future of shopping in the mall:o “Uses of mobile devices will expand to include all kinds of bar code

applications and prepaid debit card payment methods”

• Teenagers will be excluded from the mall LESS because they will own the technology to shop there o This boosts local economy

Senior Citizens

• Senior Citizens will still be able to walk at new mallso Morgan Greenseth, from worldchanging.com, writes about “New

Urbanism”, which “promote[s] the creation of human-scale, walkable communities…[with] emphasized access to public transit, and public spaces designed to invite and benefit the community.”

o Even in these futuristic malls, seniors will be able to utilize the free, indoor walking space

• Technology:o Example from working at Kohl’so Tim Stevens, from switched.com, writes a “US-based survey [found]

that only 35-percent of seniors are online” (in 2008)o In 15 years, more seniors will be online, but what about new

technology?

Conclusion

“Lifestyle Centers”

• Places where people will be able to, “Eat, work, live, play, (and shop)”.

• Incorporating living quarters, daycares, higher end stores and restaurants, as well as, modern technologies that may be usable by people of all ages.

• A mall setup like this would not only be convenient for people, it would also be very environmentally friendly, both by reducing fossil fuel consumption, and the continuing problem with urban sprawl.

Who Knows?

• Who knows though, with the success of Supercenter Big Box Stores like Wal-Mart and Target, where you can do or get just about anything.

• Will they become our malls? • Will they turn into, “Lifestyle Centers” themselves?

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