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• 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
• “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
• 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