We all know that iconic moment in Mean Girls where Queen Bee Regina George tells Cady Heron that they are going to the mall, right? The scene that unfolds following that totally plastic moment is one that may seem a little too close to home; one where teenagers are running amok around the fountain of an indoor mall as if it were the actual wild. The reality of this scene may be the exact reason that a new era of shopping centers is upon us.
Overall we no longer hear the word “mall” anymore. Shopping centers replaced the seemingly taboo word for one that reflects a total rebrand of the retail space. We now hear outlets, shoppes, villages and towne centers. But this has us asking… why? What are malls working towards?
The answers are quite simple. Location and walkability. We are now seeing malls and shopping strips including stores, restaurants and entertainment alongside medical centers, massage and fitness studios and living quarters. The reasoning being that once people live or work in the same area as the mall, it makes sense to provide amenities they’ll want and need – amenities such as restaurants, grocery stores, parks, office space and medical centers. Providing the needs of the people all in one convenient central location then attracts an audience beyond shoppers.
Aside from the addition of new characteristics such as sit-down restaurants, movie theaters, and other lifestyle features, malls are being redesigned to create an open-air aesthetic. In other words, the walls are coming down, literally and figuratively. We are seeing the resurgence of an outdoor marketplace where shoppers can enjoy the environment while going from store to store. This allows for brands to create more interactive brand experiences within their individual spaces while the external environment promotes a cohesive destination feel. Instead of an enclosed fortress-style building, mall owners are changing the atmosphere of their properties to improve accessibility and visibility with the added benefit of lower costs of heating and cooling shopping space. Opening up space and adding outdoor areas such as designated event zones, walking paths and clear fields also help create a communal feel for those visiting and living in the area.
The changing nature of retail also means that owners and planners for retail destinations need to be more thoughtful in their approach to adding to their community. This idea of curated retail – how individual retailers complement each other in relation to the development as a whole – is crucial to creating a cohesive retail environment. Planners also must take into account how non-retail mixed-use features such as restaurants, movie theaters and arcades, gyms and medical centers complement the stores in their retail space to create complementary branding throughout the entire community.
With the addition of movie theaters, medical centers, restaurants and more, malls are boasting features that promote connectivity and community. Many mixed-use developments hold events where live music, entertainment and food and drink can be enjoyed in an outdoor setting surrounded by traditional shopping. By including expanded features these new malls or shopping centers are ensuring they’re destinations in their own right while providing a space for the community to be just that, a community.
But the benefits of a connected community do not stop there. The change in shopping malls brings chances for those without reliable transportation to live, work, and relax all in the same location. This walkability works as a benefit to both the community and the complex itself as it allows malls to attract and retain visitors to their development time and time again, and it brings a sense of convenience to those living in the area. With a reduced need for private vehicles, people will take public transportation more, or even increase the amount of time they spend walking. This improves individual health, the environment and even local economies.
A prime example of the “new shopping mall” is right around the corner. With places to live, work, stay, eat and relax, Celebration Pointe features all of the characteristics that would typically be included in a shopping destination.
Picture this: It is a chilly fall evening in Gainesville, FL and you are cuddled up with your loved one in a snug fitting sweater from Tommy Hilfiger. You don’t really feel like cooking, and definitely don’t feel like driving to dinner. What do you do?
Well, if you live at The Vue in Celebration Pointe, you throw on your new Nike Frees from the Nike Factory Store and take a short walk to Miller’s Ale House or MidiCi The Neapolitan Pizza Company for a delicious dinner and drinks. Maybe you catch a new release at Regal Cinema 10 & RPX. Afterward, you take a little stroll around the promenade window shopping your favorite spots like Palmetto Moon as you make your way over to Decadent Dessert Bar or Kilwins to grab a salty or sweet treat (or salty-sweet if you are lucky enough to grab one of those peanut covered caramel apples from Kilwins). Once you have that treat in hand, you get comfortable by the fire pit while listening to a local band on the stage before heading back home.
It’s an experience that’s defining the new way to shop.
As retail spaces begin to change you can count on Celebration Pointe to make every day something worth celebrating. After all, that’s the driving mantra behind the community. Comprised of more than one million square feet of dining, entertainment, shopping, Class-A office space, hospitality, luxury apartment homes and townhomes, Celebration Pointe is the premier destination to live, shop, work and play in North Central Florida. Discover for yourself why Celebration Pointe is the next generation of urban development.
Back to posts ►Stay in the loop about the latest and greatest at Celebration Pointe when you sign up to be a CP Insider. From grand opening celebrations and exclusive promotions to exciting announcements and festive events, CP Insiders are the first to know!
