The History Of Shopping Centres
In today’s modern world, shopping centres serve as beacons of entertainment, retail and social gatherings. They have evolved a lot since their conception, transforming from the enclosed concrete giants of the 1960s into unique locations which put customer experiences at the heart of their operation.
But the look and feel of shopping centres isn’t the only thing about them that’s changed. Let’s explore how these giants of commerce have changed the way the world shops over the years, and what the future holds for their place in our society.
Off To The Market
The first shopping centres weren’t really shopping centres at all. Marketplaces have existed in all shapes and sizes around the world for thousands of years, serving as locations where various products and services could be bought and sold conveniently in one area. Trajan’s Market, located in the heart of ancient Rome, served as a popular spot for browsing goods as far back as 110 AD. Later, public markets and bazaars in the Middle East were also incredibly popular, such as the Grand Bazaar in Istanbul, which remains one of the largest known shopping centres in the world despite being constructed in the 15th century.
It wasn’t until the 18th century that more dedicated, enclosed shopping spaces we recognise nowadays began to emerge.
Arrival Of The ‘Arcades’
In 1798, the Passage du Caire was built in Paris – the world’s first covered shopping passage. It was quickly followed by the Burlington Arcade in London (1819), Westminster Arcade in Providence (1828), and the Galleria Vittorio Emanuele II in Milan (1877). Each of these shopping arcades was grander and more impressive than the last, taking full advantage of the progress in construction techniques to create stunning covered structures containing numerous different shops. In 1890, one of the first covered shopping arcades in the US, the Cleveland Arcade, opened in Cleveland, Ohio, modelled after Milan’s Galleria Vittorio Emanuele II. It spanned over 300ft across 5 floors, and was considered an architectural achievement for its time, drawing in shoppers from all across the world.
More Malls, Please!
As the 20th century progressed, social and technological changes culminated in the ‘shopping mall’ – a specially designed type of enclosed building which allowed for the unrestricted flow of foot traffic. The term originally referred to ‘pedestrian promenades’, but the trend of referring to certain types of shopping centres as ‘malls’ soon took off after Bergen Mall was marketed using the term. They were immediately popular with suburban shoppers, who preferred the convenience of out-of-city shopping, utilising an affordable new machine known as the ‘automobile’.
With the popularity of cars on the rise, newer and bigger shopping locations began to appear across the Western Hemisphere. They incorporated advanced features into their designs, such as central heating and cooling, large parking areas and spaces for entertainment and restaurants. In response to their suburban success, open-air malls were constructed in city centres to compete with the out-of-town shopping centres and try to pull customers back in. Americans couldn’t get enough of shopping malls, embracing them with open arms throughout the 70s and 80s.
The Death Of The Shopping Mall
Due to their enormous popularity, the development and construction of new shopping centres, particularly in the US, skyrocketed over the 20th century. Newer, flashier buildings quickly overtook the older, tired looking shopping centres from the 50s, 60s and 70s as the stars of the retail world. A combination of poor management and unsustainable expansion led to fierce competition between rival stores, which eventually resulted in many of them going bust and closing their doors to shoppers for good.
Despite the perceived victory of the newer malls, their size soon became a liability. It was impossible to properly fund the centres once they had opened, since the new malls were too big for their customer numbers, and the increasing popularity of online shopping threatened to slow foot traffic down to a trickle. Many of the remaining stores were hit hard during the COVID-19 pandemic and the resulting recession, prompting even more shopping malls to shut up shop.
All Is Not Lost!
Fortunately, many shopping centres have survived the pandemic, and are coming back strong! In order to keep up with the world’s rapidly changing shopping habits, shopping centres have had to adapt quickly. Many older, more experienced malls have undergone regeneration programs to transform their look and feel, embracing natural light and energy efficient technologies to save on pricy electricity bills.
Furthermore, new and exciting marketing tactics have resulted in a shift in the public perception of shopping centres – many are now seen as social spaces, entertainment hubs, and amazing dining spots for food-lovers. Themed events, retail spaces, and pop up shops all draw shopper’s attention, and the revenue generated through seasonal sales or brand promotions proves that shopping centres are still very much alive and well.
Embrace The Future With Us!
Whilst we can’t predict what the future will hold for shopping centres, it’s fair to say that they still have an important role to play in the everyday lives of shoppers. By evolving with the times, shopping centres can cultivate new communities, serving customer needs whilst ensuring they remain at the heart of the shopping experience for many years to come.
Here at Shoppertainment, we can help you embrace the full potential of your shopping centre! We offer commercialisation and marketing services for shopping centres around the UK, including rental spaces, kiosks, advertising spaces and digital media opportunities. If you want to know more about our shopping centre commercialisation services, get in touch with one of our team today!