MALLS R US (2010) DIRECTED BY: HELENE KLODAWSKY BY JOHN BERGGREN & ZACHARY D'ESPOSITO

THE BEGINNING Developer Victor Gruen (50’s)-  He designed the concept of a mall.  “Watering Hole”  “Sacred Place”

THE APPEAL Ideology, passion and greed are centered in malls. Nostalgia, pop culture, economics, architecture, etc. They set standards for human interaction. They feature brands for consumers to flock to. They create an inviting atmosphere by combining modernity with nature or foreign countries. They’ll have anything from flamingos to Ferris wheels. They are like monasteries to nostalgic mall goers. Malls promote tourism but destroy small shops due to combined leisure and luxury (social gathering spot where you buy the same things you would buy at many different stores all in one area). They’re efficient, artistic, and they unite mankind.

MODERN Malls have expanded geographically.  Dubai, UAE  India’s revolt-  Small store owner uprising.  Tourism  Suburbs  Attractions

IDEA & FIXATION- THE APPEAL Focus  Fountains  Spires  Waterfalls  Roller coasters  Glass  Nature Imaginary Utopia Safety Lighting & Mood

NECESSITIES TO SURVIVE  Business – Revenue  Convenience  Location  Style  Class  Atmosphere

UNSUCCESSFUL MALLS Abandoned Always A Bigger & Better Deadmalls.com  Photos of Malls  Descriptions  History

SUCCESS Addiction- “All you need is MONEY!” Self Awareness  What are you lacking?  The mall offers space for you to fill the void! Social Connection  Shopping bags are a visual class statement.  They become a part of people’s lives (nostalgia).  Consumer monastery  They combine a popular place to “hang out” with commerce.

MEDIA Brand fixation  Competition within mall (Hollister and Am. Eagle). Economy (the more we believe it’s bad the worse it gets).  Malls are evidence that fear of spending is causing financial collapse.

RHETORICAL QUESTIONS How have malls impacted your life? Have you ever felt a deep connection to a shopping mall? Do you think that realization of the impact of these malls and our addiction to them will cause consumers to prefer small stores. What if they had a hotel in a mall? How crazy would that be?!