The Rise of Africa’s Lifestyle Malls

Africa’s shopping centres are getting a dramatic makeover. Consumers are becoming increasingly time pressured and technology focused. They are no longer content to park, enter the store and simply buy the goods. For most, shopping has become an integral part of the leisure time.

mall of africa

Opening of the Mall of Africa in South Africa. Image source: thepeninsularqatar

Africa’s shopping centres are getting a dramatic makeover. Consumers are becoming increasingly time pressured and technology focused. They are no longer content to park, enter the store and simply buy the goods. For most, shopping has become an integral part of the leisure time.

Mixing leisure, entertainment and retail is the current trend and it is gaining momentum, giving rise to the lifestyle mall. The term was copyrighted in May 1997 by Poag & McEwen Co. developers in Memphis, Tennessee.

 

A lifestyle mall is a shopping center or mixed-used commercial development that combines the traditional retail functions of a shopping mall with leisure amenities oriented towards upscale consumers. (Wikipedia)

The lifestyle mall features an open-air architecture, typically high-end retailers. It may or may not include anchor stores, and has a large concentration of dining and entertainment facilities. The malls are usually well landscaped and sometimes offer outdoor artwork, music, and trams or trolleys for on-site transportation. It is intended to support a “shopping as entertainment” mindset and has become highly popular in affluent communities. (Free dictionary)

 

The lifestyle mall turns shopping into a recreational event for friends and family, by making shopping leisurely rather than targeted. The concept attempts to recreate the shopping area as a place for social interaction. It has at its core 2 tasks; to attract consumers to the retail location and to make them want to stay for longer.

 

The lifestyle mall is the place to interact with other people, to see and be seen. In an age where technology allows us to be increasing isolated, the lifestyle mall exists for the communal experience and entertainment.

The lifestyle mall usually incorporates many features such as cafes, amphitheatres, kid’s entertainment, fashion shops, barber shop, restaurants, simulation rides, cinemas and other mall tenants. Some also incorporate local cultural displays and museums.

Mall owners, developers and designers are learning that shopping is not an intellectual experience. The lifestyle mall attempts to build emotional attachment through experience. It uses people’s social natures and their desire to be part of a group with similar views, to build loyalty to the mall. These malls provide places to gather, sit and interact so that shoppers stay longer and enhance their shopping experience.

 

The lifestyle shopping centre is starting to show up in many parts of the world including Africa. They are becoming the hubs of community centres and increasing. In South Africa, many lifestyle shopping have been constructed in the past two decades.

Share on FacebookTweet about this on TwitterShare on Google+Pin on PinterestShare on LinkedInShare on StumbleUponShare on RedditShare on TumblrDigg thisEmail this to someonePrint this page

About the author

Shola

Shola

no Comments

Leave a Reply

Your email address will not be published. Required fields are marked *